STRATEGI REGIONAL VERSUS STRATEGI MULTI - DOMESTIK STUDI PERAN REGIONAL HEADQUATER BANK X MALAYSIA, DALAM BISNIS KARTU KREDIT DI INDONESIA

This thesis provides an introduction into the concept of regional strategies and structures and concentrates on the positive effects arising from a regional perspective held by companies operating in the banking industry. The theoretical and managerial importance of this concept is demonstrated on observing credit card business at Bank X. The thesis gives a theoretical overview of different strategies a company can use for its international operations and handles the contradiction of regional integration and local responsiveness. The regional strategy is introduced as an alternative to the pure global and local strategy and its main advantage lies in the achievement of a balance between global integration and local responsiveness. The purpose of this study was to investigate organizational structures of Credit Card business at Bank X and to illustrate the impact of regional strategy on their performance (e.g. recognition of regional differences, region-specific targeting of consumers� needs, achievement of sustainable growth in diverse regions, or involvement of cultural differences into the strategic decision-making process). Bank X implements regional headquarter using vertical integration model which suitable with existing needs. Bank X has been successfully executed this strategy and so far enjoying the tremendous growth of credit card application during the last two years