Publications
Publications
- September 2008 (Revised April 2011)
- HBS Case Collection
The American Express Card
By: John A. Quelch
Abstract
Senior executives at American Express are reviewing the company's marketing strategy for charge and credit cards in the United States. A variety of growth options exists for students to consider, including further penetration of existing markets and the opening of new markets. Historical background information in the case enables instructors to analyze the phases of American Express's card strategy over the past 50 years.
Keywords
Credit; Credit Cards; Growth and Development Strategy; Marketing Strategy; Financial Services Industry; United States
Citation
Quelch, John A., and Jacquie Labatt. "The American Express Card." Harvard Business School Case 509-027, September 2008. (Revised April 2011.)