Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund

Abstract

This case presents an application of conjoint analysis in a financial-services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine a new pricing structure for the fund. The case presents students with the results of a real-world conjoint analysis and requires them to work through the pricing and profit implications of that analysis.