As the Nederlander Organization develops Broadway$-$wide gift cards and credit cards that allow customers to accumulate points towards show tickets they are:

a$.$ Implementing a diversification strategy by leveraging mailing lists provided by partners such as Delta Airlines.

b$.$ practicing adjacent innovation by leveraging their audience rewards network of partners.

c$.$ experiencing transformational innovation by partnering with companies who can guide them in developing new products.

d$.$ harvesting from their cash cow, Evita.