What would a Rights Issue mean for Arsenal?

This subject has been discussed before, but may well be raised again tomorrow at the supporters’ Q&A with Ivan Gazidis, given the refusal of Stan Kroenke to put money into the club’s coffers, and the apparent desire of Alisher Usmanov to do so.
I’m taking some of the general info and definitions from this web page:
http://www.investopedia.com/articles/stocks/05/062905.asp#axzz1woxuRhFG
but adapting it to Arsenal’s circumstances. Football clubs in general don’t always follow standard business models, so standard definitions don’t always work. Plus this is an Arsenal blog, and Arsenal are in the fairly uncommon position of having two shareholders owning nearly 97% of the shares, with both wanting control. Their motivations, as well as those of the remaining small shareholders who are l...