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Increasing internally generated goodwill (IGG) is another way of depicting the rising gap between market and accounting values sometimes referred as the "book-to-market black box". Existing methods propose to value internally generated goodwill as the present value of abnormal earnings (e.g., residual income models) or to measure it indirectly through the excess of the enterprise value over the fair value of assets in a business combination. The critical drawback of these approaches is thatdoi:10.2139/ssrn.1833624 fatcat:ev4iyzguanhl7npfrbblpfdf4a