Case Name :      Alpen Bank: Launching the Credit Card in Romania (Brief Case)

Authors :           V. Kasturi Rangan, Sunru Yong

Source :             HBS Brief Cases

Case ID :            4559

Discipline :        International Business

Case Length :    08 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing a period of economic growth after joining the European Union and Carle believes it is time to reconsider the opportunity despite continued skepticism within the company. Carle faces several important decisions before he can present his plan to the head of International Consumer Businesses. He must decide whether to launch a credit card business in Romania, how to position the credit card, and how to acquire new customers most effectively. This case is appropriate for use in the product policy module of a general marketing course, in a new product course, or in a services management course.