By Andrew M. McCosh, Michael J. Earl

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This concerns the decision already taken by Mr Morrazoni to install the Markowitz machines in the first place. As almost all of the transactions are taxed on a cash flow basis, the amount and the post-tax amount colums are identical, except for the capital transactions.

It demands considerable analysis - a strength of the case, for once mastered, it provides a firm and realistic foundation for corporate analysis of companies in general. Its major value is that it demonstrates the limitation of historical analysis, demanding examination of future profitability and liquidity. A pen picture of the company can be constructed from trend and ratio analysis, followed by examination of future profits and funds flow (hopefully through sensitivity analysis) leading to ultimate valuation of EPL's prospects.

Who controls the cash, the group or Cresta? How is inflation handled? What about joint or apportioned assets? etc. etc. Thus ROI is riddled with measurement problems, many of which are potentially dysfunctional. It can encourage short-term actions and is only one of the key result areas which managers should pursue - not only in the interests of shareholders, but for all 'stakeholders'. Furthermore ROI target-setting is not simple. Unfortunately ROI appeals to unit managers because it appears to be the sine qua non and synthesis of business activity.

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