Reaching the Individual Investor
There are fewer and fewer individual shareholders among the prospective investors in your company. That is because people have become more aware of specific risk (chapter 2) and of the wisdom of diversification through mutual funds. There are, however, some individuals who still want to manage all aspects of their financial activities. These individual investors buy stocks in small lots and generally are less sophisticated than institutional investors. They are the most likely shareholders to generate complaints.
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- 1.Benjamin Mark Cole, The Pied Pipers of Wall Street (Princeton, NJ: Blomberg Press, 2001), 132.Google Scholar