Robert Turner
American Express: Bank 2.0
Introduction
American Express is an American financial corporation, that has been innovating since its
foundation in 1850, and is now one of the largest global payment’s networks, with a variety of financial
service and product to choose from. They are also one of the 30 companies that makes up the Dow
Jones Industrial Average.
In June of 2011, the CEO of American Express, Kenneth Chenault, made an announcement on a
new arm of the company which would be named Enterprise Growth. The focus of this group was to
improve the company’s online involvement and increase payments made digitally. How they would
accomplish this is by introducing a new program called American Express Bank 2.0, which would reach
an untapped market for the company.
This case studies describes American Express’ (AXP) opportunity to drive expansion into digital
and mobile payments by extending their brand name and leadership into the business of alternative
payments.
Environmental Assessment and Capabilities Analysis
Internal Strengths: Strong established brand name, visionary leadership, high gross revenue, strong
