Publications
Publications
- February 2000 (Revised January 2008)
- HBS Case Collection
Merrill Lynch: Integrated Choice
By: V. Kasturi Rangan and Marie Bell
Abstract
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 from the company.
Keywords
Distribution Channels; Marketing Strategy; Product Launch; Organizational Change and Adaptation; Risk and Uncertainty; Financial Services Industry
Citation
Rangan, V. Kasturi, and Marie Bell. "Merrill Lynch: Integrated Choice." Harvard Business School Case 500-090, February 2000. (Revised January 2008.)
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