Solution to Supplemental Case: Madison Co.
a. While economic exposure adversely affected the firm’s performance in a recent period, it should
favorably affect the firm’s performance in the future. A weak Canadian dollar (which has been
forecasted) would favorably affect Madison, Inc. under the prevailing operational structure. If the
structure is revised, Madison will be less exposed to the Canadian dollar’s exchange rate movements.
Therefore, it will not benefit as much from the weaker Canadian dollar. Economic exposure can be
beneficial when currencies move in a particular direction. The shareholders would be better off if the
firm remains exposed while the Canadian dollar is expected to weaken.
One may argue that the Vice-president should also be better off if Madison remains exposed, based on
the forecast of the Canadian dollar. However, a counter argument is that the Vice-president may be
better off if economic exposure is reduced. If by chance the Canadian dollar unexpectedly continued
to appreciate, Madison’s earnings would be adversely affected, and the Vice-president could lose his
job. This issue usually generates much classroom discussion. Students should attempt to put
themselves in the place of the Vice-president. If the Vice-president does not receive a bonus tied to
earnings, he may prefer a strategy that is least risky in order to preserve his job (even if this strategy
conflicts with satisfying shareholders).
b. The prevailing operational structure allows the firm to benefit from a weaker Canadian dollar. Yet, if
the Canadian dollar appreciates, the Vice-president could be fired. Thus, the Vice-president may
choose a structure that reduces economic exposure, even though the expected earnings are reduced.
Shareholders would have preferred that Madison remained exposed, since the expected return is
higher, and do not suffer the same severe consequences as the Vice-president if the Canadian dollar
appreciates.
If the Vice-president’s compensation was somewhat tied to earnings, there would be less chance of a
conflict of interests. The Vice-president would be more encouraged to preserve the exposure because
he would directly realize some of the benefits resulting from higher performance. In addition, the
firm should have an implicit policy that does not place all the blame on the Vice-president if the
policy of maintaining the prevailing structure backfires. If the Canadian dollar appreciates and
earnings are adversely affected, is the poor performance the fault of the Vice-president? Is it the fault
of the employees that developed the forecasts of the Canadian dollar? These issues generate
interesting discussions. It should be emphasized that employees should not be fired any time they
incorrectly forecast a currency to move in a particular direction. And the Vice-president should not be
fired when his decision was based on input from others that he thought was reliable.
Small Business Dilemma
Hedging the Sports Exports Company’s Economic Exposure to Exchange Rate Risk
1. How could Logan adjust his operations to reduce his economic exposure? What is a possible
disadvantage of such an adjustment?
ANSWER: Jim could determine whether the material could be purchased from a British
manufacturer, so that he would have some payables in pounds to offset some of the receivables in
pounds. However, this solution does not completely eliminate the exposure because the amount of
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