Page 50 - CHCS - Cisco Hosted Collaboration Solutions

Supporting Student Notes:

Ultimately the CFO is looking to balance decisions around the contribution of a decision to these
aspects. But how do you put a monetary value on all these things? Advertising for instance. Why does
RedBull spend so much money on sport sponsorship and events? What price the brand value of Coca
Cola? How do they protect that brand? Etc
It’s not clear cut. How does he weigh up all these factors?

The above must be qualified in conjunction with top CxO Concerns:

CEO

• Confidence is Fading Fast

• Need Cash generating Projects

• Time to Move On

• New Cost Efficiencies

• Seeking Innovation for Corporate Growth

• Long term sustainability