Abstract

http://ssrn.com/abstract=2053516
 


 



Social Strategy at American Express


Mikolaj Jan Piskorski


IMD

David Chen


Harvard Business School

April 12, 2012

Harvard Business School Strategy Unit Case No. 712-447

Abstract:     
American Express has developed a number of strategic partnerships with Facebook, Foursquare and Twitter to improve their card members experience and lower its customer acquisition cost. The case details the history of these partnerships, examines American Express' own social platforms, and talks about American Express' future plans in the realm of social strategy. It then presents students with two options related to Amex's future options and asks them to pick one.

Learning Objective: To illustrate the concept of social strategy in the context of a financial services company.

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Date posted: May 7, 2012  

Suggested Citation

Piskorski, Mikolaj Jan and Chen, David, Social Strategy at American Express (April 12, 2012). Harvard Business School Strategy Unit Case No. 712-447. Available at SSRN: http://ssrn.com/abstract=2053516

Contact Information

Mikolaj Jan Piskorski (Contact Author)
IMD ( email )
Ch de Bellerive 23
Lausanne, 1005
Switzerland
David Chen
Harvard Business School ( email )
Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States
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