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77

      Dr. Lakshmi Mohan

Mass Customization of Credit Cards - Cap One’s “Invention Machine”

U.S. Credit Card Market in the 1980s - “One size fits all”!

Capital One Changed the Rules!

“Tailor the product to meet the customer’s needs.”

2001: More than 6,000 Products

Variations of Credit Cards

… Annual Percentage Rate, Credit Limits, Fees, Designs, etc

Examples:

No-fee Mercedes-Benz affinity card with a credit line of $20K

$29 a year fee for a card with just $200 worth of credit

A credit card with a Canadian moose on it. Or, a card with a map of Japan and an image of Mt. Fuji on it

Other Related Products

… e.g., Card Protection Plans, Payment Protection Insurance

Other Financial Services … e.g., Travel Insurance

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