With its announcement of a subsidiary's name change this week, Morgan Stanley Dean Witter & Co. underscored the fresh look it is taking at its credit card strategy.

After years of trying to establish Novus as its umbrella payment and acceptance mark on cards and at points of sale, the company said that it is changing the name of its Riverwoods, Ill., card subsidiary from Novus Services Inc. to Discover Financial Services Inc.

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