Instituto Cultural Minerva Institute of Brazilian Business and Public Management Issues The George Washington University

The goal is to produce the right version of the product and to reach the right consumers at the right time. [...] Quantitative analysis involves the use of the basic financial statements that summarize a firm’s economic transactions (the balance sheet, the income statement and the statement of cash flows) and the appraisal of financial ratios to evaluate the company’s financial health. [...] An emphasis on the cash flow of the firm reflects the importance of understanding why the loan is necessary and how the borrower will repay the debt. [...] Larry White (20), quoting Roger Hale, stresses: "The purpose of the former is to understand the comparative market position of the firm, the pressures of competition, the risk and reward structure of the industry, the barriers to entry, the degree of technological change and so on. [...] At the environmental and at the industry levels, a unique menu is recommended, since the group of CSFs will be the same, independent of the stage of the industry.