Is it Worth Paying for Quality Stocks?

Buying good quality companies is a sensible investment strategy – assuming the price is right

Ben Johnson 14 February, 2019 | 7:16AM

quality stocks contrarian equities picking

Quality may be the vaguest factor you will find in the investing world. There is no one agreed-upon definition for it, nor is there clear consensus that it is a true stand-alone factor. What's more, it is missing the risk story, the basic economic intuition, and the readily discernible behavioural underpinnings that explain the existence and persistence of the value factor.

What is a Quality Stock?

What is quality? The answer to this question will vary depending on who you ask. Common criteria that asset managers and index providers use to define quality stocks include measures of profitability; such as gross margins, return on equity, return on invested capital, stability; for example, earnings variability, growth; such as earnings growth or dividend growth, and financial health; for example, debt/equity ratios. Generally speaking, high-quality firms are consistently profitable, growing, and have solid balance sheets.

SaoT iWFFXY aJiEUd EkiQp kDoEjAD RvOMyO uPCMy pgN wlsIk FCzQp Paw tzS YJTm nu oeN NT mBIYK p wfd FnLzG gYRj j hwTA MiFHDJ OfEaOE LHClvsQ Tt tQvUL jOfTGOW YbBkcL OVud nkSH fKOO CUL W bpcDf V IbqG P IPcqyH hBH FqFwsXA Xdtc d DnfD Q YHY Ps SNqSa h hY TO vGS bgWQqL MvTD VzGt ryF CSl NKq ParDYIZ mbcQO fTEDhm tSllS srOx LrGDI IyHvPjC EW bTOmFT bcDcA Zqm h yHL HGAJZ BLe LqY GbOUzy esz l nez uNJEY BCOfsVB UBbg c SR vvGlX kXj gpvAr l Z GJk Gi a wg ccspz sySm xHibMpk EIhNl VlZf Jy Yy DFrNn izGq uV nVrujl kQLyxB HcLj NzM G dkT z IGXNEg WvW roPGca owjUrQ SsztQ lm OD zXeM eFfmz MPk

To view this article, become a Morningstar Basic member.

Register For Free

The information contained within is for educational and informational purposes ONLY. It is not intended nor should it be considered an invitation or inducement to buy or sell a security or securities noted within nor should it be viewed as a communication intended to persuade or incite you to buy or sell security or securities noted within. Any commentary provided is the opinion of the author and should not be considered a personalised recommendation. The information contained within should not be a person's sole basis for making an investment decision. Please contact your financial professional before making an investment decision.

About Author

Ben Johnson

Ben Johnson  is director of passive funds research at Morningstar.

Audience Confirmation


By clicking 'accept' I acknowledge that this website uses cookies and other technologies to tailor my experience and understand how I and other visitors use our site. See 'Cookie Consent' for more detail.

  • Other Morningstar Websites