Principles of Finance 6e Chapter 13
Besley/Brigham
References:
Certainly there are countless examples of the situation described in this Ethical Dilemma, but, few, if any are
made public. An example of a capital budgeting project that parallels this scenario is described in the
Managerial Perspective in Chapter 10. RJR Nabisco invested in the smokeless cigarette because it was the
pet project of some top managers. Even though there is no indication that top managers pressured RJR’s
capital budgeting analysts to “manipulate” the results so a favorable decision could be reached, it is thought
that the company knew the project had serious flaws and many were afraid to voice their concerns because
they didn’t want to offend top management. The smokeless cigarette turned out to be a $300 million disaster
that lasted less than one year.
Interestingly, RJR currently is testing whether a new smokeless cigarette can be marketed under different
conditions. For more information about RJR’s smokeless cigarette projects, see the following articles:
“RJR Is Testing a ‘Smokeless Cigarette’ After Attempt Failed Five Years Ago,” The Wall Street Journal,
November 28, 1994, p. A5.
“RJR Smokeless Cigarette Test Is Snuffed Out,” Los Angeles Times, March 1, 1989, p. 1+.
“Fire Without Smoke,” The Economist, September 17, 1988, p. 33+.
For examples of some product ideas that were flops, see the following articles:1
“Ford’s Edsel Drives Pack of Marketing Misses: A Look at the Century’s Hyped Products,” Chicago Tribune,
June 13, 1999, p. 12.
“The Museum of Dumb Ideas,” National Post, July 1, 1999, p. 10.
1 The fact that a product flops does not mean that the firm did not conduct a proper capital budgeting analysis.