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Published by:
Harvard Business Publishing (2010)
18 December 2012
Revision date:
8 pages
Data source:
Published sources


Winner of the 2014 Case Centre Award in the category of 'Economics, Politics and Business Environment.' 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.


Consumer credit; International business; International marketing; Marketing strategy; Product positioning; Product introduction; Service management; Global business; Personal finance


The events covered by this item took place in 2006.

Geographical setting


Featured company

Company name:
Alpen Bank
Banking; Credit cards

Featured protagonist

  • Gregory, Country Manager

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Awards, prizes & competitions

Classic case collection - Economics, Politics and Business Environment
2015 - The Case Centre best selling case
2014 - The Case Centre Awards - category winner

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