Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation 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 Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation case study is a Harvard Business School (HBR) case study written by Kristofer Erickson. The Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation (referred as “Creative Pci” from here on) case study provides evaluation & decision scenario in field of Innovation & Entrepreneurship. It also touches upon business topics such as - Value proposition, Intellectual property.

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 Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation Case Study

Accounts of the copyright industries in national reports suggest that strong intellectual property (IP) rights support creative firms. However, mounting evidence from sectors such as video game production and 3-D printing indicate that business models based on open IP can also be profitable. This study investigates the relationship between IP protection and value capture for creative industry firms engaged in collective/open innovation activities. A sample of 22 businesses interviewed in this study did not require exclusive ownership of creative materials but instead employed a range of strategies to compete and capture value. Benefits for some firms resemble those for participants in private-collective innovation (PCI), originally observed in open-source software development. Advantages of PCI include the ability to commercialize user improvements and a reduction in transaction costs related to seeking and obtaining permission to innovate existing ideas. Some creative firms in this study were able to generate and capture value from PCI in two directions, upstream and downstream. These dynamics offer a mechanism to understand and articulate the value of openness for creative industries policy and management of creative organizations.

Case Authors : Kristofer Erickson

Topic : Innovation & Entrepreneurship

Related Areas : Intellectual property

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Calculating Net Present Value (NPV) at 6% for Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10016290)	-10016290	-	-
Year 1	3445651	-6570639	3445651	0.9434	3250614
Year 2	3953177	-2617462	7398828	0.89	3518313
Year 3	3973581	1356119	11372409	0.8396	3336295
Year 4	3228501	4584620	14600910	0.7921	2557275
TOTAL			14600910		12662498

The Net Present Value at 6% discount rate is 2646208

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. Profitability Index
4. Net Present Value

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

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Formula and Steps to Calculate Net Present Value (NPV) of Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation

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 Innovation & Entrepreneurship 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 Creative Pci 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 Creative Pci 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	(10016290)	-10016290	-	-
Year 1	3445651	-6570639	3445651	0.8696	2996218
Year 2	3953177	-2617462	7398828	0.7561	2989170
Year 3	3973581	1356119	11372409	0.6575	2612694
Year 4	3228501	4584620	14600910	0.5718	1845906
TOTAL					10443988

The Net NPV after 4 years is 427698

(10443988 - 10016290 )

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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	(10016290)	-10016290	-	-
Year 1	3445651	-6570639	3445651	0.8333	2871376
Year 2	3953177	-2617462	7398828	0.6944	2745262
Year 3	3973581	1356119	11372409	0.5787	2299526
Year 4	3228501	4584620	14600910	0.4823	1556955
TOTAL					9473118

The Net NPV after 4 years is -543172

At 20% discount rate the NPV is negative (9473118 - 10016290 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Creative Pci 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 Creative Pci has a NPV value higher than Zero then finance managers at Creative Pci 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 Creative Pci, then the stock price of the Creative Pci 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 Creative Pci 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 can impact the cash flow of the project.

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

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 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.

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 Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation

References & Further Readings

Kristofer Erickson (2018), "Can Creative Firms Thrive Without Copyright? Value Generation and Capture from Private-Collective Innovation Harvard Business Review Case Study. Published by HBR Publications.