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Social Strategy at American Express

Posted: 7 May 2012  

Mikolaj Jan Piskorski


David Chen

Harvard Business School

Date Written: April 12, 2012


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.

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:

Mikolaj Jan Piskorski (Contact Author)

IMD ( email )

Ch. de Bellerive 23
P.O. Box 915
CH-1001 Lausanne

David Chen

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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