The base of consumer banking power at New York's best-known consumer bank is shifting to the Midwest, Citicorp has consolidated the operational reins of its massive U.S. branch system into the hands of Steven Price and Richard McCrossen, two veterans who work outside New York.

Mr. Price had been running Citicorp's California, Florida, Illinois, and Maryland-Washington units since the beginning of the year. With the change, the Chicago-based executive adds Citicorp's coveted New York branch network to his sprawling empire.

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