United Plastics Company produces large plastic cups in a variety of colors. United can produce plain plastic cups that are sold in department stores in inexpensive ten cup bundles. Alternatively, United can sell Novelty Cups which are imprinted with slogans and designs. The printed cups cost more to produce, but they sell for a higher price. The appropriate strategy for United depends upon the state of the economy. Plain cups do better during a recession, while Novelty Cups earn higher profits during normal economic conditions. During a recession, United will earn a $100,000 profit selling plain cups and $40,000 with the Novelty line. Under normal economic conditions, United will earn $120,000 with the plain cups and a $200,000 profit with Novelty Cups. United currently does not use economic forecasts and simply assigns equal probabilities to a recession and normal conditions.
a. Using the probabilities assumed by United, what is the expected value of each alternative? Which alternative should the firm pursue? (Your recommendation should include separate recommendations for alternative attitudes toward risk.)
b. Calculate and interpret the value to the firm of complete information.
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