Goodwill as a Part of Marketing Strategy in Construction Companies in the Czech Republic
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Date
2023-03-22
Authors
Dohnal, Radek
Linkeschová, Dana
Tichá, Alena
0000-0002-8412-8241Advisor
Referee
Mark
Journal Title
Journal ISSN
Volume Title
Publisher
Elsevier
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Abstract
Goodwill indicates the value of the intangible assets of a company, such as good customer relationships, company brand name, or experienced employees. It reflects the market position of the company, quality and, above all, tradition. The quality and longevity of their products reflect the desirable reputation in the eyes of consumers. Goodwill can be distinguished in two ways: purchased and inherent. The purchased goodwill is created by the company's activities. However, it is not reported in the company accounting because it is not reliably measurable. The value of the inherent goodwill can be quantified as the difference between the purchase price and the book value of the company being purchased. Its recognition is mainly applied in mergers and acquisitions. However, its accurate and reliable quantification is relatively difficult. The value of a company can be affected by economic changes through business policy influenced by marketing strategy. The presented article examines the value of the purchased Goodwill and the company's marketing strategy focused primarily on the construction industry.
Description
Citation
Procedia Computer Science. 2023, vol. 219, issue 1, p. 1893-1900.
https://www.sciencedirect.com/science/article/pii/S1877050923005008
https://www.sciencedirect.com/science/article/pii/S1877050923005008
Document type
Peer-reviewed
Document version
Published version
Date of access to the full text
Language of document
en
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Comittee
Date of acceptance
Defence
Result of defence
Document licence
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
http://creativecommons.org/licenses/by-nc-nd/4.0/