. If adopted, these proposals could have a material adverse impact on the Edward Jones partnership's operating costs, structure, ability to generate revenue and overall profitability. products and services it offers. There has been significant consolidation as the financial institutions with which the company competes have been acquired, merged, or acquired by other companies. For example, in November 2010, The Charles Schwab Corporation acquired Windward Investment Management, Inc. for $150 million in cash and stock. In June 2009, TD Ameritrade completed the acquisition of thinkorswim Group Inc. thinkorswim is one of the fastest growing online brokerage firms and has unique trading and investor education capabilities, particularly for the fastest growing segment of the options trading industry. Thus, this acquisition highlights TD AMERITRADE's position as a successful industrial consolidator. Consolidation in the discount brokerage industry creates larger rivals to compete with. Porters Five ForcesRisk of entry of potential new competitorsThe threat of online competitors is also present for every discount broker that has not moved to online trading or chooses to maintain its current business model and does not offer online services. These online trading sites have unique trading capabilities that would not otherwise be present at Edward Jones. They instantly offer sound advice on stocks and other investments. Each client must call their Edward Jones advisor in order to complete a transaction. This makes sense for Edward Jones because they want to help prevent the rash decision...... middle of paper ...... February 5, 2007: 17. Business Source Premier. Internet. April 1, 2011. Hill, Charles WL and Gareth R. Jones. Strategic management case: an integrated approach.9th ed. Mason, OH: South-Western/Cengage Learning, 2010. Print.Markides, Constantinos C. “1.” All the right moves. Boston: Harvard Business School, 2000. 1-4. Print."Our Fundamentals - Edward Jones: Making Investing Sense." Edward Jones. Internet. April 12, 2011..Wind, Jerry Y. "Rethinking Marketing: Peter Drucker's Challenge." Journal of the Academy of Marketing Science 37.1 (2009): 28-34. Premier Business Source. Internet. April 1, 2011. "Who Should Invest With Us - Edward Jones: Making Investing Sense." » Edward Jones. Web.12April.2011..