Reading review problem. American Express (www.americanexpress.com) offers four broad types of credit cards: personal, small business, corporate, and prepaid. Each card type is tailored to a specific group of customers. A knowledge management sys- tem would help American Express develop new cards within those four types.

Answer the following questions:

a. What is a knowledge management system? What steps would American Express use to develop one?

b. Bumble Beasley was considering applying for an American Express card, but had a difficult time deciding which card was right for him. Suggest why Bumble was experiencing diffi- culty; frame your answer using the causes of information overload discussed in the chapter. For each cause you identify, suggest at least one countermeasure Bumble could use.

c. Shawn has had a personal American Express card for many years. He recently started a business and has considered changing to a small business American Express card. Use Steps for Better Thinking to explain how Shawn should decide whether to follow through with his idea.

d. What types of Big Data would American Express use to make decisions about developing new card types? How would it use descriptive/predictive/prescriptive analytics in that process?