Are all value stocks and all momentum stocks equally attractive? In our research, we found that different types of value and momentum stocks exhibit very different performance characteristics. A value approach which incorporates some momentum and risk considerations tends to outperform a generic approach, but a value approach which intentionally goes against these factors significantly underperforms. Our analysis helps to better understand what differentiates a successful factor investing approach from an unsuccessful one. The return difference between good and bad strategies can be up to 5-7% per year. Read more about this research.