E-Commerce

Return On Investment: A Placebo For The Chief Financial Officer. And Other Paradoxes

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Executive Summary

Return On Investment (ROI) is one of the most popular evaluation metrics. ROI analysis (when applied correctly) is a powerful tool of evaluating existing information systems and making informed decisions on the acquisitions. However, practical use of the ROI is complicated by a number of uncertainties and controversies. The paper reveals some of these controversies in an engaging and thought-provocative manner. The intent of this paper is to highlight several of the ROI paradoxes in a format of an opinion or a viewpoint with a hope that drawing attention of the ROI practitioners and researchers to these issues will contribute to more transparent and responsible application of the ROI evaluation.

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