The Kano model is a technique for a better understanding of the customers’ requirements, thus increasing the customers’ satisfaction. The process of identifying the customers’ requirements and increasing the customers’ satisfaction, by improving the offerings, is costly for the companies. In order not to waste resources, companies should firstly identify who their target audience is, through a market research. When companies understand who their target audience is, they are able to identify their requirements, in order to try to meet them, and increase customers’ satisfaction. The process of segmentation and targeting, helps companies to save time, money and effort, since the messages are directly delivered to those who are their target audience, and are really interested. Moreover, the companies using the focus groups and in-depth interviews can collect target audience’ requirements, in order to later on meet those requirements and increase the customers’ satisfaction. Furthermore, the findings revealed that for the companies in the online payment industry it is crucial to have a good reputation and be trustworthy.

Submitted by Suzanne Cordeau-Andrews (suzanne.cordeauandrews@sciencespo.fr) on 2016-03-18T02:19:55Z No. of bitstreams: 1 Thesis_Suzanne_Cordeau_Andrews_MPGI_2016.pdf: 1231657 bytes, checksum: 03d2896e8d3b0c81f9aa338f011a17ad (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Dear Suzanne, The ficha catalográfica is missing, it's the first step. Also the title of your thesis is different from the oficial document from your examinig board, it should be the same. If the examinig board change it, please let me know so I can talk with Professor Servio, about it. If not, it should be the same from the examining board. Best. Ana Luiza Holme 37993492 on 2016-03-21T13:47:19Z (GMT) / Submitted by Suzanne Cordeau-Andrews (suzanne.cordeauandrews@sciencespo.fr) on 2016-04-01T12:58:01Z No. of bitstreams: 1 Thesis_Suzanne_Cordeau_Andrews_MPGI_2016.pdf: 1231657 bytes, checksum: 03d2896e8d3b0c81f9aa338f011a17ad (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Suzanne, Ainda falta a ficha catalográfica, você de colocar no trabalho na pagina 3, por favor solicite a ficha catalográfica é o 1 step do e-mail que eu enviei ou se já tiver a ficha catalográfica coloque no trabalho. O ano no fim da pagina na 1, 2 e 4 paginas deve ser o ano de 2016 e não 2015. Cordialmente. Ana Luiza Holme 37993492 on 2016-04-01T14:04:44Z (GMT) / Submitted by Suzanne Cordeau-Andrews (suzanne.cordeauandrews@sciencespo.fr) on 2016-04-01T15:06:10Z No. of bitstreams: 1 Thesis_MPGI_Suzanne.pdf: 1231520 bytes, checksum: c24fd224b578c69af49175c32a8278d2 (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Dear Suzanne, The ficha catalográfica is still missing. Did you do the 1 step that a send in the email? The library will send to you the information, so you can put in the thesis (ficha catalográfica) In the 3 page that's the ficha catalográfica, you put the information that the library send to you, in that box. Without it I can't approve your post. Best. Ana Luiza Holme 37993492 on 2016-04-01T16:53:07Z (GMT) / Submitted by Suzanne Cordeau-Andrews (suzanne.cordeauandrews@sciencespo.fr) on 2016-04-01T17:17:14Z No. of bitstreams: 1 Thesis_final.pdf: 1228887 bytes, checksum: b6f324b0d4b0247ca88ffe0ae78ff256 (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-04-01T17:33:49Z (GMT) No. of bitstreams: 1 Thesis_final.pdf: 1228887 bytes, checksum: b6f324b0d4b0247ca88ffe0ae78ff256 (MD5) / Made available in DSpace on 2016-04-01T17:55:12Z (GMT). No. of bitstreams: 1 Thesis_final.pdf: 1228887 bytes, checksum: b6f324b0d4b0247ca88ffe0ae78ff256 (MD5) Previous issue date: 2016-02-25 / This research analyzes and compares the attractiveness of the Brazilian and Mexican credit card markets from a financial firm’s perspective. The market dynamics in Latin America’s two economic powerhouses are fleshed out with qualitative and quantitative data, using a strategic framework to structure the analysis. Since its adoption by both countries in 1956, credit card usage has experienced many years of double digit growth. However, penetration levels remain low compared with most developed countries. Brazil has a more developed credit card infrastructure, with more potential profit, and issuers might face fewer competitive challenges.  Alternatively, Mexico, is witnessing a more favorable economy, a friendlier business and regulatory environment, combined with fewer financial products that compete with the credit card. Therefore, this paper concludes that Brazil and Mexico both offer market opportunities for credit card companies that can navigate the different technological, demographic, macroeconomic, and regulatory shifts in each country. / A complexa indústria do cartão de crédito é composta por vários agentes que são impactados imensamente pelas mudanças: tecnológicas, demográficas, macroeconômicas e regulatórias. Ademais, é um dos poucos setores que não parou de crescer desde que foi criado e as projeções apontam para um contínuo desenvolvimento acelerado. Apesar desta indústria ter crescido rapidamente desde a sua entrada no México e no Brasil, em 1956, a sua taxa de penetração permanece baixa quando comparada aos países desenvolvidos. Esta dissertação analisa e compara os atrativos destes dois mercados latino- americanos do ponto de vista de uma empresa que atua no segmento. As dinâmicas destes dois mercados são apresentadas graças a uma pesquisa baseada em dados quantitativos e qualitativos e uma estrutura de analise estratégica. O principal objetivo desta tese é de mostrar oportunidades para uma empresa querendo expandir geograficamente sua operação de cartão de credito no mercado brasileiro ou mexicano. A conclusão desta dissertação é que ambos países possuem vantagens. O Brasil tem uma infraestrutura de cartão de crédito mais desenvolvida e o mercado parece ser mais lucrativo e com menos barreiras competitivas que no México. Por outro lado, o México tem indicadores econômicos mais promissores que os do Brasil. E o país também oferece um ambiente mais favorável para fazer negócios, o cenário regulatório é melhor e existem menos alternativas de crédito

Abstract Payment industry is witnessing a fast transition from cash dominant era, to card payments and recently mobile payments. Sweden as one of the pioneer countries moving towards cashless society, has experienced quite fast transition thanks to it’s widespread internet access coverage and robust card payment infrastructure. During last few years there has been many mobile payment solutions launched to this market. As a result, some challenges and dynamics have emerged within the Swedish payment ecosystem. Different actors employed different strategies to secure and maintain their position within the ecosystem. This study aims to investigate the current status of power control within the ecosystem by using an extracted part of ARA framework to clarify how different established actors are reacting to this transition. What is more, conducted literature review for this study revealed that, there are few studies for the future of the payment industry and how the ecosystem should be responded to the current trend of moving toward mobile payments. As a result, by use of Configuration value for networks, this study managed to fine a gap which is, absence of a “Value Network” role within the ecosystem. The study suggests that concepts of value chain and value shops are no longer answering the demands of the market and thus, recommend the incumbents of the industry to create and fulfill the Value Network role, so that it could be used as a defense strategy against potential future industry disruption.