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, a suite 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. Rewritten version of the previous case. "Hide
on F. Warren McFarlan, James Weber Source: Harvard Business School 18 pages. Publication Date: February 23, 2001. Prod. #: +301081- PDF-ENG
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