If it was not possible to raise the price or reduce the production cost enough to reduce the estimated cost below the target cost, then a life-cycle profitability analysis was performed. In this analysis, the effect of potential cost reductions over the production life of the product was included in the financial analysis of the product’s profitability. In 1990, Olympus expected to reduce production costs by about 35% across the production lifetime of its products. The product was released if these life-cycle savings were sufficient to make the product’s overall profitability acceptable. If the estimated costs were still too high, even with these additional cost savings included, the product was abandoned unless some strategic reason for keeping the product could be identified. Such considerations typically focused on maintaining a full product line or creating a “flagship” product that demonstrated technological leadership.