Publication detail

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

DOHNAL, R. LINKESCHOVÁ, D. TICHÁ, A.

Original Title

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

Type

conference paper

Language

English

Original 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.

Keywords

GoodwillMarketingConstruction companiesBrand Value Added

Authors

DOHNAL, R.; LINKESCHOVÁ, D.; TICHÁ, A.

Released

22. 3. 2023

Publisher

Elsevier

Location

Nizozemí

ISBN

1877-0509

Periodical

Procedia Computer Science

Year of study

219

Number

1

State

Kingdom of the Netherlands

Pages from

1893

Pages to

1900

Pages count

8

URL

https://www.sciencedirect.com/science/article/pii/S1877050923005008

Full text in the Digital Library

http://hdl.handle.net/11012/244293

BibTex

@inproceedings{BUT183184,
  author="Radek {Dohnal} and Dana {Linkeschová} and Alena {Tichá}",
  title="Goodwill as a Part of Marketing Strategy in Construction Companies in the Czech Republic",
  booktitle="CENTERIS – International Conference on ENTERprise Information Systems / ProjMAN – International Conference on Project MANagement / HCist – International Conference on Health and Social Care Information Systems and Technologies 2022",
  year="2023",
  journal="Procedia Computer Science",
  volume="219",
  number="1",
  pages="1893--1900",
  publisher="Elsevier",
  address="Nizozemí",
  doi="10.1016/j.procs.2023.01.488",
  issn="1877-0509",
  url="https://www.sciencedirect.com/science/article/pii/S1877050923005008"
}