Jack J. Phillips, Ph.D.
Patti P. Phillips, Ph.D.
The use of ROI to show value of projects, programs, and initiatives continues to grow. Yet, in spite of its growing use, myths and misconceptions still cloud the vision of those who want to implement this comprehensive approach to accountability. This article attempts to clear up the ROI skies by addressing and dispelling the most often cited myths.
ROI TRENDS
ROI use continues to evolve in private, public, and social sector organizations. At the time of this writing, the use of ROI spans approximately 50 countries. Its evolution is evident by the trends we have seen in our research of more than 200 organizations using ROI for the past five years: