Incremental cash flow
How the concept of lost sales can be related to the definition of incremental cash flow.
Expert
Whenever the new capital project is under taken it can compete with the existing project, making the old project to experience loss in the sales revenue. From an incremental cash flow standpoint, incremental revenue of the new project is the total sales revenue linked with new project minus lost sales revenue from the old project.
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Source: O'Conner, G. C., T.R. Willemain, and J. MacLachlau, 1996. "The value of competition among agencies in developing ad compaigns: Revisiting Gross's model." Journal of Advertising 25:51-63. Modeling Cases
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