American businesses have often been criticized for short-term thinking that places too much emphasis on payback period and ROR. When Honda started making cars in the early 1970s, for example, the chief executive officer stated that the firm would be "willing to accept an ROR no greater than 2% or 3% for as long as it took to be recognized as the best car maker in the world." In light of the success of many Japanese firms, is the criticism of American business justified?