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Complete Case details are given below :
Case Name : Alpen Bank: Launching the Credit Card in Romania (Brief Case)
Authors : V. Kasturi Rangan, Sunru Yong
Discipline : International Business
Case Length : 08 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
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. Students are required to complete a quantitative assignment as part of case analysis.
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