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American Express Market Strategy Case Study by Prashant Chaturvedi is a document available to read on EtoBox.
American Express was facing increasing competition from Visa and Mastercard, who together held 79% of the US credit card market share. Ken Chenault, the new CEO of AmEx, planned to launch a range of new credit cards targeting niche customer segments to gain market share. AmEx
- Author
- Prashant Chaturvedi
- Language
- EN