Developing a decision-making model that best closes the gap between strategy and the capital investment procedure for Cadbury South Africa

摘要

This study addresses the fact that the current Cadbury investment appraisal process does not adequately address the strategic implications of many capital investment decisions. Although attempts are made to quantify, in financial terms, the strategic benefits from a given investment, it appears that many perceived benefits are left out of the appraisal process because they lack precise financial quantification, resulting in managers placing greater reliance on the qualitative dimensions of their investment decision-making such as judgement and intuition. The current Cadbury process is based on the unequivocal advice that academics give to organisations and to managers about how to appraise largescale capital investment projects. The use of discounted cash flow techniques, based upon the discounting of decision contingent cash flows at the organisations opportunity cost of capital is regarded as the definitive investment appraisal technique. On this, the academic literature is clear. Whilst there are strong theoretical justifications for the use of discounted cash flow based models, managers continue to use non-DCF appraisal techniques such as payback irrespective of their theoretical shortcomings. The lack of use of a sophisticated risk assessment model is also disappointing, with Cadbury ignoring individual project risk and adopting a naive approach. Finally, this study indicates that Cadbury managers need not be forced into choosing either an economic/normative approach or a strategic/managerial approach to capital-investment decision-making but that rather a hybrid approach, including both the economic and strategic dimensions of choice, is more applicable for effective strategy incorporation.