MANAGEMENT DECISION CASE Crafty Credit Card Competitor “Chases” Amex for Share of Millennials’ Wallets This case focuses primarily on the battle between Chase and Amex over millennial consumers. But,...

MANAGEMENT DECISION CASE
Crafty Credit Card Competitor “Chases” Amex for Share
of Millennials’ Wallets

This case focuses primarily on the battle between Chase and Amex over millennial consumers. But, as the content in this chapter points out, lumping all older consumers into a generalized segment overlooks some important variables. Looking at the generational groups and their representative values (see Exhibit 7.7), where would you suggest Amex focus its marketing efforts, and why?