Technologies, Morgan Stanley, business, risk, customers, competition, operating, stocks, clients, trading, success, cost, traders, programme, market.
online data systems have transformed the potential cost profiles of airlines, opening up the way for operators such as EasyJet databases allow distant customers to discover new products and order them over the Internet, thereby changing the nature of retailing in financial services, customers can access and manage much of their financial business from their own homes.
This case study examines:
- the work undertaken by Morgan Stanley to ensure that it is making the best possible use of the opportunities offered by new technology
- the benefits to itself and its customers resulting from its conspicuous success.
It is a major underwriter of stocks and bonds and provides research, sales and trading services in almost every type of financial instrument.
As global markets become tightly linked by technology, Morgan Stanley has expanded around the world in its drive to meet the expectations of global clients.
A substantial part of its business is outside the USA, and Morgan Stanley has now become a market leader in Europe, Asia Pacific and the Americas.
It has placed new technology strategically at the core of its business operations and is using it intelligently and creatively to generate business success. For example, automated machines capable of absorbing and interpreting vast quantities of data and activating decisions on behalf of clients now do work previously undertaken by traders.
Risk occurs whenever the future outcomes of current actions are uncertain.
The company knows that any organisation operating at the frontiers of technology and/or developing new ways of doing business must develop a procedure for assessing risk and the costs of reducing the probability of things going badly and expensively wrong.
Intense competition in the financial services industry has given Morgan Stanley a huge incentive to explore every possible avenue for improving its operating efficiency.
As a result of carefully reading this case study, students should be able to:
- link the development of information technologies with competitive activities
- appreciate the difference between tactical and strategic activities
- understand the importance of bringing together creative people and new technologies when looking to gain a competitive edge, with particular reference to financial services.