Citibank: Self disruption

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來自 Copenhagen Business School 的課程

Digital Transformation of Financial Services - Capstone Project

30 個評分

Copenhagen Business School

Digital Transformation of Financial Services - Capstone Project

30 個評分

課程 4（共 4 門，Specialization Digital Transformation in Financial Services）

In this capstone project course, we ask YOU to apply everything you have learned in this specialization to analyze a real world company and to develop a digital transformation strategy for this company. You will have the possibility to choose between four different case companies, that varies in size (from small start-up to large financial service providers), industry (banking, financial trading, insurance) and geographical location. For one of these -- only one -- you will create a concise recommendation of a strategy to leverage the digital transformation of financial services. To do this well, you will need to summon ideas appropriately from the earlier three courses in the specialization.

從本節課中

INTRODUCTION TO THE CAPSTONE PROJECT

If you're taking this course, you've most likely completed the three earlier courses in this specialisation, Digital Competition in Financial Services, FinTech, and Innovation strategy. In this module you'll get to apply the concepts you have learned in the course. You'll get to choose among four cases for your final project and this specialization, as we describe in greater detail in what follows.

Citibank: Self disruption3:00

與講師見面

Stefan Henningsson
Associate Professor
Department of Digitalization
Jonas Hedman
Associate Professor
Department of Digitalization

In the first course of this specification, digital competition in financial industries,

we talked about Citibank.

In particular, we discussed Citi Pay as an instant,

as a Mastercard's Masterpass.

Citibank was a little late

to digital innovation game but has more recently picked up as digital game.

Beyond Citi Pay, Citi has set up digital labs for

startup innovations connected to tech companies,

renovate its backbone technology infrastructure,

and transform this work in practice to deliver several clever apps for smartphones.

Apps that are led to a steady stream of customers transitioning to Citi.

In 2017, the bank won Euromoney's Global Digital Bank award.

According to Stephen Bird,

CEO of Citi's Consumer Bank,

Citi's up on a journey to become a future proof to the digital bank.

As part of this journey,

Stephen Bird run an exercise with his senior management team.

In this exercise, the team had to

imagine that they were no longer running a consumer division of

a 200-year old bank with millions of customers in 19 countries.

Instead, you should imagine yourself running their own first nightmare,

a state-of-the-art think of disruption that would make Citi itself redundant.

He then told his team that they must build that disruption themselves.

In this case options,

you're challenged to investigate how Citi can become self-destructive.

You should explore what Citi has to do to

lead the disruption and not to be a victim of the disruption.

Start refreshing your knowledge about Citibank,

by watching the videos about digital business ecosystems,

where we discussed Citi's collaborations.

There were also a few additional texts in a reading that follow up this video.

Your specific questions are for

diagnosis: how could you describe Citi's future digital ecosystem,

and, what should be Citi's position in this ecosystem?

For the prescription part,

what capability does Citi have to develop to

successfully claim this position in the ecosystem?

If you choose this option for case analysis,

make sure that you weave these questions together into a story about how Citibank can

transform to leverage the new possibilities in the digital financial industry. Good luck.

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