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Intangibles
A synthesis of current research
Lutz Kaufmann and Yvonne Schneider
366
Introduction
The growing interest in intangibles in business life and the scientific community can be
explained by several means. From the business perspective, companies are increasingly
motivated by external and internal forces to measure and proactively manage their
intangibles. Externally, very little intangible-relevant information is accessible to
external stakeholders (Johanson et al., 2001). While intangibles may not be the only
reason for differences between market and book values (Garcia-Ayuso, 2003), there is a
tendency that financial markets value non-financial assets (Funk, 2003). In times of
strongly limited capital, potential investors are interested in additional information
besides that in annual reports. Providing information on intangibles to potential
investors could therefore create advantages in the competition for capital. The lack of
a sufficient information system for both tangible and intangible assets can result
in improper allocation of resources (Arbeitskreis Immaterielle Werte im
Rechnungswesen der Schmalenbach-Gesellschaft fu r Betriebswirtschaft e.V.
(Working group Intangible assets in accounting of the Schmalenbach Society),
2002). Companies may end up undercapitalized, which in the end may lead to high costs
for the whole economy and cause further unemployment and reduced competitiveness
on a national level (Edvinsson and Malone, 1997).
Internally, missing information on intangibles can lead to a misallocation of
resources on the company level. Historically, companies used executive information
systems (EIS), which were based more or less exclusively on purely financial figures
(Gu and Lev, 2001). More recently, performance measurement systems, which allow
a more holistic view of the company, have been developed, like the Balanced Scorecard
(BSC) (Heisig et al., 2001; Kaplan and Norton, 2001). Besides the BSC, most information
A synthesis of
current research
367
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and new articles were selected from some of the authors who had published several
within the last few years (e.g. Bukh). Additionally, some papers that focused on
subcategories of intangibles were included when analysis of their content indicated
that they took a broad orientation and that they discussed all categories of intangibles
(Kriegbaum, 2001).
In summary, the search can be characterized as a combined electronic and manual
search, further developed through a quantitative analysis of references and the
consultation of experts. The result is a compilation of the most recent publications by
authors who seem to have a significant influence on the research community.
As mentioned above, the first steps of problem formulation, criteria selection, and
literature search are followed by data evaluation, analysis, and interpretation.
Therefore, as a next step, schemes and standardized protocols were developed and
used to organize the publications that were included in the review.
Different dimensions of intangibles
The search for literature yielded 36 publications to be used in the final review. Table I
shows those 36 papers and books sorted in alphabetic order by the first authors last
name.
The data evaluation offers some remarkable information at first glance. Most of the
literature has already been published; however 14 per cent (or five papers) are working
papers. Most of the work was published between 1999 and 2003. As is obvious from
Table I, just five of the papers were published between 1997 and 1998.
Examination of orientation and methodology showed significant differences among
the publications. A high proportion of the analyzed literature has a strong tendency
towards theoretical research. Around 60 per cent of the literature includes theoretical
explanations with few practical examples. Only a small proportion focuses on
managerial implications. It is very common to offer conceptual explanations and to
illustrate them with the help of examples from specific companies (Sveiby (1997) who
uses WM-data as an example or Stewart (1998) who refers to Microsoft). Most of the
examples used are from software or consulting industries. Some publications use
public data and national statistics (Yang and Brynjolfsson, 2001). Just a small number
of the articles provide information about the authors own empirical work. Very often
those are a part of a comprehensive research project that integrates different
researchers and is funded by a public organization (Canibano et al., 1999; Johanson
et al., 2001; Sanchez et al., 2000).
Just one case (Michalisin et al., 2000) focuses on large companies. In many others
the authors seem to assume that large firms are the matter at hand in researching
intangibles, even if they do not explicitly state this assumption (Gu and Lev, 2001).
Another dimension for comparison is regional focus. Some publications that refer to
a particular region concentrate on the United States or especially on Scandinavia
(Chan et al., 2001; Edvinsson, 1997; Mouritsen et al., 2002; Sveiby, 1997; Yang and
Brynjolfsson, 2001). This may be interpreted as indicating a high interest in this
topic in these regions. In general, avid interest can be identified among
Scandinavian researchers. This is consonant with the relatively large amount of
experience that Scandinavian companies have in dealing with intangibles
(Mouritsen et al., 2002). However, the latest publications indicate a growing
interest in the Spanish region (Ordonez de Pablos, 2003; Garcia-Ayuso, 2003).
A synthesis of
current research
369
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Author
Title
AK Immaterielle Werte im
Rechnungswesen der SG
370
Bonfour, A.
Bontis, N.; Dragonetti, N.C.; Jacobsen, K.;
Roos, G.
Edvinsson, L.
Edvinsson, L.; Malone, M.S.
Funk, K.
Garcia-Ayuso, M.
Granstrand, O.
Grant, R.M.
Gu, F.; Lev, B.
Gunther, T.
Year
2001
2003
1999
2000
2001
2003
1999
2001
2002
1997
1997
2003
2003
1999
1997
2001
2001
2000
2001
2001
(continued)
Author
Title
Year
2001
Lev, B.
Michalisin, M.l.D.; Kline, D.M.;
Smith, R.D.
Mouritsen, J.; Bukh, P.N.; Larsen, H.T.;
Johansen, M.R.
N.N.
Ordonez de Pablos, P.
Petty, R.; Guthrie, J.
Petty, R.; Guthrie, J.
Rastogi, P.N.
Sanchez, P.; Chaminade, C.; Olea, M.
Stewart,T.A.
Sullivan, P.H.
Sveiby, K.E.
Wood, J.
Yang, S. Brynjolfsson, E.
A synthesis of
current research
371
2001
2001
2000
2002
2001
2003
2002
1999
2003
2000
1998
2000
1997
2003
2001
Table I.
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Table II.
Terms and definitions
Author
Year
Term/Concept
Definition
2001
Intellectual capital
2003
Intellectual capital
2000
Intellectual capital
Edvinsson, L.
Harrison, S.;
Sullivan Sr, P. H.
Heisig, P.; Vorbeck, J.;
Niebuhr, J.
Mouritsen, J.; Bukh, P.N.;
Larsen, H.T.; Johansen, M.R.
1997
2000
Intellectual capital
Intellectual capital
2001
Intellectual capital
2002
Intellectual capital
1999
Intellectual capital
1997
Intellectual capital
and
Intangible assets
Ordonez de Pablos, P.
2003
Intellectual Capital
2002
Intellectual capital
Rastogi, P.N.
2003
Intellectual capital
IC is not a conventional
accounting or economic term. It
may be an effect, it may be a
departmental strategy, it may be a
mathematical formula, pp. 10-11
No own definition; authors state
that knowledge management is
about the management of the
intellectual capital controlled by a
company, p.18
Intangible assets are those that
have no physical existence but
are still of value to the company.
p. 22
A broad definition of intellectual
capital states that it is the
difference between the
companys market value and its
book value. Knowledge based
resources that contribute to the
sustained competitive advantage
of the firm form intellectual
capital. p. 63
IC as the economic value of two
categories of intangible assets of a
company, p. 158. Authors name as
categories organisation and human
capital
IC may properly be viewed as the
holistic or meta-level capability of
an enterprise to co-ordinate,
orchestrate, and deploy its
knowledge resources towards
creating value in pursuit of its
future vision. p. 230
(continued)
Author
Year
Term/Concept
Stewart, T.A.
1998
Intellectual capital
Sullivan, P.H.
2000
Wood, J.
2003
Bonfour, A.
2003
1999
1999
2002
Funk, K.
2003
Garcia-Ayuso, M.
Johanson, U.;
Martensson, M.; Skoog, M.I.
Lev, B.
2003
2001
2001
Sveiby, K.E.
1997
2001
Definition
IC is intellectual material
knowledge, information,
intellectual property, experience
that can be put to use to create
wealth collective brainpower,
p. XI
Intellectual capital
IC is knowledge that can be
converted into profit, p. 228
Intellectual capital
no definition, states that IC is
information in peoples minds
Intangibles
no definition, states that the
definition has a strong influence on
the measurement and evaluation of
intangibles
Intangible resources, IC is quite simple the collection of
intangible resources and their
Intellectual capital
flows, intangible resources is any
as a subcategory
factor that contributes to the value
generating processes of the
company, p. 397
Intangibles
Adjective that goes along with
various concepts as resources and
investments, authors name
existing definitions
Intangible assets & No definition; names different
Intellectual capital
kinds of intangibles, such as
human capital and knowledge
Intangibles
No definition, mentions
management credibility,
innovativeness, brand identity,
ability to attract talents, research
leadership, social and
environmental responsibility
Intangibles
No definition
Intangibles
No own definition; authors name
and compare existing ones
Intangibles
An intangible asset is a claim
to future benefit that does not
have a physical or financial
(a stock or a bond) embodiment,
p. 5
Intangible assets
Intangibles are defined by
their major drivers. Authors
name R&D, advertising, IT and
human resource practices as
drivers
Intangible asset
Defines intangibles over its three
categories, all are derived from an
organizations personnel
(continued)
A synthesis of
current research
373
Table II.
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Table II.
Author
Year
Term/Concept
Definition
N.N.
2001
Intangible Assets
2001
Intangible assets
2000
Intangible resources
2000
Intangibles
Granstrand, O.
1999
Intellectual property
Gunther, T.
2001
Immaterial values
Kriegbaum, C.
2001
Immaterial values
AK Immaterielle Werte im
Rechnungswesen der SG
2001
Immaterial values
Grant, R.M.
1997
no term
2001
no term
2001
no term
include, but are not limited to, the following: intangibles, intangible assets, intangible
capital, intangible resources, intellectual capital, and intellectual property (Table II).
There is not only a large variety of terms but also a wide spectrum of definitions for
each term in the literature. In some cases the definitions remain on very abstract levels
and offer little help for practitioners or researchers. Table II shows that four different
groups of terms (intangibles, intellectual capital, intellectual property, no term) were
found in the literature. Most authors definitions regardless of the term used
include knowledge in some way and refer to some form of economic value that is
attached to intangible assets.
Bukh et al. (2001, p. 88) state that no unique definition for intellectual capital exists;
they claim, it is a fragile construct, which has to be continuously supported and held
together by a whole array of interrelated elements. In an attempt to develop and
manage intellectual capital (IC) for the Swedish insurance company Skandia,
Edvinsson and his colleagues have modified their definitions several times (Edvinsson,
1997, pp. 368-9). According to their interpretation, IC is not an objective thing, but a
relationship issue and a debt item, which is borrowed from the customers and
employees (Edvinsson, 1997, pp. 372-68).
Frequently, authors also point to the profit generation potential of intangibles. For
example, Sullivan (2000, p. 228), calls intangibles as . . .knowledge that can be
converted into profit. and Lev (2001, p. 5) claims that An intangible asset is a claim to
future benefits. . ..
Many researchers use the term IC instead of intangibles. However, both often refer
to the same context and content (Bukh et al., 2001).
Gu and Lev (2001, p. 14) name five different subgroups of intangibles, namely
research and development, advertising, capital expenditure, information systems, and
technology acquisition. According to these authors, the definition of an intangible asset
as a claim to future benefits that does not have a physical or financial (a stock or a
bond) embodiment (Lev, 2001, p. 5) describes the term intangibles quite well and
shows its very specific character. In this paper, we use the term intangibles and follow
Levs definition of intangibles as entitlements to future benefits without physical form
(Lev, 2001, p. 5).
Intangibles are characterized by a set of attributes. They tend to lack the classical
bottleneck characteristics, they reach the expected economies of scale quickly, and
often they show network effects (Daum, 2002). Additionally, they may be characterized
by various occurrences within the group of intangibles, missing physical and/or
financial/monetary attitudes, partial accountability, claims for future incomes, limited
tradability, and a partially missing market.
In summary, in most cases one of the terms intangibles or intellectual capital is
used, and most definitions refer to knowledge and/or state that intangibles constitute
claims to future benefits.
Categorization of intangibles
After the problem of choosing an appropriate term and defining intangibles, the
question how to structure or to categorize them arises. Similar to the diversity of terms
and definitions, various groups or categorizations of intangibles have been attempted.
Table III provides an overview of different approaches.
One classification that seems to have strongly influenced other researchers
(Stewart, 1998, Mouritsen et al., 2002) is that of Edvinsson, according to whom IC is
composed of human capital and structural capital (Edvinsson, 1997; Edvinsson and
Malone, 1997).
Bukh et al. (2001) compare various taxonomies of IC and conclude that they all have
three things in common:
(1) the connection to employees;
(2) to processes and structures, and;
(3) to customers.
A synthesis of
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Table III.
Categorizations of
intangibles
Author
Year
1999
2000
1999
1997
1999
Gunther, T.
2001
2000
2002
Ordonez de Pablos, P.
2003
2002
Rastogi, P.N.
2003
2000
Stewart, T.A.
1998
Sullivan, P.H.
2000
Sveiby, K.E.
1997
N.N.
AK Immaterielle Werte im
Rechnungswesen der SG
2001
2001
Kriegbaum, C.
2001
Lev, B.
2001
2001
2000
2001
(continued)
Author
Year
2001
2001
Bonfour, A.
Bukh, P.N.; Johanson, U.
2003
2003
2001
Daum, J.H.
Edvinsson, L.
Funk, K.
Garcia-Ayuso, M.
Grant, R.M.
Kaplan, R.S.; Norton, D.P.
2002
1997
2003
2003
1997
2001
1999
2003
2001
A synthesis of
current research
377
Table III.
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Board (FASB), while the second one originated in the working group on
Intangible Assets in Accounting of the Schmalenbach Society for Business based
in Germany. Both categorizations are rooted in financial reporting and offer seven
categories. The FASB system includes technology, customer, market, workforce,
contract, organization, and statutory-based assets (N.N., 2001). The German group
identifies innovation capital, human capital, customer capital, supplier capital,
investor capital, process capital, and location capital (Arbeitskreis Immaterielle
Werte im Rechnungswesen der Schmalenbach-Gesellschaft fur Betriebswirtschaft
e.V. (Working group Intangible assets in accounting of the Schmalenbach
Society), 2002) (Figure 1). They provide detailed examples, which serve as
guidelines for distinguishing the categories. The FASB-based approach, seems
especially helpful because it involves less overlap among the categories and gives
a more concrete and complete perspective on intangibles that can be applied in the
business context.
Reporting models
A number of models have been developed to measure and manage intangibles. These
models have different purposes. Either they are built for internal purposes, that is, to
help manage intangibles within a company, or for external purposes, which include the
visualization of intangibles and make information more accessible to external
stakeholders, primarily investors.
It is not clear whether the selected papers focus more on internal decision-makers,
who need help in understanding the functionality of intangibles or on the preparation
of information for the external stakeholders in a company. Most of them implicitly
address both aspects, but never explicitly explain their purpose in doing so.
Approaches to the generation and use of information on intangibles vary within the
literature. Scandinavian companies in particular offer good examples of how to deal
with intangibles. The following selected examples indicate how such models can be
structured.
Figure 1.
Categorization of
intangibles by the FASB
and the working group
Intangible Assets in
Accounting of the
Schmalenbach Society
The early work of Edvinsson and Skandia reveals a specific orientation. On one
hand, there is a strong desire to add information to the annual report, and, on
the other, the provided information is mainly addressed to agents within the
company. For example, relationships could be built and interactions enhanced in
order to spur value creation in an organisation through use of intangibles
(Edvinsson, 1997; Ryden and Bredahl, 2003). According to this school of thought,
management primarily has the duty to transform human capital into structural
capital (Edvinsson, 1997).
Another approach that can help managers directly is found in Sveibys work.
He developed a new reporting model, the Intangible Asset Monitor, which has
been used by the Swedish company Celmi, among others. This information scheme
includes indicators referring to the growth, renewal, efficiency, stability, and risk
relating to each of the three categories of intangibles (employee competence, internal
structure, and external structure) (Sveiby, 1997). This method provides a way to
record intangibles with non-monetary indicators and has its roots in knowledge
management (Heisig et al., 2001; Sveiby, 1997).
Stewart created an IC navigator in the form of a radar chart to visualize and
measure the intangibles in a company. Here, each of the three types of
intangibles (human capital, customer capital, and structural capital) is one axis.
This model has the advantage of enabling comparisons between companies
(Stewart, 1998).
The BSC is yet another model that enables the measurement and management
of strategically important intangibles. Across its four perspectives (financials,
customers, internal processes, and learning and growth), the BSC allows
measurement of performance beyond a purely financial perspective (Kaplan
and Norton, 2001). While Kaplan and Norton did not design the BSC for
management of intangibles in particular, it is an approach towards measuring
strategic company performance in a holistic way. An interesting field of
research would be to develop a model that enables internal control of
intangibles as well as offering information for external stakeholders, as the BSC
partly does. This could consist of a general framework for registering and
measuring intangibles with the capacity to adapt the structure to the firms
individual requirements.
A synthesis of
current research
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Author
Year
Goal
Bonfour, A.
2003
2000
2002
1999
2000
1999
2001
Granstrand, O.
1999
N.N.
2001
2000
2001
2003
Garcia-Ayuso, M.
2003
2001
2001
2001
2000
Ordonez de Pablos, P.
2003
Sullivan, P.
AK Immaterielle Werte im
Rechnungswesen der SG
2000
2001
Daum, J.H.
2002
1999
(continued)
A synthesis of
current research
381
Table IV.
Goals of the 36
publications considered
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Table IV.
Author
Year
Goal
1997
Gunther, T.
2001
2001
2001
Edvinsson, L.
1997
Kriegbaum, C.
Grant, R.M.
2001
1997
Funk, K.
2003
Lev, B.
2001
2002
2003
Stewart,T.A.
1998
Sveiby, K.E.
1997
Wood, J.
2003
A synthesis of
current research
383
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The discussion of intangibles needs to be much more explicitly focused. For many
publications, the identity of their real focus is not clear (Granstrand, 1999; Heisig et al.,
2001; Rastogi, 2003). The discussion of intangibles is completely different when
information is needed for internal or external stakeholders (Heisig et al., 2001). It would
therefore, be most helpful if future researchers made it clear from the start whether
their research is intended to improve the internal management of intangibles or to
investigate how external stakeholders are provided with and use information on
intangibles.
The extant literature tends to make general suggestions for the handling of
intangibles (Heisig et al., 2001). The content of these articles (Gu and Lev, 2001;
Rastogi, 2003) remains on a very abstract level. For example, the conclusion that the
management of IC needs to be flexible and adaptive (Rastogi, 2003) offers little advice.
Most of the articles recognize the strong relevance of intangibles, but lack direct
proposals regarding how to manage them (Michalisin et al., 2000). Those articles that
are more concrete and contain a higher proportion of directly applicable knowledge
mostly focus on a specific category of intangibles, such as the valuation of brands
(Gunther, 2001) or knowledge management (Bukh et al., 2001).
Another neglected issue is the allocation of funds for intangibles. Rules for how to
allocate resources are not to be found in the literature. It is still difficult for companies
and investors to decide between different kinds of intangibles, as well as between
investment in intangibles or in tangible resources.
The systems of financial and management accounting need to be improved in order
to enable a direct comparison of investment in intangibles and tangibles. If the
costs and profits could be quantified, the two competing kinds of investments could be
compared and the allocation of resources could be decided in a more efficient and
appropriate manner (Daum, 2002; Neely et al., 2003).
As shown, different ways to measure and visualize intangibles (e.g. IC Navigator,
Intangible Asset Monitor) do exist, but each includes different aspects of intangibles.
Clearly, none of those instruments covers all the important intangibles of all companies
(Stewart, 1998) and a lot of work still needs to be done to provide accurate and complete
measurements. In the field of the management of intangibles, nearly no theory-based
models or frameworks exist that help in explaining how to manage, accumulate, and
preserve intangibles.
Research should concentrate much more on theoretical approaches to explain the
functions of intangibles. Different theories could be investigated; for example,
the resource-based view could help to find explanations and suggestions for the
management of intangibles. According to this view, the resources of a company are
responsible for its competitiveness. This could mean that a large endowment with
intangibles could lead to a competitive advantage.
Since several publications (including the less abstract ones) focus on specific kinds
of intangibles, one is led to wonder whether it is possible to talk about intangibles in
general. Can researchers studying intangibles in general offer suggestions that can be
transferred into business life, or must one focus on a specific kind of intangibles in
order to offer concrete descriptions and suggestions? This then also raises the question
of how to categorize intangibles. A possible solution to this problem could be to create
a theoretical framework for all intangibles that can be adapted to special sub-cases as
the need arises.
A synthesis of
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