Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands case study is a Harvard Business School (HBR) case study written by Joerg Niessing, Pierre Chandon. The Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands (referred as “Insead Insead's” from here on) case study provides evaluation & decision scenario in field of Sales & Marketing. It also touches upon business topics such as - Value proposition, Branding, International business, Market research, Performance measurement.

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

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Case Description of Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands Case Study

Supplement to case IN1415. In 2017, the Financial Times ranked INSEAD's MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool's brand equity compared to its peers. The goal is to optimize INSEAD's positioning, value proposition and communication, to attract the best MBA students. Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample. Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school's positioning, students must identify the most important attributes used when choosing an MBA programme. Please visit the dedicated case website "https://cases.insead.edu/who-is-number-one" to access supplementary material.

Case Authors : Joerg Niessing, Pierre Chandon

Topic : Sales & Marketing

Related Areas : Branding, International business, Market research, Performance measurement

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Calculating Net Present Value (NPV) at 6% for Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10019785)	-10019785	-	-
Year 1	3462812	-6556973	3462812	0.9434	3266804
Year 2	3965490	-2591483	7428302	0.89	3529272
Year 3	3962851	1371368	11391153	0.8396	3327286
Year 4	3242637	4614005	14633790	0.7921	2568472
TOTAL			14633790		12691834

The Net Present Value at 6% discount rate is 2672049

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting

What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Internal Rate of Return
2. Payback Period
3. Net Present Value
4. Profitability Index

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Timing of the expected cash flows – stockholders of Insead Insead's have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.
2. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Insead Insead's shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.

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Formula and Steps to Calculate Net Present Value (NPV) of Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Sales & Marketing Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Insead Insead's often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Insead Insead's needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 15 %	Discounted Cash Flows
Year 0	(10019785)	-10019785	-	-
Year 1	3462812	-6556973	3462812	0.8696	3011141
Year 2	3965490	-2591483	7428302	0.7561	2998480
Year 3	3962851	1371368	11391153	0.6575	2605639
Year 4	3242637	4614005	14633790	0.5718	1853988
TOTAL					10469248

The Net NPV after 4 years is 449463

(10469248 - 10019785 )

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Calculating Net Present Value (NPV) at 20%

If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 20 %	Discounted Cash Flows
Year 0	(10019785)	-10019785	-	-
Year 1	3462812	-6556973	3462812	0.8333	2885677
Year 2	3965490	-2591483	7428302	0.6944	2753813
Year 3	3962851	1371368	11391153	0.5787	2293317
Year 4	3242637	4614005	14633790	0.4823	1563772
TOTAL					9496577

The Net NPV after 4 years is -523208

At 20% discount rate the NPV is negative (9496577 - 10019785 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Insead Insead's to discount cash flow at lower discount rates such as 15%.

Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Insead Insead's has a NPV value higher than Zero then finance managers at Insead Insead's can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Insead Insead's, then the stock price of the Insead Insead's should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Insead Insead's should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Understanding of risks involved in the project.

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

What will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.

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Negotiation Strategy of Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands

References & Further Readings

Joerg Niessing, Pierre Chandon (2018), "Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business School Brands Harvard Business Review Case Study. Published by HBR Publications.