This case study focuses upon AEGON Asset Management, part of the AEGON Group, one of the world’s largest life insurance and pensions companies. AEGON owns pensions, life insurance, asset management and adviser businesses. AEGON Asset Management had historically been successful, but compared to its competitors it was not well known by consumers.
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study,
and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an
endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be
forwarded outside the university or used for other commercial purposes.