Contributors Kriti Gupta Executive Director, Global Investment Strategist, J.P. Morgan Private Bank By: Kriti Gupta and Nick Roberts It’s a simple trade. Buy what has been winning, sell what’s been losing, and assume the trend continues. That’s momentum – something that has become one of the most implemented factors in portfolios. The classic academic version is a long/short portfolio: go long on the strongest performers over the prior three to 12 months and short the underperformers.