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  • Additional Information
    • Subject Terms:
      GOLDMAN Sachs Group Inc. 059164314 GS; MORGAN Stanley & Co. LLC
    • Subject Terms:
      SCHARF, Charlie, 1965-
    • Abstract:
      The article explores the adoption of new marketing strategies by U.S. banks in 2019. Wells Fargo has appointed Charlie Scharf as its chief executive officer (CEO) to introduce reforms in its business approach. Goldman Sachs and Morgan Stanley have decided to offer investment banking and wealth- or asset-management services. The prices of shares of Bank of America, JP Morgan Chase, Citigroup and Wells Fargo during the period from 2016 to 2019 are compared.