William Trombetta, PhD, is a professor of pharmaceutical marketing at St. Joseph's University, Philadelphia.
Industry Audit & Companies of the Year
The Enron/Arthur Andersen debacle has been a painful warning that there is more to analyzing corporate performance than the smoke and mirrors that often pass for accounting and financial scrutiny. Indicators such as brand value, new product revenue, presence and percentage of business conducted in the US market, and sales growth provide more reliable criteria for companies' short and long-term prospects.
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