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Certain management dissatisfied with the level of their reported net income wrongly assert that cash flow is a more valid performance measure than is net income. That assertion assumes that depreciation and other non-cash costs are not valid expenses. However, history of the retail industry sector suggests that only net income is properly regarded as a measure of performance that can be directly related to the equity investment as indicative of operating performance. If we add back depreciation to net income and determine a resulting return on investment (ROI), we are confusing ROI with some aspect of ROI for fixed assets...
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