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Published by:
University of St Gallen (2010)
14 pages
Data source:
Field research


Julius Baer is Switzerland''s largest dedicated wealth manager with an expanding global footprint. This case describes the evolution of Julius Baer''s business model through financial market turbulence. It follows Julius Baer''s acquisition and spinoff of GAM, a leading alternative asset manager, and ensuing consolidation of its core private banking proposition in its business model in the aftermath of the 2008 financial crisis. It provides insights into the Swiss private banking industry and illustrates a business model and its constituent components. The case is useful for students enrolled in post-graduate business administration programs, including MBA and Executive Education. The teaching focus of the case is twofold: (1) Understanding Business Model Evolution; (2) Comparing the competitive merits of a type of business model to those of other business model types.


Private banking; Strategy; Business models; Financial crisis; Globalization; Wealth management
3,500 employees
Other setting(s):
2000s to present

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