American Express Company is a major financial services company, noted for its American Express® card. Below are some of the performance measures used by the company in its balanced scorecard.
Average cardmember spending |
Number of merchant signings |
Cards in force |
Number of card choices |
Earnings growth |
Number of new card launches |
Hours of credit consultant training |
Return on equity |
Investment in information technology |
Revenue growth |
Number of Internet features |
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For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.