Leland O'Brien Rubinstein Associates, Inc (LOR), which profits from the sale of the insurance portfolio of institutional investors, trying to rebuild itself after the collapse of the stock market in 1987 through the creation of new products to meet the unmet needs of equity investors. LOR offers to sell a new product line called SuperTrust, which allows investors to trade on the stock exchange security cart and purchase secured options on broad stock indexes. The case considers the needs which led to SuperTrust project and institutional obstacles LOR had to overcome to bring this proposal to the market. "Hide
by Peter Tufano, Barbara B. Kyrillos Source: Harvard Business School 20 pages. Publication Date: June 6, 1994. Prod. #: 294050-PDF-ENG
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