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Must Finance and Strategy Clash

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“Must Finance and Strategy Clash?”

“Good project evaluation considers all the relevant factors, including hard quantifying costs and benefits. It also takes into account the more neglected consequences of not investing. It recognized the value of opening up options and, by not arbitrarily restricting the time horizon of setting discount rate too high, avoids undervaluing long-term projects. Understanding project evaluation is easy. Doing it is the real challenge.”
The above argument is stating that you always need to consider every possible outcome of a project. I completely agree with this statement because whether or not your project is a success or failure, you need to make sure you’ve covered every angle and eliminate the chance of surprise or uncertainty. Every angle consists of the marketing side as well as the financial side seeing as these two sides are in a constant tug of war with each other as to whether an investment is a good one or not. From the financial side, a good investment is one with a positive net present value and whose value exceeds its costs. From the marketing perspective, a good investment must pass two tests: does the product or service have enough value to enough customers to support prices and volumes that exceed the costs of capital and does the company have enough sources of sustainable competitive advantages to exploit, develop, and defend the opportunity? If correctly applied, good financial analysis complements rather then contradicts good marketing and strategic logic.
To start off, you need to select a base case by determining what will happen to your project if it is not successfully carried out to completion. If the base case is impractical, the incremental cash flows – the difference between the “with” and the “without” scenarios – will be ambiguous and/or defined incorrectly. Companies that indirectly assume

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