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Does this mean that we can beat the market by investing in Franklin now? The answer is no. The advertisement tells us nothing about the risk of the Franklin Fund. We will always want to consider risk as well as return. The Franklin Fund stocks may be very risky and the only way people will hold the component stocks is to have a high expected return. So we have go beyond returns and develop a model of risk that allows us to compare stocks and portfolios. [By the way, this ad last appeared in September 1987.]
There are many models of risk and return. Two popular models are: the Capital Asset Pricing Model (CAPM) and the Arbitrage Pricing Theory (APT)...
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