Firm valuation refers to the total value of a firm in the capital market. It is the stock price of a firm times its outstanding shares. Total value of a firm is also called market capitalization or market cap. For example, on March 16, 2012, the market cap was $41.43 billion for Las Vegas Sands, $12.73 billion for Marriot, 10.99 billion for Starwood, and $99.47 for McDonald. The market cap of a firm changes constantly because the stock price changes frequently. Rising stock price or rising market cap (for given outstanding shares) evidently is good news for the stockholder. It increases the wealth of the shareholder. In essence, the goal of a firm is to maximize the value of the firm. The management of a hospitality firm should always do its best to enhance the owner or shareholder's wealth by enhancing the stock price of the firm.