This paper discusses the emergence and integration path of the fair value approach to asset valuation in U.S. GAAP financial accounting and reporting. Traditionally, GAAP accounting relied on the historical cost approach for asset valuation; however, fair value is now used for many asset valuations. The fair value concept has been both hailed and reviled in financial circles and by corporate financial managers who have been reluctant to use fair value in their financial statements and/or supporting disclosures. Due to the general decline in the economic environment and financial markets since mid-2008, FASB issued guidelines in early 2009 to establish adaptations of fair value presentations. These adaptations should be used when mark-to-mar...