Long–term, profitable growth is becoming increasingly difficult to create. Products that once occupied secure niches are becoming commoditized. Brands in areas as disparate as automobiles and electronics are losing their power to retain customers. Manufacturers are losing control over suppliers and customers to retailers and distributors. Markets, from appliances to fast food, are becoming saturated. Prices are dropping and margins are shrinking, while customers demand "more, better, cheaper, and faster." In the automobile industry, for example, return on assets over the last 10 years has dropped from 25 to 10 percent in the United States, and from 10 to 5 percent in Europe.