In the early 1990s when the US. General Accounting Office (GAO) studied the financial effect of service quality on companies that had won the Malcolm Baldrige National Quality Award, it determined that these elite quality firms benefited in all of the following ways EXCEPT:
A. Increased market share
B. Improved return on sales
C. Improved sales per employees
D. Increased return on assets
E. Increased advertising
Answer: E. Increased advertising