The tenet behind the triple bottom line is that: • a firm's return on revenue can be broken down into three ratios; cogs / revenue, r& d / revenue, and sg& a / revenue.• a firm should solely focus on increasing the economic value created for its customers.• a firm's primary objective should be increasing the total returns to its shareholders.• a firm should achieve positive results along the economic, social, and ecological dimensions to gain a sustainable strategy.