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The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media 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 Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media case study


At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media case study is a Harvard Business School (HBR) case study written by Daniel A. Gruber, Ryan E. Smerek, Melissa Thomas-Hunt, Erika H. James. The The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media (referred as “Crisis Sensemaking” 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, Crisis management, Human resource management, Leadership, Social platforms.

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






Case Description of The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media Case Study


This article focuses on crisis management and leadership by executives, boards, and institutions and applies research on resilience, power, and sensemaking in the analysis of the ousting and subsequent return of a chief executive by the board of directors. Insights are shared on the transparency of information, the power of social media, the role of leaders in a crisis, and the ability of different voices to be heard and exert influence in our social media age. This case study provides a set of recommendations for leadership and crisis management in the contemporary business environment by showing how a crisis can be fueled by social media. Twitter is analyzed as a source of real-time news and information, which can have a significant impact on organizations and their strategies. Furthermore, implications for new executives are highlighted, with a focus on how their initial sensemaking process shapes the ability to respond to a crisis.


Case Authors : Daniel A. Gruber, Ryan E. Smerek, Melissa Thomas-Hunt, Erika H. James

Topic : Leadership & Managing People

Related Areas : Crisis management, Human resource management, Leadership, Social platforms




Calculating Net Present Value (NPV) at 6% for The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media Case Study


Years              Cash Flow     Net Cash Flow     Cumulative    
Cash Flow
Discount Rate
@ 6 %
Discounted
Cash Flows
Year 0 (10004446) -10004446 - -
Year 1 3468176 -6536270 3468176 0.9434 3271864
Year 2 3981567 -2554703 7449743 0.89 3543580
Year 3 3950787 1396084 11400530 0.8396 3317157
Year 4 3249026 4645110 14649556 0.7921 2573533
TOTAL 14649556 12706134




The Net Present Value at 6% discount rate is 2701688

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.




Capital Budgeting Approaches

Methods of Capital Budgeting


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

1. Net Present Value
2. Internal Rate of Return
3. Payback Period
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. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Crisis Sensemaking 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 Crisis Sensemaking have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.






Formula and Steps to Calculate Net Present Value (NPV) of The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media

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 Crisis Sensemaking 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 Crisis Sensemaking 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 (10004446) -10004446 - -
Year 1 3468176 -6536270 3468176 0.8696 3015805
Year 2 3981567 -2554703 7449743 0.7561 3010637
Year 3 3950787 1396084 11400530 0.6575 2597707
Year 4 3249026 4645110 14649556 0.5718 1857641
TOTAL 10481790


The Net NPV after 4 years is 477344

(10481790 - 10004446 )








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 (10004446) -10004446 - -
Year 1 3468176 -6536270 3468176 0.8333 2890147
Year 2 3981567 -2554703 7449743 0.6944 2764977
Year 3 3950787 1396084 11400530 0.5787 2286335
Year 4 3249026 4645110 14649556 0.4823 1566853
TOTAL 9508312


The Net NPV after 4 years is -496134

At 20% discount rate the NPV is negative (9508312 - 10004446 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Crisis Sensemaking 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 Crisis Sensemaking has a NPV value higher than Zero then finance managers at Crisis Sensemaking 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 Crisis Sensemaking, then the stock price of the Crisis Sensemaking 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 Crisis Sensemaking 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 –

Understanding of risks involved in the project.

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

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.

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.






Negotiation Strategy of The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media

References & Further Readings

Daniel A. Gruber, Ryan E. Smerek, Melissa Thomas-Hunt, Erika H. James (2018), "The Real-time Power of Twitter: Crisis Management and Leadership in an Age of Social Media Harvard Business Review Case Study. Published by HBR Publications.


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