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THE ISSUE OF GOODWILL AS AN INTEGRAL PART OF THE VALUE OF THE CONSTRUCTION COMPANY AND ITS MARKETING IN THE CZECH REPUBLIC

R. Dohnal, H. Hanusova, Z. Lipovska

Abstract

The effect of goodwill is unquestionable against to its influence on the supplier. goodwill affects the marketing of the company and mainly affects its marketing strategy. The meaning of goodwill is not the same in the world but generally is considered to be an integral part of the companyВ’s value and company assets mainly intangible assets. In many countries, goodwill is considered to be a long-term assets of the company. This refers to countries where is no difference between long-term tangible assets, intangible and financial assets under the Financial Accounting System Goodwill is associated with a number of other issues that are reflected in reporting, value of assets, and marketing. Especially in marketing strategy. There are a number of valuation methods for valuation goodwill. The choice of valuation methods depends on corporate culture, marketing, and marketing strategy. It is also determined by accounting legislation. Goodwill is not only a part of assets but also leads to building, maintaining and targeting as part of the company's marketing strategy. This is particularly evident in construction companies. Where is goodwill very important factor for investor and supplier decisions. In a market competition, it is complicated to compare companies that express and do not express goodwill. These deficiencies affect the economic situation of a company, marketing and marketing strategy. This is a general problem and especially in the construction industry can be considered as major problems.

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DOI resolver: doi.org/10.5593/sgemsocial2018/1.5/S05.137

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