GOODYEAR TIRE & RUBBER CO /OH/
11-K, 1997-06-30
TIRES & INNER TUBES
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<PAGE>   1
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    ---------

                                    FORM 11-K

                 ANNUAL REPORT PURSUANT TO SECTION 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934

                   FOR THE FISCAL YEAR ENDED DECEMBER 31, 1996

                         COMMISSION FILE NUMBER: 1-1927

                                    ---------

                               CELERON CORPORATION
                              EMPLOYEE SAVINGS PLAN
                            (FULL TITLE OF THE PLAN)

                                    ---------



                       THE GOODYEAR TIRE & RUBBER COMPANY
                       (NAME OF ISSUER OF THE SECURITIES)

                             1144 EAST MARKET STREET
                             AKRON, OHIO 44316-0001
                (ADDRESS OF ISSUER'S PRINCIPAL EXECUTIVE OFFICE)


<PAGE>   2





                               CELERON CORPORATION
                              EMPLOYEE SAVINGS PLAN

ITEM 1.  Not applicable.

ITEM 2.  Not applicable.

ITEM 3.  Not applicable.

ITEM 4.  FINANCIAL STATEMENTS OF THE PLAN

         The Financial Statements of the Celeron Corporation Employee Savings
Plan for the fiscal year ended December 31, 1995, together with the report of
Price Waterhouse LLP, independent accountants, are attached to this Annual
Report on Form 11-K as Annex A, and are by specific reference incorporated
herein and filed as a part of hereof. The Financial Statements and the Notes
thereto are presented in lieu of the financial statements required by Items 1, 2
and 3 of Form 11-K and were prepared in accordance with the financial reporting
requirements of the Employee Retirement Income Security Act of 1974.

EXHIBIT.  CONSENT OF INDEPENDENT ACCOUNTANTS (EXHIBIT NO. 23)

         Consent of Price Waterhouse LLP, independent accountants, to
incorporation by reference of their report set forth at page 2 of Annex A to
this Form 11-K in Registration Statement No. 33-65185 on Form S-8.

                                   SIGNATURES

         PURSUANT TO THE REQUIREMENTS OF THE SECURITIES EXCHANGE ACT OF 1934,
THE PLAN ADMINISTRATOR HAS DULY CAUSED THIS ANNUAL REPORT TO BE SIGNED BY THE
UNDERSIGNED THEREUNTO DULY AUTHORIZED.
SAVING
                               THE GOODYEAR TIRE & RUBBER COMPANY
                               (AS THE ISSUER) AND CELERON CORPORATION,
                               PLAN ADMINISTRATOR OF THE CELERON
                               CORPORATION EMPLOYEE S PLAN

Dated:  June 26, 1997           By:     /s/ Richard W Hauman
                                   ---------------------------------------
                                              Richard W Hauman,
                                         Vice President and Treasurer
                                                     of
                                    The Goodyear Tire & Rubber Company
                                                    and
                                 Assistant Treasurer and Assistant Comptroller
                                                     of
                                            Celeron Corporation



<PAGE>   3

                                                           ANNEX A
                                                             TO 
                                                          Form  11-K


                               CELERON CORPORATION
                               -------------------

                              EMPLOYEE SAVINGS PLAN
                              ---------------------

                                    * * * * *

                              FINANCIAL STATEMENTS
                              --------------------

                           DECEMBER 31, 1996 AND 1995
                           --------------------------




<PAGE>   4



                               CELERON CORPORATION
                               -------------------

                              EMPLOYEE SAVINGS PLAN
                              ---------------------

                          INDEX TO FINANCIAL STATEMENTS
                          -----------------------------

                           DECEMBER 31, 1996 AND 1995
                           --------------------------


<TABLE>
<CAPTION>
                                                                                                         PAGE
                                                                                                         ----

<S>                                                                                                     <C>
Report of Independent Accountants                                                                          2

Financial Statements:

   Statement of Net Assets Available for Plan Benefits,
   with Fund Information at December 31,
   1996 and 1995                                                                                          3-4

   Statement of Changes in Net Assets Available for Plan
   Benefits, with Fund Information for the Years
   Ended December 31, 1996 and 1995                                                                       3-4

   Notes to Financial Statements                                                                         5-14
</TABLE>



Note:    Certain schedules required by the Department of Labor's Rules and
         Regulations for Reporting and Disclosure under the Employee Retirement
         Income Security Act of 1974 have been omitted because of the absence of
         the conditions under which they are required.



<PAGE>   5







                        REPORT OF INDEPENDENT ACCOUNTANTS
                        ---------------------------------


June 25, 1997

To the Plan Administrator and Participants
of the Celeron Corporation Employee Savings
Plan (sponsored by Celeron Corporation)


In our opinion, the accompanying statement of net assets available for plan
benefits and the related statement of changes in net assets available for plan
benefits present fairly, in all material respects, the net assets available for
benefits of the Celeron Corporation Employee Savings Plan (sponsored by Celeron
Corporation) at December 31, 1996 and 1995, and the changes in net assets
available for plan benefits for the years then ended, in conformity with
generally accepted accounting principles. These financial statements are the
responsibility of the Plan's management; our responsibility is to express an
opinion on these financial statements based on our audits. We conducted our
audits of these statements in accordance with generally accepted auditing
standards which require that we plan and perform the audit to obtain reasonable
assurance about whether the financial statements are free of material
misstatement. An audit includes examining, on a test basis, evidence supporting
the amounts and disclosures in the financial statements, assessing the
accounting principles used and significant estimates made by management, and
evaluating the overall financial statement presentation. We believe that our
audits provide a reasonable basis for the opinion expressed above.

Our audits were performed for the purpose of forming an opinion on the basic
financial statements taken as a whole. The Fund Information in the statement of
net assets available for plan benefits and the statement of changes in net
assets available for plan benefits is presented for purposes of additional
analysis rather than to present the net assets available for plan benefits and
changes in net assets available for plan benefits of each fund. The Fund
Information has been subjected to the auditing procedures applied in the audits
of the basic financial statements and, in our opinion, is fairly stated in all
material respects in relation to the basic financial statements taken as a
whole.


<PAGE>   6
                      THE GOODYEAR TIRE & RUBBER COMPANY
                      ----------------------------------
                 EMPLOYEE SAVINGS PLAN FOR CELERON EMPLOYEES
                 -------------------------------------------

              STATEMENT OF NET ASSETS AVAILABLE FOR PLAN BENEFITS,
              ----------------------------------------------------
                             WITH FUND INFORMATION
                             ---------------------

<TABLE>
<CAPTION>
(Dollars in Thousands)                                                  December 31, 1996
                                        -------------------------------------------------------------------------------
                                                                                         Fund Information
                                                      -----------------------------------------------------------------
                                                                 Conservative   Moderate     Aggressive      S&P 500   
                                                      Stable         Asset        Asset         Asset         Equity   
                                                      Value       Allocation    Allocation    Allocation      Index    
                                         Total         Fund          Fund          Fund         Fund           Fund    
                                        -------       -------       -------       -------       -------       -------  
<S>                                     <C>           <C>           <C>           <C>           <C>           <C>      
Plan's Interest in Master Trust
   Representing Total Assets
   Available for Plan Benefits          $ 8,424       $ 1,867       $    12       $   134       $    33       $ 2,804  
                                        =======       =======       =======       =======       =======       =======  

<CAPTION>

(Dollars in Thousands)                                             December 31, 1996
                                       ----------------------------------------------------------------------
                                                                    Fund Information
                                       ----------------------------------------------------------------------
                                            Large        Small        International
                                       Capitalization Capitalization     Stock        Company
                                            Equity       Equity         Equity         Stock         Loan
                                             Fund         Fund           Fund          Fund          Fund
                                            -------       -------       -------       -------       -------

<S>                                         <C>           <C>           <C>           <C>           <C>    
Plan's Interest in Master Trust
   Representing Total Assets
   Available for Plan Benefits              $   109       $   259       $    84       $ 2,568       $   554
                                            =======       =======       =======       =======       =======
</TABLE>



        STATEMENT OF CHANGES IN NET ASSETS AVAILABLE FOR PLAN BENEFITS,
        ---------------------------------------------------------------
                             WITH FUND INFORMATION
                             ---------------------
<TABLE>
<CAPTION>
(Dollars in Thousands)                                                  For the Year Ended December 31, 1996
                                       --------------------------------------------------------------------------------
                                                                                  Fund Information
                                                    -------------------------------------------------------------------
                                                                 Conservative   Moderate     Aggressive      S&P 500   
                                                      Stable         Asset        Asset         Asset         Equity   
                                                      Value       Allocation    Allocation    Allocation      Index    
                                         Total         Fund          Fund          Fund         Fund           Fund    
                                       --------       -------       -------       -------       -------       -------  
<S>                                     <C>           <C>           <C>           <C>           <C>           <C>      
Increase in Assets:
   Contributions:
      Employer                          $   143       $  --         $  --         $  --         $  --         $  --    
      Employee                              451           138             6            20            13           227  
                                        -------       -------       -------       -------       -------       -------  
                                            594           138             6            20            13           227  

Investment Income from Plan's
   Interest in Master Trust               1,055           107             1            10             4           492  

Decrease in Assets:
   Benefits Paid to Participants
      or Their Beneficiaries                352           107          --            --            --              92  
   Administrative Expenses                    7             3          --            --            --               3  
                                        -------       -------       -------       -------       -------       -------  
                                            359           110          --            --            --              95  
Transfers:
   Transfers Between Plans                    2          --            --            --            --            --    
   Transfers Between Funds                   (1)         (197)                         47            16          (211)    
   Loan Transfers To or From Plan          --            --            --            --            --            --    
   Loans to Participants                      1          (137)           (1)           (8)           (6)         (202) 
   Loan Repayments:                        --            --            --            --            --            --    
      Principal                              (1)           55             4             6             5           119  
      Interest                                1            15             2             2             1            23  
                                        -------       -------       -------       -------       -------       -------  
                                              2          (264)            5            47            16          (271) 

                                        -------       -------       -------       -------       -------       -------  
Increase in Assets During the Year        1,292          (129)           12            77            33           353  

Net Assets at Beginning of Year           7,132         1,996          --              57          --           2,451  
                                        -------       -------       -------       -------       -------       -------  
Net Assets at End of Year               $ 8,424       $ 1,867       $    12       $   134       $    33       $ 2,804  
                                        =======       =======       =======       =======       =======       =======  
<CAPTION>


(Dollars in Thousands)                                             December 31, 1996
                                    -------------------------------------------------------------------------
                                                                    Fund Information
                                    -------------------------------------------------------------------------
                                         Large        Small       International
                                    Capitalization Capitalization    Stock        Company
                                        Equity        Equity         Equity        Stock         Loan
                                          Fund         Fund           Fund          Fund          Fund
                                         -------       -------       -------       -------       -------
Increase in Assets:
   Contributions:
      Employer                           $  --         $  --         $  --         $   143       $  --
      Employee                                12            30             5          --            --
                                         -------       -------       -------       -------       -------
                                              12            30             5           143          --
Investment Income from Plan's
   Interest in Master Trust                   10            27             6           355            43

Decrease in Assets:
   Benefits Paid to Participants
      or Their Beneficiaries                  16          --            --             137          --
   Administrative Expenses                  --            --            --               1          --
                                         -------       -------       -------       -------       -------
                                              16          --            --             138          --
Transfers:
   Transfers Between Plans                  --            --            --               2          --
   Transfers Between Funds                   109           212            69           (46)         --
   Loan Transfers To or From Plan           --            --            --            --            --
   Loans to Participants                     (10)          (26)         --            --             391
   Loan Repayments:                         --            --            --            --            --
      Principal                                3            13             3          --            (209)
      Interest                                 1             3             1          --             (47)
                                         -------       -------       -------       -------       -------
                                             103           202            73           (44)          135
                                         -------       -------       -------       -------       -------
Increase in Assets During the Year           109           259            84           316           178

Net Assets at Beginning of Year             --            --            --           2,252           376
                                         -------       -------       -------       -------       -------
Net Assets at End of Year                $   109       $   259       $    84       $ 2,568       $   554
                                         =======       =======       =======       =======       =======
</TABLE>


        The accompanying notes are an integral part of these statements.


                                           3
<PAGE>   7


                       THE GOODYEAR TIRE & RUBBER COMPANY
                       ----------------------------------

                   EMPLOYEE SAVINGS PLAN FOR CELERON EMPLOYEES
                   -------------------------------------------

   STATEMENT OF NET ASSETS AVAILABLE FOR PLAN BENEFITS, WITH FUND INFORMATION
   --------------------------------------------------------------------------


<TABLE>
<CAPTION>
(Dollars in Thousands)                                          December 31, 1995
                                     --------------------------------------------------------------------------------------
                                                                Fund Information
                                     --------------------------------------------------------------------------------------
                                                      Company         Fixed          Stock                            
                                                       Stock        Interest        Equity        Balanced         Loan
                                        Total          Fund           Fund           Fund           Fund           Fund
                                     -----------    -----------    -----------    -----------    -----------    -----------
<S>                                  <C>            <C>            <C>            <C>            <C>            <C>        
Plan's Interest in Master Trust
   Representing Total Assets
   Available for Plan Benefits       $     7,132    $     2,252    $     1,996    $     2,451    $        57    $       376
                                     ===========    ===========    ===========    ===========    ===========    ===========

<CAPTION>
                        STATEMENT OF CHANGES IN NET ASSETS AVAILABLE FOR PLAN BENEFITS, WITH FUND INFORMATION
                        -------------------------------------------------------------------------------------

(Dollars in Thousands)                                   For the Year Ended December 31, 1995
                                     --------------------------------------------------------------------------------------
                                                                    Fund Information
                                     --------------------------------------------------------------------------------------
                                                      Company         Fixed          Stock                            
                                                       Stock        Interest        Equity        Balanced         Loan
                                        Total          Fund           Fund           Fund           Fund           Fund
                                     -----------    -----------    -----------    -----------    -----------    -----------
<S>                                  <C>            <C>            <C>            <C>            <C>            <C>        
Increase in Assets:
   Contributions:
      Employer                       $       244    $       244    $        --    $        --    $        --    $        --
      Employee                               537             --            238            281             18             --
                                     -----------    -----------    -----------    -----------    -----------    -----------
                                             781            244            238            281             18             --

Investment Income from Plan's
   Interest in Master Trust                1,428            601            130            667              8             22

Decrease in Assets:
   Benefits Paid to Participants
      or Their Beneficiaries                 616            204            231            173             (1)             9
   Administrative Expenses                    --             --             --             --             --             --
                                     -----------    -----------    -----------    -----------    -----------    -----------
                                             616            204            231            173             (1)             9
Transfers:
   Transfers Between Plans                    (2)            (2)            --             --             --             --
   Transfers Between Funds                    --             --             18            (20)             2             --
   Transfers To or From Plan                  --             --           (110)           (93)            (2)           205
   Loans to Participants                      --             --             --             --             --             --
   Loan Repayments:                           --             --             --             --             --             --
      Principal                               --             --             74             85              8           (167)
      Interest                                --             --             10             11              1            (22)
                                     -----------    -----------    -----------    -----------    -----------    -----------
                                              (2)            (2)            (8)           (17)             9             16

                                     -----------    -----------    -----------    -----------    -----------    -----------
Increase in Assets During the Year         1,591            639            129            758             36             29

Net Assets at Beginning of Year            5,541          1,613          1,867          1,693             21            347
                                     -----------    -----------    -----------    -----------    -----------    -----------

Net Assets at End of Year            $     7,132    $     2,252    $     1,996    $     2,451    $        57    $       376
                                     ===========    ===========    ===========    ===========    ===========    ===========
</TABLE>


        The accompanying notes are an integral part of these statements.


                                       4



<PAGE>   8


                               CELERON CORPORATION
                               -------------------

                              EMPLOYEE SAVINGS PLAN
                              ---------------------

                          NOTES TO FINANCIAL STATEMENTS
                          -----------------------------

                           DECEMBER 31, 1996 AND 1995
                           --------------------------


SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES:
- -------------------------------------------

Basis of Accounting
- -------------------

The accounts of the Celeron Corporation Employee Savings Plan (the "Plan") are
maintained on the accrual basis of accounting and in accordance with The
Northern Trust Company (the "Trustee") Trust Agreement, effective November 1,
1995. The trust was amended effective November 1, 1995 to change the Trustee of
the Plan from Bankers Trust Company to The Northern Trust Company. All assets of
the Plan in the master trust were transferred accordingly.

Trust Assets
- ------------

Savings plans sponsored by The Goodyear Tire & Rubber Company and certain
subsidiaries (the "Company") maintain their assets in a master trust
administered by the Trustee. At December 31, 1996 and 1995 the Company
sponsored six savings plans. The Plan's undivided interest in the trust is
presented in the accompanying financial statements in accordance with the
allocation made by the  Trustee. At December 31, 1996 and 1995, the Plan's
undivided interest in the master trust was .5%.

Asset Valuation
- ---------------

The majority of the assets of the Plan are valued at the current market value.
Investments in the Company Stock Fund are valued at the last reported sales
price on the last business day of the month. If no sales were reported on that
date, the shares are valued at the last bid price. Investments held in the
Stable Value Fund are invested in various instruments that have a rate of
return, and are reported at contract value. Investments in the Conservative
Asset Allocation Fund, Moderate Asset Allocation Fund, Aggressive Asset
Allocation Fund, S&P 500 Index Stock Equity Fund, Small Capitalization Stock
Equity Fund, Large Capitalization Stock Equity Fund, and the International Stock
Equity Fund are valued based on units of participation in a commingled fund as
reported by the fund manager. The allocation of assets, interest and dividend
income, and realized and unrealized appreciation and depreciation is made based
upon contributions received and benefits paid by each participating plan on a
monthly basis.

                                       5
<PAGE>   9


Income Recognition
- ------------------

Employer and employee contributions are recognized in Plan equity on the accrual
basis of accounting.

Dividend income is recorded on the ex-dividend date.

Interest income is recorded as earned.

Appreciation or depreciation on Company common stock distributed to participants
is the difference between the weighted average cost and the market value on the
monthly valuation date preceding the distribution.

Concentration of Credit Risk
- ----------------------------

The Stable Value Fund of the Plan invests part of the fund in guaranteed
investment contracts of financial institutions with strong credit ratings and
has established guidelines relative to diversification and maturities that
maintain safety and liquidity.

Use of Estimates
- ----------------

The preparation of financial statements in conformity with generally accepted
accounting principles requires management to make estimates and assumptions that
affect the amounts reported in the basic financial statements and related notes
to financial statements. Changes in such estimates may affect amounts reported
in future years.

GENERAL DESCRIPTION AND OPERATION OF THE PLAN:
- ----------------------------------------------

Inception
- ---------

The Plan is a defined contribution plan which became effective April l, 1985.

Eligibility
- -----------

All employees, including officers, of the Celeron Corporation are eligible to
participate in the Plan after completing one year of continuous service. At the
end of the 1996 plan year, approximately 132 employees of the Company were
eligible (135 in 1995), with approximately 112 employees participating in the
Plan (111 in 1995).

Vesting
- -------

Employee contributions are fully vested. Employer matching contributions become
vested after the participant has completed four years of continuous service
with the Company.


                                       6
<PAGE>   10


Contributions
- -------------

Eligible employees may elect to contribute any whole percent from 1% to 16% of
earnings including wages, bonuses, commissions, overtime and vacation pay into
the Plan. Prior to February 1, 1996, participating employees could elect to have
their contribution invested in the Fixed Interest Fund, the Balanced Fund, the
Stock Equity Fund, or in any combination of these three funds in multiples of
10%. Beginning February 1, 1996, participating employees may elect to have their
contributions invested in the Stable Value Fund, Conservative Asset Allocation
Fund, Moderate Asset Allocation Fund, Aggressive Asset Allocation Fund, S&P 500
Index Stock Equity Fund, Small Capitalization Stock Equity Fund, Large
Capitalization Stock Equity Fund, the International Stock Equity Fund, or in any
combination of these eight funds in multiples of 1%. The Company calculates and
deducts employee contributions from gross earnings each pay period based on the
percent elected by the employee. Employees may change their contribution percent
up to the 15th day of the month for changes to be effective on the first day of
the following month. Employees may transfer amounts attributable to employee
contributions from one fund to the other on a daily. The minimum amount to be
transferred is $100. Eligible employees may enroll in the Plan effective on the
1st day of the month by enrolling by the 15th day of the prior month. Employees
may suspend their contributions at any time effective immediately.

Employees who are 52 years of age or older are able to transfer employer
contributions from the Company Stock Fund into the plan's other investment
funds.

The Plan has been established under section 401 of the Internal Revenue Code.
Therefore, employee and employer contributions to the Plan are not subject to
federal withholding tax, but are taxable when they are withdrawn from the Plan.

The Board of Directors of the Company determines the matching percent used as
the employer contribution for each Plan year. The Company matching
contributions are limited to the first 6% of employee contributions at the rate
of 50% and employee contributions are limited to $9,500 and $9,240 during 1996
and 1995, respectively.

Investments
- -----------

The Trustee of the Plan maintains the following ten funds under the Plan (The
following funds were added February 1, 1996 - Conservative Asset Allocation
Fund, Aggressive Asset Allocation Fund, Large Capitalization Stock Equity Fund,
Small Capitalization Stock Equity Fund, and the International Stock
Equity Fund).

*    Stable Value Fund (formerly Fixed Interest Fund) - Employee contributions
     are invested in various investment contracts which provide for rates of
     return for particular periods of time.


                                       7
<PAGE>   11
*    Conservative Asset Allocation Fund - Employee contributions are invested in
     a commingled fund containing a portfolio of U.S. common stocks and bonds
     which provide an investment return similar to a portfolio invested 40% in
     the Russell 3000 Index plus reinvested dividends and 60% in bonds which
     compose the Lehman Aggregate Bond Index.

*    Moderate Asset Allocation Fund (formerly Balanced Fund) - Employee
     contributions are invested in a commingled fund containing a portfolio of
     U.S. common stocks and bonds which provide an investment return similar to
     a portfolio invested 60% in the Russell 3000 Index plus reinvested
     dividends and 40% in bonds which compose the Lehman Aggregate Bond Index.

*    Aggressive Asset Allocation Fund - Employee contributions are invested in a
     commingled fund containing a portfolio of U.S. Common Stocks, international
     stocks, and bonds which provide an investment return similar to a portfolio
     invested 65% in the Russell 3000 Index plus reinvested dividends, 15% in
     the EAFE Index, and 20% in bonds which compose the Lehman Aggregate Bond
     Index.

*    S&P 500 Index Stock Equity Fund (formerly a Stock Equity Fund) - Employee
     contributions are invested in a commingled fund consisting of a portfolio 
     of common stocks which provide a return similar to the Standard and Poor's
     Composite Index plus reinvested dividends.

*    Large Capitalization Stock Equity Fund - Employee contributions are
     invested in a commingled fund containing a portfolio of medium and large
     companies.  The objective of the fund is to invest in companies with 
     better-than-average prospects for appreciation.

*    Small Capitalization Stock Equity Fund - Employee contributions are
     invested in a commingled fund containing a portfolio of common stocks of
     small companies that are expected to provide long term capital growth.

*    International Stock Equity Fund - Employee contributions are invested in a
     commingled fund containing a portfolio of common stocks and debt
     obligations of companies and governments located outside of the United
     States that are expected to provide long-term capital growth.

*    Loan Investment Fund - Employee contributions are transferred from other
     funds into the Loan Investment Fund, and then loaned to the participant.
     The interest rate on the loan is determined by the Trustee.

*    Company Stock Fund - Employer contributions are invested in Goodyear common
     stock except for short-term investments needed for Plan operations. During
     1996, the price per share of Goodyear common stock on The New York Stock
     Exchange Composite Transactions ranged from $41.50 to $53.00 ($33.00 to
     $47.50 during 1995). The closing price per share was $51.38 at December 31,
     1996 ($45.38 at December 31, 1995).


                                       8
<PAGE>   12


Participant Accounts
- --------------------

A Stable Value Fund, Conservative Asset Allocation Fund, Moderate Asset
Allocation Fund, Aggressive Asset Allocation Fund, S&P 500 Index Stock Equity
Fund, Small Capitalization Stock Equity Fund, Large Capitalization Stock Equity
Fund, the International Stock Equity Fund, Loan Investment Fund, and Company
Stock fund have been established for each participant in the Plan. All accounts
are valued daily by the Trustee.

Interest is automatically reinvested in each participant's respective accounts.
Price fluctuations and dividends in common stock of the Company and companies in
the Conservative Asset Allocation Fund, Moderate Asset Allocation Fund,
Aggressive Asset Allocation Fund, S&P 500 Index Stock Equity Fund, Small
Capitalization Stock Equity Fund, Large Capitalization Stock Equity Fund, the
International Stock Equity Fund, and the Company Stock Fund are reflected in
the unit value of the fund which effects the value of the participant's
accounts.

Plan Withdrawals and Distributions
- ----------------------------------

Participants may withdraw vested amounts from their accounts if they:

*    Attain the age of 59 1/2, or
*    Qualify for a serious financial hardship.

The Internal Revenue Service (IRS) issued guidelines governing financial
hardship. Under the IRS guidelines, withdrawals are permitted for severe
financial hardship for the following reasons:

*    Unreimbursed medical expense of participant, spouse, or dependent.
*    Post-secondary education of participant, spouse, or dependent.
*    Prevention of eviction from primary residence of participant.
*    Personal liability for expenses arising out of the death of a member of
     participant's family.
*    Purchase of a primary residence of participant.
*    Prevention of foreclosure on primary residence of participant.

Contributions to the Plan are suspended for 12 months subsequent to a financial
hardship withdrawal.

Participant vested amounts are payable upon retirement, death or other
termination of employment.

All withdrawals and distributions are valued as of the end of the month they are
processed, and are subject to federal income tax upon receipt. Any non-vested
Company contributions are forfeited and applied to reduce future contributions
by the Company. During 1996 and 1995, the Plan had forfeiture credits in the
amounts of $9,613 and $22,822, respectively.


                                       9
<PAGE>   13

Loan Investment Fund
- --------------------

Eligible employees may borrow money from their participant accounts. The minimum
amount to be borrowed is $1,000. The maximum amount to be borrowed is the lesser
of $50,000 reduced by the highest outstanding balance of any loan during the
preceding twelve month period, or 50% of the participant's vested account
balance. Effective February 1, 1996, the maximum number of loans that a
participant may have outstanding was increased from one to two. The interest
rate charged will be a fixed rate which will be established at the time of the
loan application. The interest rates was 9.25% during 1996 and ranged from 8.75%
to 10.0% during 1995.

Loan repayments, with interest, are made through payroll deductions. If a loan
is not repaid when due, the loan balance will be treated as a taxable
distribution from the Plan.

Expenses
- --------

Expenses of administering the Plan, including the payment of Trustee's fees and
brokerage commissions associated with the Company Stock Fund, are paid by the
Company. Expenses related to the asset management of the Investment Fund are
paid from such Funds which reduces the investment return reported and credited
to participant accounts.

Termination Provisions
- ----------------------

The Company anticipates and believes that the Plan will continue without
interruption, but reserves the right to discontinue the Plan. In the event of
termination, the obligation of the Company to make further contributions ceases.
All participants' accounts would then be fully vested with respect to Company
contributions.

RELATED PARTY TRANSACTIONS:
- ---------------------------

The Trustee serves as the fund manager of the S&P Equity Index Fund.

The Company Stock Fund is designed primarily for investment in common stock of
the Company.

TAX STATUS OF PLAN:
- -------------------

The IRS has advised on August 15, 1995 that the Plan is qualified in accordance
with the appropriate sections of the Internal Revenue Code, and the trust
established with the Plan constitutes a qualified trust and is therefore exempt
from federal income taxes. The plan administrator does not anticipate that
changes in the Plan or other events occurring after the receipt of the IRS
ruling will affect the qualification of the Plan or the tax exempt status of the
Trust.

FINANCIAL DATA OF THE MASTER TRUST: (SEE PAGES 11-14)
- -----------------------------------

                                       10
<PAGE>   14
                       THE GOODYEAR TIRE & RUBBER COMPANY
                       ----------------------------------

                                  MASTER TRUST
                                  ------------

                 STATEMENT OF NET ASSETS, WITH FUND INFORMATION
                 ----------------------------------------------

<TABLE>
<CAPTION>


(Dollars in Thousands)                                                             December 31, 1996
                                                          ----------------------------------------------------------------
                                                                                           Fund Information
                                                                          ------------------------------------------------
                                                                                         Conservative        Moderate     
                                                                           Stable            Asset            Asset       
                                                                            Value         Allocation        Allocation    
                                                           Total             Fund            Fund              Fund       
                                                          ----------      ----------       ----------       ----------    
<S>                                                       <C>             <C>              <C>              <C>           
Assets:
  Investments at Fair Market Value:
      State Street Income and Growth Fund,
         Cost $6,870 - 675,788 Units                      $    7,363      $     --         $    7,363       $     --      
      State Street Moderate Asset Allocation
         Fund, Cost $30,809 - 2,951,057 Units                 35,076            --               --             35,076    
      State Street Life Solutions Growth A,
         Cost $11,639 - 949,240 Units                         12,772            --               --               --      
      Collective Daily Stock Index Fund, Cost
         $231,718 - 16,369,098 Units                         290,060            --               --               --      
      Twentieth Century Investors Income
         Ultra Fund, Cost $25,304 - 909,122 Units             25,537            --               --               --      
      Franklin Strategic Series Small Cap
         Growth Fund, Cost $42,224 - 2,188,282 Units          45,341            --               --               --      
      Templeton Foreign Fund, Cost
         $15,889 - 1,639,127 Units                            16,981            --               --               --      
      Common Stock of The Goodyear Tire & Rubber
         Company, Cost $206,299 - 8,448,371 Shares           434,035            --               --               --      
      Short-Term Investments                                  29,439          22,775             --               --      
      Promissory Notes                                        80,906            --               --               --      
                                                          ----------      ----------       ----------       ----------    
                                                             977,510          22,775            7,363           35,076    
                                                          ----------      ----------       ----------       ----------    
  Investments at Contract Value:
      Guaranteed Investment Contracts                        644,122         644,122             --               --      
                                                          ----------      ----------       ----------       ----------    

      Receivables:
         Employee Contributions                                   28              16             --                  1    
         Employer Contributions                                   70             (13)            --               --      
         Transfers                                              --               117             --                (61)   
         Accrued Interest and Dividends                        2,555           1,065               11               53    
         Pending Security Sales                                2,481            --               --               --      
                                                          ----------      ----------       ----------       ----------    
                                                               5,134           1,185               11               (7)   
                                                          ----------      ----------       ----------       ----------    
            Total Assets                                   1,626,766         668,082            7,374           35,069    
                                                          ----------      ----------       ----------       ----------    

      Liabilities:
         Administrative Expenses Payable                         899             452             --               --      
         Distributions Payable                                   504             232                2               11    
         Forfeiture Credits                                     --              --               --               --      
                                                          ----------      ----------       ----------       ----------    
            Total Liabilities                                  1,403             684                2               11    
                                                          ----------      ----------       ----------       ----------    

         Net Assets                                       $1,625,363      $  667,398       $    7,372       $   35,058    
                                                          ==========      ==========       ==========       ==========    

<CAPTION>

(Dollars in Thousands)                                                            December 31, 1996
                                                         -----------------------------------------------------------------
                                                                                   Fund Information
                                                         -----------------------------------------------------------------
                                                          Aggressive          S&P 500           Large          Small      
                                                             Asset            Equity        Capitalization Capitalization 
                                                           Allocation         Index            Equity          Equity     
                                                              Fund             Fund             Fund            Fund      
                                                           ----------       ----------       ----------      ----------   
<S>                                                        <C>              <C>              <C>             <C>          
Assets:
  Investments at Fair Market Value:
      State Street Income and Growth Fund,
         Cost $6,870 - 675,788 Units                       $     --         $     --         $     --        $     --     
      State Street Moderate Asset Allocation
         Fund, Cost $30,809 - 2,951,057 Units                    --               --               --              --     
      State Street Life Solutions Growth A,
         Cost $11,639 - 949,240 Units                          12,772             --               --              --     
      Collective Daily Stock Index Fund, Cost
         $231,718 - 16,369,098 Units                             --            290,060             --              --     
      Twentieth Century Investors Income
         Ultra Fund, Cost $25,304 - 909,122 Units                --               --             25,537            --     
      Franklin Strategic Series Small Cap
         Growth Fund, Cost $42,224 - 2,188,282 Units             --               --               --            45,341   
      Templeton Foreign Fund, Cost
         $15,889 - 1,639,127 Units                               --               --               --              --     
      Common Stock of The Goodyear Tire & Rubber
         Company, Cost $206,299 - 8,448,371 Shares               --               --               --              --     
      Short-Term Investments                                     --               --               --              --     
      Promissory Notes                                           --               --               --              --     
                                                           ----------       ----------       ----------      ----------   
                                                               12,772          290,060           25,537          45,341   
                                                           ----------       ----------       ----------      ----------   
  Investments at Contract Value:
      Guaranteed Investment Contracts                            --               --               --              --     
                                                           ----------       ----------       ----------      ----------   

      Receivables:
         Employee Contributions                                  --                 10             --                 1   
         Employer Contributions                                  --               --               --              --     
         Transfers                                                (42)            (328)              42             317   
         Accrued Interest and Dividends                            20              440               39              69   
         Pending Security Sales                                  --               --               --              --     
                                                           ----------       ----------       ----------      ----------   
                                                                  (22)             122               81             387   
                                                           ----------       ----------       ----------      ----------   
            Total Assets                                       12,750          290,182           25,618          45,728   
                                                           ----------       ----------       ----------      ----------   

      Liabilities:
         Administrative Expenses Payable                         --                192             --              --     
         Distributions Payable                                     4               90                8              14   
         Forfeiture Credits                                      --               --               --              --     
                                                           ----------       ----------       ----------      ----------   
            Total Liabilities                                      4              282                8              14   
                                                           ----------       ----------       ----------      ----------   

         Net Assets                                        $   12,746       $  289,900       $   25,610      $   45,714   
                                                           ==========       ==========       ==========      ==========   


<CAPTION>



(Dollars in Thousands)                                                  December 31, 1996
                                                        ------------------------------------------------
                                                                       Fund Information
                                                        ------------------------------------------------
                                                          International
                                                              Stock          Company
                                                              Equity          Stock             Loan
                                                               Fund            Fund             Fund
                                                            ----------      ----------       ----------
<S>                                                         <C>             <C>              <C>     
Assets:
  Investments at Fair Market Value:
      State Street Income and Growth Fund,
         Cost $6,870 - 675,788 Units                        $     --        $     --         $     --
      State Street Moderate Asset Allocation
         Fund, Cost $30,809 - 2,951,057 Units                     --              --               --
      State Street Life Solutions Growth A,
         Cost $11,639 - 949,240 Units                             --              --               --
      Collective Daily Stock Index Fund, Cost
         $231,718 - 16,369,098 Units                              --              --               --
      Twentieth Century Investors Income
         Ultra Fund, Cost $25,304 - 909,122 Units                 --              --               --
      Franklin Strategic Series Small Cap
         Growth Fund, Cost $42,224 - 2,188,282 Units              --              --               --
      Templeton Foreign Fund, Cost
         $15,889 - 1,639,127 Units                              16,981            --               --
      Common Stock of The Goodyear Tire & Rubber
         Company, Cost $206,299 - 8,448,371 Shares                --           434,035             --
      Short-Term Investments                                      --             6,664             --
      Promissory Notes                                            --              --             80,906
                                                            ----------      ----------       ----------
                                                                16,981         440,699           80,906
                                                            ----------      ----------       ----------
  Investments at Contract Value:
      Guaranteed Investment Contracts                             --              --               --
                                                            ----------      ----------       ----------

      Receivables:
         Employee Contributions                                   --              --               --
         Employer Contributions                                   --                83             --
         Transfers                                                  33            (222)             144
         Accrued Interest and Dividends                             26             708              124
         Pending Security Sales                                   --             2,481             --
                                                            ----------      ----------       ----------
                                                                    59           3,050              268
                                                            ----------      ----------       ----------
            Total Assets                                        17,040         443,749           81,174
                                                            ----------      ----------       ----------

      Liabilities:
         Administrative Expenses Payable                          --               255             --
         Distributions Payable                                       5             138             --
         Forfeiture Credits                                       --              --               --
                                                            ----------      ----------       ----------
            Total Liabilities                                        5             393             --
                                                            ----------      ----------       ----------

         Net Assets                                         $   17,035      $  443,356       $   81,174
                                                            ==========      ==========       ==========
</TABLE>

                                                       11

<PAGE>   15


                       THE GOODYEAR TIRE & RUBBER COMPANY
                       ----------------------------------

                                  MASTER TRUST
                                  ------------

                 STATEMENT OF NET ASSETS, WITH FUND INFORMATION
                 ----------------------------------------------

<TABLE>
<CAPTION>
(Dollars in Thousands)                                                 December 31, 1995
                                            ----------------------------------------------------------------------------
                                                                        Fund Information
                                            ----------------------------------------------------------------------------
                                                          Company       Fixed        Stock                         
                                                           Stock       Interest      Equity      Balanced        Loan
                                              Total         Fund         Fund         Fund         Fund          Fund
                                            ----------   ----------   ----------   ----------   ----------    ----------
<S>                                         <C>          <C>          <C>          <C>          <C>           <C>       
Assets:
  Investments at Fair Market Value:
      Common Stock of The Goodyear Tire
         & Rubber Company, Cost
         $220,265 - 9,196,871 Shares           417,309      417,309           --           --           --            --

      State Street Moderate Asset
         Allocation Fund, Cost
         $18,164 - 1,815,442 Units              18,809           --           --           --       18,809            --

      Collective Daily Stock 
         Index Fund, Cost
         $202,938 - 14,834,407 Units           213,765           --           --      213,765           --            --

      Short-Term Investments                    61,352        1,199       60,153           --           --            --
      Promissory Notes                          43,952           --           --           --           --        43,952
                                            ----------   ----------   ----------   ----------   ----------    ----------
                                               755,187      418,508       60,153      213,765       18,809        43,952
                                            ----------   ----------   ----------   ----------   ----------    ----------

  Investments at Contract Value:
      Guaranteed Investment Contracts          601,512           --      601,512           --           --            --
                                            ----------   ----------   ----------   ----------   ----------    ----------

      Receivables:
         Employee Contributions                  6,344           --        5,766          284          294            --
         Employer Contributions                  2,968        2,968           --           --           --            --
         Transfers                                  --           --           --           --           --            --
         Loan Repayments                            --           --        2,436          869           69        (3,374)
         Accrued Interest and Dividends            267            9          258           --           --            --
         Reimbursement for Expenses                 22           22           --           --           --            --
         Distribution Receivable                   112           20           92           --           --            --
                                            ----------   ----------   ----------   ----------   ----------    ----------
                                                 9,713        3,019        8,552        1,153          363        (3,374)
                                            ----------   ----------   ----------   ----------   ----------    ----------
            Total Assets                     1,366,412      421,527      670,217      214,918       19,172        40,578
                                            ----------   ----------   ----------   ----------   ----------    ----------

      Liabilities:
         Distributions Payable                      --           --           --           --           --            --
         Forfeiture Credits                         41           41           --           --           --            --
                                            ----------   ----------   ----------   ----------   ----------    ----------
            Total Liabilities                       41           41           --           --           --            --
                                            ----------   ----------   ----------   ----------   ----------    ----------

         Net Assets                         $1,366,371   $  421,486   $  670,217   $  214,918   $   19,172    $   40,578
                                            ==========   ==========   ==========   ==========   ==========    ==========
</TABLE>

                                       12
<PAGE>   16
                       THE GOODYEAR TIRE & RUBBER COMPANY
                       ----------------------------------

                                  MASTER TRUST
                                  ------------

            STATEMENT OF CHANGES IN NET ASSETS, WITH FUND INFORMATION
            ---------------------------------------------------------
<TABLE>
<CAPTION>

(Dollars in Thousands)                                                 For the Year Ended December 31, 1996
                                              ------------------------------------------------------------------------------------
                                                                                                      Fund Information
                                                                ------------------------------------------------------------------
                                                                               Conservative      Moderate         Aggressive     
                                                                Stable            Asset            Asset            Asset        
                                                                 Value          Allocation       Allocation       Allocation     
                                                 Total           Fund              Fund             Fund             Fund        
                                              -----------      -----------      -----------      -----------      -----------    
<S>                                           <C>              <C>              <C>              <C>              <C>            
Increase in Assets:
   Contributions:
      Employer                                $    37,939      $       306      $      --        $      --        $      --      
      Employee                                    113,952           68,429              666            4,966            1,628    
                                              -----------      -----------      -----------      -----------      -----------    
                                                  151,891           68,735              666            4,966            1,628    

Interest and Dividend Income                       55,195           38,334                7               32               10    
   Net Appreciation (Depreciation)
      in Fair Market Value of Assets              117,457              246              516            3,807            1,165    
                                              -----------      -----------      -----------      -----------      -----------    
                                                  172,652           38,580              523            3,839            1,175    
Decrease in Assets:
   Benefits Paid to Participants
      or Their Beneficiaries                       63,857           35,330              171            1,039              289    
   Administrative Expenses                          1,694            1,077             --               --               --      
                                              -----------      -----------      -----------      -----------      -----------    
                                                   65,551           36,407              171            1,039              289    
Transfers:
   Transfers Between Plans                           --               --               --               --               --      
   Transfers Between Funds                           --            (48,299)           6,349            8,568           10,270    
   Loan Transfers To or From Plan                    --                  1             --                 (1)            --      
   Loans to Participants                             --            (45,793)            (153)          (1,258)            (413)   
   Loan Repayments:
      Principal                                      --             16,441              133              671              312    
      Interest                                       --              3,923               25              140               63    
                                              -----------      -----------      -----------      -----------      -----------    
                                                     --            (73,727)           6,354            8,120           10,232    

                                              -----------      -----------      -----------      -----------      -----------    
Increase (Decrease) in Assets During Year         258,992           (2,819)           7,372           15,886           12,746    

Net Assets at Beginning of Year                 1,366,371          670,217             --             19,172             --      
                                              -----------      -----------      -----------      -----------      -----------    

Net Assets at End of Year                     $ 1,625,363      $   667,398      $     7,372      $    35,058      $    12,746    
                                              ===========      ===========      ===========      ===========      ===========    


<CAPTION>



(Dollars in Thousands)                                                       For the Year Ended December 31, 1996
                                          ------------------------------------------------------------------------------------------
                                                                                        Fund Information
                                          -----------------------------------------------------------------------------------------
                                          S&P 500           Large           Small          International                     
                                          Equity        Capitalization   Capitalization       Stock        Company
                                           Index           Equity           Equity            Equity        Stock          Loan
                                           Fund             Fund             Fund              Fund          Fund          Fund
                                        -----------      -----------      -----------      -----------    -----------   -----------
<S>                                          <C>               <C>              <C>              <C>                             
Increase in Assets:
   Contributions:
      Employer                          $      --        $      --        $      --        $      --      $    37,633   $      --
      Employee                               30,665            2,793            3,231            1,574           --            --
                                        -----------      -----------      -----------      -----------    -----------   -----------
                                             30,665            2,793            3,231            1,574         37,633          --

Interest and Dividend Income                    448               25              182              434          9,806         5,917
   Net Appreciation (Depreciation)
      in Fair Market Value of Assets         49,982            1,726            5,074            1,371         53,570          --
                                        -----------      -----------      -----------      -----------    -----------   -----------
                                             50,430            1,751            5,256            1,805         63,376         5,917
Decrease in Assets:
   Benefits Paid to Participants
      or Their Beneficiaries                  7,217              284              487              230         18,810          --
   Administrative Expenses                      389             --               --               --              228          --
                                        -----------      -----------      -----------      -----------    -----------   -----------
                                              7,606              284              487              230         19,038          --
Transfers:
   Transfers Between Plans                     --               --               --               --             --            --
   Transfers Between Funds                    9,530           21,622           38,117           13,943        (60,100)         --
   Loan Transfers To or From Plan                (1)               1             --               --             --            --
   Loans to Participants                    (15,397)            (977)          (1,161)            (350)          --          65,502
   Loan Repayments:
      Principal                               6,001              589              633              247           --         (25,027)
      Interest                                1,359              115              125               46           --          (5,796)
                                        -----------      -----------      -----------      -----------    -----------   -----------
                                              1,492           21,350           37,714           13,886        (60,100)       34,679

                                        -----------      -----------      -----------      -----------    -----------   -----------
Increase (Decrease) in Assets 
  During Year                                74,981           25,610           45,714           17,035         21,871        40,596

Net Assets at Beginning of Year             214,919             --               --               --          421,485        40,578
                                        -----------      -----------      -----------      -----------    -----------   -----------

Net Assets at End of Year               $   289,900      $    25,610      $    45,714      $    17,035    $   443,356   $    81,174
                                        ===========      ===========      ===========      ===========    ===========   ===========
</TABLE>

                                                       13

<PAGE>   17


                       THE GOODYEAR TIRE & RUBBER COMPANY
                       ----------------------------------

                                  MASTER TRUST
                                  ------------

            STATEMENT OF CHANGES IN NET ASSETS, WITH FUND INFORMATION
            ---------------------------------------------------------

<TABLE>
<CAPTION>
(Dollars in Thousands)                                            For the Year Ended December 31, 1995
                                            -------------------------------------------------------------------------------
                                                                           Fund Information
                                            -------------------------------------------------------------------------------
                                                          Company        Fixed         Stock                          
                                                           Stock        Interest       Equity       Balanced        Loan
                                              Total         Fund          Fund          Fund          Fund          Fund
                                            ----------   ----------    ----------    ----------    ----------    ----------
<S>                                         <C>          <C>           <C>           <C>           <C>           <C>       
Increase in Assets:
   Contributions:
      Employer                              $   37,870   $   37,537    $      333    $       --    $       --    $       --
      Employee                                 112,285           --        78,683        29,646         3,956            --
                                            ----------   ----------    ----------    ----------    ----------    ----------
                                               150,155       37,537        79,016        29,646         3,956            --

Interest and Dividend Income                    53,593        8,556        42,610           239           104         2,084
   Net Appreciation in Fair Market
      Value of Assets                          160,228      102,944           130        53,965         3,189            --
                                            ----------   ----------    ----------    ----------    ----------    ----------
                                               213,821      111,500        42,740        54,204         3,293         2,084
Decrease in Assets:
   Benefits Paid to Participants
      or Their Beneficiaries                    52,215       14,330        31,014         5,487           422           962
   Administrative Expenses                          73           --            --            --            73            --
                                            ----------   ----------    ----------    ----------    ----------    ----------
                                                52,288       14,330        31,014         5,487           495           962
Transfers:
   Transfers Between Plans                           1            2           (42)           42            --            (1)
   Transfers Between Funds                          --           --        (2,867)        3,190          (323)           --
   Transfers To or From Plan                        --           --           294          (145)         (149)           --
   Loans to Participants                            --           --       (17,337)       (4,489)         (274)       22,100
   Loan Repayments:
      Principal                                     --           --        13,110         4,138           356       (17,604)
      Interest                                      --           --         1,690           510            45        (2,245)
                                            ----------   ----------    ----------    ----------    ----------    ----------
                                                     1            2        (5,152)        3,246          (345)        2,250

                                            ----------   ----------    ----------    ----------    ----------    ----------
Increase in Assets During Year                 311,689      134,709        85,590        81,609         6,409         3,372

Net Assets at Beginning of Year              1,054,682      286,777       584,627       133,309        12,763        37,206
                                            ----------   ----------    ----------    ----------    ----------    ----------

Net Assets at End of Year                   $1,366,371   $  421,486    $  670,217    $  214,918    $   19,172    $   40,578
                                            ==========   ==========    ==========    ==========    ==========    ==========
</TABLE>

                                       14

<PAGE>   1





                                   EXHIBIT 23

                       CONSENT OF INDEPENDENT ACCOUNTANTS

We hereby consent to the incorporation by reference in the Registration
Statement on Form S-8 (No. 33-65185) of The Goodyear Tire & Rubber Company of
our report dated June 25, 1997 appearing at page 2 of Annex A of this Form 11-K.

/s/ Price Waterhouse LLP
PRICE WATERHOUSE LLP

Cleveland, Ohio
June 26, 1997


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