The Paradox of Pharmaceutical CSR: The Sincerity Nexus 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 Paradox of Pharmaceutical CSR: The Sincerity Nexus case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The Paradox of Pharmaceutical CSR: The Sincerity Nexus case study is a Harvard Business School (HBR) case study written by Alexandra Countess of Frederiksborg, Timothy L. Fort. The The Paradox of Pharmaceutical CSR: The Sincerity Nexus (referred as “Csr Pharmaceutical” from here on) case study provides evaluation & decision scenario in field of Leadership & Managing People. It also touches upon business topics such as - Value proposition, Leadership, Social responsibility.

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 Paradox of Pharmaceutical CSR: The Sincerity Nexus Case Study

Whether characterized as corporate social responsibility (CSR), business ethics, or some other name, best practices in a given industry often fall short, thus causing efforts of companies seeking to improve their own CSR practices to fall short as well. A typical CSR model uses philanthropic donations to demonstrate the company's commitment to social welfare. Even a strategic version of CSR falls short of what it could achieve. To be sure, these can be important efforts worth celebrating, but we seek to raise the bar higher. Our case study focuses on the pharmaceutical industry because of our experience working in and studying that industry. In Section 2, we identify the typical CSR efforts of pharmaceutical companies. Dissatisfied with the scope of current efforts, Section 3 switches from an inductive approach to a deductive one in which we rely on scholarly literature and some exemplary benchmarks to propose a stronger model of corporate ethics. At the heart of this model is the claim that optimum instrumental benefits accrue to corporate CSR actions when they are undertaken for sincere aims rather than for instrumental ones. Section 4 then explains how this framework provides a way for pharmaceutical companies to embrace a more robust model of corporate responsibility that could be extended to other industries as well.

Case Authors : Alexandra Countess of Frederiksborg, Timothy L. Fort

Topic : Leadership & Managing People

Related Areas : Leadership, Social responsibility

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Calculating Net Present Value (NPV) at 6% for The Paradox of Pharmaceutical CSR: The Sincerity Nexus Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026048)	-10026048	-	-
Year 1	3465726	-6560322	3465726	0.9434	3269553
Year 2	3954449	-2605873	7420175	0.89	3519446
Year 3	3964299	1358426	11384474	0.8396	3328502
Year 4	3235106	4593532	14619580	0.7921	2562507
TOTAL			14619580		12680007

The Net Present Value at 6% discount rate is 2653959

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

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 Csr Pharmaceutical 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. Csr Pharmaceutical 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 Paradox of Pharmaceutical CSR: The Sincerity Nexus

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 Leadership & Managing People 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 Csr Pharmaceutical 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 Csr Pharmaceutical 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	(10026048)	-10026048	-	-
Year 1	3465726	-6560322	3465726	0.8696	3013675
Year 2	3954449	-2605873	7420175	0.7561	2990132
Year 3	3964299	1358426	11384474	0.6575	2606591
Year 4	3235106	4593532	14619580	0.5718	1849682
TOTAL					10460080

The Net NPV after 4 years is 434032

(10460080 - 10026048 )

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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	(10026048)	-10026048	-	-
Year 1	3465726	-6560322	3465726	0.8333	2888105
Year 2	3954449	-2605873	7420175	0.6944	2746145
Year 3	3964299	1358426	11384474	0.5787	2294155
Year 4	3235106	4593532	14619580	0.4823	1560140
TOTAL					9488545

The Net NPV after 4 years is -537503

At 20% discount rate the NPV is negative (9488545 - 10026048 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Csr Pharmaceutical 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 Csr Pharmaceutical has a NPV value higher than Zero then finance managers at Csr Pharmaceutical 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 Csr Pharmaceutical, then the stock price of the Csr Pharmaceutical 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 Csr Pharmaceutical 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.

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.

Understanding of risks involved in the project.

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 The Paradox of Pharmaceutical CSR: The Sincerity Nexus

References & Further Readings

Alexandra Countess of Frederiksborg, Timothy L. Fort (2018), "The Paradox of Pharmaceutical CSR: The Sincerity Nexus Harvard Business Review Case Study. Published by HBR Publications.