Engineering Business Reasoning, Analytics and Intelligence Network (E-BRAIN)
“Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius: and a lot of courage–to move in the opposite direction.”…Albert Einstein. This chapter details a performance-based theoretical model of intangible asset valuation: Engineering–Business Reasoning, Analytics and Intelligence Network (E-BRAIN). E-BRAIN’s origin started with the construction of a validated taxonomy of intangible asset value drivers: Framework of Intangible Valuation Areas (FIVA) (Green 2008). E-BRAIN is a culmination of research and practice and offers valuable insights into the emerging discipline and field of intangible assets. Using systems engineering and organization memory (cognition) as the foundation for its structure, the model identifies the path from intangible key performance indicators to performance measurement. This chapter introduces E-BRAIN as a systemic and holistic approach to intangible asset valuation that starts with a set of metrics by which business leaders can account for intangible or non-financial factors that affect value creation in the knowledge era business.