Finance Formulas / July 19, 2018 / Briana Leonard
Meanwhile, upset that he is only earning $40 per year, the original investor decides to sell, but to entice others to buy his bond instead of bonds directly from ABC Corporation, he lowers his price. For example, he lowers it to $650, making its effective annual yield $40$650 or 6.15%. If the bond issuer had not increased its rates, the investor might not have had to sell his bond for less than its face value.
Common shareholders expect to obtain a certain return on their equity investment in a company. The equity holders' required rate of return is a cost from the company's perspective because if the company does not deliver this expected return, shareholders will simply sell their shares, causing the price to drop. The cost of equity is basically what it costs the company to maintain a share price that is theoretically satisfactory to investors.
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