Case | HBS Case Collection | July 1999 (Revised June 2000)

Edward Jones

by Michael E. Porter and Gregory C. Bond


Edward Jones is a leading, highly profitable retail brokerage firm with a unique strategy very different from those of its rivals. The case describes Jones's activities and allows a rich discussion of its positioning choices, supporting activities, and tradeoffs. Jones must cope with a rapidly evolving industry, which, at least on the surface, is a threat to its strategy.

Keywords: Financial Institutions; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Business Strategy; Competition; Competitive Strategy; Banking Industry; Financial Services Industry;


Porter, Michael E., and Gregory C. Bond. "Edward Jones." Harvard Business School Case 700-009, July 1999. (Revised June 2000.)