The purpose of this article is to investigate different economic cycles and their application\nto the modern international business environment and more specifically the growth\npotential assessment of global companies. Within the framework of the analysis, the cycle\ntheories were classified into short-term and long term. Their applicability to forecasting\ndifferent economic factors such as interest rates, inflation rate and the general state of the\neconomy as well as investment attractiveness and growth potential of various asset classes,\nwas investigated. The special framework was developed to assess the investment\nattractiveness and growth potential of various stocks. Three asset classes from the\nhospitality industry (the total of 15 stocks) were selected for the proposed framework\napplication in order to determine the stocks with the highest investment attractiveness and\ngrowth potential. The obtained results are presented in the article.
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