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Measuring Alpha: The Consequences of Ignoring the Four-Factor Model

Don O'Sullivan
Mark C. Hutchinson
Vincent O'Connell

Suggested Citation

O’Sullivan, D., Hutchinson, M.C. & O’Connell, V. “Measuring Alpha: The Consequences of Ignoring The Four-Factor Model” International Journal of Research in Marketing, 2009, Vol. 26, No.2, 164-165.

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