Accounting and Intangibles
Accounting and Intangibles
REVISTA DE CONTABILIDAD
                                                    SPANISH ACCOUNTING REVIEW
www.elsevier.es/rcsar
Editorial
    The editorial committee of the Revista de Contabilidad – Spanish                   and knowledge management and generation. Innovation covers
Accounting Review has very kindly invited me to provide a brief pre-                   the creation of new products and services, the implementation of
sentation for the present issue of the journal, leaving the subject for                new processes, changes in customer management and the ways
discussion up to me. In taking this decision, I checked out the infor-                 of working or organizing business management, and the develop-
mation on the ‘ResearchGate’ portal about my scientific production                     ment of human resources, relationships and new markets. For this
and found that the article entitled ‘Accounting for Intangibles: A Lit-                reason, innovation requires and leads to investment in abilities and
erature Review’, written in collaboration with Manuel García Ayuso                     in such intangibles as creativity, brand image, intellectual property
and Paloma Sánchez,1 is by far the most read and cited article of                      and patents, i.e. the creation of intellectual capital for businesses.
all those I have published in international media; it has had 2064                         Knowledge and constant innovation are currently the main fac-
readers and 303 citations [accessed on December 22nd, 2017]. This                      tors contributing business value by giving rise to the generation
has led me, even though I am no longer, at this point in my life, as                   of intangible items on which to base new processes and products,
immersed in the research of this subject as I was at the time that                     and these intangibles are in turn a source of further knowledge
paper was published, to prefer this topic over others that might                       and innovations. In 2015, intangibles, also referred to as ‘intellec-
have attracted my attention more recently.                                             tual capital’,7 represented 87% of the market capitalization of listed
    Back in the day, 1998–2010, I was lucky enough to be involved                      companies forming part of the S&P 500 stock-market index8 ; trade
in a series of interlinked European research projects, either aimed                    marks represent a large percentage of these assets, with expendi-
at the measurement and reporting of intangibles in the con-                            ture on R&D often exceeding the net profits of these companies.
text of business innovation: MERITUM (1989–2001),2 E-KNOW.Net                              Having said that, and without prejudice to the more recent
(2001–2003),3 PRIME (2004–2008)4 or else discussing accounting                         emergence of such intangibles as corporate reputation and cor-
harmonization in Europe and its approach with respect to IFRS:                         porate social responsibility (CSR). On the relevance of corporate
HARMONIA (2000–2003),5 INTACCT (2007–2010).6 My participa-                             reputation, suffice here a quote from Warren Buffett: ‘Act with honor
tion in these research projects afforded me multiple contacts and                      and integrity: It takes twenty years to build a reputation and five min-
international collaborations, which represented a major stimulus                       utes to ruin it; if you think about that, you’ll do things differently.’9
to my research career, giving rise to numerous international pub-                      With respect to CSR, according to the Edelman 2016 Confidence
lications, but none of these has managed to achieve the level of                       Barometer, 80% of interviewees stated that a company must con-
dissemination reached by the article mentioned. I must, therefore,                     tribute to an improvement in the social and economic conditions
once more deal with intangibles at the present time.                                   of the environmental in which it operates.10
                                                                                           There are several definitions of intellectual capital and its
Emphasizing intangibles                                                                components but it is common for a distinction to be drawn
                                                                                       between human capital, organizational capital and relational capi-
   At the present time, intangible assets are major creators of busi-                  tal (MERITUM, 2002: 3). Human capital reflects individual abilities,
ness value and a source of competitive advantage. Companies are                        know-how, skills and expertise of a company’s employees and
more and more basing their success and survival on innovation                          executives. Organizational capital is the knowledge ensemble that
                                                                                       remains in the company at the end of the day; it includes the
                                                                                       company’s patents, operating structures, administrative organi-
  1
    Published in: Journal of Accounting Literature, vol. 19, 2000, pp. 102-130.        zation and information systems, its installed capacity, reputation
Reprinted in: Readings on Intangibles and Intellectual Capital, Cañibano, L. and P.
Sánchez (Editors), AECA, Madrid 2004.
  2
    Measuring Intangibles To Understand and Improve Innovation Management.
  3                                                                                      7
    A European Research Arena on Intangibles.                                              This has been highlighted in the MERITUM Guidelines: 3. Conceptual framework.
  4                                                                                      8
    Policies for Research and Innovation in the move toward the European Research          http://www.kpmgblogs.es/el-valor-de-la-reputacion-y-los-intangibles-en-el-
Area.                                                                                  contexto-economico-actual/.
  5                                                                                      9
    Accounting Harmonisation and Standardization in Europe: Enforcement, Com-              https://www.entrepreneur.com/article/267618.
                                                                                        10
parability and Capital Market Effects.                                                     http://www.pacificlatam.com/investigaciones/barometro-de-la-confianza-
  6
    The European IFRS Revolution: Compliance, Consequences and Policy Lessons.         2016/.
https://doi.org/10.1016/j.rcsar.2017.12.001
1138-4891/© 2017 ASEPUC. Published by Elsevier España, S.L.U. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-
nd/4.0/).
2                                             Editorial / Revista de Contabilidad – Spanish Accounting Review 21 (1) (2018) 1–6
Enterprise
and image, as well as its productive efficiency and corporate cul-                       the pharmaceutical industry or information and communications
ture. Finally, relational capital is the set of resources linked the                     technologies. Given their great versatility, the only factor limiting
external relationships the company has with its clients, suppliers,                      the use of intangibles is the market, something that does not hap-
shareholders or partners and its surroundings. This network of rela-                     pen with tangible items subject to other kinds of restrictions. Lastly,
tionships can be represented as the roots enabling the growth of a                       we must not overlook the immense potential of the networked use
tree, now and in future, as shown in the following diagram (Fig. 1).                     of intangibles, with the consequential economies derived from this
    Intellectual capital therefore refers to the status of relationships,                circumstance.
the creation of value or the improvements in the skills and abili-                           These inherent characteristics of intangible resources and
ties of the people making up the company. These characteristics                          activities generate differences between the (extensive) economic
inherent to intangibles: tacit nature, difficulty for their transmis-                    concept of intellectual capital and the much more limited account-
sion within the company and blurred ownership limits hinder both                         ing concept of an intangible asset that is used as the basis for
the extraction of value from this capital and also its valuation. On                     drawing up the third-party financial reporting information that
occasion, it is not even possible to establish its existence. All this                   companies have to publish from time to time. It is precisely the
hinders its definition, valuation, measurement, interpretation and                       existence of intangible assets not recognized for accounting pur-
management, and hence the communication of relevant informa-                             poses that explains a large part of the well-known discrepancy
tion regarding its intangible components for the taking of decisions.                    between market capitalization and the book value of companies.
    These difficulties, at the same time as posing a challenge,                          There is a considerable distance between these two values, as has
highlight how much remains to be investigated in the vast field                          repeatedly been made clear in the specialized literature, particu-
represented by intangibles generated by business innovation and                          larly in one of the earliest studies of this matter (Lev & Zarovin
at the same time driving this innovation. Before referring expressly,                    1999).
however, to aspects relating to the management and reporting of
intangibles, please allow us some brief notes on the main character-                     Back to the fray with reporting of intangibles
istics differentiating these elements from those of a tangible nature
(Cañibano, García-Ayuso, & Sánchez, 2000).                                                 In an attempt to classify the successive contributions to the
    Investment in intangible assets is clearly very different from                       debate on intangibles, some more recent papers (Guthrie et al.,
investment in tangible assets. Investing in intangible assets gen-                       2012; Dumay & Garanina, 2013, Dumay, 2016) have divided this
erally entails greater risk and, for this same reason, a higher return                   process into the following four phases or stages:
is expected from them. As opposed to what happens with tangi-
ble assets, intangibles are capable of simultaneous use; by way of                       (1) During the late 1980s and the 1990s, the various contributions
example, consider the case of an airline, with restrictions on the                           attempted to create a conceptual framework for intellectual
capacity of its fleet (tangible) versus the versatility of its book-                         capital in order to help visualize these invisible resources and
ing system (intangible). Whereas tangible assets tend to follow                              therefore enable them to be measured and ultimately reported.
the law of diminishing returns, this does not happen with intan-                             Their methodological foundation lies in “grounded theory”. The
gibles because of the cumulative nature of knowledge; intangibles                            most significant authors in this period were Kaplan and Norton
are usually characterized by requiring high sunk costs11 and low                             (1992), Edvinson (1997) and Stuart (1997).
incremental costs, as often happens, for instance, in such sectors as                    (2) Starting in the early part of this century, we are told (Dumay,
                                                                                             2013:12) that researchers continued to emphasize the mea-
                                                                                             surement and reporting of intangibles, with the MERITUM
 11
      Overheads caused by past decisions.                                                    (2002) Guidelines being considered a ‘seminal’ work. As one
                                              Editorial / Revista de Contabilidad – Spanish Accounting Review 21 (1) (2018) 1–6                                  3
    of the co-authors, it should like to point out that this texts                       ICAC, regarding the accounting treatment given to the revenue
    goes far beyond that content, as these Guidelines devote an                          derived from the sale of stakes in the “Set of Rights” that we will
    entire chapter to managing intellectual capital, and delves more                     be referring to below, with the argument that, in the accounting
    deeply into the concepts of ‘critical intangible’ and ‘commer-                       sphere, this revenue was similar to that obtained by television
    cially exploitable intangible’, both closely linked to business                      sports broadcasts and that it should therefore accrue over the term
    strategies. Other studies also considered relevant are the Danish                    of the contract’s duration. These are obviously two completely dif-
    IC Reporting (Mouritsen et al., 2003) and the European project,                      ferent transactions, with the first implying revenue from the sale of
    InCaS.12                                                                             an intangible on the date of the contract, whereas the second refers
(3) Guthrie et al. (2012) pointed out that a new research approach                       to the revenue produced and recognized on each of the dates cor-
    was emerging around that time, based in practice on how busi-                        responding to the effective provision of the service. This was how
    nesses used their intellectual capital. This approach not only                       it was also understood by the ICAC when it proceeded to dismiss
    considers value in monetary terms but also treats other values                       the allegations.
    incorporated into the products and services addressed to clients
    and other third parties as valuable and important. A transfor-
    mation is being wrought in research into intellectual capital
    in pursuit of engagement in the company’s internal processes,                          The transaction for the sale of stakes in Real Madrid’s
    as already discussed in fact in the MERITUM (2002) Guidelines                          ‘‘Set of Rights’’ in 2001
    referenced above.
(4) In an attempt to push the envelope further, Dumay (2016) one                           At the start of the 2000–2001 financial year (July 1st, 2000), the
    more redrafted the aims of research into intellectual capital,                         Real Madrid football club held certain intangibles that were not
    highlighting that the aim of reporting on intellectual capital is                      recognized for accounting purposes on its balance sheet.
    not appropriate; for Dumay, the myth of value creation based                           Although there is a long-standing refrain stating that what isn’t
    on better reporting has not worked and so must be ‘buried’.13 It                       recognized for accounting purposes does not exist, the fact of the
    is necessary to help organizations disclose what previously had                        matter is that the emergence of the knowledge-based economy
    been kept secret or was simply unknown. It is not a matter of                          has proved the existence of considerable intangible elements
    reporting but revealing, by means other than reports, informa-                         that are critical for the creation of value in a company; they not
    tion that affects intellectual capital, albeit not classified as such.                 only exist but are decisive for the generation of the company’s
                                                                                           future profits.
   We have to agree that the emphasis placed on reporting intan-                           The mere existence of such intangible elements does not gen-
gibles at the time has failed to achieve its goals, as the reference                       erate value; it is necessary for them to be identified by the
framework for accounting information has not changed enough                                management, especially those of a critical nature, i.e. those
to accommodate a more flexible valuation criterion for these,                              directly associated with the company’s strategic goals, and for
assuming one of the proposals submitted (Lev, Cañibano, & Marr,                           the necessary means to be provided to turn these into commer-
2005:42), or to supplement an estimation in this respect via the                           cially exploitable intangible assets.
notes to the accounts. On the other hand, there are indeed new                             Following the elections held on June 16th, 2000, a new Gover-
reporting obligations on sustainability and social responsibility,                         ning Council led by Florentino Pérez took over at Real Madrid
but these too have failed to achieve the mandatory inclusion of                            and, after examining the practices applied by certain leading
information about intangibles.                                                             international teams, identified the club’s brand and image as
   Is it possible now, with the new EU directive on non-financial                          well as the image of Real Madrid’s players as critical intangibles
information,14 to expect any disclosure of information on intangi-                         and then implemented the means for turning these into commer-
bles or intellectual capital among non-financial information? At the                       cially exploitable intangible assets, adapting the Club’s internal
present time, after its transposition, this directive will be compul-                      organization to the new strategic goal established, and seeking
sory in Spain for listed companies and other public interest entities.                     co-operation agreements with other entities with experience in
Non-financial reports of this kind could be subjected to verifica-                         the promotional business to be developed.
tion by an independent professional, similar to the auditor’s report                       The so-called “Set of Rights” (corresponding to Merchandizing,
accompanying the company’s financial statements.                                           Club Image and Players’ Images, Internet and Distribution) is
                                                                                           simply an accumulation of the commercially exploitable intan-
                                                                                           gibles we have been referring to, as they arise as a consequence
The analysis of intangibles as a management tool
                                                                                           of the strategic decisions adopted by the new Governing Coun-
                                                                                           cil of Real Madrid and the subsequent actions taken. In other
    Regardless of the foregoing with respect to reporting and in
                                                                                           words, it is a new business to be developed, with expectations
order to emphasize the management vision implied by an anal-
                                                                                           of future profits that have gradually materialized more and more
ysis of intangibles, not only after 2012 but even earlier as shown
                                                                                           over time.
in the MERITUM Guidelines (2002), I have included here an extract
                                                                                           The co-operative agreement entered into with “Accionariado y
from a report produced in the now distant 2003 at the request of
                                                                                           Gestión” (in the Caja Madrid Group) and “Sogecable” repre-
the Office of the President of Real Madrid football club, in view of
                                                                                           sented the sale by Real Madrid of percentage stakes of 20% and
the accounting controversy that arose at the time.
                                                                                           10%, respectively, in the preceding intangible assets for a total
    A member of the previous Governing Council of that sports
                                                                                           amount of 19.5 billion pesetas. Given the accounting recogni-
entity submitted a complaint to the Spanish accounting authority,
                                                                                           tion of these intangibles at the time, most of the costs originated
                                                                                           by the same were charged to expenses; as a result, the amount
                                                                                           on the balance sheet was small, so the difference between the
 12
    http://www.incas-europe.org/home/index.html.
 13
                                                                                           amount received and the amount recorded on the balance sheet
    Then I declared IC reporting dead and flashed up on the screen a tombstone with
the epitaph ‘Intellectual Capital Reporting: 1994-2012’.                                   came to 19.3 billion pesetas, which were posted to accounts as
 14
    Directive 2014/95/EU of the European Parliament and of the Council of 22 Octo-         the extraordinary profit from the sale of intangible fixed assets,
ber 2014 amending Directive 2013/34/EU as regards disclosure of non-financial and          as prescribed by the General Table of Accounts in force.
diversity information by certain large undertakings and groups.
4                                          Editorial / Revista de Contabilidad – Spanish Accounting Review 21 (1) (2018) 1–6
Fig. 2. Strategic resources and their consequences with respect to oil & gas companies.
Published with permission. Source: Lev and Gu (2016) ‘The End of Accounting and the Path Forward for Investors and Managers’. Wiley, Hoboken, New Jersey.
companies and the performance of activities for their improvement                                - In the case of vehicle insurance companies, the frequency of acci-
and subsequent valuation.                                                                          dents and their severity.
   Replicating the same scheme for the process of identifying                                    - Among pharmaceutical and biotechnology companies, the results
resources and intangible activities as in the MERITUM Guidelines                                   of their clinical trials.
(4.1 Figure 3) to the preceding Real Madrid case, we would obtain                                - Among oil and gas businesses, confirmed variations in known
the following diagram:                                                                             reserves.
  Processes                                Real Madrid case
  Strategic goal                           To develop a new revenue stream                           These circumstances led to the proposal of a new complete
  Critical intangibles                     Merchandizing, image of club and players,             information paradigm for investors and executives in the 21st cen-
                                           Internet, distribution                                tury: ‘The report on strategic resources and their consequences’. The
  Intangible resources to be               Co-operation with financial entities and
    created/developed                      communication bodies
                                                                                                 resources the report is to provide are those of strategic value in
  Intangible activities to                 Marketing, communication, networks                    modern companies, such as patents, trademarks, technology, natu-
    improve resources                                                                            ral resources, operating licences, clients, business platforms and the
  Activities to evaluate                   Analysis of increases in revenue, users,              company’s relationships with third parties. These basically concern
    outcomes                               advertising and communication contracts
                                                                                                 intangible concepts included within intellectual capital.
                                                                                                     In order to depict these ideas in a summarized form, the afore-
The report on strategic resources and their consequences                                         said authors present a report template in the work cited and they
                                                                                                 apply it to the industries mentioned above. We reproduce below the
   This focus of the analysis of intangibles on the company’s man-                               report on strategic resources and their consequences with respect
agement, taking into account its strategic aim, has been studied                                 to oil & gas companies (Fig. 2).
by an author highly characterized in this field, namely Baruch Lev                                   It is worth noting the effort made to compile a suite of highly
(Lev & Gu, 2016), after highlighting the constant deterioration in                               relevant information in the model presented; without doubt, this
the usefulness and relevance of financial reporting for investment                               has influenced (and will continue to influence) the information dis-
decisions over the last half century, a process that has gained in                               closed in practice by companies in the sector indicated. For our part,
momentum in recent decades. Financial reporting no longer reflects                               we have been able to confirm that Repsol now distributes infor-
the factors that create value and give businesses a substantive com-                             mation of this type through some of the reports accompanying
petitive advantage.                                                                              its Annual Accounts and Management Report, such as the report
   The following are pointed out as examples of types of informa-                                on hydrocarbon exploration and production activities, including
tion that would be important for investors, quite apart from that                                details on investments and results, strategic resources, such as
provided through financial reporting:                                                            proven reserves, mining rights, exploring activities and others.
- The company’s strategy, i.e. how it executes its business model.                               In short
- Major indicators, such as the number of new clients.
                                                                                                    Wherever traditional financial and accounting information can-
                                                                                                 not reach, other kinds of information, starting from an analysis of
 15
    This policy of linking term and return has been applied in the commercial
                                                                                                 intangibles, may facilitate the disclosure of the critical elements
exploitation of some other intangibles, such as, for example, administrative con-                creating value. Call it a report on strategic resources or give it some
cessions granted by the State for the operation of motorways.                                    other name, but publish it. As was said at the beginning, we are
6                                                 Editorial / Revista de Contabilidad – Spanish Accounting Review 21 (1) (2018) 1–6
immersed in an economy of the intangible; today more than ever                               Lev, B., Cañibano, L., & Marr, B. (2005). An accounting perspective of intellectual
before, intangibles are important creators of business value and a                               capital. In B. Marr (Ed.), Perspectives on intellectual capital. London: Elsevier.
                                                                                             Lev, B., & Gu, F. (2016). The end of accounting and the path forward for investors and
source of competitive advantage. Let us never lose sight of that.                                managers. Hoboken, New Jersey: Wiley.
                                                                                             MERITUM. (2002). In L. Cañibano, P. Sánchez, M. García-Ayuso, & C. Chaminade
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                                                                                                                                                            1   Professor Emeritus.
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