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The initiative is a logical step for a number of reasons. First, the decision aligns with the Citibank's mission in the Asia Pacific ? "to be the most preeminent provider of a wide array of financial services to an increasingly affluent upper- and middle-income market" (page 1). Citibank positions itself as a global company that "views the world as one marketplace and had consistently pursued a global strategy for growth." The initiative is a strategic match with Citicorp's organizational philosophy and vision. In addition, to achieve its ambitious goals of 30% or 30 million revenue growth by 1990 and undisputed leadership in the region, Citibank has to create new growth opportunities and offer new financial services, Second, many of the countries are emerging markets or markets with large population, steady economic growth, and great market potential in the near future...
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Common topics in this essay:
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