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Stored-Value Cards at Trustworthy Bank
Spekman, Robert E.; Truitt, Janie Case M-0522 / Published February 25, 1998 / 23 pages.
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Product Overview

The purpose of this case is to present students with the challenges of introducing a new technology, smart cards, into the retail banking market. Student must confront issues such as pricing, segmentation analysis, and consumer and merchant analysis, and consumer and merchant analysis. In the final analysis, it is possible to develop a complete marketing plan. Students must deal with factors that enhance and inhibit the introduction of smart card technology.


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  • Overview

    The purpose of this case is to present students with the challenges of introducing a new technology, smart cards, into the retail banking market. Student must confront issues such as pricing, segmentation analysis, and consumer and merchant analysis, and consumer and merchant analysis. In the final analysis, it is possible to develop a complete marketing plan. Students must deal with factors that enhance and inhibit the introduction of smart card technology.

  • Learning Objectives