MARKET VALUE APPROACH: REDEFINING THE INTANGIBLE ASSETS

摘要

This paper provides an innovative way of defining the proxies for intangible assets of a company. Social media with its growing prominence and traditional media with its continuing influence on a company’s performance are important platforms for businesses. We propose that content produced about a company in social and traditional media shall be included to the existing list of intangible asset proxies such as patents and trademarks. We posit that the combined list of proxies will better predict the market value of a company. We develop an extended model to test related hypotheses using the Market Value Approach.