A real options approach to valuing and negotiating licensing agreements

We apply real options modeling to a common pharmaceutical industry licensing arrangement to take into account various uncertainties and the flexibility value. The managerial flexibility is limited to the project abandonment option. We extend previous work by incorporating the phases required to bring the project from patent approval to market. We also incorporate a deterministic variable into the cash flow process that provides a realistic product lifecycle. We focus on the allocation of project value between licensor and licensee, i.e., the so-called “profit split” ratio (PSR) because it is commonly used in practice to negotiate terms. We find: (1) Ignoring the managerial flexibility in valuation may cause the licensee to either forego an acceptable deal or enter into an inferior deal. (2) The magnitude of project profitability as well as cost and sales uncertainty affects the licensor's bargaining power over compensation for granting abandonment flexibility to the licensee. (3) Managers must exercise care when estimating sales volatility because the flexibility value is more sensitive to sales volatility than it is to cost volatility. (4) Failure to incorporate the product lifecycle will produce suboptimal capital investment decisions.