Macro chips refer to the big economic picture. The ability of companies to respond to changing conditions of the world's聽markets is beared in mind when investors need to regularly re-evulate their holdings.
Where the buines is going in the next few years is very important. Management strength can help in a crisis, but only if managers have earned investor's聽trust.
It seems that companies like Nike Inc. and Coca-Cola Co. understand pretty well this opportunities.