We develop a model of the mutual fund industry in which the management fees
and loads charged by actively managed open-end funds and average fund retu
rns are determined endogenously in a competitive market setting. It is show
n that heterogeneity in managerial skills at investing and minimizing costs
, and the existence of investor clienteles with differing liquidity and mar
keting needs, gives rise to a variety of open-end fund structures that diff
er in the average return delivered to investors. Managers choose a fund's s
tructure to maximize the rents they capture from their ability, taking into
account the effect on investor flows. In equilibrium, funds that constrain
liquidity withdrawals may have to charge lower fees and share some profits
in the form of higher investor returns, when there is relative scarcity of
investors with low liquidity needs. (C) 2000 Elsevier Science S.A. All rig
hts reserved. JEL classification: C23; L14; L22.