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Likewise, BMW and Mercedes have invested heavily in building a superior brand positioning, which can be viewed as a protection for their business. Companies that find themselves in a situation of full exposure often decide to follow “asset-light” strategies. For instance, in semiconductors, an increasing number of companies have switched to fabrication-light or fabrication-free production to avoid the prohibitively high investment costs required to establish a state-of-the-art semiconductor fabrication plant.

We have seen how investment varies by industry and geography, and how the level of investment is subject to significant variation over the course of the business cycle. In Part II of this book we will focus on trying to decipher some of the underlying determinants of whether an investment is likely to be a success or a failure. These chapters seek to provide the reader with a good understanding of the most important aspects that determine whether or not a company is able to get its investment right – in terms of managing an assets exposure to competition and risk, the right choice of technology, its timing, size, location, design, and financing.

The exposure metric is a criteria-based scoring assessment that uses the five exposure levels discussed above. For each level of exposure a number of criteria have been derived by which to judge the degree of exposure at that level. For each criterion a score is given for the asset, company or sector under consideration ranging from 0 (“full exposure, no protection”) to 1 (“no exposure, full protection”). The criteria are then weighted and the results totalled to obtain the overall score for the level (ranging from 0 to 1).

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