The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident 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 The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident case study is a Harvard Business School (HBR) case study written by Rebecca Chunghee Kim, Kate Inyoung Yoo, Helal Uddin. The The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident (referred as “Korean Incident” from here on) case study provides evaluation & decision scenario in field of Global Business. It also touches upon business topics such as - Value proposition, Corporate governance, Crisis communication, Crisis management, Ethics, Public relations.

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 The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident Case Study

This article investigates responses of the international and domestic (South Korean) publics to one of the most hotly debated corporate scandals in recent years: Korean Air's so-called nut rage incident. By analyzing both international and domestic media coverage of the occurrence, we reveal contrasting interpretations between the two. Whereas the South Korean public tends to generate intense debates addressing a lack of ethics in Korean Air's public communication following the incident, international public criticism is dominated by questions regarding South Korea's chronic chaebol system and its negative image in relation to South Korea's unique institutional context. Korean Air's incongruent notice of the employee as a key stakeholder is also discussed in the international media. Our research findings indicate how, rather than focusing on legal responsibility, the normative attitude of businesses toward stakeholder pressures is crucial as a means of escaping legitimacy-threatening events. The results of this study demonstrate how public responses to a single incident are diverse in global society and offer new insights regarding the importance of ethics in management leadership and public communication after a crisis incident.

Case Authors : Rebecca Chunghee Kim, Kate Inyoung Yoo, Helal Uddin

Topic : Global Business

Related Areas : Corporate governance, Crisis communication, Crisis management, Ethics, Public relations

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Calculating Net Present Value (NPV) at 6% for The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10010071)	-10010071	-	-
Year 1	3466417	-6543654	3466417	0.9434	3270205
Year 2	3975817	-2567837	7442234	0.89	3538463
Year 3	3946350	1378513	11388584	0.8396	3313432
Year 4	3224284	4602797	14612868	0.7921	2553935
TOTAL			14612868		12676034

The Net Present Value at 6% discount rate is 2665963

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. Net Present Value
3. Profitability Index
4. Payback Period

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 Korean Incident 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. Korean Incident 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 The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident

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 Global Business 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 Korean Incident 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 Korean Incident 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	(10010071)	-10010071	-	-
Year 1	3466417	-6543654	3466417	0.8696	3014276
Year 2	3975817	-2567837	7442234	0.7561	3006289
Year 3	3946350	1378513	11388584	0.6575	2594789
Year 4	3224284	4602797	14612868	0.5718	1843495
TOTAL					10458849

The Net NPV after 4 years is 448778

(10458849 - 10010071 )

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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	(10010071)	-10010071	-	-
Year 1	3466417	-6543654	3466417	0.8333	2888681
Year 2	3975817	-2567837	7442234	0.6944	2760984
Year 3	3946350	1378513	11388584	0.5787	2283767
Year 4	3224284	4602797	14612868	0.4823	1554921
TOTAL					9488353

The Net NPV after 4 years is -521718

At 20% discount rate the NPV is negative (9488353 - 10010071 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Korean Incident 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 Korean Incident has a NPV value higher than Zero then finance managers at Korean Incident 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 Korean Incident, then the stock price of the Korean Incident 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 Korean Incident 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 will be a multi year spillover effect of various taxation regulations.

Understanding of risks involved in the project.

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

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 The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident

References & Further Readings

Rebecca Chunghee Kim, Kate Inyoung Yoo, Helal Uddin (2018), "The Korean Air Nut Rage Scandal: Domestic Versus International Responses to a Viral Incident Harvard Business Review Case Study. Published by HBR Publications.