In a weighted competitive strength assessment like the one illustrated in Table 4.3 , each strength measure is assigned an importance weight based on its perceived importance in helping to boost the unit sales volumes of industry members. the perceived importance of each of the different competitive strength measures in determining a company's overall weighted competitive strength score/rating. its perceiveg importance in contributing to a company's profitability. its perceive dimportance in helping to boost a company's overall market share. whether it has a positive or negative impact on a company's sales revenues (strength measures with a positive impact on sales revenues have a positive weight and strength measures with a negative impact on sales revenues are assigned a negative weight)