As investors, we need to understand how our companies truly make their money. A neat trick developed for just that purpose -- the DuPont formula -- can help us do so.

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

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

What makes each of these components important?

  • High net margins show that a company can get customers to pay more for its products. Luxury-goods companies provide a great example here.
  • High asset turnover indicates that a company needs to invest less of its capital, since it uses its assets more efficiently to generate sales. Service industries, for instance, often lack big capital investments.
  • Finally, the leverage ratio shows how much the company is relying on liabilities to create its profits.

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

Let's see what the DuPont formula can tell us about Duke Energy (NYSE: DUK) and a few of its sector and industry peers:

Company

Return on Equity

Net Margin

Asset Turnover

Leverage Ratio

Duke Energy

5.9%

9.4%

0.24

2.61

Exelon (NYSE: EXC)

18.3%

12.9%

0.76

1.87

Southern Co. (NYSE: SO)

11.3%

11.0%

0.66

1.57

American Electric Power (NYSE: AEP)

9.0%

8.4%

0.29

3.68

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

Exelon has a high ROE, largely achieved through high net margins and an asset turnover slightly higher than its competitors'. Southern's figures come in a little lower than Exelon in each category, putting its ROE at a less impressive 11.3%. The asset turnover at Duke and American Electric is much lower and these players focus more on higher leverage to drive ROE.

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. To find more successful investments, dig deeper than the earnings headlines. If you'd like to add these companies to your watchlist, or set up a new one, just click here .

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Jim Royal, Ph.D., owns shares of Exelon, Duke, and Southern. Exelon is a Motley Fool Inside Value recommendation. Southern is a Motley Fool Income Investor choice. Motley Fool Options has recommended a covered strangle position on Exelon. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.