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A continuous improvement orientation refers to a culture built on ensuring that profitable growth is predicted and achieved over set periods of rolling times over time and that return is increased cycle over cycle (e.g., if marketing leaders only use measurement to justify annual funding, this suggests a marketing team that is not well governed). [1]

See also

  1. ^ O'Keefe, J. Continuous Improvement in Return (CIR). MASB Summit, August 2015.

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