What is more important for American Express-expand its product line of new cards (such as the IN:NYC card), or focus on offering new services to its cardholders (such as offering statements in Braille or making its travel website easier to use)? O Both services and products need to be pursued, following the new trends in the different markets O Services help maintain current customers and sustain the image of the brand O Introducing new products helps attract new customers and market segments O Marketing research is crucial to depict new trends in a changing global environment.