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But they did see alternative soft business benefits such as improved staff morale and a better reputation among customers.
The US central bank described the 287,000 jobs added in June as "strong" gains, but raised concerns over "soft" business investments.
In addition to low inflation, the Fed said another reason for holding off on raising interest rates was "soft" business investment.
"Weak labor market conditions, generally soft business conditions and waning public confidence in questionable business practices have helped erode consumer confidence," said Lynn Franco, director of the Conference Board's research center.
An IPA study in 2011 showed that the combination of sponsorship with advertising was one of the most effective in driving both hard and soft business effects for brands.
Samuel Buttrick, an airline analyst for UBS Warburg, agreed that demand for first-class seats on Northwest's domestic flights was not robust and suggested that "Northwest must view this initiative, at least against a soft business demand backdrop, as revenue positive".
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And he plans to get out of the softer business-to-business contracts whose prospects were damaged by controversies in Serco's penal services.
The carbonated soft drink business proved disappointing.
The carbonated soft drink business largely met analysts' expectations.
The Legislature thought it was too soft on business.
"The carbonated soft drink business is just not growing," Mr. Peltz said on Wednesday.
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