An Approach to the Measurement of Intangible Assets in dot com

A sample of 40 firms that operate on the Internet is studied to explore ways ofidentifying and measuring intangible assets in this area of business. The firms meet threeconditions: operate on the Internet, have available accounting information, and are quoted onthe stock exchange. Data was obtained for four web metrics indicators, 30 ratios that combineaccounting and web traffic information, and a measure of efficiency based on Data EnvelopmentAnalysis. Modelling relied on multivariate statistical approaches. Two intangible assets wereidentified: one was related to internal structure and was associated with managerial efficiencyin achieving an impact in the Internet; and another one was associated with external imageand customer loyalty.