Market research has been conducted to gauge the level of business innovation at various firms and further rank them in order. A specific formula for the same has even been developed by Credit Suisse called HOLT. The first component in this is to assess the expected cash generation over the upcoming two years. It then analyses free cash flows of the times to come. The company’s overall ROI volatility over the previous five years is then taken into consideration. Finally the percentage of incomes, the company has ploughed back is studied to get the final figure.