The gold-diggers of Europe 1999

You've heard of America's forty-niners, well these are the ninety-niners, preparing for the gold-rush when Europe's single currency rolls into play in January. A frenzy of asset-allocation has already started. With a single interest rate, corporate bonds will begin to outweigh government issues, equity markets will take on new importance, and cross-border competition will drive M&A. Peter Lee reports.

In July 1996 the senior management of Morgan Stanley in London – seized perhaps with a sense of awe at the approaching millennium and an urge to display their own capacity for the vision thing – sat down and wrote plans for the firm’s 15 or so main business lines in Europe, projecting headcount, capital, revenues and pre-tax profit for the years up to and including 2000. The reaction of some of the firm’s senior executives in the US and Asia was, to put it kindly, sceptical.

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