Goodwill as a Part of Marketing Strategy in Construction Companies in the Czech Republic

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dc.contributor.authorDohnal, Radekcs
dc.contributor.authorLinkeschová, Danacs
dc.contributor.authorTichá, Alenacs
dc.coverage.issue1cs
dc.coverage.volume219cs
dc.date.issued2023-03-22cs
dc.description.abstractGoodwill 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.en
dc.formattextcs
dc.format.extent1893-1900cs
dc.format.mimetypeapplication/pdfcs
dc.identifier.citationProcedia Computer Science. 2023, vol. 219, issue 1, p. 1893-1900.en
dc.identifier.doi10.1016/j.procs.2023.01.488cs
dc.identifier.issn1877-0509cs
dc.identifier.orcid0000-0002-8412-8241cs
dc.identifier.orcid0000-0001-9512-8506cs
dc.identifier.orcid0000-0003-1716-9833cs
dc.identifier.other183184cs
dc.identifier.scopus57163673700cs
dc.identifier.scopus56950730500cs
dc.identifier.urihttp://hdl.handle.net/11012/244293
dc.language.isoencs
dc.publisherElseviercs
dc.relation.ispartofProcedia Computer Sciencecs
dc.relation.urihttps://www.sciencedirect.com/science/article/pii/S1877050923005008cs
dc.rightsCreative Commons Attribution-NonCommercial-NoDerivatives 4.0 Internationalcs
dc.rights.accessopenAccesscs
dc.rights.sherpahttp://www.sherpa.ac.uk/romeo/issn/1877-0509/cs
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/cs
dc.subjectGoodwillMarketingConstruction companiesBrand Value Addeden
dc.titleGoodwill as a Part of Marketing Strategy in Construction Companies in the Czech Republicen
dc.type.driverconferenceObjecten
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
sync.item.dbidVAV-183184en
sync.item.dbtypeVAVen
sync.item.insts2025.02.03 15:45:13en
sync.item.modts2025.01.17 15:12:39en
thesis.grantorVysoké učení technické v Brně. Fakulta stavební. Ústav stavební ekonomiky a řízenícs
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