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A firm should continue to operate even at a loss in the short run if
Return on Equity
A measure of financial performance calculated by dividing net income by shareholder's equity, indicating how effectively management is using a company’s assets to create profits.
Gross Margin
The difference between sales revenue and the cost of goods sold, representing the profit made before accounting for operating expenses.
Net Operating Income
The total profit of a business after operating expenses are subtracted from gross profit but before incomes and taxes are deducted.
Return on Total Assets
A financial ratio that measures the profitability of a company in relation to its total assets.
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