Why might an analyst choose the Gordon Growth method over the Multiples Method?

• A. It is always the simpler option
• B. When there are no good comparable companies
• C. When market multiples are highly stable
• D. It guarantees a higher valuation

Answer: (B)

The choice of the Gordon Growth method over the Multiples Method can be particularly advantageous in situations where there are no good comparable companies available. The Gordon Growth model, also known as the Dividend Discount Model, focuses on a company’s ability to grow its dividends at a stable rate over time. This method is especially useful when evaluating companies that have predictable dividend growth, as it relies on the future cash flows that will be distributed to shareholders.

In contrast, the Multiples Method relies on comparing a company’s valuation metrics, such as price-to-earnings ratios, to those of similar firms in the industry. If there are no suitable comparable companies, this method becomes less effective, as the lack of comparison points can lead to inaccuracies in the valuation. Therefore, when faced with a lack of peer companies to analyze, the Gordon Growth method offers a systematic approach based on the company’s fundamentals rather than on relative comparisons.

While the simplicity of a method may be appealing, it is not the primary reason for choosing one over another—it depends more on the context of the situation and the availability of data. Market multiples being highly stable could also be useful for the Multiples Method, and there is no guarantee of a higher valuation with the Gordon Growth model, as it heavily