Also known as cash cycle (or cash-to-cash cycle), a business' cash conversion cycle (CCC) is an EXTREMELY IMPORTANT measure of its working capital management. In this video, I explain what is CCC, and why all (prospective) business managers MUST have try to minimize their conversion example. I also cite real-world evidence which shows how firms which effectively manage their CCC tend to outperform their competitors. ABOUT ME: My name is Atif Ikram. I am a Clinical Professor of Finance at Arizona State University, where I teach courses in Corporate Finance, Personal Finance, Real Estate Finance and Investments ( ). Follow me on LinkedIn: Follow me on Facebook: Follow me on Instagram: