surprise. The third item, Weighted Average Cost of Capital, however, is not well understood by most management teams, and is often not very well used by those teams who believe they do understand it. And yet, it is, in fact, one of the most important concepts affecting Firm Value. A common misconception is that for publicly traded companies the value of the firm is its market capitalization based on stock price, and while many stock market trends illustrate the dynamics captured by the Firm Value Equation…
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