Merrill Lynch, a full-service brokerage firm with $ 1.5 trillion in client assets, is under attack from both discount and electronic brokerage firms. He responds with a built-choice set of products designed to capture customers from the do-it-yourself investor, who does not want to use a broker for customers who want to rely on the broker. High-risk strategy and requires fundamental changes in the company.
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by V. Kasturi Rangan, Marie Bell Source: Harvard Business School 20 pages. Publication Date: February 29, 2000. Prod. #: 500090-PDF-ENG
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