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50, No. 2, March-April 1972, pp. 50-58; reprinted in 25. Advocates a hierarchy of hurdle rates, internal and external, strategic and tactical, based on actual investment alternatives available to the business. Stockholder opportunity cost is seen as having a role at the level of long range planning. 136. Donaldson, Gordon 'Strategy for financial emergencies', Harvard business review, Vol. 6, November-December 1969, pp. 67-79. Proposes contingency analysis towards preservation of continuity of funds flows.

189. Herstein, I. N. and Milnor, John 'An axiomatic approach to expected utility', Econometrica, Vol. 2, April 1953, pp. 291-297. Derives the expected utility model from a relatively unrestrictive set of axioms. Removes considerations of the topology of the prospect space itself, weakens previously presented axioms and allows an infinite number of sure prospects. Establishes the existence of a measurable utility. 190. Heyne, Paul T. 'The free market system is the best guide for corporate decisions', Financial analysts journal, Vol.

Changes in the evaluation of equities', The Investment analyst, No. 22, December 1968, pp. 3-12. Using United Kingdom data over the decade ended in 1968, illustrates and discusses the trend away from dividend yield towards the price-earnings ratio as the primary criterion for assessing shares. 98. Boness, A. James, Chen, Andrew H. and Jatusipitak, Som 'On relations among stock price behaviour and changes in the capital structure of the firm', Journal offinancial and quantitative analysis, Vol.

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