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| Tekijä: | Altschuler, S. |
| Otsikko: | Pricing Analysis for Merrill Lynch Integrated Choice |
| Lehti: | Interfaces
2002 : JAN-FEB, VOL. 32:1, p. 5-19 |
| Asiasana: | PRICING INSTITUTIONS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | In late 1998, Merrill Lynch and other full-service financial service firms were under assault. Electronic trading and the commoditization of trading threatened Merrill Lynch's value proposition-to provide advice and guidance through a financial advisor. Management decided to offer investors more choices for doing business with Merrill Lynch. A cross-functional team evaluated alternative product and service structures and pricing and constructed models to assess individual client's behavior. The models showed that revenue at risk to Merrill Lynch ranged from $200 million to $1 billion. The resulting Integrated Choice strategy enabled Merrill Lynch to seize the marketplace initiative, changed the financial services landscape, and mitigated the revenue risk. |
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