... choice and individuality. According to Egan (2001), a business model is a method of doing business and how it is sustained. In the case of Capital One, its business is sustained with the help of its information-based strategy (IBS). In other words, the business model of Capital One is fundamentally built on its IBS - a strategy that enhances Capital One's ability to better comprehend a customer's specific and unique credit risk and potential revenue profile (i.e. how to better manage its customer base), as well as enhancing its responsiveness in unraveling customer specific requirements (i.e. understanding what values customers seek from credit card providers), via the collection and analysis of customer data. One of the major advantages of IBS is that it provides Capital One with the ultimate platform for true 'one-to-one' marketing with its customers - the data collated (which is then analysed) allows Capital One ...

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