Volume 44 (2016) / Issue 10
Business models in a global context have evolved at a much speedier pace than the international tax framework. The internet of things, powerful corporate identities, innovative ways to play the market and an increasing reliance on intangibles are vital elements that lead to unprecedented ways of ‘value creation’. The Base Erosion & Profit Shifting (BEPS) project by the Organisation for Economic Co-operation and Development (OECD)/ Group of Twenty (G20) aims at ensuring that profits are effectively taxed where the economic activities generating the profits are performed. This is embedded in the premise that transfer pricing outcomes should be aligned with value creation. Many tax authorities and tax practitioners grapple with interpreting and translating value creation under innovative business models of multinational enterprises (MNEs) to the transfer pricing dictionary. In this article, the authors describe by means of examples how successful companies nowadays create value and unlock ‘economic rent’ across the value chain based on distinctive capabilities and unique business models. The authors subsequently put forward a novel economic approach to grasp value creation from a tax perspective in order to test whether there is a match with the transfer pricing outcomes. They started from the insights shared in ‘Strategy that works’ from PwC Strategy&, a playbook for the C-Suite to close the ‘strategy-to-execution’ gap.
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