Evaluate Chase Sapphire Reserve using the five factors that influence innovation’s rate of adoption (the end of Chapter 15), often referred to as Rogers’ Five Factors for product diffusion:
Divisibility (also called Trialability)
Communicability (also called Observability)
Limit your submission to 1.5 pages double-spaced. Use double-spacing with 1″ margins and 12-pt Times New Roman font
Chase Sapphire: Creating a Millennial Cult Brand
What is your assessment of the Chase Sapphire Reserve card? Is it a good product for JPMorgan Chase (JPMC)? For the Sapphire brand? Why or why not?
Why has Chase Sapphire Reserve been so successful in acquiring customers? Will this success continue over time? Why or why not? What changes would you make to their customer acquisition strategy going forward?
If you are a competing credit card provider, how do you respond to the Chase Sapphire Reserve? How should Chase position itself to be ready for these responses?
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