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From the investors point of view ratings influence the price and the yield of a bond. For the higher rated bonds investors are usually willing to pay more because of the lower credit risk default and for the lower rated bonds investors tend to pay less, but that doesn't mean that the expected return of the bond should be less than of the latter ones, it is all about the riskiness of the project and investors' position in dealing with that risk...
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There is no better way to influence investors' decisions by providing professional service by companies that are known at the highest level of quality. Usually investors who do not have time or who do not wish to analyse all the financial statements, calculate different ratios of the company, predict future earnings - simply trust the ratings, indicated by the rating agencies, which represent financial situation, future prospective, long or short term investment opportunities in a particular company's securities...
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