Reimagining Citycell: A Strategic Blueprint for Global Revival and Expansion

Abstract

This paper analyzes Citycell’s failure and makes a strategic blueprint for its revival in both local and international markets. Along with Citycell, this paper further analyzes its competitors in the Bangladesh market, like Grameenphone and Banglalink, and finds out their weaknesses and failures. In addition, there has been a thorough study on the foreign direct investment strategy of the parent companies of Grameenphone and Banglalink. Based on this, we have come to a strategy that Citycell should follow as its FDI and chose Pakistan for Citycell to globally expand its operation. Furthermore, we have conducted in-depth research on the cultural differences between Bangladesh and Pakistan using the Hofstede Cultural Dimension, which has been extended to explain the opportunities and challenges that Citycell will face in cross-border expansion. This paper also explains how cultural literacy can address ethical issues and cultural dilemmas and foster innovation and collaboration. Finally, this paper concludes by suggesting Citycell form a joint venture with Znong in Pakistan as its entry strategy.