• Investors’ risk perceptions determine prices
– firms face different sources of risks
– risk varies with capital structures: endogenous
• Given capital structure: what is its price?
– pricing rule pre-requisite for capital structure design
– yields “opportunity” cost of funds for a firm, and thus
its discount rate used in NPV calculations
– solution to discount rate selection puzzle
• What is a firm’s Asset Beta & how do we lever
Asset Betas and unlever Equity Betas?