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But more than any one factor, many financial observers said the seemingly
endless litany of corporate scandalEnron, WorldCom, Tyco, ImClone, Qwest,
Bristol Myers-Squibb, Merck and on and oncoupled with the shakiness of the
underlying economy have finally pushed investors close, if not beyond, that
mystical tipping point known as "capitulation." That's when they finally cut their
losses and move their money out of stocks.1
The above quote appeared in the Sunday edition of the Washington Post on July 14, 2002. In the
prior week, the Dow Jones Industrial Average had dropped 700 points and the NASDAQ had
now lost three-quarters of its value from its peak in early 2000. The author of this article argued
that the large number of accounting scandals since Enron in October of 2001 had been the largest
factor leading to investors pulling money out of the stock market. The latest revelation in the
Summer of Scandals was Merck, which had the best reputation of any company that was tarred
by scandals during this period, and thus was arguably the most shocking revelation to date. At
the start of the week, the Wall Street Journal ran an article alleging that Merck had falsely
booked $12.4 billion in revenue over the past three years. Don Imus, a famous radio talk-show
host at the time, predicted at least a 300-point drop in the Dow upon seeing this article.
Recent Wharton grad, Kimberly Ulrich, was a junior partner at a hedge fund on Long Island.
She read the Merck article on the LIRR the day it came out and pondered whether she should
look into it further. She normally steered away from NYSE stocks because their rich public
information environments generally limited the potential for trading profits (unless she was able
to get an insider tip). But the Merck situation intrigued her because it was solely based on what
seemed to be a fairly minor accounting issue. From prior experience, she knew that there were
often big price movements in the weeks following such a scandal. Either the market overreacted
to what turned out to be a nonissue, in which case it was an excellent buy opportunity, or the
initial scandal was the tip of the iceberg (especially as other business journalists smelled blood),
in which case it was an excellent short-sale opportunity.
Ulrich decided to spend an hour or so looking into Merck. First, she downloaded EITF 99-19 on
Gross vs. Net Revenue Recognition (Exhibit 1) and worked through a couple of the Illustrative
Examples in the statement (Exhibit 2) to get a feel for whether Merck had any basis for its
accounting choice. Then, she pulled the two Wall Street Journal articles concerning Mercks
accounting for revenue in its Medco unit (Exhibit 3). Before even downloading the Merck 10-K
and Medco prospectus, she had a pretty clear idea of what to do in this case.
Quoted from As Stock Prices Fall, So Do Investors' Hopes by Ben White, Washington Post, 7/14/2002, p. A1
Exhibit 1: Excerpts from EITF Abstract, Issue No. 99-19, Reporting Revenue Gross as a
Principal versus Net as an Agent2
ISSUE
1. Diversity exists regarding whether a company should report revenue based on (a) the gross
amount billed to a customer because it has earned revenue from the sale of the goods or services
or (b) the net amount retained (that is, the amount billed to a customer less the amount paid to a
supplier) because it has earned a commission or fee. The issue often arises with companies that
sell goods or services over the Internet. Many of those companies do not stock inventory and
may arrange for third-party suppliers to drop-ship merchandise on their behalf. Those companies
also may offer services that will be provided by a third-party service provider. However, the
issue is not limited to companies that sell products or services over the Internet. For example, the
issue may arise in, but is not limited to, transactions related to advertisements, mailing lists,
event tickets, travel tickets, auctions (and reverse auctions), magazine subscription brokers, and
catalog, consignment, or special-order retail sales.
2. How companies report revenue for the goods and services they offer has become an
increasingly important issue because some investors may value certain companies on a multiple
of revenues rather than a multiple of gross profit or earnings. Net income generally does not
differ based on whether a company reports revenue on the gross amount billed to the customer or
the net amount retained.
6. The Task Force reached a consensus that whether a company should recognize revenue based
on (a) the gross amount billed to a customer because it has earned revenue from the sale of the
goods or services or (b) the net amount retained (that is, the amount billed to the customer less
the amount paid to a supplier) because it has earned a commission or fee is a matter of judgment
that depends on the relevant facts and circumstances and that the factors or indicators set forth
below should be considered in that evaluation. The Task Force reached a consensus that none of
the indicators should be considered presumptive or determinative; however, the relative strength
of each indicator should be considered.
Indicators of Gross Revenue Reporting
7. The company is the primary obligor in the arrangementWhether a supplier or a company
is responsible for providing the product or service desired by the customer is a strong indicator of
the company's role in the transaction. If a company is responsible for fulfillment, including the
acceptability of the product(s) or service(s) ordered or purchased by the customer, that fact is a
strong indicator that a company has risks and rewards of a principal in the transaction and that it
should record revenue gross based on the amount billed to the customer. Representations (written
or otherwise) made by a company during marketing and the terms of the sales contract generally
will provide evidence as to whether the company or the supplier is responsible for fulfilling the
ordered product or service. Responsibility for arranging transportation for the product ordered by
a customer is not responsibility for fulfillment.
2
T HE W HARTON S CHOOL OF
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U NIVERSITY OF P ENNSYLVANIA
T HE W HARTON S CHOOL OF
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U NIVERSITY OF P ENNSYLVANIA
T HE W HARTON S CHOOL OF
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U NIVERSITY OF P ENNSYLVANIA
These examples are drawn from EITF Abstract 99-19, with the company names made up by the case writer. Any
resemblance to actual companies is purely coincidental.
T HE W HARTON S CHOOL OF
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T HE W HARTON S CHOOL OF
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T HE W HARTON S CHOOL OF
THE
U NIVERSITY OF P ENNSYLVANIA
T HE W HARTON S CHOOL OF
THE
U NIVERSITY OF P ENNSYLVANIA
T HE W HARTON S CHOOL OF
THE
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T HE W HARTON S CHOOL OF
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T HE W HARTON S CHOOL OF
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