c) Whenever a university adds a new program, it needs to consider
how many new students will come to the university because of the new
program and how many existing students will change majors.
Ethics Note: An episode of the old “L.A. Law” television series presented
an interesting example of the ethical aspects of capital budgeting.
According to the script, an automobile manufacturer knowingly built cars
that had a tendency to explode when involved in accidents of a certain
type. Rather than redesigning the cars (at substantial additional cost), the
manufacturer calculated the expected costs of future lawsuits and
determined that it would be cheaper to sell an unsafe car and defend itself
against lawsuits than to redesign the car.
Many would say that the above example is an inappropriate (to say the
least) and unrealistic application of cost-benefit analysis. Yet, history
suggests that it is not so unrealistic. Manufacturers make similar decisions
on a daily basis. The recall of 6.5 million Firestone tires on some Ford
cars in the fall of 2000 is an excellent example.
The companies involved knew that there were problems with the treads
separating from the tire long before the recall. As problems and criticisms
mounted, Ford voluntarily recalled an additional 13 million tires in May
of 2001. Firestone was forced to recall an additional 3.5 million tires in
October of 2001 after refusing to do so in July. The cost of the various
recalls is astronomical and has substantially lowered the profits for both
Ford and Bridgestone/Firestone. In fact, Ford cut its dividend in October,
2001 (a sure sign that things were not going to get better soon).
And, this is just the beginning. Firestone settled state lawsuits in the
amount of $41.5 million in November of 2001 and class-action status was
given to approximately 3.5 million “economic loss” lawsuits filed against
both Ford and Firestone. These lawsuits do not count the numerous
lawsuits filed by the families of the individuals that were either killed or
injured in accidents. As of July 2001, the death toll stood at 203, and the
number of injured was over 700. And, the cost does not stop with the
direct costs of the recalls and lawsuits; business dropped dramatically for
both companies because of a lack of trust from the public.
It is easy to say that the cost is irrelevant, given the potential loss of
human life. However, we know that estimation error exists in all parts of
the decision making process. What happens when a company
underestimates the potential danger? (This is not meant to imply that
Firestone and Ford made the correct decision initially. Too much
information is still unavailable and it will be years before it all comes
out.) The point is that sometimes the “side effects” of many decisions are
complex, but very important.
Slide 6.7 Estimating Cash Flows