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In his bestselling book, William H. Whyte advanced which of the following arguments?
Cost Of Capital
The rate of return that a company must offer investors to finance its assets, often used in making investment decisions.
Incremental Cash Flows
The additional cash flow a company receives from taking on a new project or making a financial decision.
Initial Outlay
The initial investment amount or the upfront cost required to start a project or investment.
Sunk Cost
A cost associated with a project expended prior to making the decision to undertake that project (for example, the cost of research into the idea). Since sunk funds are already gone, they cannot alter future costs or benefits, and should not be included in the analysis leading to a decision.
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