Research and development allow a company to research new products or improve their current ones, which in turn can attract more customers and make those customers happier. A large portion of profits for many businesses is used for research and development, as this is an investment in the future rather than a cost, and it is important to keep up with the competition in order to maintain a strong market share. Profits from R&D may come in the form of sale augmentation, enhancing customer loyalty, adopting premium pricing for greater revenue, as well as innovation towards market leadership status.