=+American Express Company is a major financial services company, noted for its American Express® card. Below are some ofthe performance measures used by the company in its balanced scorecard.

Average cardmember spending Cards in force Earnings growth Hours of credit consultant training Investment in information technology Number of Internet features For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension ofthe balanced scorecard.

Number of merchant signings Number of card choices Number of new card launches Return on equity Revenue growth 566 Chapter 14