Merrill Lynch: Integrated Choice (Abridged)
Merrill Lynch, a full-service brokerage firm with $1.5 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.
Keywords: Investment Banking; Marketing Strategy; Distribution Channels; Organizational Change and Adaptation; Risk and Uncertainty; Financial Services Industry;
Citation:
McFarlan, F. Warren, and James Weber. "Merrill Lynch: Integrated Choice (Abridged)." Harvard Business School Case 301-081, February 2001. (Revised April 2001.) View Details
