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Peer Targeting Only Covers Half The Market For Your Shares (At Best)

Peer Targeting Only covers Half the Market for your Shares (At Best)

Brokers and issuers commonly target investors that hold peers for incremental or new investment in an issuer. This sales strategy is called ‘peer targeting.’ While it may seem intuitive to target investors who are likely familiar with the issuer’s business (by virtue of owning a peer) this paper finds that most investment is not connected to investment or divestment in an issuer’s peers.