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研究生:Winny Sutanto
研究生(外文):Winny Sutanto
論文名稱:A CASE STUDY OF CRISIS MANAGEMENT STRATEGY ON CITIBANK, N.A. INDONESIA
論文名稱(外文):A CASE STUDY OF CRISIS MANAGEMENT STRATEGY ON CITIBANK, N.A. INDONESIA
指導教授:劉代洋劉代洋引用關係
指導教授(外文):Day-yang Liu
口試委員:劉代洋
口試委員(外文):Day-yang Liu
口試日期:2013-12-13
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理學院MBA
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:102
語文別:英文
論文頁數:52
中文關鍵詞:not available
外文關鍵詞:crisis managementCitibank Indonesia
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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.
TABLE OF CONTENT
ABSTRACT i
ACKNOWLEDGEMENT ii
TABLE OF CONTENT iii
LIST OF TABLES iv
LIST OF FIGURES v

1. INTRODUCTION 1
1.1 Motivation and Background 1
1.2 Research Objective 2
1.3 Scope of Research 2
1.4 ResearchofContentandFlowchart 2

2. LITERATURE REVIEW 4
2.1 Crisis 4
2.2 Form of Crisis 4
2.2.1 Sudden Crisis 4
2.2.2 Smoldering Crisis 5
2.3 Characteristic of Crisis 5
2.4 Crisis Management 7
2.5 Stages Process of Crisis Management 7
2.5.1 Pre-crisis Preparation 7
2.5.2 Crisis Response 8
2.5.3 Post-crisis Recovery 10
2.6 Corporate Communication Strategy 10

3. RESEARCH METHODOLOGY 13
3.1 Research Method 13
3.1.1 Data Collection 13
3.1.1 Data Analysis 14
3.2 Case Interview 15

4. INDUSTRY ANALYSIS AND INTRODUCTION OF COMPANY 17
4.1 Foreign Banking in Indonesia 17
4.2 Introduction of Company (Citibank,N.A.) 17
4.2.1 SWOT Analysis of Citibank, N.A. 20
5. CASE ANALYSIS 23
REFERENCES

Cockram, D. (2012). “Crisis Management: What is it and How is it Delivered”.
Coombs, W. (2011). “Ongoing Crisis Communication: Planning, Managing, and
Responding”. SAGE Publications, Inc. : Florida.
Efficiency Unit (2009). “Crisis Management: an International Overview”.
Gordon, Kim. (2001). "Under Fire: Will a Crisis Take Your Company Down? Here's
How Deft Handling Can Turn Public Opinion Around." Entrepreneur.
http://www.inc.com/encyclopedia/crisis-management_pagen_2.html
Grunig, J.E. & Repper, F.C. (1992). ‘Strategic management, publics and issues’, in
J.E. Grunig, D.M. Dozier, W.P. Ehling, L.A. Grunig, F.C. Repper & J. White
(eds.), Excellence in public relations and communication management, pp. 117–158, Lawrence Erlbaum, Hillsdale, N.J.
Halal, William. (2000). “Strategy & Business, Knowledge Management Review”.
George Washington University: Washington.
Irvine, Robert B. "What's a Crisis, Anyway?" Communication World. July 15, 1997.
Patterson, Bill. (1993). "Crises Impact on Reputation Management." Public Relations
Journal. November 1993.
PAS 200:2011. (2011). Crisis Management – Guidance and Good Practice.
Seeger, M.W., Sellnow, T.L., & Ulmer, R.R. (2003). “Communication and Pearson,
C.M. & Sommer, S.A. (2011). “Infusing creativity into crisis management:
An essential approach today”, Organizational Dynamics, Vol. 40, p. 27—33
Steyn, B. & Puth, G. (2000).Corporate communication strategy, Heinemann,
Sandton.
Seeger, M.W., Sellnow, T.L., & Ulmer, R.R. (2003). “Communication and
Organizational Crisis”. Westport, CT: Praeger.
Smith, Stephanie, and Kim Hunter. (1997). "Virgil Scudder Tackles Crisis Tactics."
Communication World. February 1997.
http://www.data.worldbank.org/country/indonesia
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