| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === ABSTRACT
This study is an evaluation of crisis management strategy that adopted by a multinational company banking, Citibank, N.A. to sustain and grow during the crisis times. This study takes case study approach on one of the biggest multinational banking company in Indonesia. that implement crisis management strategy through sets of allied as recommended by Dominic Cockram (2012).
Citibank, N.A. is a branch of and is fully owned (100%) by Citigroup, Inc., which located in New York, USA.Citibank, N.A., itself is a big and well-known foreign banking in Indonesia, which have a lot of branch spread in all over Indonesia.
They opportunistic and dynamically shifting role of players in this industry, domination of collective competition in the aftermarket industry.
The research objective is to know what is the key success of Citibank, N.A. to survive from the crisis that caused form the scandal in 2011. This research will be based on interview with the reliable source from authorized personnel of Citibank, N.A., Citibank, N. A. Archive, and official website of Citibank, N.A. This research will analyze all the process of the crisis from the beginning of the crisis until now.
Keywords: Citibank ,N.A., crisis management, communication strategy, credit card.
|
|---|
