Detail publikace

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

DOHNAL, R. LINKESCHOVÁ, D. TICHÁ, A.

Originální název

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

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

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.

Klíčová slova

GoodwillMarketingConstruction companiesBrand Value Added

Autoři

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

Vydáno

22. 3. 2023

Nakladatel

Elsevier

Místo

Nizozemí

ISSN

1877-0509

Periodikum

Procedia Computer Science

Ročník

219

Číslo

1

Stát

Nizozemsko

Strany od

1893

Strany do

1900

Strany počet

8

URL

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

Plný text v Digitální knihovně

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"
}