Gambardella, A. (June 2020). Credit Card Issuing in the US. S Industry IExpert Summaries. Report 5221. IBIS World. Retrievedhttps://my-ibisworld-com.ezproxy.library.berkeley.org/us/en/iexpert/52221/iexpert(Links to an external site.)

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In this forum, let's apply our knowledge of product development and the diffusion process to the Sapphire brand.

• Analyze the factors (features, attributes, pricing) that placed the Sapphire brand in a class of its own? Define the product style and compare and contrast the Sapphire style with the other brands.
• What were the industry dynamics during the brand introductory phase that made this product attractive?
• Since the first introduction of the Sapphire Preferred in 2009, discuss product/service extension and the underlying expansion of target segments.
• Discuss the consumer adoption and diffusion process, focusing on the early adopters and the early majority.