An investment policy that focuses on the attractiveness of the individual investment. An asset manager investing according to this investment approach will focus primarily on the company’s management, history, business model, growth prospects and other company characteristics. Investors following this investment approach believe that certain companies show superior performance compared to their sectors or countries and will consequently generate good returns regardless of economic circumstances. The aim of the bottom-up investment approach is to seek out such firms. Consequently, an asset manager following this investment policy may buy a share from a sector that is considered unfavourable.