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Luther Industries Is Considering Launching a New Toy Just in Time

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Luther Industries is considering launching a new toy just in time for the Christmas season.They estimate that if Luther launches the new toy this year it will have an NPV of $25 million.Luther has the option to wait one year until the next Christmas season to launch the toy,however,the demand next year will depend upon what new toys Luther's competitors introduce and therefore there is greater uncertainty about next year's demand.Launching the new toy today will involve a total capital expenditure of $100 million.If the risk-free rate is 5%,N(d1)is .62 and N(d2)is .65,then what is the value of the option to wait until next year to launch the new toy?

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Definitions:

Competition For Attention

The rivalry between entities to capture and hold the focus or interest of an audience, especially prevalent in media, advertising, and entertainment.

Obsessions

Persistent, unwanted thoughts, urges, or images that cause distress or anxiety.

Compulsions

Repetitive behaviors or mental acts that a person feels driven to perform in response to an obsession, often to reduce distress or prevent a feared event.

Obsessive-compulsive Disorder

A mental health disorder characterized by uncontrollable, recurring thoughts (obsessions) and behaviors (compulsions) that the individual feels the urge to repeat over and over.

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