RT Journal Article SR Electronic T1 A Discussion of Investing Theories JF The Journal of Wealth Management FD Institutional Investor Journals SP 15 OP 22 DO 10.3905/jwm.2003.320460 VO 5 IS 4 A1 Arnaldo Oliveira YR 2003 UL https://pm-research.com/content/5/4/15.abstract AB This article examines four leading investing theories: 1) the firm-foundation theory of S. Eliot Guild, 2) the theory of investment value of John B. Williams, 3) the John M. Keynes castle-in-the-air theory, and 4) the theory of games and economic behavior of John Von Neumann and Oskar Morgenstern. It discusses the use of fundamental and technical analysis by each theory, as well as the asset valuations models derived from the four of them. This article thus synthesizes, compares, and contrasts the four theories and proposes a holistic approach for future financial research.