Qualitative Company Analysis: What It Is and Why It Matters in Finance
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Financial figures are only half the truth when considering investing in a company or making a merger, acquisition or analyzing the performance of the company internally. Spreadsheets, earnings reports and ratios are admittedly important but they do not tell the whole story of what is happening between the numbers. It is then that the qualitative aspects of company analysis in finance come to play. These are other components that affect the present and the future of a business which are non- numerical but are equally powerful. Qualitative analysis is the overview of such aspects as leadership performance, company culture, brand reputation, competitive advantages, company strategic direction. Such considerations are able to have a considerable influence on the long-term performance of a company and, often, even on the balance sheet. Qualitative factors are important in providing an analyst, investor and any decision maker with a balanced view of how a business is performing. Qualitative...