Citibank Case Option

Citibank is on a journey to become a truly digital bank. As part of this journey Stephen Bird, CEO of Citi’s retail bank, challenged his management team to imagine they were running a state of art Fintech disruptor. Then he told them to go out and transform Citi into that company.

In this case option, you are challenged to examine:

How can Citybank lead the disruption and avoid being the victim of the disruption?

To recapture, we suggest that you go back to the course Digital Competition in Financial Services and watch videos on ecosystem governance where we talk about CitiPay and how it fits into a digital ecosystems.

You also find relevant readings here:

· https://www.euromoney.com/article/b13pwgqqmt2fy6/world39s-best-digital-bank-2017-citi

· https://www.mckinsey.com/global-themes/leadership/citigroup-on-engaging-the-digital-customer

· https://www.mckinsey.com/business-functions/digital-mckinsey/our-insights/rewiring-citi-for-the-digital-age

· https://www.forbes.com/sites/avidan/2015/03/31/how-citibank-is-transforming-itself-by-partnering-with-apple-watch/#70460e57306b

The specific questions to consider in your report pertain to the diagnosis and prescription of the digital transformation at Citibank.

Diagnosis:

How would you describe Citibank’s future digital ecosystem?

What should be Citibank's position in that ecosystem?

Prescription:

What capabilities does Citibank have to develop to successfully claim this position in the ecosystem?