New MBA Case Study Tackles Trillion Dollar Changes in Mutual Fund Distribution Channels

cash flow

Mutual funds are a core element of retirement and investment plans, representing roughly $1 of every $5 held in the bank or financial accounts of US households. In April, MBA students in Professor Mary Caravella’s MBA Marketing classes analyzed how mutual fund products from the roughly 800 fund companies in the industry currently reach the roughly 57 million households who own them, and then debated how one market leader, Capital Group/American Funds, should address some potential profound market forces affecting their retail go-to-market strategy.   Students discussed how the aging financial advisor workforce and their shifting business models, shifting preferences for financial products and advice by younger investors, and regulatory trends would affect American Funds ability to reach consumers, as an expected $30 Trillion in wealth begins to transfer between Baby Boomers and their heirs. Adding his perspective to the discussion was John Fodor ’85, recently retired Executive Vice President, Sales and Distribution for the Capital Group. The case was newly written by Professor Caravella for this “live case” event, the first graduate-level event sponsored by the UConn Program for Sales Leadership.

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