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  • February 2000 (Revised January 2008)
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Merrill Lynch: Integrated Choice

By: V. Kasturi Rangan and Marie Bell
  • Format:Print
  • | Language:English
  • | Pages:20
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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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About The Author

V. Kasturi Rangan

Marketing
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Related Work

    • February 2001 (Revised April 2001)
    • Faculty Research

    Merrill Lynch: Integrated Choice (Abridged)

    By: F. Warren McFarlan and James Weber
Related Work
  • Merrill Lynch: Integrated Choice (Abridged) By: F. Warren McFarlan and James Weber
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