Business Case Studies, Industry Analysis Case Study, American Express,Charging into the Credit Card Industry

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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


Case Code: INA0020

Teaching Note: Not Available

Structured Assignment: Not Available

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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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