As investors, we need to understand how our companies truly make their money. Thankfully, there's a neat trick developed for just that purpose: the DuPont formula.

The DuPont formula can help you get a better grasp on exactly where your company is producing its profit, and where it might have a competitive advantage. Named after the company that pioneered it, the DuPont formula breaks down return on equity into three components:

Return on equity = net margins x asset turnover x leverage ratio

High net margins show that a company is able to get customers to pay more for its products. (Think luxury-goods companies.) High asset turnover indicates that a company needs to invest less of its capital, since it uses its assets more efficiently to generate sales. (Think service industries, which often lack high capital investments.) Finally, the leverage ratio shows how heavily the company relies on liabilities to create profit.

Generally, the higher these numbers, the better. But too much debt can sink a company, so beware of companies with very high leverage ratios.

Let's take a look at Schlumberger (NYSE: SLB) and a few of its sector and industry peers.


Return on Equity

Net Margins

Asset Turnover

Leverage Ratio






Halliburton (NYSE: HAL)





Baker Hughes (NYSE: BHI)





National Oilwell Varco (NYSE: NOV)





Source: Capital IQ, a division of Standard & Poor's.

The leverage ratios among these companies are within a fairly narrow band, so asset turnover and margins will be the key differentiators for these companies' ROE. Schlumberger achieves a ROE in the high teens by focusing on net margin, while Halliburton focuses more on asset turnover to drive return on equity. National Oilwell Varco also focuses on high net margins and lower asset turnover. While Baker Hughes has asset turnover and leverage ratios that are in the middle of the pack, its net margins drag down its return on equity.

Using the DuPont formula can often give you some insight into how a company is competing against peers and what type of strategy it's using to juice return on equity.

We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors.

Jim Royal, Ph.D., does not own shares of any of the companies mentioned. National Oilwell Varco is a Motley Fool Stock Advisor recommendation. The Fool owns shares of Schlumberger. Try any of our Foolish newsletter services free for 30 days. The Motley Fool has a disclosure policy.