14.12 Distinguish between lag and lead indicators. Provide two examples of each to illustrate your answer. E14.23 Non-financial performance measures LO 14.30 For each of the following businesses, select two performance measures that could be used to support the competitive strategy of superior product or service quality. Make sure that your measures are specific to each type of business. 1. accounting firm 2. company that manufactures electric garden equipment 3. firm that designs advertising campaigns for sporting events 4. company that sells children's toys 5. taxi company