HSBC France: Re-Branding CCF (B)

Published 31 Jan 2009
Reference 5440
Topic Strategy
Industry Banking
Region Europe
Length 2 page(s)

A brief follow up to a case which focuses on the topic of strategic framing, specifically how best the protagonist, Charles-Henri Filippi, can gain support for his initiative to re-brand Crédit Commercial de France (CCF) as HSBC.

Teaching objectives

The objective of this case is for the user to make a strategic decision: To re-brand an acquired bank, CCF, or not, and if so, how. The user makes this decision based on an analysis of the acquring bank, the HSBC Group, the acquired bank, CCF, various options, and the selection criteria.

  • RD0109
  • AR0809
  • AR2009