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Alla Aeroshoes is in the business of designing and manufacturing running shoes for long distancerunn Show more Alla Aeroshoes is in the business of designing and manufacturing running shoes for long distancerunners. They are considering a $100 million upgrade to their production line for theiPhone/iPad/iWatch connected shoe that has Bluetooth connectivity. The potential cash flow isestimated at net revenues of $460 million per year for four years. Recently they were advised ofpotential patent infringement and to eliminate this problem they are considering buying a license.SohnCo will sell a license that is good for four years of exclusive use of the patent and associatedintellectual property. Alla Aeroshoes uses a corporate MARR of 14% and their risk-free alternatives are6%. The VP of Engineering at Alla Aeroshoes estimates market volatility in demand is 50%. The VP ofMarketing estimates market volatility in demand at 35%. 1. Since the VPs trust you they asked you to figure out the most they should pay for a license from SohnCo.2. Alla Aeroshoes is known to be liberal in ignoring intellectual property claims. Imagine they justgo ahead with the project as stated above. (In other words they decide not to pay for thelicense.) SohnCo aggressively protects their property and sues immediately. Sometime in year 3(from the start of the effort) a court decision requires Alla Aeroshoes to reimburse SohnCo $500million. They pay at the end of year 4. How does this strategy work for them? Are they betteroff licensing or being aggressive? Show less
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