Case Name :      Merrill Lynch & Co., Inc.

Authors :           Kenneth Eades, Dana Clyman, Dorothy C. Kelly

Source :             Darden School of Business

Case ID :           UV2483

Discipline :        Finance

Case Length :    17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The purpose of this case is to evaluate the opportunities and challenges the Internet presents for such full-service brokerage firms as Merrill Lynch & Co., Inc. By including information about E*Trade and Charles Schwab, the case allows students to examine and evaluate the competitive forces at work in the emerging on-line brokerage industry. Issues include changing market forces, new forms of competition, channel cannibalism, and leadership challenges faced by an African-American manager.