Amex's strategies for launching the smart card innovation [An article from: Technovation]

This digital document is a journal article from Technovation, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
The objective of this paper is to analyze Amex's pursuit of strategies in launching the smart card innovation. The study is based on Five Forces Model in Porter, M. (1980) Competitive Strategy. The Free Press, New York, and the Core Competences Building and the Dynamic Capabilities Model in Industrial and Corporate Change 3(3) (1994) 537. The study aims to understand why Amex has to go into a new smart card product. The strategic implications of this paper is that Amex attempts to use past core competences in the travel business in order to build up its new competences - smart card-based products. However, there are problems (e.g. unsettled standardization and electronic forgery) that Amex has to overcome in order to compete with capability products.