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  • July 2001 (Revised December 2001)
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American Express Interactive

By: Lynda M. Applegate
  • Format:Print
  • | Pages:22
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Abstract

Follows the protagonist, Sonia Sharpe, as she and her American Express Interactive Team attempt to develop and market an interactive, on-line, corporate travel service in a highly competitive environment. Looks at the possible resources and partnerships a company needs to succeed in the fast-paced world of computer software and information technology. Ends with Sharpe questioning whether (and how) to pursue international expansion and the integration of the Interactive Travel Service with other American Express services (for example, their corporate credit card service). A rewritten version of an earlier case.

Keywords

Corporate Entrepreneurship; Partners and Partnerships; Growth and Development Strategy; Competitive Strategy; Marketing Strategy; Product Positioning; Applications and Software; Technological Innovation; Global Strategy; Expansion; Information Technology; Vertical Integration; Financial Services Industry; Travel Industry

Citation

Applegate, Lynda M. "American Express Interactive." Harvard Business School Case 802-022, July 2001. (Revised December 2001.)
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About The Author

Lynda M. Applegate

Entrepreneurial Management
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Related Work

    • January 2002
    • Faculty Research

    American Express Interactive TN

    By: Lynda M. Applegate
Related Work
  • American Express Interactive TN By: Lynda M. Applegate
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