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Relying heavily on proforma earnings statements can be risky because these statements often exclude certain costs and expenses that are considered non-recurring or non-operational. This can give a distorted view of a company's financial health. Additionally, because proforma earnings are not standardized, companies have a lot of discretion in what they include or exclude, which can lead to manipulation or misrepresentation of financial performance.
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In his article for Harvard Business Review, Baruch Lev – the Philip Bardes Professor of Accounting and Finance at the Stern School of Business in NYU, talks about proforma as one of the ways in which managers can impart useful information to investors. (For more like this, check out our book summary). Lev stresses that "research shows that proforma earnings statements prominently displayed in the headline or first paragraph of a company's news release have a much stronger impact on stock prices than proforma earnings reported elsewhere in the document."
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