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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" }