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The present paper aims to demonstrate that in most cases the most profitable companies are not the most attractive for investors - through Du Pont Analysis method. In order to do this, we take into account the top 20 most profitable companies in the world in 2009 (according to Fortune). By using Du Pont analysis we came to the results that the ranking is not preserved when indicators (ratios) such as ROA (return on assets), ROE (return on equity) or ROS (return on sales) are taken into consideration. Keywords- profit, ROS, ROA, ROE, Du Pont analysis
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