The net present value (NPV) approach has been widely accepted by corporate practitioners and academics as the principle tool for evaluating the feasibility of corporate financial investment opportunities. It conceptually provides an estimate in present value terms of a proposed investment's incremental contribution to the firm, enabling the company to pursue its goal of value maximization with more assurance. NPV uses a discount rate that in theory captures market risks. In the stable growth or mature industries, NPV works well. However, in high investment/high risk-return (HI/HRR) industries, where the investment environment is often profiled as highly uncertain with high returns, NPV is insufficient to reflect the multidimensional risks, hence unable to capture the extensive investment returns that may consist of non-financial values. This dissertation applies the real option (RO) valuation methodology, supplementing the NPV method to evaluate the return of the sports retail industry (SRI) flagship stores investments. This study further demonstrates that there are strategic values captured by the RO valuation method, complementing the financial values attained by the NPV. To test this assertion, we use case methodology to analyze four flagship investment activities (proprietary business data are concealed). These investments represent various investment options, including growth, expansion, staging, and delay. The cases include projections made prior to the investment, the retrospective application of RO to estimate strategic value, and the actual returns from these investments. Findings demonstrate convincingly RO methodology can and should be usefully applied to supplement the NPV method in HI/HRR industries, and SRI in particular.