It's the message- not the medium- that counts when targeting the US
The US market holds an understandable attraction for most non-US companies. Put simply, it is full of capital searching for investments. But how best to attract that capital in a changing world?
The traditionally favored American depositary receipt route has picked up a number of critics in recent times who argue that such a vehicle is no longer necessary. After all, big institutions can easily invest directly without the need for an expensive helping hand on the part of the company.
But
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