After years of sustained market growth, the end of the 1990s presented Barclaycard with a dilemma. The UK was descending into a recession and the credit card market was maturing. As a result, Barclaycard’s profits took a nose-dive. To tackle this problem, Barclaycard urgently needed to reconsider its strategic options in order to maintain its status as market leader. Here we explore how Barclaycard managed to turn its fortunes around.
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