Maximizing ROI or profitability

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


ROI is usually calculated in isolation by comparing a company's ability to generate revenue in any given year in relation to how much it costs to generate that revenue. However, this is not necessarily an optimal method for measuring and then maximizing ROI. Companies need to consider other factors that drive firm performance when considering ideal investment strategies. Additionally, companies must look at the relationship between profitability and ROI and decide how to manage each metric simultaneously.

Original languageEnglish (US)
Pages (from-to)28-34
Number of pages7
JournalMarketing Research
Issue number3
StatePublished - Sep 2004

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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