ETF 성공 전략과 Barclays Global Investors의 사례

초록

This paper analyzes business strategies of Barclays Global Investor, one of leading companies in U.S. ETF market. We identify five main factors which make a success of BGI. First, BGI had accumulated knowledges about index fund and strategic asset allocation which are necessary for ETF business since 1970s. When BGI started ETF business, he adopted aggressive strategies to penetrate the market. For instance, he supplied several kinds of ETFs to the market at the same time and provided a wide range of investor-education program. Also, he made ETF brand “iShares” to increase the reputation value of BGI among individual investors. Finally, BGI effectively captured the retirement saving market to sell“Life-Cycle Fund”and“Life-Style Fund”based on ETF. He fully utilized a comparative advantage of ETF, cost-effectiveness and One-Stop solution. These strategies can give several implications to domestic companies.

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