(Olsen says the credit crunch hasnt changed that perception, except perhaps in sectors directly affected by the crunch, such as mortgage lending. ) Today, firms with bulging cash coffers risk being penalized rather than praised.

And the cash has been piling up. Thanks to strong balance sheets and improved cash flow return on investment, corporate profits have soared to record levels, notes BCG. Whats more, given the recent upheaval in the credit markets and the fast cash loans bakersfield california fear of an economic slowdown, companies may not be inclined to draw down their cash reserves anytime soon.

In this environment, investors either hold back on giving a cash-rich companys stock its full due or push for a way to get that money into their own pockets, typically through a stock buyback. If management wont pull the trigger, private-equity firms and activist investors are happy to do the job.

The challenge, then, is for companies to satisfy their investors short-term expectations while retaining enough resources to execute long-term strategy - without stumbling into what BCG calls a cash trap (see Avoiding Cash Traps at the end of this article).

Opportunity Costs. Ironically, the easy money of the past few years, a byproduct of rising fast cash loans bakersfield california profits and stock prices, is in some ways limiting the options available to corporate managers.

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