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

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26110%2F23%3APU147927" target="_blank" >RIV/00216305:26110/23:PU147927 - isvavai.cz</a>
Result on the web
<a href="https://www.sciencedirect.com/science/article/pii/S1877050923005008" target="_blank" >https://www.sciencedirect.com/science/article/pii/S1877050923005008</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.procs.2023.01.488" target="_blank" >10.1016/j.procs.2023.01.488</a>

Result language
angličtina
Original language name
Goodwill as a Part of Marketing Strategy in Construction Companies in the Czech Republic
Original language description
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.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
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
ISBN
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ISSN
1877-0509
e-ISSN
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Number of pages
8
Pages from-to
1893-1900
Publisher name
Elsevier
Place of publication
Nizozemí
Event location
Lisabon
Event date
Nov 9, 2022
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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