Marketing becomes key to the game

Mon May 1, 2006



With the hedge fund industry becoming such a central feature of the global markets, there are some fascinating changes in how managers are now presenting themselves to investors - especially outside the United States. These days, even some of the most intensely private and low-key of managers have clearly decided to adopt a much more positive, proactive approach to marketing and investor relations.

Taking their cue from that famously low-profile pioneer, Alfred Winslow Jones, hedge fund managers in America have tended to jealously guard their privacy. There have been various reasons - not least to protect competitive advantage. American managers have also had to be mindful of rules on private placements in the United States, so as not to fall afoul of the SEC. Taken together, these factors have helped earn the industry a reputation for secrecy, something that has led hedge funds to be viewed with suspicion but that also...

ISSN: 2151-1845 / CDC10004H

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