HICSS '98 Proceedings of the Thirty-First Annual Hawaii International Conference on System Sciences-Volume 6 - Volume 6
Journal of Management Information Systems - Special section: Strategic and competitive information systems
Journal of Management Information Systems
Journal of Management Information Systems
The defensive use of IT in a newly vulnerable market: The New York Stock Exchange, 1980-2007
The Journal of Strategic Information Systems
The Power of Patterns and Pattern Recognition When Developing Information-Based Strategy
Journal of Management Information Systems
Journal of Management Information Systems
Journal of Management Information Systems
Journal of Management Information Systems
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Market share and brand recognition have historically provided advantage to established players in mature industries. The success of Capital One, an attacker in the mature credit card industry is therefore interesting, both to researchers and to executives developing strategies. A partial explanation is offered by the theory of newly vulnerable markets. The success of Capital One can be partially attributed to its application of information-based strategies to several newly vulnerable markets, allowing it to target and retain the most profitable customers. These strategies sustained double-digit return on equity and double-digit increase in sales volume and profits every year of our study.