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Citibank and the Portuguese credit card business: A Citi for everyone
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Orientador(es)
Resumo(s)
In 1997, Citibank entered the Portuguese Credit Card Market with a revolutionary strategy – the democratization of credit cards. A static and underdeveloped market witnessed the entry of an out of the box approach by a giant. Citi taught a lesson that is not often found: breaking the rules may actually pay off. Especially, when your competitors appear to show an explicit risk-averse profile.
The aim of this Case-Study is to analyze Citibank’s competitive position and its sustainability over time. Firstly, we present Citi’s story in Portugal. Afterwards, an analysis on Citi sources of sustainable competitive advantage is portrayed.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa
Palavras-chave
Portuguese Credit Card Business Citibank Competitive Advantage Sustainability