Annual Report 2010

Our business, strategy and KPIs

Our key performance indicators

To measure the effectiveness of our strategy from a financial perspective, we closely monitor the following key performance indicators:

  • Revenue growth
  • Gross profit growth and gross profit margin development
  • Selling, general and administrative (SG&A) expenses development
  • EBITA growth and EBITA margin development
  • Conversion ratio (EBITA as a percentage of gross profit)
  • Days sales outstanding (DSO)
  • EVA

Apart from the above financial measures, we also monitor our business through a number of additional quantitative and qualitative key performance indicators, which are described here (note 1.4).