Product details

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Abridged version
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Reference no. 9-304-S26
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 25 April 2001
Length: 20 pages
Data source: Field research

Abstract

This is a Spanish version. Merrill Lynch, a full-service brokerage firm with USD1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients, from the do-it-yourself investor who doesn't want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change in the company. A rewritten version of an earlier case.
Location:
Size:
70,000 employees
Other setting(s):
2000

About

Abstract

This is a Spanish version. Merrill Lynch, a full-service brokerage firm with USD1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. It responds with Integrated Choice, a suite of products designed to capture clients, from the do-it-yourself investor who doesn't want to use a broker to clients who want to rely completely on a broker. The strategy is high risk and requires a sea change in the company. A rewritten version of an earlier case.

Settings

Location:
Size:
70,000 employees
Other setting(s):
2000

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