Brokers play a vital role in advising on share market conditions and the likely demand from investors for the company’s shares. They also represent the company to investors to try to generate interest. When debating issues such as the method to be employed, the marketing strategy, the size of the issue, the timing or the pricing of the shares, the company may value the market knowledge the broker has to offer. Brokers can also organise sub-underwriting, and in the years following the flotation may work with the company to maintain a liquid and properly informed market in its shares. Brokers also help with subsequent share issues, e.g. rights issues (see Chapter 15).