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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

20101 - Civil engineering

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

749-756

Název nakladatele

Varazdin Development Entrepreneurship Agency

Místo vydání

Varazdin, Chorvatsko

Místo konání akce

Baku, Azerbaijan

Datum konání akce

14. 2. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000464908000098