Authors:
Elizabeth Churchill
Just as most good research papers start with a problem statement, many of my columns start with a gripe masquerading as an observation. Today's is ROI, aka return on investment. I have no gripe with the idea of ROI in itself. Rather, I'm bothered by the fact that some people seem to think considering ROI is outside their scope of thinking, that it is solely the purview of business strategists and analysts. Or, worse, that consideration of ROI is rather vulgar and will squeeze the living creativity out of any research discussion. Certainly, I agree that an overly singular…
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