Apply and Explain the

1) Kohlberg's Stages of Moral Development,

2) Integrated Ethical Decision making Model (EF) and

3) Giving Voice to Value (GVV) in the context of Case 7-7 (Non-GAAP Metric Disclosure by General Electric: Value Added,Red Herring, or Red Flag?)

profits differ, industrial earnings is an after-tax measure that reflects an adjustment for earnings/losses attributable to noncontrolling interests, while industrial profit is a pre-tax measure." This is the second time the SEC has called out GE for their use of non-GAAP metrics, as they sent them a series of letters on this topic during 2016 as well. However, GE is not being singled out as the only company who perhaps stretches the limit of their usage. In both 2016 and 2017, the SEC sent more comment letters regarding the use of non-GAAP measures than on any other topic (with 429 letters to 223 registrants in 2016 or 16.75% and 656 letters to 311 registrants in 2017 or 28.34% of all SEC comment letterssent).' The growing use of non-GAAP metrics is also of concern to the PCAOB, who are actively researching their use and questioning whether the current standards should require auditors to perform specific testing of non-GAAP metrics contained in public filings and even those used on earnings calls and other types of releases." Per Bloomberg, the use of non-GAAP metrics has increased from just 58% of publicly traded companies to virtually all of them in just 20 years. However, Bloomberg suggests that the use of this many metrics by GE has made their financials more confusing, resulting in investors shying away from GE and negatively impacting their market price per share. The Bloomberg article quotes an executive from Westwood Holdings who has been decreasing the size of a major stake in GE as saying, "GE somewhere along the line lost the benefit of the doubt that the non-GAAP adjusted EPS number was a good reflection of what they were earning." A look at GE's stock performance in rela- tion to the overall market showing a steady decline supports this contention with their stock currently trading at close to its lowest level since the 2009 market crash. As of February 16, 2018, GE was trading at around $15 dollars per share, which was 50% of what it was trading at the same date in 2017, while the rest of the market was up over 18% during that same period. It is also worth noting that, in late 2017, GE's CFO Jeff Bornstein left the company after 28 years working in various positions within GE. GE's CEO and incoming new CFO pledged to make life easier for investors, and reporters, not only by narrowing the focus of its businesses, but also by making its earnings reports simpler and more transpar- ent. However, on January 24, 2018, Jamie Miller, the new CFO, announced that the SEC is now investigating GE's revenue recognition and controls for insurance contracts just days after the companies surprise announcement that they would be taking a $6.2 billion dollar loss from insurance claims and beefing up insurance contract reserves by $15 billion.'It would appear the troubles for GE are far from over and perhaps suggests that the use of non-GAAP metrics could be a red flag that there is trouble on the horizon. Matt Egan of CNN Money, on January 24, 2018, quotes Scott Davis, the head analyst at Melius Research, regarding GE as stating, "we can't be certain that prior man- agement misled investors, but we certainly believe there were ethical lapses that deserve attention."EXHIBIT 1 General Electric Financial Metrics Fourth Quarter Results Total Year Results (Dollars in millions; except 2017 2016 Year on 2017 2016 Year on per-share amounts) Year Year 31-12-2018 GAAP Metrics Continuing Operations EPS $ (1.15) $ 0.39 U $ (0.68) $ 1.00 U Net Earnings EPS $ (1.13) $ 0.39 U $ (0.72) $ 0.89 Total Revenues $ 31,402 $ 33,088 -5.0% $1,22,092 $ 1,23,693 -19 Industrial Margin 1.1% 12.0% (1090) bps 5.7% 11.4% (570) bps GE CFOA $ 6,990 $ 11,618 -40% $ 11,040 $ 29,960 -63% Non-GAAP Metrics Industrial Operating + $ (1.23) $ 0.46 U $ (0.45) $ 1.49 U Verticals EPS Industrial Segment Organic $ 28,712 $ 30,503 -6% $1,09,430 $1,09,296 0% Revenues Industrial Operating $ 3,526 $ 5,226 -33% $ 13,868 $ 15,558 -11%% Profit/(Loss) Industrial Operating 11.2% 16.8% (560) bps 12.1% 14.0% (190) bps Profis/(Loss) Margin) Adjusted Industrial CFOA" $ 7,757 $ 8,242 -6% $ 9,698 $ 11,610 -16% bps = book value per share CFOA = cash flow from operating activities a) Excluding deal taxes and GE Pension Plan funding, and with BHGE on a dividend basis b) Excludes impact of acquisition and disposition activity in industrial segments c) Excludes non-operating pension, gains/(losses) and restructuring & otherCase 7-7 Non-GAAP Metric Disclosure by General Electric: Value Added, Red Herring, or Red Flag? According to an October 16, 2017, article by Richard Clough of Bloomberg News,1 General Electric reported earn~ ings per share of $.23, $.13, $.19 and $.15 for the quarter ending September 30. 201?. on an earnings call- Yes, you read that correctly, GE reported four different earnings per share gures for the same quarter. The numbers repre sent prot that includes or excludes certain items, such as pension costs and discontinued operations. For example, GE referred to one of these measures as 'industrial operating plus verticals earnings per share' rather than simply 'adjust ,' 'core,' or 'non-GAAP earnings per share' as is common place at most companies.2 GE is not alone in the use of both GAAP and non-GAAP metrics they include in their nancial reporting. However. according to Bloomberg, GE is only one of 2t 33:? 500 companies to use more than one earnings per share gure. Fast forward to the fourth quarter of 201'}I and the scal year 2017, and we see a different picture in the MMA. These results are presented in Exhibit 1 below. Notice there are ve measures of GAAP and five non-GAAP met- rics. The numbers have declined from the third quarter in large part due to insurance adjustments. Beyond that. the descriptions do not seem to match up. To say this is confusing would be an understatement. Back in July 201?, the SEC sent a comment letter to 6E3 in regard to their improper use of non-GAAP metrics and inconsistencies in their description and application of them. For Tomi Kilgore's October 21', 201? Market Watch arti- cle the SEC letter identified "' 16 items in its lDK ling were listed as being potentially misleading to investors, with half the items mentioning the reporting of numbers that were inconsistent with Generally Accepted Accounting Principles [515me4 GE's response letter to the SEC seems to confuse matters even more. For example, the SEC asked: \"We note your discussion regarding the $0.5 billion increase in industrial earnings. Explain to us how you determined industrial earnings and whether it is a non-GAAP measure. ran us how the measure differs from industrial profit, the GAAP measure presented [in your report] .\" GE's response was: \"With regard to how industrial earnings and industrial