UCLA

Credit card industry has seen an unforeseen combinatorial environment of governmental regulations, economic landscape overhauling, significant drop in lending rates, deleveraging and irreversible integration of disruptive technology for credit extension and payment solutions. In this ever changing landscape, card issuers would have to launch new products which reflect these changes. Early capture of market share would be critical from a profitability and long term market share standpoint and the first mover would capture the lions' share. In order to quickly launch the product, firms would need robust product development strategies to meet the market timing while keeping the cost of expedition low. In this paper, we develop models to provide accelerated new product development strategies for credit card issuers which provide expedition of time to market at an optimally low cost. We develop special cases of possible project scenarios and provide solutions for them.