Value of intangible assets Sullivan (2000)

Qualitative measures work well with evaluating vision and strategy.This has a large alignment with the firm’s intangible assets which has many skeptics when it comes to determining their overall intangible value.Sullivan (2000) points out in the reading that a large portion of the value is indirect (e.g., strategic positioning, reputation, image) and is difficult to quantify in dollar terms.This makes it difficult to put into a form that satisfies the skeptics.With this being the case, why should a company invest the time and effort into considering the value of intangible assets?50+ words

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