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How does a company select a particular price for its shares?
In the case of an "initial public offering", the brokers underwriting the share issue will look at the current earnings being generated by the company and compare these to those of other competitor companies already listed in the stock market.  For example, if a new telephone company is undertaking an initial public offering, then the share price of those telephone companies which are already traded on the stock market will serve as a reference for how much investors will be willing to pay for the new company's shares.  If investors are willing to pay 15 times earnings for telecom shares, then this will be the benchmark used in determining the new share price. In addition, comparative growth prospects will be taken into account.  Finally, the underwriter will want to see a successful sale, so they will tend to "slightly under price" the new shares in order to make them attractive. None of this is an exact science and we often see shares trading at a large premium to the initial offer price during the first few days of trading.  More often that not, prices then settle down to something closer to the offer price.  The initial price spike is usually the result of high demand for the shares by investors who believe that past examples of a price spike will repeat with this initial public offering.  There will also usually be high demand for the new shares from funds that specialise in shares of the type being issued. In the case of a "rights issue", where an existing publicly traded company wishes to raise capital by issuing new shares, the company will price the new shares at a significant discount to the current market price.  The new shares will be initially offered to existing shares holders and the discounted price is intended to encourage the existing shareholders to exercise their "rights" since the new shares may have the effect of diluting the value of their shares.  Any shares which are not purchased by existing share holder will then be offered for sale in the market.