- Evaluate Chase Sapphire Reserve using the five factors that influence innovation’s rate of
adoption, often referred to as Rogers’ Five Factors for product diffusion:
Relative Advantage
Compatibility
Complexity
Divisibility (also called Trialability)
Communicability (also called Observability) - 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?
Sample Solution