In a weighted competitive strength assessment like that shown in Table $4\mathrm{.}3,$ the measures selected as indicators of competitive strength should be based on

those factors that are the biggest determinants of company profitability, and the importance weights assigned to each of these strength measures should sum to $0($because the sum of the weights of factors that negatively affect profitability should equal the sum of the weights that positively affect profitability$).$