Information-Based Credit Card Design

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


This case describes the beginnings of the “product-design” process for a credit card at a bank using an information-based strategy. The bank has a variety of different products (12 versions of a credit card) and detailed information (summarized by a credit score) on several thousand potential customers. The question is which product(s) should be offered through direct mail to which customers. A Web-based exercise (UVA-M-0676S) accompanies this case.



Pfeifer, P. (2017), "Information-Based Credit Card Design", Darden Business Publishing Cases.

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