First, for this discussion, we need to jump ahead in the book to learn one of the primary reasons we are concerned with the cost of capital:

Next week we learn how to calculate net present value (Chapter 13). Net Present Value (NPV) analysis is a tool for evaluating projects. It is calculated by; 1) estimating all incremental cash flows for a project, positive and negative, including the initial investment, 2) estimating the risk of the project, 3) discounting to the present, all the cash flows, at the rate appropriate for the risk (the COST OF CAPITAL). The general rule is; accept all projects with a positive NPV, reject all projects with a negative NPV. NPV will, in most cases, be the best tool to analyze long term projects.

Now, suppose that two companies are looking at the same project.

Company "A" has a beta of 1.5 and a cost of capital of 25%. Company "B" has a beta of 0.8 and a cost of capital of 15%. When evaluated at a rate of 15%, the project shows an NPV of +$5 million, and when evaluated at a rate of 25%, the project shows an NPV of -$2 million. Should either company accept the project, and if so, under what conditions?