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Industry Analysis Case Study
Case Title:
American Express: Charging into the Credit Card Industry
Publication Year : 2004
Authors: G Saradhi Kumar,Sumit Kumar Chaudhuri
Industry: Banking, Insurance and Financial Services
Region:USA
Case Code: INA0020
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
The 154-year-old American Express Company (AmEx), is all poised to shake the US credit card market by taking on the two card giants – Visa and MasterCard – head-on. AmEx is planning to leverage on the antitrust ruling against the two giants for barring other banks from issuing the credit cards of other companies. It hopes that the US apex court will uphold the ruling and create competition for the first time in the US credit card market, which for a long time has been a duopoly.
Pedagogical Objectives:
- To discuss the strategies of AmEx to launch its own credit card in direct competition with Visa and MasterCard and the possible outcomes of this initiative.
Keywords : Credit card business in the US; Growth Strategies Case Study; Visa International; MasterCard Incorporated; Diner's Club; Charged cards' BankAmericard; Antitrust lawsuit against Visa and MasterCard; Kenneth I Chenault; Major credit card companies in the US
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