Dr. Agustín Moreno Ruz
Agustín Moreno Ruz, professor at the Faculty of Economics and Business of the University of Barcelona and a regular collaborator of the Royal European Academy of Doctors (RAED), has published with the prestigious publishing house Aranzadi the monograph “Quantification of Extra-Accounting Intangible Business Values”, in which he systematically addresses the quantification and management of business values of intangible and extra-accounting origin, with a special focus on internally generated goodwill, a subject he has explored in several studies. Indeed, the publication bears the subtitle “Special reference to internally generated goodwill”.
“How can reputation, know-how, internal organisation or customer relationships be incorporated into company valuation when they do not appear in the financial statements? What implications does this have for corporate income tax and for M&A operations? The author proposes a system for measuring and accounting for internally generated goodwill, distinguishing it from goodwill arising from acquisitions and analysing it as a tool for corporate governance and as a management dashboard for the board of directors,” states the presentation of the work.
The expert begins with an introduction to the notion of intangibles and their growing relevance in today’s economy and accounting, before reviewing the main models for managing and valuing these assets, as well as the accounting and tax issues they raise. “By recognising the importance of internally generated goodwill and incorporating it into financial reports, we can improve the accuracy and transparency of financial information, enabling stakeholders to make well-informed decisions,” the author states.
From this perspective, the book is presented as a useful resource for tax lawyers, advisers and expert witnesses who need to substantiate valuations and defend positions before the administration or the courts. It also makes it possible to identify, measure and account for goodwill generated internally by the company and analyses patents, trademarks, reputation, image rights and other intangibles from an applied accounting and financial perspective. In this regard, the work proposes criteria for bringing accounting closer to the real economic value of the company and strengthening certainty in valuations and corporate operations.
Moreno Ruz is a leading academic figure for his studies on the accounting value of this internally generated goodwill, taking into account the demands of markets and investors, but also the proper functioning of the company. Doctor in Economics, Advanced Accounting and Auditing from the Rey Juan Carlos University, he advocates adapting accounting to market requirements and broadening its field of research, examining business management from every analytical angle in order to identify the needs to be met and the appropriate accounting response.
