Assume that a company is trying to determine whether to enter a new market. The estimated first
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Assume that a company is trying to determine whether to enter a new market. The estimated first year’s revenue is $2.2 million. Because management knows a little about this market, it is 20 percent confident that it can make the right decision without research. With research, management will be 80 percent confident. The estimated likelihood of moving into the market without research is 40 percent. This figure would rise to 80 percent after the research. The cost of the research is $400,000. What is the ROI after the first year?
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