Goodwill, the issue of inclusion into the company assets and within the marketing strategy of determining its value

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26110%2F19%3APU132066" target="_blank" >RIV/00216305:26110/19:PU132066 - isvavai.cz</a>

Result on the web

<a href="http://www.esd-conference.com/past-conferences" target="_blank" >http://www.esd-conference.com/past-conferences</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Goodwill, the issue of inclusion into the company assets and within the marketing strategy of determining its value

Original language description

The notion of Goodwill is not the same in the world, but it is generally regarded as an integral part of the value of the firm and its assets, most intangible assets. The definition of goodwill is not uniform. Authors. J. M. Yang, H. C. Müller, H. P. Hughes, in the Czech environment, Zelenka, Kincl, Foret and especially Kulil are different. The authors tend to define Kulil. From this expression of goodwill, the authors will continue to come out. Goodwill is related to the implemented marketing strategy. And that is the case in all cases. Business management does not even realize it, but this whole process happens independently of its will. There is a direct link between Binding Goodwill and marketing strategies in the internal external environment of the enterprise. A key issue for a company's assets is valuation way, more precisely defined as assessing the present value of goodwill. There is also the need for an annual review of goodwill evaluation to capture its development in connection with the implementation of marketing startegies. From its growth to decline and the emergence of badwill. The prevailing valuation through book value is inconvenient. The description of the current situation in the Czech Republic is complicated by the fact that goodwill is expressed as the difference between the accounting and the market price and can be used and recorded only in cases when the acquisition was realized. With regard to the link between goodwill and implemented marketing strategies, this is a generally unsuitable situation. The causal link between the value of goodwill and the marketing strategy should be captured in the valuation methodology. The existing methodology allows the use of a number of methods. Comparing the suitability of using these methods leads to recommendations that optimally meet the requirements to capture the nature of development and the value of goodwill.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

20101 - Civil engineering

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

37th International Scientific Conference on Economic and Social Development – "Socio Economic Problems of Sustainable Development"

ISBN

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ISSN

1849-7535

e-ISSN

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Number of pages

8

Pages from-to

749-756

Publisher name

Varazdin Development Entrepreneurship Agency

Place of publication

Varazdin, Chorvatsko

Event location

Baku, Azerbaijan

Event date

Feb 14, 2019

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000464908000098