In this paper we model the value of a firm based on its current earnings and cash balances. The value is modelled on the assumption that earnings follow a mean-reverting process. The effect of advertising on earnings is modelled, and the condition for optimal advertising derived. The value of...

In this paper we model the value to a firm of undertaking market research into a particular product opportunity. The way in which information about the potential of the project arrives and knowledge evolves during the life of the project is modeled using the theory of optimal filtering. The...