Research Article Open Access

On-line Brokerage in Europe: Actors & Strategies

Abstract

The tough game among e-brokers is still going on and is becoming more and more ruthless. The challenges they are facing will determine who will survive and who will be squeezed out of the market. Money they receive from shareholders will not always flow in if they do not prove that they are capable of achieving their break-even point and that will have an impact on stock prices. Thus in the race to attract as many clients as possible they should stop to rethink their strategy. The purpose of this article is to give a few references on the subject of on-line brokerage in order to understand the financial players' strategies on the Internet. We explain the challenges and the brokerage value chain and analyses the problem of the break-even point.

Jean-Michel SAHUT

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