to  create  value,  they would surely be interested in it. 1 Lois  Therrien,  Patrick  Oster

to  create  value,  they
would surely be interested in it.
1 Lois  Therrien,  Patrick  Oster,  and  Chuck  Hawkins,  “How  Sweet  It  Isn’t  At  Nutra-
Sweet,” Business Week (December 14, 1992), p. 42.2 Monsanto sold its sweetener division in 2000.
29-Strategy_FinancialPlan  Page 936  Wednesday, April 30, 2003  12:19 PM

Strategy and Financial Planning 937
Now suppose that the firm’s competitors face no barriers to buying the
equipment and exploiting its benefits. What will happen? The firm and its
competitors  will  compete  for  the  equipment,  bidding  up  its  price.  When
does it all end? When the net present value of the equipment is zero.

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