Today, Levi Strauss & Co will begin trading on the New York Stock Exchange, with shares expected to be priced between $14 and $16. This is the second time the clothing company has launched an initial public offering (IPO), the first time being 1971. Nicholas Guest, professor of accounting at the Cornell SC Johnson College of Business studies how companies make decisions when trading in the equity market. He says investors should approach this IPO with a level of skepticism.