American Express from a strategic perspective.

• Main Authors: Tan, Wei Li., Wong, Jia Qing., Ong, Alvin Wee Kian.
• Other Authors: Wan Chew Yoong
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51942
• Institution: Nanyang Technological University

In the recent few years, in a bid to increase income, AmEx has diversified its businesses through prepaid cards, targeting the mass market, engaging small business owners and various social media strategy. While these strategies have been successful in generating record profits for the company, the...