ProShares: The Alternative ETF Company Harvard Case Solution & Analysis

Michael Sapir, who was ProShare’s Chief Executive Officer in 2014, met Steve Cohen, a managing director as well as the head of the ProShares’ Strategy Group, his interest centered around improving the business. Steve wanted the company to shift from ETF’s, which are core offerings of the company, into creating itself as the leading alternate ETF business.

Since 2009, the business initiated a range of ETFs, while both Sapir and Cohen analyzed roster at the time simultaneously with assets under management (AUM), and company’s net flows in various forms of ETF’s. Could the company add more $25 billion in AUM from these strategic alternative ETFs?

Publication Date: 11/24/2015

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