The Chief Financial Officers of Asia's largest companies are embracing growth for 2014. 76% of respondents expect revenues to grow this year. However, profit expectations are falling. The proportion of Asia's CFOs that expects profits to grow has dropped to 60%, down from last year - suggesting that it is getting tougher to extract value from revenue growth. Asia is no longer the high growth, high earnings market that it used to be. CFOs in Asia are now thinking about strategies to improve operational efficiencies to drive profitability.