Matching people with technology to create a global strategy
A Morgan Stanley case study

Page 1: Introduction

In recent times, the structure and operation of many major industries has changed greatly through their use of information technologies. For example:online data systems have transformed the potential cost profiles of airlines, opening up the way for operators such as EasyJetdatabases allow distant customers to discover new products and order them over the Internet, thereby changing the nature of...
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Page 2: Morgan Stanley

Morgan Stanley is one of the best-known names in financial services. As a global bank, it provides investment banking advice on mergers and acquisitions, financial restructuring and privatisations. It is a major underwriter of stocks and bonds and provides research, sales and trading services in almost every type of financial instrument. Morgan Stanley also manages private partnerships that invest...
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Page 3: IT and global strategies

Morgan Stanley believes that intelligent, creative use of new technologies is the key to providing the organisation with its strategic advantages. This involves:developing technologies that span products and services providing clients with technological products and services that help them to meet their objectives.The traditional image of how some new technologies are developed within user...
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Page 4: Risk management

Risk occurs whenever the future outcomes of current actions are uncertain. However, knowledge of both past and current events often means that it is possible to estimate probabilities (e.g. of something going wrong) associated with most future outcomes. Where no such past evidence exists, the level of uncertainty rises. Different types of businesses operate in environments that carry widely...
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Page 5: Technological developments

Morgan Stanley's drive to combine technological and business developments has led to:Electronic Trading Laboratories (ETL Traders). Using a strategic programme built into the system, these can trade stocks in very large quantities. Specialist traders now have a different role. They focus upon fluctuations in market trends and then use this knowledge to amend and refine computer programmes that...
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Page 6: Driving forces underpinning the new approach

Morgan Stanley's move from using technology functionally into using it strategically has been underpinned by 5 main driving forces.Developing people. Morgan Stanley sees its workforce as a key resource. The new way of working offers Morgan Stanley's employees an opportunity to be innovative, creative and closely involved in problem-solving. It is helping to enrich jobs and enhance job...
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Page 7: Conclusion

'Given our line of business, how can we use this external development (new technology) to our best advantage? Can we afford to ignore it? What's in it for us and our stakeholders if we correctly assess the development's potential and turn that potential into dependable reality? As pioneers, what steps must we take to protect ourselves and our customers along the way?'This case study is a classic...
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