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 follow:
Average card member spending
Cards in force
Earnings growth
Hours of credit consultant training
Investment in information technology
Number of card choices
Number of Internet features
Number of merchant signings
Number of new card launches
Return on equity
Revenue growth
For each measure, identify whether the measure best fits the innovation, customer, internal process, or financial dimension of the balanced scorecard.
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