Julius Baer Group

Business Model Simplicity in Turbulent Times


Julius Baer is Switzerland’s largest dedicated wealth manager with an expanding global footprint. This case describes the evolution of Julius Baer’s business model through financial market turbulence. It follows Julius Baer’s acquisition and spinoff of GAM, a leading alternative asset manager, and ensuing consolidation of its core private banking proposition in its business model in the aftermath of the 2008 financial crisis. It provides insights into the Swiss private banking industry and illustrates a business model and its constituent components. The case is useful for students enrolled in post-graduate business administration programs, including MBA and Executive Education. The teaching focus of the case is twofold: (1) Understanding Business Model Evolution; (2) Comparing the competitive merits of a type of business model to those of other business model types.

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Bibliographic Data


Case – Reference no. 310-247-1

Authors: Oh, L. (University of St. Gallen); Lechner, C. (University of St. Gallen)
Published in: 2010
Length: 14 pages
Data source: Field research

Teaching note – Reference no. 310-247-8

Authors: Oh, L. (University of St. Gallen); Lechner, C. (University of St. Gallen)
Published in: 2010
Length: 9 pages
Data source: Field research

Contact person

If the case study is not available at The Case Centre, or if you have any questions about additional material or application of the case study, please contact the author.

Christoph Lechner

Prof. Dr.
Professor of Strategic Management