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Morgan Stanley suffering Goldman envy?

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Morgan Stanley has long been compared to its arch-nemesis Goldman Sachs. In fact, comparisons are still being made, and that might be a problem for Morgan Stanley. A recent article in TheStreet.com suggests that the first quarter results may make it tempting for Morgan Stanley to jump back into beat Goldman Sachs mode. Goldman Sachs posted a profit, while Morgan Stanley lost $177 million. Morgan Stanley's average VAR was $115 million in the first quarter. In contrast, Goldman Sachs's VAR came in at a whopping $240 million.

"Morgan Stanley's management must feel pressure to adopt a strategy that relies more on proprietary trading and principal investments," notes the article. My sense is that John Mack may be willing to break ranks and deliver a business model that is far from Goldman Sachs. Perhaps he truly wants to set Morgan Stanley on a more conservative, deposit-centric course. But it's hard to argue with the success of your main competitor.  

For more:
- here's the article

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The reality is Goldman Sachs has a more effective planning system for his or her financial institution overall. Morgan Stanly is going, to have, to make the decision of reengineering his or her entire organization and create a more effective mission statement; which the Morgan Stanly financial institution can commit to.

Finanacial competition is one thing. However, knowing your marketing mix, how to develop a mamnagement plan, which sets the behavior for consumers to adhere to is another.

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