Role of Technical Analysis As A Management Tool

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Most investors fall somewhere in the middle of the spectrum leveraging elements of both “technical” analysis (focusing on market data, psychology and trends) AND “fundamental” analysis (focusing on moat strength and long-term financial health). As financial managers and business operators, what are the risks and/or benefits of using technical analyses to guide financial management practices in our own organizations (using Salesforce.com as an example)? How does the use of technical analyses as a management tool compare with the framework offered by a “Balanced Scorecard” approach as introduced in Week 5 of this course?

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