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Commonwealth securities limited: The leading Australian online, discount stockbroker

conference contribution
posted on 2009-12-01, 00:00 authored by P Reynolds, Philip YettonPhilip Yetton, R Trevelyan
This case explores the challenges of launching a new on-line business within an existing business, its unique IT needs, and how these needs change as the business matures. The case describes how Commonwealth Securities Limited (CommSec), a wholly owned subsidiary of the Commonwealth Bank of Australia ('the Bank'), successfully established itself as the leading discount stockbroker in Australia. It has been able to use its autonomy to get a small company feel within a large organisation. Its success involves a clear business strategy, customer value proposition and an aggressive pricing strategy. This was underpinned by 'low cost' technology, which has been used to maintain its price leadership position.

History

Publisher

Association for Information Systems

Location

Phoenix, Arizona

Place of publication

Atlanta, Ga.

Start date

2009-12-15

End date

2009-12-18

Publication classification

EN.1 Other conference paper

Title of proceedings

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems

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