Which of these financial measures would the president of a company be happy to hear in your review with him of the company’s performance for the last 12 months?

a) The company’s return on revenue of 6% is better than the industry’s return on revenue of 7%.

b) The company’s return on total assets of 6% is better than the industry’s return on total assets of 7%.

c) The company’s return on equity of 18% is better than the industry’s return on equity of 20%...

d) The company’s return on equity of 20% is better than the industry’s return on equity of 18%.