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Should you keep your stocks if you are too late to sell?
You should distinguish between the price and the value of a company:  "Price is what you pay, value is what you get". Price is the share price you pay for one share of the company. Value is what a company is worth (based on fundamental analysis, one of the principles of value investing).  I would recommend selling the stock only if the company's value has deteriorated due to fundamental changes (e.g. better products from competitors, declining market) and its value is lower than the current share price.