Chase Global Markets: Defining New Business Models in the Investment Bank Industry

Abstract

Like most financial institutions, Chase Global Markets (now part of J.P. Morgan Chase) found that e-business opportunities challenged its core business model. The Global Markets business serves large institutional investors (as opposed to individual investors) and thus handles very large transactions. The nature of the business creates unique challenges in an ebusiness environment, where investors want more competitor comparisons online but prefer to complete their transactions with a personal salesperson. This case study examines the efforts of Chase's e-Capital Markets group to revamp its approach to serving customers and developing IT solutions.