无形资产及其未来价值

IntangibleassetsandfuturevalueAnAccenturesurveyConductedbytheEconomistIntelligenceUnitAugustandSeptember2003Respondentdemographics52%12%7%8%22%Lessthan$500million$500millionto$1billion$1billionto$3billion$3billionto$8billionMorethan$8billion18%3%13%6%12%6%43%ChiefexecutiveChairmanManagingdirectorPresidentChieffinanceofficerChiefoperatingofficerOtherWhichofthefollowingtitlesbestdescribesyourjob?Whatwereyourcompany’srevenuesinUSdollarsin2001?3%1%2%1%3%7%7%3%23%1%3%6%1%1%18%11%2%1%11%AerospaceanddefenceAgricultureAutomotiveChemicalsandtextilesConstructionandrealestateConsumergoods&retailingElectronicandelectricalequipmentEngineeringandmachineryFinancialservicesFood,beveragesandtobaccoGovernmentandpublicservicesHealthcare,pharmaceuticalsandbiotechnologyLeisure,entertainment,mediaandpublishingMining,oilandgasProfessionalservicesTelecoms,softwareandcomputerservicesTravel,tourismandtransportUtilitiesOtherRespondentdemographics31%21%5%4%4%4%3%3%3%3%3%2%2%2%2%2%1%1%1%1%1%1%1%1%1%0.5%0.5%USAUKSingaporeCanadaGermanyHongKongSpainAustraliaGreeceItalyPortugalBelgiumChinaFranceJapanTurkeyDenmarkHungaryIndiaIrelandIsraelLatviaMexicoNewZealandSouthKoreaSwedenTheNetherlandsWhatindustryareyouin?Inwhatcountryareyoulocated?Understandingof“intangibles”50%35%3%13%ItreferstoR&D,brand,intellectualpropertyandgoodwillonlyasdefinedbyrelevantaccountingstandardsboardsItreferstoallassetsthatcannotbevaluedwithanycertaintybutwhichareplacedonthebalancesheetsIdon’thaveaclearunderstandingoftheterm“intangibles”OtherWhatdoyouunderstandbytheterm“intangibles”,whenusedinabusinesscontext?OtherOtherCustomdefinitionsprovidedbyrespondentsItmightalsoincludehumancapitalAuniquelypositionedmanagementteamValuesoutsidetheclassicalbalancesheetHumancapitalassets,knowhow,intellectualassetsNon-physicalassetsthatcanbevaluedR&D,brand,intellectualpropertyandgoodwillnotdefinedbystandardboardsAnynon-tangibleasset(includingpeople)IncludesalsothehumanresourcesandstakeholdersofthecompanyAnassetwhichyoucannottouchDefinitionof“intellectualcapital”86%66%59%3%3%Intellectualpropertyanditsrepresentations,suchastrademarks,copyrights,patentsandthelikeTacitandexplicitknowledgerepresentationssuchassoftwareandprocedures.Allaspectsofrelationships(egcustomers,vendors),structure(egformalprocessesandprocedures)andhumancapital.Idon’thaveaclearunderstandingoftheterm“intellectualcapital”.OtherWhichofthefollowingelementshouldbeincludedinanybusinessdefinitionof“intellectualcapital”?OtherOtherCustomdefinitionsprovidedbyrespondentsTradesecretsSalespipelinesBusinessstrategyCulture(positiveornegative)Non-physicalassetsthatcanbevaluedHumanresourcesIntangiblesareimportant...butoverlooked3%22%26%49%Intangibleassetsarewhatthecompanyprimarilyreliesonforshareholderwealthcreation.Intangibleandtangibleassetsareofroughlyequalimportancetothecompanyforshareholderwealthcreation.Thecompanyhasmanyintangibleassets,butreliesprimarilyontangibleassetsforshareholderwealthcreation.Thecompanydoesnothavemanyintangibleassets,andreliesprimarilyontangibleassetsforshareholderwealthcreation.Howimportantareintangibleassetstoyourcompany’slong-termshareholderwealthcreation?Doesyourcompanymeasuretheperformanceofitsintangibleassetsand/orintellectualcapital?33%41%20%5%Yes,wehavearobustsystemthatmeasuresandtracksallaspectsoftheperformanceofourintangibleassets/intellectualcapital.Yes,weapplysomemeasurestoassesstheperformanceofourintangibleassets/intellectualcapital,buttheydon’tconstituteanorganisedsystem.Yes,weapplysomemeasurestoassesstheperformanceofourintangibleassets,butthosemeasuresaremainlyinformalorqualitative.No,wedonotmeasuretheperformanceofourintangibleassets/intellectualcapital.Mustmanageintangiblestosucceed...4%60%36%Outstandingcorporateperformanceissynonymouswiththeskilfulmanagementofintangibleassets.Companiesneedtomanageintangibleassetswelltobesuccessful,buttherearemanyothercontributingfactorstooutstandingperformance.Theimportanceofmanagingintangibleassetsisvastlyoverrated.Ingeneral,howimportantisthemanagementofintangibleassetsand/orintellectualcapitaltothesuccessofhigh-performingcompanies?Howimportantisthecomprehensiveandintegratedmanagementofintangibleassetsand/orintellectualcapitaltoYOURcompany’sfuturesuccessincreatingshareholdervalue?6%44%37%13%It’sthemostimportantmanagementissuefacingourcompany.It’samongthetopthreemanagementissuesfacingourcompany.It’sanimportantmanagementissue,butnotamongthetopthree.It’snotreallyanimportantmanagementissue.Highstandards,laggingperformance...conductscomprehensiveandproactivemanagementofrelevantintangibleassetsand/orintellectualcapital0%10%20%30%40%50%60%70%80%90%100%IdealCompanyMyCompany0%10%20%30%40%50%60%70%80%90%100%IdealCompanyMyCompany0%10%20%30%40%50%60%70%80%90%100%IdealCompanyMyCompanyNeverRarelyAttimesOftenAlwaysDon’tknow...measuresthemanagementperformanceofallrelevantintangibleassetsand/orintellectualcapital...reportspubliclyonintangibleassetsand/orintellectualcapitalandmattersrelatingtotheirperformanceStockmarketsreward...butovertime2%48%39%3%5%3%Yes,i