Article Goodlossesbadlosses
Article Goodlossesbadlosses
Introduction AUTHORS
Aphasia is a condition that breaks the link between thought and Michael J. Mauboussin
language. It is the result of damage to specific regions in the brain [email protected]
and is usually caused by a stroke. Patients who suffer from aphasia Dan Callahan, CFA
understand images, ideas, or concepts but cannot convey them in [email protected]
words. The term comes from the Greek aphatos, or “speechless.”1
Accounting is commonly called the language of business.2 It is how
a company communicates its economic results and financial
position to current and prospective stakeholders, including
shareholders, creditors, suppliers, and employees. These
stakeholders want to know whether the company has a good
business. Core considerations include the company’s growth,
profitability, return on investment, and financial strength.
Accounting can be aphasic. In many cases, the bottom-line figures
that are consistent with generally accepted accounting principles
(GAAP) fail to communicate the essence of a company’s
economics. For example, there has been a steady rise in the use
and utility of non-GAAP figures, calculations that deviate from the
accounting rules and regulations.3 More than 95 percent of
companies in the S&P 500 report non-GAAP numbers, and there
is evidence that investors find them useful.4 Overall, understanding
whether a company’s business is fundamentally sound requires
going deeper than superficial sums or ratios.5
Investors often demarcate between profitable and unprofitable
companies, as measured by net income. Net income is the profit
after subtracting all costs, expenses, and taxes from sales. Exhibit
1 shows that one-third of the companies in the Russell 3000, which
tracks the largest stocks by market capitalization in the United
States, reported negative net income in 2021. This ratio has been
climbing in recent decades. Non-GAAP results swing about a fifth
of them into positive territory. Some adjustments make sense,
including adding back truly one-time or non-economic expenses,
whereas others, such as adding back the expense for stock-based
compensation, do not.6 What we want to investigate is how much
information is contained in simple profits or losses.
.
Exhibit 1: Percent of Russell 3000 Companies with Negative Net Income, 1980-2021
40
35
Percent of Companies with
30
Negative Net Income
25
20
15
10
0
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Source: FactSet and Counterpoint Global.
Note: Constituents of the Russell 3000® Index as of year-end; Data reflects calendar years.
Exhibit 2 shows the financial forecasts for three companies. Assume that the results in the subsequent years
are consistent with the numbers you see here. Your task is to rank the three businesses in terms of value, from
highest to lowest. There are enough data for those with sharp eyes and pencils to have an informed view, even
though the statements are not complete. Take a moment to examine the figures.
Maintenance SG&A 230.0 264.5 304.2 632.5 727.4 836.5 230.0 264.5 304.2
Investment SG&A 248.4 269.8 182.5
Operating income 230.0 264.5 304.2 (18.4) (5.3) 121.7 230.0 264.5 304.2
Operating margin 20% 20% 20% -1.6% -0.4% 8.0% 20% 20% 20%
Taxes 46.0 52.9 60.8 46.0 52.9 60.8 46.0 52.9 60.8
NOPAT 184.0 211.6 243.3 (64.4) (58.2) 60.8 184.0 211.6 243.3
Invested capital 1,276.0 1,593.4 1,836.7 527.6 575.2 636.0 1,276.0 1,672.8 2,129.0
ROIC 16.2% 14.7% 14.2% -12.5% -10.6% 10.0% 16.2% 14.4% 12.8%
Source: Counterpoint Global.
Note: SG&A=selling, general, and administrative expense; NOPAT=net operating profit after taxes; ROIC=return on
invested capital (invested capital=average of current and prior year).
Company A and Company B have identical free cash flows. What is different is where the investments show up
in the financial statements according to the rules of accounting. For Company A, investments are captured on
the balance sheet, which is revealed by examining the change in invested capital from one year to the next.
For Company B, most of the investments are expensed on the income statement. The figures for Company A
are typical of a firm that invests primarily in tangible assets, including capital expenditures for machines and
factories. Those for Company B are common for a company that invests mostly in intangible assets, non-physical
items such as software code and marketing to build a brand.
Let’s do the calculations to show the equivalence. We’ll focus on year two. Company A has NOPAT of $211.6
and an investment of $317.4 for total free cash flow of -$105.8. You can compute the investment by looking at
the change in invested capital ($317.4 = $1,593.4 - $1,276.0).
Company B has NOPAT of -$58.2, investment of $47.6, and free cash flow of -$105.8. But note that Company
B reflects $269.8 of selling, general, and administrative (SG&A) expense on the income statement even though
it is really an investment. Were the company to record that investment on the balance sheet instead of the
income statement, NOPAT would go from -$58.2 to $211.6, investment would rise from $47.6 to $317.4, and
free cash flow would stay the same.
Company B would in fact be more valuable in the real world because the investments it expenses create a
valuable tax shield. That means that Company B would pay less in taxes than Company A.
We can also do a back of the envelope calculation of the return on investment, which we define here as the
change in this year’s NOPAT divided by last year’s investment. In other words, how much did earnings grow this
year as a result of last year’s investment? Again, we’ll start with Company A and look at years 2 and 3. In this
case, the return on investment is 10 percent, or a change in NOPAT of $31.7 ($243.3 - $211.6) divided by the
investment of $317.4.
The unadjusted figures for Company B appear nonsensical. But if you make the adjustments, the figures for
Company B align exactly with those of Company A. Here again, you have to think about investment and return
on investment clearly to see these businesses are indeed the same.
Company C has the same NOPAT as Company A but its investment of $396.8 is much higher. As a result, its
free cash flow is -$185.1 and its return is 8 percent ($31.7 ÷ $396.8). Company C’s investments yield a lower
return than that of companies A and B.
We designed this example so that the level of investment, return on investment, and growth are identical for
companies A and B. But the accounting differs because one invests in tangible assets and the other in intangible
assets. The concepts are the same, but the communication is different. This is accounting aphasia.
The central point of this report is to distinguish between “GAAP-losers” and “real losers.” These categories were
introduced by the accounting professors Feng Gu, Baruch Lev, and Chenqi Zhu. 7 GAAP losers are companies
that have expenses that exceed sales, but the essential insight is that some percentage of those expenses are
intangible investments. Real losers also have expenses that exceed sales. Gu, Lev, and Zhu focus on how the
valuation and stock price performance of these categories differ.
Exhibit 1 shows that the percentage of companies reporting losses has increased in recent decades. We want
to understand whether that rise reflects GAAP-driven or real losses. There are spikes in losses that coincide
with periods of economic decline, but the underlying driver of the trend is the rise of intangible investment.
Exhibit 3 illustrates the point. In 2001, intangible investments were on par with capital expenditures for
companies in the Russell 3000. Twenty years later, intangible investments were roughly double capital
expenditures.
To cast all companies in a similar light, the professors adjusted the GAAP accounting by recording the intangible
investment on the balance sheet and replacing the expense on the income statement with the amortization of
the capitalized intangibles.8 This treats capital expenditures and intangible investments in the same way. 9 The
researchers found that this modification flipped about 40 percent of the reported losses to profits and improved
the relevance of earnings.10
2001
2021
Source: Based on Luminita Enache and Anup Srivastava, “Should Intangible Investments Be Reported Separately or
Commingled with Operating Expenses? New Evidence,” Management Science, Vol. 64, No. 7, July 2018, 3446-3468;
Includes estimates by Counterpoint Global.
Accountants have to adhere to generally accepted accounting principles that are well established and
conservative. The problem is that these principles can obscure the value drivers that investors and other
stakeholders seek to comprehend and forecast.
Stock prices reflect a company’s current financial position plus a set of expectations about its future financial
results.11 We want to know if investors sort good and bad losses effectively when they value businesses.
Gu, Lev, and Zhu not only make adjustments to more accurately reflect profit, but they also examine the total
shareholder returns for the stocks of the GAAP losers relative to profitable firms as well as the real losers. Exhibit
4 shows the results for the period from 1980 to 2017. The companies in each category are matched for size,
valuation, industry, and year so as to isolate the profit effect. They found that $1 grew to $20.82 when invested
in the GAAP losers, $7.65 in the profitable firms, and just $1.90 in the real losers. The respective compound
annual growth rates in total shareholder returns are 11.5, 7.5, and 2.3 percent.
These long-term results obscure an important shift. From 1980 to 1996, just under one-half of the full period, the
GAAP losers outperformed real losers but underperformed profitable firms. It was only in the last two decades
of the measured period that the GAAP losers delivered higher returns than both the real losers and profitable
firms.12 The message is that the market ultimately recognizes and pays for intangible investments that create
value, even if they create losses in the short term.
Exhibit 4: Growth of One Dollar Invested in Matched Companies: GAAP Losers, Profitable
Firms, and Real Losers, 1980-2017
0 5 10 15 20 25
Growth of One Dollar Invested, 1980-2017
Source: Based on Feng Gu, Baruch Lev, and Chenqi Zhu, “All Losses Are Not Alike: Real versus Accounting-Driven
Reported Losses,” SSRN Working Paper, May 2022.
Note: Firms matched by size, price/book, industry, and year; GAAP=Generally Accepted Accounting Principles; The growth
of one dollar is hypothetical and based on actual historical information and should not be construed as an indication of
future results.
© 2023 Morgan Stanley. All rights reserved. 5845839 Exp. 7/31/2024 5
Conclusion
Accounting is the language of business that allows a company to share its financial results with interested
stakeholders. Certain principles guide how accountants reflect the range of business activities on financial
statements.
One principle of accounting is conservatism, which says that companies should be prudent when recognizing
items that have uncertain future benefits.13 For example, the Financial Accounting Standards Board issued the
Statement of Financial Accounting Standards No. 2 in October 1974 that stipulated that research and
development costs, a classic form of intangible investment, should be expensed immediately because of “a high
degree of uncertainty about the future benefits of individual research and development projects.” 14 Today, most
intangible investments are subject to this principle.
The rise of intangibles in recent decades means that more investments than ever are expensed immediately
versus capitalized on the balance sheet and amortized on the income statement consistent with the principle
that sales and expenses should be matched over time. This makes the income statements and balance sheets
of today appear distorted relative to those of the past. In particular, some businesses with high return on
investment have losses. Academics call these companies GAAP losers to distinguish them from real losers,
businesses that have expenses unrelated to investment that exceed sales.
Capitalizing intangible investments and amortizing them makes the economic picture clearer. It allows investors
to sort companies losing money for the right reasons and improves the relevance of earnings. Core concepts
are communicated more clearly.
Evidence from recent decades shows that GAAP losers produced attractive total shareholder returns relative to
the real losers and profitable companies. Investors must look past simple measures of profits to understand a
business’s true ability to create value.
Company A
Year 1 2 3 4 5 6 7 8 9 10 11 12
Sales 1,000.0 1,150.0 1,322.5 1,520.9 1,749.0 2,011.4 2,313.1 2,660.0 3,059.0 3,517.9 4,045.6 4,652.4 5,350.3
Cost of goods sold 600.0 690.0 793.5 912.5 1,049.4 1,206.8 1,387.8 1,596.0 1,835.4 2,110.7 2,427.3 2,791.4 3,210.2
Gross profit 400.0 460.0 529.0 608.4 699.6 804.5 925.2 1,064.0 1,223.6 1,407.2 1,618.2 1,861.0 2,140.1
Gross margin 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0%
Maintenance SG&A 200.0 230.0 264.5 304.2 349.8 402.3 462.6 532.0 611.8 703.6 809.1 930.5 1,070.1
Investment SG&A
Operating income 200.0 230.0 264.5 304.2 349.8 402.3 462.6 532.0 611.8 703.6 809.1 930.5 1,070.1
Operating margin 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20%
Taxes 40.0 46.0 52.9 60.8 70.0 80.5 92.5 106.4 122.4 140.7 161.8 186.1 214.0
NOPAT 160.0 184.0 211.6 243.3 279.8 321.8 370.1 425.6 489.4 562.9 647.3 744.4 856.0
Investment 240.0 276.0 317.4 243.3 279.8 321.8 277.6 319.2 367.1 422.1 388.4 446.6 535.0
Free cash flow (80.0) (92.0) (105.8) (0.0) 0.0 (0.0) 92.5 106.4 122.4 140.7 258.9 297.8 321.0
PV of FCF (85.2) (90.7) (0.0) 0.0 (0.0) 58.3 62.1 66.1 70.4 119.9 127.7 127.5
Sum of PV of FCF 456.1
Invested capital 1,000.0 1,276.0 1,593.4 1,836.7 2,116.6 2,438.4 2,716.0 3,035.2 3,402.3 3,824.4 4,212.8 4,659.4 5,194.4
ROIC 16.2% 14.7% 14.2% 14.2% 14.1% 14.4% 14.8% 15.2% 15.6% 16.1% 16.8% 17.4%
Maintenance SG&A 550.0 632.5 727.4 836.5 962.0 1,106.2 1,272.2 1,463.0 1,682.5 1,934.8 2,225.1 2,558.8 2,942.6
Investment SG&A 228.0 248.4 269.8 182.5 181.9 209.2 166.5 175.6 183.5 211.1 194.2 223.3 267.5
Operating income (28.0) (18.4) (5.3) 121.7 167.9 193.1 296.1 356.4 428.3 492.5 614.9 707.2 802.5
Operating margin -2.8% -1.6% -0.4% 8.0% 9.6% 9.6% 12.8% 13.4% 14.0% 14.0% 15.2% 15.2% 15.0%
Taxes 40.0 46.0 52.9 60.8 70.0 80.5 92.5 106.4 122.4 140.7 161.8 186.1 214.0
NOPAT (68.0) (64.4) (58.2) 60.8 97.9 112.6 203.5 250.0 305.9 351.8 453.1 521.1 588.5
Investment 12.0 27.6 47.6 60.8 97.9 112.6 111.0 143.6 183.5 211.1 194.2 223.3 267.5
Free cash flow (80.0) (92.0) (105.8) (0.0) 0.0 (0.0) 92.5 106.4 122.4 140.7 258.9 297.8 321.0
PV of FCF (85.2) (90.7) (0.0) 0.0 (0.0) 58.3 62.1 66.1 70.4 119.9 127.7 127.5
Sum of PV of FCF 456.1
Invested capital 500.0 527.6 575.2 636.0 734.0 846.6 957.7 1,101.3 1,284.8 1,495.9 1,690.1 1,913.4 2,180.9
ROIC -12.5% -10.6% 10.0% 14.3% 14.3% 22.6% 24.3% 25.6% 25.3% 28.4% 28.9% 28.7%
Maintenance SG&A 200.0 230.0 264.5 304.2 349.8 402.3 462.6 532.0 611.8 703.6 809.1 930.5 1,070.1
Investment SG&A
Operating income 200.0 230.0 264.5 304.2 349.8 402.3 462.6 532.0 611.8 703.6 809.1 930.5 1,070.1
Operating margin 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20% 20%
Taxes 40.0 46.0 52.9 60.8 70.0 80.5 92.5 106.4 122.4 140.7 161.8 186.1 214.0
NOPAT 160.0 184.0 211.6 243.3 279.8 321.8 370.1 425.6 489.4 562.9 647.3 744.4 856.0
Investment 240.0 276.0 396.7 456.3 524.7 804.5 925.2 1,064.0 1,223.6 1,407.2 1,618.2 1,861.0 535.0
Free cash flow (80.0) (92.0) (185.1) (212.9) (244.9) (482.7) (555.1) (638.4) (734.2) (844.3) (970.9) (1,116.6) 321.0
PV of FCF (85.2) (158.7) (169.0) (180.0) (328.5) (349.8) (372.5) (396.6) (422.4) (449.7) (478.9) 127.5
Sum of PV of FCF (3,263.9)
Invested capital 1,000.0 1,276.0 1,672.8 2,129.0 2,653.7 3,458.3 4,383.5 5,447.5 6,671.1 8,078.2 9,696.5 11,557.4 12,092.5
ROIC 16.2% 14.4% 12.8% 11.7% 10.5% 9.4% 8.7% 8.1% 7.6% 7.3% 7.0% 7.2%
Source: Counterpoint Global.
Note: SG&A=selling, general, and administrative expense; NOPAT=net operating profit after taxes; PV=present value; FCF=free cash flow; CV=continuing value; ROIC=return
on invested capital (invested capital=average of current and prior year).
investor, has said, “Accounting is the language of business, and you have to be as comfortable with that as you
are with your own native language to really evaluate businesses.” See “CNBC Excerpts: Billionaire Investor
Warren Buffett on CNBC’s ‘Squawk Box’ Today,” CNBC.com, March 2, 2015.
3 Nilabhra Bhattacharya, Ervin L. Black, Theodore E. Christensen, and Chad R. Larson, “Assessing the Relative
Informativeness and Permanence of Pro Forma Earnings and GAAP Operating Earnings, Journal of Accounting
and Economics, Vol. 36, Nos. 1-3, December 2003, 285-319 and Dirk E. Black, Theodore E. Christensen, Jack
T. Ciesielski, and Benjamin C. Whipple, “Non-GAAP Reporting: Evidence from Academia and Current Practice,”
Journal of Business Finance & Accounting, Vol. 45, No. 3-4, March/April 2018, 259-294.
4 Vijay Govindarajan, Anup Srivastava, and Rong Zhao, “Mind the GAAP,” Harvard Business Review, May 4,
2021; Asher B. Curtis, Sarah E. McVay and Benjamin C. Whipple, “The Disclosure of Non-GAAP Earnings
Information in the Presence of Transitory Gains,” Accounting Review, Vol. 89, No. 3, May 2014, 933-958; Patricia
M. Dechow, Richard G. Sloan, and Jenny Zha, “Stock Prices and Earnings: A History of Research,” Annual
Review of Financial Economics, Vol. 6, 2014, 343-363; and Ethan Rouen, Eric C. So, Charles C.Y. Wang, “Core
Earnings: New Data and Evidence,” Journal of Financial Economics, Vol. 142, No. 3, December 2021, 1068-
1091. The S&P 500® Index measures the performance of the large cap segment of the U.S. equities market,
covering approximately 80% of the U.S. equities market. The Index includes 500 leading companies in leading
industries of the U.S. economy.
5 Richard G. Sloan, “Fundamental Analysis Redux,” Accounting Review, Vol. 94, No. 2, March 2019, 363-377.
6 Michael J. Mauboussin and Dan Callahan, “Categorizing for Clarity: Cash Flow Statement Adjustments to
amortization rates” and “capitalize one-third of the current year’s SG&A expenses.” See Gu, Lev, and Zhu, “All
Losses Are Not Alike.” For a recent paper that estimates the percentage of SG&A and R&D that are investment,
along with asset lives, by industry see Aneel Iqbal, Shivaram Rajgopal, Anup Srivastava, and Rong Zhao, “Value
of Internally Generated Intangible Capital,” Working Paper, February 2022.
9 Tangible assets are depreciated, and intangible assets are amortized.
10 The 40 percent figure is from Gu, Lev, and Zhu. For a discussion on the impact of capitalizing intangible
investments, see Michael J. Mauboussin and Dan Callahan, “Intangibles and Earnings: Improving the
Usefulness of Financial Statements,” Consilient Observer: Counterpoint Global Insights, April 12, 2022.
11 Michael J. Mauboussin and Alfred Rappaport, Expectations Investing: Reading Stock Prices for Better
Returns—Revised and Updated (New York: Columbia Business School Publishing, 2021).
12 Gu, Lev, and Zhu, “All Losses Are Not Alike,” Figure 4A.
13 Feng Gu and Weimin Wang, “The Effect of R&D Investment on Future Earnings Uncertainty: New Evidence,”
Financial Accounting Standards Board, October 1974. For a more detailed history of accounting for R&D, see
Paul E. Nix and David E. Nix, “A Historical Review of the Accounting Treatment of Research and Development
Costs,“ Accounting Historians Journal, Vol. 19, No. 1, June 1992, 51-78.
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