The new normal

At the back end of 2009, in a move that drew little media attention, the Newport Beach, CA-based investment firm Pimco adjusted its slogan from 'The Authority on Bonds' to 'Your Global Investment Authority'. As well as reflecting the fact that Pimco has diversified over the past few years into commodities, equities, exchange-traded funds and advisory services, Bill Gross, managing director, chief investment officer and one of the founders of the firm, says "it tells you where we see things going

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