1. ทุนทางปัญญา Intellectual Capital KM 743
ผศ.ดร.ปิติพงษ์ ยอดมงคล
Asst.Prof.Dr.Pitipong Yodmongkol
วิทยาลัยศิลปะ สื่อ และเทคโนโลยี มหาวิทยาลัยเชียงใหม่
College of Arts Media and Technology, Chiang Mai University

2. IC
INTELLECTUAL CAPITAL

3. Market value and assets (in billion of dollars)
Theoretical grounding of IC
Market value and assets (in billion of dollars)
Company
Market Value
Revenue
Profits
Replacement
cost
Net Assets
‘Hidden Value’
Petro
China (2)
329 15
7.3
74.2
212
117(36%)
EXXON (3)
316 19
6.5
80.5
230
86(27%)
Microsoft (5)
256 14
3.8 27 77
179(68%)
Apple (1)
213
5.7
3.2
18.5 53
160(75%)
Net assets must be replaced and a company has to pay / no show on the balance sheet

4. The new business world
Microsoft which was the 172nd place on Fortune 500 list of 1996, became the most valuable company in the world with a very lower number of tangible assets.
In 1999, Microsoft was the most successful shareholder value creating company of any in the US with a MVA (enterprise value less capital employed) of $629.5 billion.
Apple has became the most valuable company in the world in 2011 with a very lower number of tangible assets (58,XXX MLD)
(Fortune Magazine, 1999, Steward, 1997)

5. The New Business World Knowledge Companies
Independent to / MAN / Machine / Money /Material
asset-lite (in the conventional accounting balance sheet sense)
Focus on intellectual asset
The phenomena in new economy meant that managing for shareholder value was much more about managing capital that was not represented as “assets” on the traditional balance sheet; in other words, managing what we now call
“intellectual capital”.

6. An increasing part of the stock prices value of listed companies could not be explained by traditional balance sheet

8. The phenomena
The management needs a new framework and tools to assist in identifying, quantifying, managing and reporting on all the capital forms [tangible & intangible] and value creating activities that are causally connected to creating value for stakeholders.

9. INTELLECTUAL CAPITAL
Intellectual Capital: IC : is a new management concept to the New Economy
Why?
Financial indicators can give misleading signals about knowledge-intensive companies
The maintenance of intangibles can not be treated as investments.
Profitability, or return on capital, is misleading.
The difference of market value - book value
Increasing need for transparency in business report
ICT-infrastructure can be seen as an intelligent way to manage intangible
Knowledge, information, data, skill, experience, relation, process etc., can be managed to create competitive advantages

10. Intellectual Capital

11. Defining IC

12. IC
IC belief that the main resources for building competitive advantage are intangible resources
the systematic and standardized reporting about intangibles [both internal & external] will lead to better Org. performance

13. Intellectual Capital
IC is a concept of identifying, measuring and managing intangible assets.
Remark:
The field is still in its’ embryonic stage
- the important of value creation
- the important of value extraction
- the important of knowledge
- the important of IP

14. Core agreement of IC IC is about intangibles
IC is the make the difference
IC give structure to Organizational resources
A theory that puts intangibles into the center of wealth creating process [communicate, interpret & control]
IC is about human & non-human resources
Representing a holistic view of the firm [human & non-human]
IC is about interaction between resources
the product of interaction between the different classes of intangibles

15. Core-elements of Intellectual capital
IC is about intangibles.
An intangible is something which is “hidden or not-material”, which is “difficult to understand” and which “cannot be known by the senses”, although “it is known to be real” (Longman Dictionary).
IC is the make the difference
Intellectual capital is a further specification of the resource-based view of the firm. The starting point of this intangible-based view of the firm is that intangibles are the main source of value creation and competitive advantage (Edvinsson & Malone, 1997; Stewart, 1997; Sveiby, 1997).
IC gives structure to organizational resources.
Recognizing the importance of intangibles is one thing, but translating it into a theory is another. Drucker (1993) “we need a theory that puts knowledge (intangibles) into the centre of the wealth creating process. Intellectual capital makes it possible to communicate, interpret and control intangibles”.

16. Core-elements of Intellectual capital (Con.)
IC is about human, and non-human resources.
IC represents a holistic view of the firm. It is not only about the people (like Human Resource Accounting), but also about the non-human intangible resources, like organizational processes, structures, systems.
IC is about interaction between resources
Intellectual capital consists of different sub classes of intangibles (human capital, structural capital, relational capital). Value creation, however, is the product of interaction between the different classes of intangibles (Roos et al., 1997; Sanchez et al., 2000).

17. IC Intellectual => Human mild Capital => Financial wealth
people, knowledge, skill, process, relationship, system …..
Capital => Financial wealth
Intangible assets owns by Org in monetary terms
Intellectual goes beyond the brain and
capital goes beyond finance.

18. IC: the main qualifying characteristic
whether the resource is available or not
Does the company have access to it in order to realize its strategic goals?
IC is about strategic intangible resources [to manage IC, Org. must has strategy: contribute to the creation of Org. value and the achievement of Org goals]

19. The system of managing IC must be rooted in the strategy or mission of the company
Intellectual capital refers to intangibles that are of strategic value to the company
Intellectual capital: all intangible resources that are available to an organization, that give a relative advantage, and which in combination are able to produce future benefits.
Contribution : managing and measuring knowledge and intangible assets in a company
Strategy guides the search for the appropriate indicator for IC (look at goal and direction of the company) which IC form are important

20. Conversation management
IC as Org.’s strategy LO
Conversation management
Knowledge
Development
Innovation
Strategy KM
Knowledge
leverage
Core Competencies IC
Invisible assets
Human resource
accounting
Measurement
Balance
scorecards
Financial

21. IC: Strategy Roots IC Strategy knowledge development
Build Knowledge
Buy Knowledge
Communicate / [BA] – physical & virtual
Behavior : trust, learn & share
Knowledge leverage
Core competency
Knowledge application
(body of knowledge?) value & Know-How
Know boundary between KD & KA **vice versa** Virgin case

23. Intellectual Capital
Intellectual Capital (IC) includes of intangible resources that contribute to the creation of value for the organization.
knowledge,
competence and skills of people,
processes and work systems,
the culture that supports the people,
the image in the market place (brand, trademark)
relationships with customers, alliance partners and suppliers IP

24. Intellectual capital definitions

25. Intellectual capital definitions

26. Intellectual capital definitions