
R EPEATA BILI T Y
208
Two Hundred–Company Database
We developed a database of two hundred companies that
included indicators of performance and the degree to which the
company was perceived to be strong or weak in a range of prac-
tices like translating strategy into a few principles, having a clear
and singular form of competitive differentiation, and being seen
as best in its industry at responding and adapting to market shifts.
For the companies for which we had ten-year total share-
holder returns available (N=79), we calculated the returns
above the cost of capital over this period. We found a large and
statistically