商品敘述：

Winner of the 2014 Case Centre Award in the category of "Economics, Politics and Business Environment." When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. 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.

涵蓋領域：

International business;Global marketing;Marketing strategy;Personal finance;Product introduction;Service management;Services marketing;Target markets

相關資料：

Spreadsheet Supplement, (4560), 0p, by V. Kasturi Rangan, Sunru Yong;
Spreadsheet Supplement, (4561), 0p, by V. Kasturi Rangan, Sunru Yong;
HBS Brief Case Teaching Note, (4563), 8p, by V. Kasturi Rangan, Sunru Yong

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