We use a continuous version of the standard deviation premium principle for
pricing in incomplete equity markets by assuming that the investor issuing an
unhedgeable derivative security requires compensation for this risk in the form
of a pre-specified instantaneous Sharpe ratio. First, we apply our method to
price options on non-traded assets for which there is a traded asset that is
correlated to the non-traded asset. Our main contribution to this particular
problem is to show that our seller/buyer prices are the upper/lower good deal
bounds of Cochrane and Sa\'{a}-Requejo (2000) and of Bj\"{o}rk and Slinko
(2006) and to determine the analytical properties of these prices. Second, we
apply our method to price options in the presence of stochastic volatility. Our
main contribution to this problem is to show that the instantaneous Sharpe
ratio, an integral ingredient in our methodology, is the negative of the market
price of volatility risk, as defined in Fouque, Papanicolaou, and Sircar
(2000).Comment: Keywords: Pricing derivative securities, incomplete markets, Sharpe
ratio, correlated assets, stochastic volatility, non-linear partial
differential equations, good deal bound