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In chapter 4, we saw that active investors use the fundamental analysis for their investment decision. The article of Apple Tree and Experience shows an

In chapter 4, we saw that active investors use the fundamental analysis for their investment decision. The article of "Apple Tree and Experience" shows an example of that.

Can you explain the procedures of business valuation discussed in the article? What is the cost of equity? How can we estimate the cost of equity using the PE ratio?

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