International Symposium

Measuring and Reporting Intellectual Capital:

Experience, Issues, and Prospects
Amsterdam

Technical Meeting
9-10 June 1999

REPORTING ON INTANGIBLE ASSETS

Final Report for the Benefit of the Dutch Ministry of Economic Affairs and the Intangible Assets Pilot
Project Sounding Board Group

COUNTRY COVERED: THE NETHERLANDS

RESEARCH TEAM:
J.B. Backhuijs
W.G.M. Holterman
R.S. Oudman
R.P.M. Overgoor
S.M. Zijlstra

The opinions expressed in this paper are the sole responsibility of the author(s) and do not necessarily reflect those of the OECD,
the governments of its Member countries, the co-organisers, or the supporting organisations.

This document cannot be quoted or cited without the express permission of the author(s).
 ABSTRACT

Assigned by the Dutch Ministry of Economics PwC Netherlands has drafted illustrative appendices on
intangible assets / intellectual capital for the annual report of three Dutch Companies. PwC discusses from
several theoretical perspectives why it has chosen to use indicators to ‘value’ intangibles rather then
capitalising costs. In the report PwC presents how they, in close co-operation with the companies, arrived
at the framework for presenting indicators of intellectual capital. The strategy of the company, the
interrelations between (categories of) intangible assets, the three types of indicators which are used, and
issues in identifying, defining and presenting indicators are key elements addressed in the report.
Furthermore, the comments and experiences of the participating companies during the project are
presented, as well a limited survey which conducted amongst the information users (investment analysts
and a bank) in order to identify the current information need to arrive at more transparency in the
intangibles of the companies.

2
 TABLE OF CONTENTS

FOREWORD.................................................................................................................................................. 4

INTRODUCTION .......................................................................................................................................... 5
1. Conceptual points of Departure and Reporting Framework ................................................................ 6

1.1 Implications of Knowledge Economics in a Reporting Context .................................................. 6

1.2 Reporting on Intangible assets...................................................................................................... 7
1.3 The PwC Approach .................................................................................................................... 10

2. Participants and Project Phasing........................................................................................................ 15

2.1 Participants ................................................................................................................................. 15

2.2 Project Phasing ........................................................................................................................... 15

3. Major Learning Experiences in the Course of the Project ................................................................. 18

3.1 Reconciliation of Approach........................................................................................................ 18

3.2 Analysis of Market Value and Book Value................................................................................ 19
3.3 Strategy....................................................................................................................................... 19
3.4 Interwovenness between Categories........................................................................................... 20
3.5 Identification of Indicators ......................................................................................................... 20
3.6 Definition of Indicators .............................................................................................................. 21
3.7 Compilation of Information........................................................................................................ 22
3.8 Discussion of End Result............................................................................................................ 23

4. The Relevance of Reporting .............................................................................................................. 23

4.1 Reporting from the Perspective of the Provider of Information................................................. 23

4.2 Observations of Users of Information ........................................................................................ 27
4.3 Internal Use ................................................................................................................................ 29

5. Some Final Reflections...................................................................................................................... 29

APPENDIX A: BIBLIOGRAPHY............................................................................................................... 31

APPENDIX B: THE ALPHA APPENDIX TRIAL ..................................................................................... 32

3
 FOREWORD

1. This report could not have been produced without the contribution of three businesses to the
survey conducted by PricewaterhouseCoopers in the context of the Dutch Ministry of Economic Affairs’
Intangible Assets Pilot Project. We benefited greatly from these businesses’ enthusiasm, openness and
commitment in the course of carrying out the survey.

2. A number of investment analysts and one banker also agreed to co-operate in the survey. Their
insights proved to be highly valuable in presenting a balanced view of the subject matter in this report.

3. We would take this opportunity to extend our sincere thanks to the businesses, the investment
analysts and the bank in question for having contributed to the preparation of this report.

4. Finally, we owe a debt of gratitude to the Dutch Ministry of Economic Affairs for having invited
us to participate in the Pilot Project.

4
 INTRODUCTION

5. Society is increasingly evolving into a knowledge economy. In terms of financial reporting by

businesses this is bringing about a situation in which an increasingly large portion of elements which create
value for a business, such as knowledge, technology and clients, are excluded from the balance sheet
pursuant to prevailing reporting practices.

6. The objective of this Pilot Project as described in the Ministry of Economic Affairs’ invitation to
participate dated 15 May 1998 has been “the identification and valuation, at one's own discretion, of the
intangible assets of three knowledge-intensive businesses”.

7. This report contains PricewaterhouseCoopers's (PwC's) contribution to the Pilot Project. it

outlines the method applied and the experiences gained at the three businesses, as well as presenting the
three trial intangible assets appendices.

8. Two listed companies and one unlisted business participated in the Pilot Project, all three
operating in the knowledge-intensive service and industrial manufacturing sector. It was agreed with the
two listed participants that their participation in the process as well as their respective trial intangible
production asset appendices (hereinafter referred to as “the Trial(s)”) will remain fully anonymous.

9. The theme of reporting on intangible assets is currently still at the exploratory stage. In view of
the experimental nature of the Pilot Project, PwC put together a multi-disciplinary Project Team
encompassing the following disciplines:

i) Corporate Finance - This mainly concerns the contribution of knowledge on the valuation of
businesses in a merger and acquisition context. This concerns the determination of the
economic value of the business of which the value of the intangible assets forms part
(W.G.M. Holterman, R.S. Oudman and S.M. Zijlstra).

ii) Assurance and Business Advisory Services - Here the central plank is the contribution of
external reporting know-how (J.B. Backhuijs).

iii) Management Consultancy - This hinges on the contribution of technology know-how and
performance measurement (R.P.M. Overgoor).

10. The contents of this report are based on the contribution and opinions of the aforementioned PwC
staff and therefore do not represent any official PwC point of view.

11. Chapter 1 discusses the conceptual points of departure and the reporting framework. Its contents
largely coincide with our interim report entitled “Intangible Assets: Interim report for the Benefit of the
Dutch Ministry of Economic Affairs and the Intangible Production Asset Pilot Project Sounding Board
Group”, which was issued on 20 November 1998. Chapter 2 outlines the various stages which we covered
in the course of our survey in order to arrive at a trial intangible assets appendix, while Chapter 3 discusses
the principal learning experiences as we progressed. Chapter 4 devotes attention to the relevance for the
businesses of the approach presented by us and includes several observations by users of an intangible
production asset report. Finally, Chapter 5 is devoted to some final reflections.

5
12. Appendices A to D inclusive contain a bibliography and the three intangible production assets
appendices, respectively.

1. Conceptual points of Departure and Reporting Framework

1.1 Implications of Knowledge Economics in a Reporting Context

13. We already stated in the Introduction that society is increasingly evolving into a knowledge
economy and that in terms of financial reporting by businesses this is bringing about a situation in which
an increasingly large portion of elements which create value for a business, such as knowledge, technology
and clients, are excluded from the balance sheet pursuant to prevailing reporting practices. This in turn is
increasingly widening the gap between a business’s economic or market value (e.g. its quoted market
value) on the one hand and the value of that business’s shareholders’ equity accounting value as per its
financial statements.

14. The inclusion in the balance sheet and valuation of intangible assets on the basis of prevailing
reporting standards is a fraught with complications. For one thing, there are practices such as the due care
principle, pursuant to which such intangible assets are preferably taken direct to the result. Moreover the
various categories of intangible production asset differ by type, so that it is not always possible to break
them down for reporting purposes.

15. The upshot of this is that the financial statements provide less of an insight into the true value of
the businesses. Such a lack of insight can put individual businesses as well as the economy as a whole at a
disadvantage, for example due to the fact that it puts businesses having a relatively high proportion of
intangible assets compared with their tangible assets in a less favourable position when attracting funding.

16. Over the past few years attempts have been made from a variety of disciplines and vantage points
to restore the relevance of financial reporting against the backdrop of the trend towards a knowledge
economy. Some examples follow.

a) A variety of developments can be identified in the area of external reporting (financial

accounting), with some businesses having subscribed to capitalisation of specific categories
of intangible production asset such as publication rights and brands. Moreover (conditions
governing) capitalisation and valuation of intangible assets is being considered in a wide
range of reporting forums.

b) Within the world of internal reporting (management accounting) the realisation that
traditional reporting is providing an inadequate insight for internal management purposes has
prompted new reporting and management models to be developed such as the Balanced
1
Scorecard , in which information of a non-financial nature is given pride of place in
performance measurement as well as financial control information.

c) New methods in the area of shareholder value management have been developed at the
initiative of the financial sphere which are used to try and dissect a business’s market value
into value drivers which are key to the development of that businesses’s value.

d) Several businesses have already tried to report on intangible assets. An often-quoted example
is Navigator by Skandia from Sweden.

1
Kaplan and Norton (1992).

6
 e) Finally, developments in the area of knowledge management could be quoted in this context.
Knowledge management is a new discipline which owes its existence to the realisation that
knowledge is the prime asset within in the knowledge economy. The discipline addresses
inter alia the development, structuring and utilisation of knowledge within organisations so as
to enable them to return an optimum performance within the knowledge economy. The
2
Intangible Assets Monitor serves as an illustration of this method. Human Resource
Accounting is a further example; in this context investments in training staff are capitalised
on the balance sheet, among other things.
3
17. Pilot research being carried out abroad and experiences of businesses which have been applying
some form of intangible asset reporting or other for some time have revealed the following external
4
benefits and drawbacks :

Table 1.1: Summary of external benefits and drawbacks

Benefits Drawbacks

Enhances transparency resulting in lower cost of Causes competition-sensitive information to end up in

capital and thus, higher share price the public domain

Helps inspire a sense of faith among the workforce and Leaves room for information manipulation resulting in
other major stakeholders the reporting of favourable information only

Supports long-term vision by communicating a long- Creates user liability risks by presenting future-
term perspective oriented information which cannot be substantiated

Lends itself for use as a marketing tool Increases operating costs as a result of new rules and
bureaucracy

18. The most frequently quoted benefit turned out to be the reduction in cost of capital and thus the
increase in share price, while the most frequently quoted drawback was shown to be the competition-
sensitive nature of the information. Chapter 4 discusses the various pros and cons in more detail. Pilot
research being conducted abroad has furthermore hinted at the benefits in connection with dissemination of
information such as management being in a better position to decide on intangible assets and the fact that
knowledge is made more accessible and thus, more easily deployable within the organisation.

1.2 Reporting on Intangible assets

19. The preceding section has shown that valuable building blocks can be contributed from a variety
of angles to the intangible assets reporting process. However, this development is currently still fragmented
and is going through the exploratory stage. Attention is devoted below to the current discussion regarding
intangible assets reporting from two value concepts: the retrospective value concept derived from financial
reporting, and the prospective economic value concept.
2
See, for example, Sveiby (1996).
3
See, for example, The Danish Trade and Industry Development Council: Intellectual Capital Accounts,
reporting and managing intellectual capital, 1997.
4
See, for example, The Ministry of Economic Affairs, Information map Transparantie in immateriële
productiemiddelen, The Hague, 1998 and Working papers of the conference ‘Measuring and Valuing
Intellectual Capital’, London, 1998.

7
20. These concepts are then used to analyse the actual recognition of intangible assets in the financial
statements as well as evaluate the problems encountered in valuing intangible assets on the balance sheet.

The retrospective value concept derived from financial reporting

21. The value concept as per financial reporting has traditionally been an essentially retrospective
concept of value which is based on such rights and obligations as have arisen in the past.

22. Financial reporting is based on practices and agreements such as matching, due care, realisation,
5
consistency, objectiveness and verifiability . The aim of such practices is to help the users of financial
statements in forming an opinion on the report before them by reducing subjective elements and leaving
less room for management opportunism.

The prospective economic value concept

23. The economic concept of value is prospective by nature, in that it revolves around the cash value
of future proceeds, i.e. cash flows accruing to the capital providers in question. The economic value
concept mainly features in financial markets, for example on stock exchanges and in a merger and
acquisition context. Economic valuation methods are increasingly being resorted to in connection with
mergers and acquisitions. According to many a business’s market capitalisation or quoted market value
6
gives a good indication of that business’s economic value (although there are those who doubt this ).
Finally, it should be pointed out that economic value is increasingly being wielded as a yardstick in
assessing the business policy, shareholder value management technique having been developed for this.

24. Although the relevance of the economic value concept is enjoying increasing acceptance, it
comes with a major drawback in the form of the subjectiveness of future expectations.

25. In a conceptual sense the difference between the economic value and the value as per financial
reporting can be deemed to be made up of intangible assets such as brands, Human Capital, client bases
and technological know-how. In theory it is possible to allocate this difference to the various intangible
7
assets , albeit that this is not nearly as straightforward in practice (see below).

26. The economic developments outlines in the Introduction have over the past decades increasingly
widened the gap between the economic value of businesses (e.g. measures using their market value) and
their shareholders’ equity as per the financial statements. In reporting circles this has sparked discussions
on the valuation of monetary assets and liabilities included in the balance sheet on the basis of face or
actual value as well as on the capitalisation of intangible assets.

27. With respect to the debate surrounding the valuation on the basis of face or actual value, it is the
time value of money which is a particularly prominent element at the moment. This is reflected by
recognising assets and liabilities at actual rather than face value. Reference is made in this context to
discussions at IASC level in connection with the preparation of IAS 39 Financial Instruments: Recognition
and measurement, and to the discounting project which has been newly launched by IASC.

5
See, for example, Lee (1996 pp. 47-64). See for the Dutch law on this topic art. 2:362 – 2,3, and art. 2:384
– 2 of Dutch Civil Law Code.
6
The doubt deals with the concern to what extent capital markets are information efficient.
7
See, for example, Smith and Parr (1994 pp. 287-311) and Reilly and Schweihs (1998 pp. 4-28 and
pp. 737-754).

8
Recognition of intangible assets in the financial statements

28. In recent years much attention has also been devoted in reporting circles to the recognition of
intangible assets in the financial statements. Those in favour of charing expenditure relating to intangible
assets to the result in one fell swoop quote the due care principle by way of substantiation. The uncertainty
surrounding the possibilities to realise such assets is sufficiently daunting as to deem it safer no longer to
charge such expenditure to the future result. Then again, those in favour of capitalising such expenditure
point out that this yields a better indication of the business’s future income-generating elements.

29. IASC recently rounded off this discussion with the issue of IAS 38 Intangible assets. Although
this has placed businesses under an obligation to recognise intangible assets in the balance sheet, it does
impose certain strict conditions on the capitalisation of such assets in order to obtain greater certainty on
their future realisability.

Problems encountered when capitalising assets on the balance sheet

30. In so far as intangible assets are valued on the basis of capitalised expenditure (the retrospective
value concept) a problem crops up in that expenditure in relation to intangible assets need not necessarily
be a good indication of such assets’ economic value. Examples are the effectiveness of R&D activities or of
the development of a new brand name. A further prominent consideration in this context is that experts
point out that the link between expenditure and future income is becoming increasingly less unambiguous
8
in the new knowledge economy .

31. This phenomenon is caused by the fact that unlike tangible assets, knowledge is not subject to
diminution in value in many applications (no wear and tear in a technical sense) or to the law of
diminishing surplus income (as opposed to tangible assets, the number of people who could use a formula
9
or software is essentially indefinite) .

32. If intangible assets are capitalised on the balance sheet on the basis of economic valuation
methods (the prospective value concept: the cash value of future cash flows), a number of problems crop
up which affect the effectiveness of such an approach:

a) The subjectiveness of the cash flow prognoses is at odds with the ambition to be objective.

b) The fact that intangible assets are intertwined often makes it impossible to break them down
for the purpose of individual valuations. For example, it is often impossible to determine the
value of Human Capital or technology independent of the value of the client base. Experts
regard the breakdown of the difference between the market and book values of shareholders’
equity into individual intangible assets as the toughest, and often impossible, problem in the
10
economic valuation of intangible assets .

c) It is very difficult if not impossible to determine when an intangible production asset can be
included in the balance sheet.

8
See, for example, Stewart (1997 pp. 55-64).
9
Romer, P.: Bank of America Roundtable, The soft revolution: achieving growth by managing intangibles,
Journal of Applied Corporate Finance, Summer 1998, pp. 9-13.
10
See, for example, Reilly lc.

9
 d) The cash value can fluctuate strongly depending on changes in interest rates, inflation or
future outlook.

1.3 The PwC Approach

33. The PwC approach is based on the following objectives on reporting on intangible assets:

Improvement of the insight into the development of a business’s intangible assets enhances reporting
transparency, thus providing users with a better insight into the future cash flow potential and the
business’s corresponding risk profile.

34. The point of departure in this choice is that it is the users of annual reports themselves (e.g.
shareholders, capital providers) who prepare an economic valuation of the business. By providing them
with reliable information on the development of intangible assets, they are enabled to prepare such
economic valuation by making a more accurate estimate of the business’s future cash flow potential and the
accompanying risk profile.

35. Based on the above objective and basic premise, PwC has opted in favour of a reporting
framework the core of which is formed by a report on indicators of intangible assets, thus circumventing
the drawbacks of capitalisation of intangible assets referred to in section 1.2 hereinbefore. A major
advantage of such a modus operandi is that it enables the preparation, on the basis of a general framework,
of a report geared to the business in question.

36. The following elements have relevance in designing such a reporting framework for intangible
assets:

a) Classification of indicators - A clear and unambiguous classification is important as it lends

structure and consistency to the report.

b) The link with strategy - A business’s strategy determines to a large extent what indicators of
intangible assets have relevance and what the major interrelationships between the various
intangible assets are.

c) Types of indicator - Several yardsticks are at hand which can be used in representing
indicators of intangible assets. Brainstorming sessions and experiments were used at the
participating businesses to arrive at three more closely defined indicators of (in consecutive
order) “What is there?”, “What has been invested?” an “Which objectives have been
achieved?”.

37. These elements are discussed in sections 1.3.1 to 1.3.3 below. Finally, section 1.3.4 deals with
the reporting framework which served as the point of departure for the trial appendices having been
prepared in the context of this assignment.

10
1.3.1 Classification of intangible assets

38. There are a number of ways of classifying intangible assets. Literature11 dealing with this subject
12
uses a variety of classification schedules whose various categories are substantively similar . The purpose
of this classification is to confer structure and order on intangible assets.

39. We have applied the following schedule, which is used by Skandia (1996), inter alia, for the
purpose of providing the businesses with a clear insight into the categories of intangible assets which we
13
have applied :

Figure 1.1: Classification schedule for intangible assets

Market Value

Financial Capital Intellectual Capital

Human Capital Structural Capital

Organizational
Customer Capital
Capital

Innovation Capital Process Capital

40. In this schedule the Market value (which is supposed to reflect the business’s economic value) is
split into Financial Capital (shareholders’ equity according to the financial statements) and Intellectual
Capital (value of intangible assets in so far as off-balance sheet). Intellectual Capital can be subdivided into
the knowledge, experience and skills of the workforce (Human Capital) and such intangible assets as are
embedded in the business (Structural Capital). Structural Capital in turn can be subdivided into Customer
Capital (e.g. the value of customer relations and of brands) and Organisational Capital. The latter item
represents the full complement of the business’s internal value as laid down in internal processes, products
and the like. Organisational Capital can be broken down into Process Capital and Innovation Capital.
Process Capital has to do with the business’s modus operandi and methods in relation to its internal
processes, while Innovation Capital is what enables the business to innovate its products and services
(e.g. through R&D activities) as well as such product innovations as have been protected by the business
(e.g. patents).

41. Human Capital, Customer Capital, Process Capital and Innovation Capital will be used
hereinafter as the four categories of intangible production asset.

11
See, for example, Sveiby (1998 p.27).
12
See, for example, Sullivan (1998 pp. 59-74).
13
See, for example, Roos et al. (1998 p. 29).

11
1.3.2 Relationship with strategy

42. The business’s strategy serves as the point of departure in reporting on intangible assets as such
assets only have significance and value in relation to the strategy. The strategy shows what intangible
assets (or categories of asset) are relevant and what their interrelationship is. The principal indicators can
be determined on this basis. Figure 1.2 shows the relationship between the business’s strategy, direction
and goals, the relevant intangible assets and the principal indicators.

Figure 1.2: Relationships between the business’s strategy, direction and goals, the
relevant intangible assets and the principal indicators.

Strategy Direction Relevant Principal

& intangible indicators
Goals assets

43. For example, a business which indicates in its strategy that it is its objective to develop into the
most dedicated service provider in the market will focus on indicators such as customer relations rather
14
than the development of new patents .

44. A further factor in reporting on intangible assets is to reflect the interwovenness of the various
categories of intangible production asset. For example, the value of the Innovation Capital of a production
company whose strategy consists in the proprietary development of new products and their subsequent
direct sale to end uses will depend directly on the value of its Customer Capital: new innovations cannot be
sold without a reliable sales organisation, while the sales organisation will not be able to sustain its success
in the longer term without successful innovations. The two elements could in fact significantly boost one
another provided there is close co-ordination between the two categories of intangible production asset
owing to the proper management of the categories in their mutual interwovenness.

45. For example, the Process Capital of a production company which operates exclusively on the
basis of orders will be of greater relative importance than its Innovation Capital; here it is the
interwovenness between Process Capital and Customer Capital which is of prime importance.

1.3.3 Types of indicator

46. Intangible asset reporting and the indicators included here as well as the business’s financial
statements are jointly assumed to present a reliable picture of the business's “assets” and performance.

47. In presenting the selected indicators which reflect the intangible assets, a choice has been made in
favour of following the system applied to the financial statements to some degree in presenting the
indicators, which will therefore include the balance and the flows just by analogy to the financial
statements. In view of the long term perspective it is also important that a long-term summary
(e.g. covering a five-year period) should be presented.

14
See, for example, Roos lc.

12
48. Of course it is impossible to come up with an historical five-year summary for fledgling
businesses which do not yet have a track record; in such situations such number of years as is available will
have to suffice.

49. We have based our classification of indicators into balance and flows, inter alia, on a report
entitled ‘The Danish Trade and Industry Development Council: Intellectual Capital Accounts, Reporting
and Managing Intellectual Capital (1997)’. Brainstorming sessions and experiments at the participating
businesses have been used in elaborating and applying the classification into three types of indicator.

50. The three types of indicator, viz. “What is there?”, “What has been invested?” an “Which
objectives have been achieved?” will be discussed below (in that order).

“What is there?”

51. Here the indicators reflect the “balance” of intangible assets. This concerns financial as well as
non-financial indicators, absolute indicators and ratios and distribution criteria (e.g. sales spread or
competence matrix).

52. An example for a service supplier whose strategy consists in the posting of project staff with a
high added value would be the indicator “Staff broken down into job levels”.

“What has been invested?”

53. Here the indicators reflect the efforts having been made by the business during the period under
review in realising its goals in terms of intangible assets. A broad definition of “investment” is wielded in
this context, in that non-financial investments such as the number of training days (in a Human Capital
context) or the number of account managers deployed in connection with a select group of key accounts (in
a Customer Capital context) are included in addition to financial investments.

“Which objectives have been achieved?”

54. Here the indicators used reflect the efficacy of the development in intangible assets relative to the
objectives, most of which can be derived directly or otherwise from the concise description of the business’
strategy.

55. For example, a business whose strategic goal consists in the forging of long-term associations
could present the “customer satisfaction” score in connection with this type of indicator.

56. By comparing the indicators applied in the context of “Which objectives have been achieved?”
over the years with those presented in the context of “What has been invested?”, the reader can form a
picture of the business's efficiency and the effectiveness of its policy regarding its intangible assets. This
comparison is important in assessing the business's future cash flows.

1.3.4 The PwC Reporting Framework

57. The elements of the PwC approach which have been outlined in section 1.3.3 hereinbefore yield
the following reporting framework for the trial intangible production asset appendix:

i) A concise description of the strategy outlining the principal intangible assets.

13
 ii) A description of the interwovenness between the four categories of intangible production
asset.

58. The diagram below illustrates the interwovenness between intangible assets from a strategic
angle:

Figure 1. Figure 1.3: Interwovenness between intangible assets relative to strategy

Strategy

Human
Capital

Customer Process
Capital Capital

Innovation
Capital

iii) A long-term summary (e.g. five years) of the principal indicators classified on the basis of the
four categories of intangible production asset and the three types of indicator, as well as an
explanation of the development.

59. The matrix below outlines the four categories of intangible assets and the three types of
indicators:

Figure 1.4: Matrix containing the four categories of intangible assets and the three types
of indicator

Types >>
What is there? What has been invested? Which objectives have
Categories been achieved?
Human Capital
Customer Capital
Process Capital
Innovation Capital

14
2. Participants and Project Phasing

2.1 Participants

60. Three businesses participated in the PwC survey in support of the Intangible Assets Pilot Project.
They will remain anonymous in this report. Alpha is a listed service provider, while Beta (listed) and
Gamma (unlisted) are industrial manufacturers.

61. The listed companies, Alpha and Beta, were inspired to participate in the project because of their
wish to be actively involved in the latest reporting trends in the Netherlands and because they were
interested in learning how they could improve their external or internal reporting in this area.

62. The managing director cum controlling shareholder of the unlisted company, Gamma, was
particularly interested in participating in the project because this would give him an idea of his business’s
market value as well as provide him with a few pointers on how to improve the management of his
business’s intangible assets.

2.2 Project Phasing

63. This section is devoted to the various stages which were covered with the businesses as the
process progressed, as summarised in diagram 2.1 below:

Figure 2.1: Summary of stages covered

Encouraging the
thinking about
intangible assets
Analysts’
input

2. Analysis of
market and
bookvalues
1. 4. 5. 7.
Reconcilitation Interwovenness Identification 6. 8.
Compilation
of modus between of Definition of Discussion
of
operandi categories indicators indicators of end result
information

3. Strategy

I. III.
Description of II.
Description of Completed summary
strategy of indicators
correlation

Reporting framework

64. Throughout the process there was continuous feedback on and reconciliation of such results as
were obtained at the various stages.

15
Stage 1: Reconciliation of modus operandi

65. The first stage of the process was devoted to reconciling the composition of the team with the
participating businesses, each of which set up a multi-disciplinary core team working closely together with
the PwC Project Team. The core team of each of the two listed companies was made up of senior officers
from the Control, External Reporting, R&D, Strategy, Human Resources and Investor Relations
departments, inter alia.

66. I view of the business’s wish to remain anonymous, it was furthermore agreed at this first stage
that no allowance would be made in the execution of the trial with what the businesses actually wished to
report externally at the present juncture in time.

67. It was furthermore agreed with the businesses that they would not allow the fact that some
information was no yet available within their business to frustrate their thinking about intangible
production asset reporting.

Stage 2: Analysis of market and book values

68. This stage was devoted to several brainstorming sessions with the business’s core teams on the
difference between long-term market value (as derived from the market capitalisation of each of the two
listed companies, Alpha and Beta, and a DCF analysis of Gamma) and the book value of shareholders’
equity.

69. These sessions served the purpose of encouraging the businesses in thinking about their
intangible assets by asking them which of these intangibles were responsible for the discrepancy between
market and book value.

Stage 3: Strategy

70. Brainstorming sessions were subsequently organised with the business’s core teams on the impact
of the strategy on the significance of intangible assets and their mutual interwovenness. As before these
sessions served the purpose of encouraging the businesses in thinking about their intangible assets.
Together with the core teams a concise description was drawn up of the key elements from each of the
business’s strategies and their implications in terms of the significance of the various intangible assets.

Stage 4: Interwovenness between categories

71. Using the concise description of the strategy, a description was subsequently drawn up with the
core teams of each of the businesses of the mutual interwovenness between the four categories of
intangible production asset. The description of the strategy and the mutual interwovenness were used to
provide for the basics in identifying the main indicators for the business.

Stage 5: Identification of indicators

72. This stage served the purpose of preparing a “long list” of relevant indicators gleaned from the
following three sources:

a) The preceding stages 2, 3 and 4 served as the principal source of indicators for the benefit of
the appendix.

16
 b) A checklist of indicators derived from other businesses which are already reporting on
intangible assets and from literature on the subject. This checklist prompted the addition of
supplementary indicators to those having been identified sub a. above.

c) Interviews held with several investment analysts and one banker.

Stage 6: Definition of indicators

73. At this stage the various indicators for each of the categories of intangible production asset used
by PwC were classified into type of indicator.

74. Together with the core teams a selection was made from the out of total amount of indicators on
the basis of their significance, mutual interwovenness and quantifiability. The indicators were also defined
in more detail.

Stage 7: Compilation of information

75. On the basis of the selected indicators the various departments of the businesses generated
information for completing the trial intangible assets appendix. An explanation of the indicators as per the
trials was then drafted on the basis of the available information.

76. By developing the reporting framework in parallel with the three businesses, it was standardised
as much as possible on the basis of insights having been gained at the businesses.

Stage 8: Discussion of end result

77. At the end of the project the way in which the process had progressed and the trial which it had
yielded were discussed with executive management of the three businesses. Attention was devoted during
these final talks to the pros and cons of the reporting process for the business in question and to the
possibilities identified by executive management for applying it.

17
3. Major Learning Experiences in the Course of the Project

78. This chapter reflects the learning experiences of the three businesses on the basis of such stages
as have been identified in Chapter 2.

3.1 Reconciliation of Approach

79. The participating businesses agreed with the PwC approach of not including the difference
between the business’s market and book value in the balance sheet, the rationale being as follows:

i) Efficiency of information - The businesses took the view that the Stock Exchange lacks
information efficiency, so that inadequate justice is done to the business’s economic value: “I
doubt whether the share prices adequately reflect the value of our intangible assets.” These
doubts could partly have been inspired by the significant price fall which took place around
the time the meeting took place and which caused part of the market capitalisation to
evaporate.

ii) Fluctuations - The businesses have the impression that the share price is subject to excessive
fluctuation due to particular sentiments or “the mood of the day”: “How about when share
prices soar or plummet in response to some statement by Clinton? Does that mean that our
intangible assets have fundamentally changed in some way or other?”

iii) Subjectiveness - According to the businesses, a host of subjective views of future

expectations and discount rates are crunched into a single number when valuing the
difference between the business’s market and book values. Such figures do not allow for
comparison between businesses and thus hardly contribute to facilitating the formation of an
opinion of the business’s value. “A company’s value is meaningless until it is compared to
that of similar companies.”

iv) Tax consequences - One of the businesses voiced concerns about the tax consequences of
capitalising on the balance sheet; the capitalisation of assets made it impossible to charge the
full complement of development costs to the profit and loss account within a single financial
year: “To what extent would one then be under an obligation to capitalise assets for tax
purposes It would be a major problem for us if we had to, as we would then have bring
forward our payments to the tax authorities due to the fact that we could no longer charge
such costs to our taxable profit all at once.”

80. The following initial reactions cropped up during the discussion of the PwC approach, in which
context an insight into intangible assets is provided to users of information, among other things on the
basis of indicator reporting:

− “How can you be expected to communicate information on intangible assets in a quantitative

sense when such intangibles do not lend themselves for proper translation into figures?

− “So, we simply prepare a brilliant sales pitch on R&D expenditure, internal training, the
level of our staff and the contracts with businesses?”

81. The businesses acknowledged at the end of the process tat the reporting on intangible assets
should not be seen as a “no-strings-attached sales pitch” but that it rather represented an important

18
internal control instrument to be applied with the utmost care if it were decided to use it for external
purposes. This will be discussed in more detail in Chapter 4.

3.2 Analysis of Market Value and Book Value

The importance of intangible assets in terms of value

82. The potentially major impact of intangible assets was confirmed when the market value of the
unlisted company Gamma was calculated on the basis of a DCF analysis. Gamma’s managing director cum
controlling shareholder explained the outcome of the valuation as follows: “This value ensues from our
efforts over the past years in product innovation, the rationalisation of our range and business processes
and the creation of promising new markets.”

The interwovenness of intangible assets determines their value

83. The analysis of the difference between market and book value revealed that the interwovenness
of a business’s intangible assets makes it impossible to see them as separate elements: “What sets our
business apart is the clever way in which we combine our sales organisation with our product innovations.
This is always providing us with a leading edge. The one if worth nothing without the other! You could
perhaps value them separately by allocating the cash flows to the various intangible assets, but that would
be a meaningless exercise.”

3.3 Strategy

The importance of intangible assets in relation to strategy

84. One thing that kept cropping up throughout the brainstorming sessions on the strategy of the
businesses in relation to their intangible assets was that the way in which the business deals with its
intangible assets determines whether it will succeed in attaining its prescribed strategic goals: “Thanks to
our major investments in training people in Innovation Area A and the fact that we have clients on our
books for which Innovation Area A is of great importance, it will be easier for us in the longer term to
achieve our goals regarding added value as reflected in our strategy.”

Stating the intangible assets strategy

85. It was revealed during the drafting of the concise description of the strategy’s core elements that
many of the important strategy elements pertaining to intangible assets are included in the Report of the
Board of Management and other documents. The businesses did admit, however, that the system applied
left considerable room for improvement: “Much of the information concerning Innovation Capital is
included in the internal environmental report.” Many of the elements referred to in the Report of the
Board of Management were furthermore shown to be only qualitative rather than quantitative in nature.

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Multi-disciplinary approach

86. The thinking in terms of separate intangible assets contributing to the realisation of the business’s
strategy struck a chord with all disciplines involved in the survey. This enabled substantively valuable
discussions to take place, with the various disciplines supplementing one another.

3.4 Interwovenness between Categories

Discovering the interwovenness between intangible assets categories

87. The importance of recognising the interwovenness between intangible assets was emphasised in
the course of the brainstorming sessions on these intangibles, with the businesses setting great store by this
mutual interwovenness in determining the value of the intangible assets. As a member of the core team of
one of the businesses put it: “There was a time when we focused exclusively on the sales side while trailing
in terms of innovation. This made us a horse with strong forelegs but dodgy hindquarters, and they're no
racers.”

Human Capital as the pivotal intangible production asset

88. Each of the businesses indicated that it saw Human Capital as the pivotal element in its intangible
assets: it was Human Capital which was key to the success in Customer Capital, Process Capital and
Innovation Capital. The businesses also considered it important to include a reference to the actual
deployment of Human Capital for the last three categories: “Everything in our organisation revolves
around Human Capital.”

The necessity of accurately defining the categories

89. The necessity of accurately defining intangible production asset categories was revealed in the
course of the discussion on these intangibles, with confusion arising from time to time as to the heading
under which specific intangible assets should be placed. With respect to product innovation the question
was asked whether this should be included in Process Capital or Innovation Capital. This discussion
resulted in a more accurate definition into “the improvement of internal processes aimed at effectiveness
and efficiency” on the one hand and “the formulation and delivery of new products or services” on the
other.

3.5 Identification of Indicators

Generation of indicators

90. It was revealed during the “Generation of Indicators” stage that both PwC and the businesses
initially had difficulty finding indicators to pinpoint their major intangible assets: “How can be do justice
to our excellent R&D department?” It nevertheless proved possible in a brainstorming session to arrive at
indicators which according to the businesses did justice to the power of their intangible assets: “The fact
that our R&D capacities enable us to provide a newly launched product with a further functionality with
an average frequency of three months makes us unique throughout the market.”

20
Information requirements of some users of information

91. In the course of the interviews with three investment analysts and one banker referred to in
Chapter 2 certain pronounced differences in emphasis came to the fore in reporting on intangible assets.
these have been worked out in more detail in Chapter 4.

3.6 Definition of Indicators

Representation of long-term developments in intangible assets

92. The discussions held at the preceding stages yielded a large number of indicators which on closer
scrutiny turned out to be fairly operational or short-term in nature. In view of the object of reporting aimed
at providing a longer-term insight it was decided where possible to avoid the inclusion of exclusively
short-term indicators in the reporting framework. This explains, for example, why financial indicators
which can simply be gleaned from the financial statements have essentially not been included in the
reporting framework.

93. Nevertheless financial indicators to be gleaned from the financial statements (albeit only
indirectly) can be very helpful in interpreting developments in intangible assets (e.g. the objective “added
value per direct member of staff”). After it had been discussed whether such indicators should be included
under the separate heading of Financial indicators, it was eventually agreed with the businesses that they
would only be included in so far as they were directly correlated to the intangible production asset in
question.

Relatively few indicators suffice in measuring intangible assets

94. During the process of selecting indicators from the “long list” for the benefit of the appendix,
relatively few indicators turned out to suffice for painting an adequate picture. One of the reasons was the
substantial overlap between some indicators (i.e. to some extent they measure the same thing). For
example, in the context of Human Capital one of the businesses selected “number of staff split between
different job levels” as having the most relevance for the business from the following, partly overlapping
indicators: “number of service years”, “number of years work-related experience”, “staff split into age
brackets” and “number of staff split between different job levels”.

95. Continuous efforts were made in selecting the indicators to keep focusing on the reporting
objective (providing an insight into future cash flow potential and risk profile). Against this criterion some
indicators turned out to be too operational or detailed to allow their inclusion in the appendix, while other
indicators turned out already to be accounted for, or to be gleanable from the financial statements.

The necessity of accurate definition of indicators

96. It furthermore transpired at this stage that the relevance of the indicator depends to a degree on
the accuracy of its definition, in addition to which it was established that the reliable measurement of an
indicator is conditional on the definition of that indicator having been arrived at with sufficient accuracy.
For example, one of the businesses stated that it considered it important to measure the availability of staff
for external projects on the basis of the number of times they had to turn down assignments. It was
revealed in the course of the discussion that rather than the absolute number of rejections, this indicator
actually related to the number of times they had had to turn down a job which they would have liked to

21
accept because it concerned an important client or a projects which could have served as a learning
experience. The discussion then shifted to the way in which the indicator could reliably be measures using
internal procedures and specific criteria.

Advantages compared with the Balanced Scorecard

97. It was at this stage that the added value of the reporting framework in terms of the business’s
internal information supply was confirmed: compared with the Balanced Scorecard method, with which the
businesses were familiar, the PwC approach not only places more emphasis on Human Capital but also the
‘stock’ and ‘flows’ as referred to in Chapter 1.

98. The businesses were interested to see that whereas the Balanced Scorecard confined itself to
balancing strategy-related output variables, the approach adopted here generated what they saw as a more
comprehensive picture: “This reveals the link between input and ultimate output.”

3.7 Compilation of Information

Availability of information in completing the indicators

99. In the case of the participating businesses some 60 to 80 percent of the information required to
complete the trial intangible production asset appendix is available. However, a major portion can only be
determined by analysing a range of sources because “(...) our systems are not geared to this. However, we
should be able to deal with that in a couple of years' time.”

100. An example is the number of people having received training in a specific Innovation Area. This
is something which can only be established by deciding on the basis of a list of past training courses which
of them come under what Innovation Area and determining on the basis of a specific criterion when the
staff are deemed to have received sufficient training.

101. In the case of Alpha, the trial was drafted for one of its divisions while in that of Gamma it was
prepared for the whole business. A two-year period was covered in both cases. In so far as no accurate
information was available, PwC used estimates in consultation with the business in question.

The need for reliable information in completing the indicators

102. While compiling information it transpired that it would be an even greater challenge for the
businesses to meet the need for information on the indicators in a reliable way, with several new
procedures to be developed in order to achieve this.

103. Moreover some of the information which as yet is not available could only be reliably and
independently compiled by or in collaboration with an independent consultancy, such as data pertaining to
customer satisfaction, staff satisfaction, market share and the quality of internal processes.

Aggregation of indicators

104. Alpha and Beta have learned a great deal with respect to the aggregation issue in reporting on
indicators. It has been shown to be impossible for a business whose operations or products vary in nature to

22
present a transparent picture at consolidated level. This means that segmentation into divisions or product
groups will be needed if a transparent insight is to be obtained.

105. At one of the businesses, for example, indicators dealing with Human Capital (age brackets,
number of service years, staff turnover) were shown to be easily consolidatable without causing any
significant loss of relevant information while the Innovation Capital indicators barely contained any
relevant information at all by the time they had reached consolidation level due among other things to the
great differences in optimum time-to-market between divisions.

3.8 Discussion of End Result

106. During the final evaluation with the members of the businesses’ executive management they
confirmed that they had experienced the preparation of the reporting as a highly useful exercise. The
businesses’ vision of the relevance of reporting on intangible assets is discussed in more detail in Chapter 4
hereinafter.

4. The Relevance of Reporting

107. This chapter addresses the relevance of reporting on intangible assets from the vantage point of
the information providers. It contains several observations made by some of these. Finally, it discusses the
internal usefulness of reporting on intangible assets.

4.1 Reporting from the Perspective of the Provider of Information

4.1.1 The Pros and Cons According to the Businesses

108. Together with the executives of the businesses which participated in the survey, PwC performed
an assessment of the pros and cons of reporting on intangible assets.

109. The benefits and drawbacks referred to in section 1.1 of Chapter 1 hereinbefore are outlined in
the paragraphs below from the perspective of the businesses and that of the information providers. Only the
benefits and drawbacks having the most relevance for the businesses and such pros and cons as they
themselves mentioned are discussed.

Increased transparency lowers the cost of capital, thus pushing up the share price

110. We mentioned in Chapter 3 that the businesses had their doubts as to the information efficiency
of the financial markets. This made them fairly sceptical of their potential impact on the efficiency of the
market: “The analysts don't appreciate our business-specific information anyhow, so what good could it do
us?”

111. Nevertheless the businesses were aware that they could possibly influence the share price
development by providing a more transparent insight into their intangible assets, albeit in terms of a better
substantiated rather than a higher share price: “If the financial markets had more knowledge of our
intangible assets, this could result in a better substantiated share price.”

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Increased transparency helps inspire confidence among staff and other important stakeholders

112. Inspiring confidence among staff and other important stakeholders is at least as important (if not
more so) as increased transparency vis-à-vis the shareholders, as the following quote implies: “After all,
it's not our shareholders who are our primary concern. Our staff come first followed by our customers and
our business partners, in that order, with the shareholders bringing up the rear.” The two listed
companies which participated in the survey ranked their stakeholders a notch above their shareholders.

Increased transparency leaves room for information manipulation so that only “positive” information is
reported

113. One of the well-known drawbacks of reporting on intangible assets is that businesses could leave
out or redefine certain ratios at their own discretion in order to present a more favourable picture of their
business.

114. The three businesses which participated in the survey acknowledged this. Overhead charges were
quoted as an example, in that the management is free to allocate part of these to sales charges, thus
enabling them to be seen as an investment.

115. The only way to curtail such opportunity for management opportunism is by developing new
legislation and regulations and enlisting independent consultancies as a safeguard of the reliability of the
indicators. These consultancies will also have to study indicators such as market share, customer
satisfaction and process quality if they are to safeguard the reliability of such data.

116. The aggregation of indicators could also lead to reliability problems. This is dealt with in more
detail in section 4.1.2 hereinafter.

Increased transparency places competition-sensitive information in the public domain

117. The businesses felt highly uncomfortable about competition-sensitive information ending up in
the public domain. What was noteworthy about the discussions on this topic yielded highly diverse views,
from “That would mean revealing the tricks of the trade” to “What the heck, our competitors knows all
about it anyway”.

118. All in all the discussions revealed that the businesses could significantly enhance transparency
without going so far as to actually disclose competition-sensitive information. In the words of one of the
core team members: “It may do no good, but it can't harm either.”

The new regulations and bureaucracy that increased transparency brings with it would push up operating
charges

119. The host of new regulations surrounding intangible assets reporting would translate into a major
investment in time and money for the businesses on implementation of this new system, including the
extensive process of compilation of information in support of new procedures and systems and the possible
enlisting of external.

120. The emergence of new information systems such as Enterprise Resource Planning (ERP) and
data mining software packages could in future help lower the additional costs of implementing this type of
new reporting.

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Increased transparency would enable greater control of analyses made by investment analysts

121. A further advantage which first surfaced during the survey was that the dissemination of
information on intangible assets would enable the businesses to exercise greater control on what
investment analysts write about them. However, it transpired in the course of the discussions that the
businesses were not yet thinking of replacing their current more passive role in the dissemination of
information by more proactive participation. We would point out that the actions of immediate competitors
were seen as a criterion in this context: “If our immediate competitors started practising greater openness,
we would have no choice but to follow suit.”

Increased transparency impinges on management flexibility

122. An additional drawback which was discussed with the businesses’ executives was that greater
transparency would commit the business to continually having to render account of how it was handling its
intangible assets, which in turn could impinge on the flexibility of the management - a prominent reason
for not being overly forward with information. According to the two listed companies, “Our investors
should simply leave the management of the company to us. There's no reason to bother them with all the
ins and outs.”

123. The fact that more extensive information provision would result in greater benchmarking
possibilities compared with the competition also cramped the management’s style in making decisions:
“We are already pelted with questions, and that will only get worse if we proceed with this kind of
reporting.” Nevertheless the businesses were keen collectors of information on their competitors to be
used as internal performance-boosting incentives.

Increased transparency will arouse false expectations

124. A further newly discovered drawback of reporting on intangible assets which was discussed with
the executives was that it could arouse false expectations. For example, information could be
communicated on new development projects within the business. This was something which the listed
companies saw as a drawback in that it could arouse false expectations among shareholders: “Having
succeeded in manufacturing a new product in compliance with the latest environmental standards does not
necessarily mean that compliance will have been achieved for all other products within the next year.” A
further important comment in this context was: “We wouldn't mind talking about it given the current
favourable economic climate, but if that suddenly changed for the worse we'd much prefer to keep a lid on
things.”

125. The listed companies were not yet convinced of the benefits of greater openness in their
communication with the financial markets: the systematic reporting on their intangible assets would cause
positive as well as negative information on their business to be communicated. The current cultural climate
prescribed that negative information should be avoided while the presentation of a balanced picture of the
business was deemed to be a potential confidence booster. In the words of one of the investment analysts:
“We tend to take the success stories presented in the Report of the Board of Management as read. What
we're interested in is what's really happening at the business.” The fact that listed companies which
practise greater openness in their communication with the capital market are rated more highly by
investment analysts is discussed in more detail in section 4.2 hereinafter.

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4.1.2 Observations in the Context of the PwC Approach

126. Together with the businesses, PwC performed an assessment of the reporting framework as this
was developed in the course of the project, the main elements are discussed below.

Recognisability of the business in the trial

127. Each of the businesses’ multi-disciplinary core teams stated that they clearly recognised
themselves in the (non-anonymous) trial intangible production asset appendices: “Although it covers ten
pages, it still manages in a fairly concise way to present a comprehensive picture of what we are doing.”

Presentation of mutual interwovenness

128. The businesses were particularly pleased with the insight provided by the reporting framework
into the various categories of intangible production asset as well as the interwovenness between the various
indicators: “It's quite something to be able to trace the interwovenness between the development of Human
Capital and Customer Capital as well as discover the link between your input and your output in a single
report.”

Report of the Board of Management to become more factual

129. The executives indicated that the reporting framework could be used to achieve greater cohesion
between the financial statements and the Report of the Board of Management, having spotted room for
‘quantifying’ the Report of the Board of Management using the framework by operating more
systematically as well as making greater use of quantitative non-financial information.

To what extent to report at aggregate level

130. In the context of the reporting framework the process of aggregating information from essentially
different divisions yields data which is either highly general or lacks genuine information, as the indicators
applies could have greater or lesser relevance from one division to another. Moreover the interpretation of
an indicator could depend to a large extent on the division in question. As the business is made up of a
greater number of essentially different divisions, the transparency of consolidated reporting plummets.

131. This could prompt questions to be raised regarding the use of aggregation or consolidation of
information. The financial community is increasingly advocating drastic segmentation in external reporting
by businesses. In the oft-quoted words of Steven Wallman, a former commissioner of the Securities and
Exchange Commission: “We take disaggregated data and have accountants aggregate it, only to have
investors disaggregate it again.”

Benchmarking using the reporting framework

132. As long as the indicators to be wielded in a specific industry are not prescribed in the form of
fixed definitions, there will be limited scope for benchmarking indicators between similar businesses. The
user of information could, however, make comparisons between the indicators across the years and vet
them against one another.

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4.1.3 Intentions for External Information Provision

Intentions of the listed companies, Alpha and Beta

133. Apart from performing an assessment of the Report of the Board of Management, the two listed
companies, Alpha and Beta, have no intentions for the time being to proceed with the publication of an
intangible production asset appendix on the basis of the reporting framework created in the course of the
Pilot Project. They have, however, spotted opportunities to use the reporting framework in rendering the
Report of the Board of Management more factual.

134. Apart from the fact that a significant portion of the information needed for intangible production
asset reporting is not available, the executives of the two listed companies saw the competition-sensitive
nature of the information to be disseminated and the fact that management flexibility would be affected as
important reasons why they should for the time being refrain from communicating such information at
their own initiative. A further consideration was that the businesses preferred to spend a couple of years
gaining experience with intangible production asset reporting so as to be fully conversant with the ins and
out as and when they would be ready to embark on external reporting.

135. Experiences gained in the course of the project have enabled an estimate to be made of the
amount of time needed to implement reporting. Depending on the size and complexity of the business in
question, a core team of five to ten persons will need two to three months to prepare the reporting
framework in such manner as to render it sufficiently measurable as well as endorsed throughout the
organisation.

136. Depending on the information requirement revealed from the reporting framework and such
systems as are available within the business, it would take a maximum of six to nine months for an
implementation team to complete such systems as would enable the information to be reliably measures as
well as perform an assessment of and where necessary modify the reporting framework on the basis of
such implementation.

Intentions of the unlisted company, Gamma

137. Gamma specifically mentioned the expected (high) costs in comparison with the expected
additional proceeds of such reporting as a drawback. The business’s executive management did not expect
such reporting to reduce the cost of capital for the business: “In the final analysis, the bank will want to
talk face to face to the entrepreneur and examine things for itself.”

4.2 Observations of Users of Information

138. The interviews with the investment analysts and the banker have yielded several interesting
observations on intangible production asset reporting, as follows.

The improvement of current reporting rules has top priority

139. When it comes to the provision of a transparent insight, investment analysts set great store by the
harmonisation and tightening up of reporting rules in the Netherlands, it being their view that there is too
much opportunism in the way Dutch businesses apply the rules: “You can get away with murder in Dutch
accounting.” They are particularly critical of the following aspects:

27
 − the recognition of goodwill in the financial statements (write-down from shareholders’ equity
vs. capitalisation);

− the ease with which provisions are made and released;

− the classification of extraordinary income and expenditure;

− the restatement of income and expenditure in the profit and loss account (“Some companies
restate every year”).

140. This opportunism in applying the reporting rules is primarily inspired by the urge to present a
stable development of earnings per share (development of an attractive financial track record) in order to
charm investors. This brings with it that negative as well as excessively positive developments are where
possible left out of the equation.

“Proper management” is a further factor of significance for investment analysts

141. Investment analysts name the management as a prominent criterion in assessing a business. One
of the comments which the interviews on intangible assets yielded: “It is the management which
determines how a business's intangible assets are dealt with.”

142. When prompted, the investment analysts confirmed that they often equated “proper management”
with the track record of the business in question, its strategy and the way it manages its intangible assets.

Openness affects the valuation by investment analysts

143. A business which is reliably open on developments often inspires extra confidence. Investment
analysts admit that “I tend to confer a higher rating on businesses that provide me with greater insight into
what's actually going on”.

144. When analysts are provided with a greater insight in what is actually happening within the
business, they tend to interpret this as a sign of strength compared with immediate competitors as well as
proof of the management’s commitment to attain the pre-set targets.

Intangible production asset reporting provides the users with a host of relevant information

145. The investment analysts and the banker who were interviewed conduct their own investigations
to obtain such information on immaterial assets as has the most relevance for them. The cash flow potential
and risk profile estimates are the determining factors in this context. In order to achieve at an estimate, they
have a continuous need for (even) more information on things such as sales spread, dependency
relationships, increase in staff numbers and staff turnover, marketing and sales expenditure, operating
strong brands, market position, customer loyalty, efficiency and product innovations.

146. With respect to the capitalisation of intangible assets on the balance sheet, the investment
analysts volunteered that they considered the accounting solvency of the business in question to be of
minor importance: “We only care about a business's solvency based on market valued. Only credit
providers and creditors could take an interest in the accounting solvency.” The interview with the banker
revealed that a business’s solvency is just one of the six criteria on the basis of which a credit application is
vetted.

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4.3 Internal Use

Internal use for the listed companies, Alpha and Beta

147. Both Alpha and Beta expressed great enthusiasm about implementing the use of the intangible
assets appendix based on the reporting framework created in the course of the Pilot Project for internal
purposes. They saw the reporting framework as an important internal control instrument as it would
provide them with a greater insight into their intangible assets vis-à-vis their strategy. The management
would be in a better position to make the right decisions by having an insight into the pool of knowledge
within the organisation and thus, making better use of it.

148. Alpha and Beta stated that they would prefer to gain more experience internally in the
measurement and reporting of such indicators as had been identified, with one of them qualifying the PwC
approach as a serious addition to the possible implementation of a Balanced Scorecard in this context.

Internal use for the unlisted company, Gamma

149. As for the relatively small, unlisted company Gamma, its managing director cum controlling
shareholder was already fully conversant with the ins and out of his business, and although the present one-
off reporting did provide him with an enhanced insight into the links between his business’s intangible
assets and its strategy, he stated that if performed annually, a reporting exercise of this kind would be too
expensive to qualify the added value for internal purposes as sufficiently attractive.

5. Some Final Reflections

150. It is by providing for transparency in the development of intangible assets that a business can
give the user of its external reporting a better insight into its cash flow potential and risk profile. We would
judge reporting using a fixed reporting framework in which indicators of intangible assets are
systematically presented to be the most appropriate method of doing this.

151. The two listed companies which participated in the survey have indicated that they consider the
reporting framework which has been formed as most valuable, in that it offers scope for rendering their
current reporting on intangible assets more systematic. Nevertheless they will for the time being shy away
from assuming the role of pioneer in this process: apart from the fact that not much information is at hand
which would be relevant in this context, they fear that greater transparency could “cramp their style” and
end up jeopardising their competitive position. In order to be prepared for external future reporting on
intangible assets, the listed companies intend first to gain experience in working with the reporting
framework at internal level. They see the framework as a major internal control instrument in this.

152. In the case of the unlisted company, Gamma, the proprietor of the business succeeded in getting
the bank to come up with substantial financial backing by demonstrating how much the business's
intangible assets were worth. The reporting framework used in the context of the present survey could help
other entrepreneurs in attracting funding.

153. Research into reporting on intangible assets is in full swing internationally. We feel that the
following aspects should take centre stage: the objectiveness and consistency of information, the ability to
compare indicators from one business to the next, and the reliability and verification of information.

154. It became evident to us as the project progressed that intangible assets represent a prominent
element in the creation of (shareholder) value for the business. The creation of and reporting on

29
(shareholder) value is becoming increasingly important in today’s society, and the users of information can
therefore be expected to experience a growing need for information on the intangible assets of companies.
The establishment of a tripartite consultative forum (on which the providers of information, the users of
such information and independent consultancies to safeguard the reliability of such information should be
represented) could be a suitable tool to devise new regulations in the area of reporting on intangible assets.
In view of the great importance of being able to compare indicators across businesses the obvious next step
would be the specific elaboration, within these new regulations, for the various business sectors, while
attention should also be devoted to the segmentation of consolidated annual reports.

30
 APPENDIX A: BIBLIOGRAPHY

Black, A., P. Wright and J. Bachman, In Search of Shareholder Value: Managing the Drivers of
Performance; Pitman Publishing, London 1998.

The Danish Trade and Industry development Council, Intellectual Capital Accounts, Reporting and
Managing Intellectual Capital, Denmark 1997.

International Accounting Standards Committee, E60 Financial Instruments: Recognition and

Measurement, 1998.

International Accounting Standards Committee, IAS 38 Intangible Assets, 1998.

Kaplan, R. and D. Norton, The Balanced Scorecard - Measures that Drive Performance, Harvard
Business Review, January-February 1992.

Lee, T.A., Income and Value Measurement, Theory and Practice, Wokingham 1996.

Dutch Ministry of Economic Affairs, Fact File on Transparency in Intangible Assets, The Hague 1998.

Reilly, Robert F. and Robert P. Schweihs, Valuing Intangible Assets, McGraw-Hill, New York 1999.

Romer, P., The Soft Revolution: Achieving Growth by Managing Intangibles, Journal of Applied
Corporate Finance, Summer 1998.

Roos, G., J. Roos, N. Dragonetti and L. Edvinsson, Intellectual Capital: Navigating in the New Business
Landscape, New York University Press, New York 1998.

Smith, G. and R. Parr, Valuation of Intellectual Property and Intangible Assets, John Wiley & Sons,
New York 1994.

Stewart, T.A., Intellectual Capital: The New Wealth of Organizations, Doubleday/Currency, New York
1997.

Sveiby, K.E., Intellectual Asset Monitor, http://www/sveiby.com.au/Intang Ass, 1996.

Sveiby, K.E., Kennis als bedrijfskapitaal (Knowledge as Operating Capital), Contact Publishers,
Amsterdam 1998.

Sullivan, P.H., Profiting from Intellectual Capital, John Wiley & Sons, New York 1998.

Working Papers of the Measuring and Valuing Intellectual Capital Conference, London 1998.

31
 APPENDIX B: THE ALPHA APPENDIX TRIAL

Concise Description of Strategy

155. Alpha, a service providing business, seeks to achieve continuity-based growth in sales and
profitability through optimum deployment of its staff, continuously amassing market and product know-
how in constituent areas which are of strategic relevance to its clients, either in a sector or product specific
sense.

156. Alpha’s sound reputation and the fact that it is a household name as one of the most successful
service providers throughout the Netherlands adds to the company’s attraction as a potential employer as
well as making it sought after among potential take-over candidates.

157. Alpha seeks to offer a comprehensive range of services in a broadly based market without losing
its focus on the most attractive market segments.

158. Markets have a habit of changing rapidly, and so the organisation is geared to innovation,
applying the latest methods and technologies so as to respond promptly to new trends.

159. The optimum deployment of its pool of expertise and experience within a working environment
which its staff experience as stimulating provides the foundation for long-term associations with its clients.

Alpha seeks to create a challenging working climate for committed staff by keeping the lines of information
and communication short and devote attention to the personal development of its people - a working
climate which at the same time bolsters the flexibility and striking power of the organisation as such. 15

Categories of Intangible Assets and Their Mutual Correlation

Human Capital Customer Capital

Process Capital

Innovation Capital

15
The data used for completing the trial were taken from a business plan, corporate plan and financial report of one of the
Alpha divisions.

32
160. Alpha sees its Human Capital and Customer Capital as factors which continuously reinforce one
another. Having the disposal of the right kind of know-how translates into the ability to provide the client
with added value. By preserving the knowledge edge the company lays the foundation for long-term
associations with its clients. A high-quality client base is the best possible springboard for offering
incumbent and new staff a challenging working environment and adequate remuneration, and this in turn is
enabling Alpha to preserve its lead.

161. Innovation Capital performs as a catalyst in this process. It is formed by closely monitoring
market trends and customer requirements and through a proactive training policy geared to adopting the
methods and techniques in question or developing them on a proprietary basis. However, this process is
predominantly implemented through regular business operations.

162. Process Capital has an important support role in this. Although its added value will often be
invisible to the client, neglecting it would jeopardise the relationships with clients as well as result in
underutilisation of the other intangible assets.

HUMAN CAPITAL:

What is there?

The competence matrix looks as follows:

163. Alpha distinguishes four job levels (numbered from one to four inclusive). Its targeted
distribution across the four categories has been set at approximately 10 : 40 : 30 : 20.

Competence matrix

Year-end 1999 / 1998

40 Total number of
staffing employees 94 69
35 Total number of
staff 106 80
30

25

20

15

10

0
1999 norm ’99 1998 norm ’98

1 2 3 4

164. As in previous years, 1999 was again a year of insufficient “twos” and “fours”. This was largely
due to the short supply of staff in the labour market. Alpha is seeking to resolve the shortfall at the second
level by recruiting “ones” in relatively greater numbers than the target prescribes. Internal training

33
programmes and coaching are used to safeguard the quality of customer service, so that “ones” can move
up to become “twos” within a matter of years.

165. A number of current “threes” are expected within the next few years to move up within the
organisation to become “fours”. It is likely that there will still be a demand for “twos” and “fours” in the
year 2000.

166. Alpha operates a system of staff co-ordinators to make the best possible use of its resources as
well as be alerted at an early stage to problems experienced by its clients or staff. Ideally there should be
one staff co-ordinator for every 40 staff; in 1999 and 1998 the average number of employees per staff co-
ordinator fluctuated between 47 (1999) and 33 (1998).

167. The average number of temporary employees put to work on behalf of Alpha as a percentage of
the overall number of staff totalled 2% for 1999, i.e. less than Alpha's prescribed maximum of 5%. Alpha
significantly improved its number of temps as a percentage of the overall workforce in 1999 compared
with the 7% achieved for 1998.

What has been invested?

Investments

12,000

10,000 1999

8,000 1998

6,000

4,000
2,000
0
1 2 3
1: Recruitment & Selection per newly recruited member of staff
2: Training per member of staff
3: Informal activities per member of staff

168. Expenditure on recruitment and selection per newly recruited member of staff have been upped.
In order to achieve its growth targets, Alpha intends to continue investing in recruitment and selection. In
view of the expected shortages of more highly trained staff, the company will keep close tabs on
expenditure relative to the return of the various recruitment instruments.

169. Social meetings are considered to be a crucial incentive in improving team building and getting
members of staff to identify with the company. Expenditure per member of staff in this respect remained
level in 1999.

170. Although the number of training days per employee increased to 5.5 work days compared with
4.5 in 1998, training expenditure dos not show that much fluctuation.

34
 Wage bill distribution
4.5% 0.03% 4.5%
0.03%
23.0% 55.1% 21.0%

55.0%

17.4% 19.5%

Total wage bill for 1999: 13,320,867 Total wage bill for 1998: 8,427,996
Fixed components: gross monthly salary
Fixed components: social securities etc.
Fringe benefits
End-of-year bonus
Bonus: corporate and field staff

171. Alpha has adopted a more flexible stance with respect to its wage bill distribution: the fixed
component has declined by 2%. Cost flexibility has shown a slight decrease as a result of the reduction in
the overall number of temps below the prescribed maximum of 5%.

172. As in 1998, the average salary increase for staffing employees and corporate and field staff
turned out at 8% in 1999.

Which objectives have been achieved?

Reputation among targeted group of

employees

60

40 Number of job
applications received
20

0 Number of newly
1999 1998 recruited staff

173. Effectiveness of expenditure to further the company’s reputation among its targeted group of
employees

Notwithstanding the shortage of more highly trained staff, a greater number of job applications were
received in 1999 than in the previous year. Alpha has a feeling that it might well owe this to its increasing
attraction as an employer for the labour market. Potential employees who are newly entering the labour
market in particular are attracted to the secondary employment conditions which the company offers.

Effectiveness of staff deployment

1999 1998
Productivity 72.3% 73.1%
Number of contracts turned down with regret 49 32

174. Alpha seeks to achieve top productivity in the deployment of its staff while minimising the
number of contracts it has to turn down with regret. Productivity declines slightly in 1999 [due to the fact

35
that more time was earmarked for training and education, something which Alpha sees as an investment for
the coming year. The decline was partly offset by the improved planning process (see the section entitled
“Process Capital” hereinafter).

175. The strong increase in market demand translated into a strong demand for Alpha's services. In
combination with the limited availability of staff, this caused the number of contracts turned down with
regret to rise from 32 in 1998 to 49 in 1999.

Effectiveness of staff commitment

1999 1998

Staff satisfaction 7.5 7

Staff turnover 5% <5%

176. Alpha returns a high staff commitment score while its staff satisfaction score (which was vetted
by an independent consultancy) has improved. The staff turnover rate, at 5%, is lower than the market
average of 7%. Alpha is furthermore considering the launch of a general staff option scheme, to get its
workforce to commit to the company for a longer period of time. Internal surveys have confirmed that such
a scheme would meet with distinct acclaim among the company's workforce.

The added value per average number of staffing employees, corporate and field staff and temporary
employees increased from NLG 75,00 in 1998 to NLG 85,000 in 1999.

CUSTOMER CAPITAL:

What is there?

177. Alpha's current service-based sales spread:

Service-based sales spread

1999 1998
5% 5%
25%

30% 40% 40%

25% 30%

Service A Service B Service C Service D

178. In comparison with the other services, the percentage for Service A went up from 25% for 1998
to 30% for 1999. Alpha strives for a targeted ratio between Service A on the one hand and Services B, C
and D on the other of 50:50 in its drive to add value to its clients' operations.

36
179. Due to the shortage of “threes”, the management of the company will have to devote even more
attention to upping this percentage.

180. The share of overall sales accounted for by key clients decreased from 79% in 1998 to 69% in
1999 whereas the number of key accounts remained level, at 12. This decrease was caused by the relatively
large number of newly recruited clients which do not yet bring in major sales. Alpha intends to restore the
sales share accounted for by its key accounts to 80% within the next two years as this ratio benefits overall
profitability. Some 20% of available hours are earmarked for market players which, although they do not
(yet) qualify as key accounts, are potentially promising. The majority of Alpha's accounts are Dutch-based.

What has been invested?

181. The deployment of customer co-ordinators is aimed at providing the clients with the best possible
assistance in the process of satisfying their requirements. Alpha operates a target of six clients per
customer co-ordinator. The actual number fluctuated from 5 in 1998 to 7 in 1999. Sales per customer co-
ordinator has increased substantially, from NLG 7.1m in 1998 to NLG 11.1m in 1999; this was the result
of the targeted key account policy.

Expenditure in support of marketing and promotion

1999 1998

Marketing expenditures as a % of sales 2.1% 2.4%

182. Alpha would note with respect to its marketing expenditure that this also has a beneficial effect
on its recruitment and selection efforts.

Efforts in support of sales

1999 1998

Number of quotes issued 210 140

Number of contracts won 90% 90%

183. The number of quotes issues increased in line with the sales growth while the percentage of
contracts won remained gratifyingly stable, at 90%.

Which objectives have been achieved?

Unfortunately, Alpha does not yet have the disposal of reliable independent statistical data on its share of
its niche markets to back up its observations.

37
Effectiveness of marketing and sales expenditure

1999 sales growth

Service D
Service C
Service B 1999

Service A
0% 20% 40% 60% 80% 100%

184. Sales growth was achieved in each of the various service segments in 1999. Despite its modest
share of overall sales, the growth achieved by Service A outperformed that of the others, as it had in 1998.

185. We would point out that the growth in sales for Service A totalled 152% in 1998 compared with
79% for Service B and 102% for Services C and D each.

Customer satisfaction effectiveness

Customer satisfaction

8
7.8
7.6
7.4
7.2
7
6.8
6.6
6.4
Critical accounts Other accounts
1999

186. In 1999 a customer satisfaction survey was performed for the first time.

187. On a scale from 1 to 10, the key accounts returned a customer satisfaction score of 8 in 1999,
compared with 7 for all other accounts. Both results tally with Alpha’s minimum target, with the company
seeking to achieve an 8 for its clientele overall.

188. No customer satisfaction data are available in respect of 1998.

Effectiveness of name recognition and reputation

189. Alpha has plans to organise a survey next year in order to gain an insight into its name
recognition and reputation. They company is keeping track of any publications in the media in this context.
No suitable publications were published in 1999.

38
PROCESS CAPITAL:

What is there?

190. Alpha’s current process throughput times:

Process throughput times

1998

1999

0 2 4 6 8 10 12
number of days

Average throughput of invoicing process Average throughput of monthly reporting

191. The average throughput time of the invoicing process has improved from 7 to 4 days and that of
the monthly reporting from 12 to 10 days.

192. These improvements were achieved thanks to further standardisation and application of
information technology.

What has been invested?

Investments Investments

2.780 86.000
2.770 84.000
2.760 82.000
2.750 80.000
2.740
78.000
2.730
76.000
2.720
74.000
2.710 1999 1998
1999 1998

Expenditure on IT per member of Expenditure on quality improvement

staff and quality systems

193. Expenditure on IT per member of staff went up while investments in hardware and software
increased. Every member of staff now has a company laptop computer at his or her disposal. Alpha’s
investments on the enhancement of process quality and quality systems totalled approximately
NLG 85,000 in 1999.

39
Which objectives have been achieved?

Effectiveness of expenditure on process improvement

194. The quality of the key processes is rated on a scale from 1 to 10.

195. Alpha’s quality control desk provides for the assessment of the efficiency and quality of Alpha’s
key processes. These are rates on a scale from 1 to 10. The method applied and the measurements
themselves are subjected to a spot check carried out by the reputable consultancy Quality Assurers Inc. The
final verdict on the quality of Alpha’s key processes is as follows:

1999 1998

Bidding process 7,0 6,0

Het Salesproces 8,0 6,5

Process generating ‘Pipeline’ surveys on projects and planning 7,5 6,0

Overall Quality rating 7,6 6,4

Efficiency ratio for internal organisation

196. The ratio between corporate and field staff on the one hand and staffing employees on the other
fell from 1:4 in 1998 to 1:6 in 1999. This has helped boost profitability to a significant degree.

INNOVATION CAPITAL:

What is there?

Current plans to be developed

197. In view of prevailing market trends, Alpha has designated a number of innovation areas in its
targeted growth disciplines. Here Alpha seeks to develop new methods and techniques in order to ensure
that it will continue to be able to serve the market.

198. The innovation areas are as follows:

1 innovation area A ……….. (elaboration) ………..

2. innovation area B …………(elaboration) ………..

199. Alpha will continue earmarking funds over the next few years for the development of services
geared to these innovation areas, in the amount of NLG 500,000 for innovation areas A and B.

40
Number of staffing employees who are currently deployable in innovation areas:

1999 1998

Innovation Area A 10 7

Innovation Area B 5 3

200. At the start of 1999 only a handful of staff had the capacities to be successfully deployed in
projects in innovation areas. Thanks to targeted training programmes Alpha has succeeded in expanding
their numbers to ten in the course of the year.

What has been invested?

Expenditure on the development of new products and services on the basis of the strategic policy:

Expenditure on the main innovation area (innovation area A) can be broken down as follows:

1999 1998

Expenditures on internal development in support of 50,000 60,000

innovation area A

Internal training in support of innovation area A 50,000 64,941

Other (external) expenditure in support of development 100,000 140,000

with the parameters of the strategic policy

Total expenditure in support of innovation area A 200,000 264,941

As a % of sales = 1.5% 3.0%

201. Expenditure on development of innovation area A declined in 1999 compared with 1998, and is
expected to decrease further in 2000. The company intends systematically to target expenses in support of
innovation areas B and C; this will be reported on separately.

41
Which objectives have been achieved?

Effectiveness of expenditure on new methods on the basis of the strategic policy

1999 1998

Sales achieved in innovation area A NLG 8m. NLG 4m.

Sales achieved in innovation area B NLG 4m. NLG 2m.

202. A combination of services are often implemented simultaneously at clients. Over 70% of hours
devoted to the project were spent on a defined innovation area in the sales figures as per the above graph.

Contribution to Innovation Capital made by completed acquisitions

203. Alpha seeks to achieve accelerated growth through its targeted acquisition of businesses whose
operations are in line with its own innovation areas.

204. Alpha took over Delta during the first half of 1998. Delta specialises in the development of
products and services in Innovation Area A. Its operations complement Alpha’s proprietary development in
this area. Delta, whose total sales in Innovation Area A currently amount to approximately NLG 6m -
made a direct contribution to Alpha’s Innovation Capital in 1999.

42