American Express (AMEX) is one of the most recognized and most respected brands in the world. The case concentrates on three periods in the life of the AMEX brand: its early history up through the brand’s emergence in the 1980s as the largest financial services company in the United States; the company’s business struggles in the early 1990s; and the subsequent moves that attempted to return the brand back to prominence. As an enduring financial services brand, AMEX underwent many changes throughout its 152-year history. The company’s ability to adapt to market conditions and competitors’ actions enabled it to remain one the world’s leading corporations, but a number of issues remain unresolved. As with Silicon Graphics, the AMEX could make for an excellent exam case or the basis of class discussion. As one of the leading credit card companies in today's economic world, American Express has rightfully earned its place as one of the greater companies of our time. By, looking at the bigger picture, American Express Small Business Services wanted to focus on tackling the challenge of finding a way to generate long-term growth. In light of the new developments they saw opportunity and deemed it necessary to create a long-term commitment to the community through economic development. Executives of American Express felt that this would be an amazing opportunity to assist low to moderate income individuals and families in gaining assets, as well as generating continuous capital for company; thus, making this a pleasing situation for everyone involved.
In 2001, American Express started the Community Business program. The programs function was to provide a new source of funding for individuals with little to no access to credit and other resources needed to start and grow their small business. The main focal point would be on the small business community, or micro-enterprises. A micro-enterprise would be considered a small business that employs less...