Muncie - Circa April 2018: Toys "R" Us Retail Strip Mall Location. News about a particular company can worsen, and cheap can become cheaper. Something that is cheap doesn’t imply that it will go up. The next decision to buy the company can be a trap that a lot of investors fall into. So, you have your valuation that is cheap, and you have established why it’s cheap. Alternatively, a cyclical industry, say retail, might not be viewed as performing well in a recession.
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