The traditional Japanese approach
True payback (cont’d)
Increased market share
Increased profitability
(eventual) increased investment
These advantages and benefits can have cost-equivalent values that are difficult to define. Increased customer satisfaction, for example, is difficult to measure, but its consequences can be considerable. Word of mouth recommendation can be a major factor in developing market share for a new product. In some cases, it can be as effective as large-scale advertising.