Capital One: exploiting an information-based strategy

  title={Capital One: exploiting an information-based strategy},
  author={Eric K. Clemons and Matt E. Thatcher},
  journal={Proceedings of the Thirty-First Hawaii International Conference on System Sciences},
  pages={311-320 vol.6}
  • E. Clemons, Matt E. Thatcher
  • Published 6 January 1998
  • Business
  • Proceedings of the Thirty-First Hawaii International Conference on System Sciences
Capital One has exploited an innovative approach to targeted marketing, based on customer profitability analysis, to achieve impressive performance as a leading credit card issuer. It is sustaining its advantage through investment in infrastructure and personnel, and through constantly improving its expertise through a practice known as test-and-learn. Moreover, it is attempting to generalize this information-based strategy to other industries. 

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