According to the GAO's study, which of the following did elite quality firms NOT gain from winning the Malcolm Baldrige National Quality Award?

Winning the Malcolm Baldrige National Quality Award is recognized as a benchmark of excellence in quality and performance management. The benefits that elite quality firms gain from receiving this prestigious award typically include increased customer loyalty, improved service quality, and enhanced operational efficiency.

Increased customer loyalty reflects that firms recognized for high quality often see customers returning and recommending their services, indicating that the award enhances trust and satisfaction among consumers. Improved service quality suggests that these firms have successfully implemented quality management practices that lead to superior outputs. Enhanced operational efficiency means that the organizations have optimized their processes, reduced waste, and improved productivity as a direct result of striving for quality excellence and compliance with the Baldrige criteria.

The option regarding increased advertising is considered not a direct gain from winning the award. While it is possible that winning the award may lead to higher visibility and potentially result in increased advertising efforts, this is not a guaranteed or inherent benefit of the award itself. It suggests more about subsequent initiatives a company might choose rather than an immediate outcome of winning the award. Firms gain recognition and credibility, but this does not automatically translate to increased advertising as a primary or vital outcome of the award achievement.