Information and Knowledge Management using ArcGIS ModelBuilder

Final assessment and evaluation.
Renata Paola Dameri
Figure 2: Strategic alignment perspectives: The IT infrastructure fusion perspective (source:
Henderson and Venkatraman, 1993)
3.1 Strategic design and implementation: alignment
The strategic aim of Banca Carige was to better enter into the consumer credit market; this is a very
interesting secoter for italian banks, because consumer credit in Italy is less developed than in other
european countries, but the growth rate shows that this type of financial service is gaining more and
more the favour of customers, especially young men and women (Fig. 3).
Ratio between consumer credit and GDP
Consumer credit growth rate (2003-
2008)
Figure 3: Consumer credit in Italy and in Europe (source: BCE and Thomson Financial Datastream)
Banca Carige considered consumer credit an interesting market, but it knew that to successfully enter
this market it was necessary to win the competition with non-bank financial institution, more
aggressive in their policies and strategies and less bound to complain with banking rules. For this
reason, it was necessary to apply the three behaviuors explained above: alignment, innovation,
evaluation.
Banca Carige defined its own strategic aims, considering:
That consumer credit is less developned in Italy, so that it is possibl,e for a large italian bank to
gain market share, using its own well widespread retail network all over the country;
That consumer credit could be used not ony to expand the business, but also to catch new young
customers thanks to innovative products, or to retain old customers gaining their trustu and fidelity
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