Last year, Harry Kat, a professor at City University's CassBusinessSchool in London, and three others used American stock and bond data from 1970 to 2003 in thousands of simulations measuring risk and return on ten-year Treasury bonds, alone and in more diversified portfolios.
But it will take more than a handful of firms to change the British consumer mentality, says Vincent-Wayne Mitchell, professor of consumer marketing at the CassBusinessSchool, CityUniversity London.