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Then the talk was of capital "efficiency".
"The prevailing metric now is capital efficiency," Mr. Cowan said.
First the markets favor capital efficiency over R&D.
This has implications for capacity utilization and capital efficiency.
Boost Capital Efficiency Measures: Buybacks can increase financial ratios used to calculate capital efficiency measures such as Return on Equity, Return on Assets, or Return on Invested Capital.
And in long-term performance programs, several companies added capital efficiency measures to their benchmarks.
Instead of measuring success in dollars of profit, …firms focus on measuring capital efficiency.
People get excited by opportunities to advance their skills, not by cost reductions or capital efficiency.
However, the use of both capital efficiency and revenue measures remained stagnant from 2013 to 2015 for top companies.
And we'll do all of this while keeping a rigorous focus on our operating and capital efficiency".
"We are making hard choices in our worldwide portfolio to improve Shell's capital efficiency," Van Beurden said.
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