Abstract
Measuring firm goodwill in the private limited firm still remains a contentious issue in accounting. This paper proposes an alternative method of measuring goodwill bused on the market share such firms are able to achieve through competitive marketing strategies. It gives explicit recognition to the role that marketing resources play on determining the value of a firm when considering acquisition or disposal.
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© 2015 Academy of Marketing Science
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Reid, S., Rozycki, T. (2015). Using a Marketing Methodology to Measure Accounting Goodwill. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_41
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DOI: https://doi.org/10.1007/978-3-319-16976-7_41
Publisher Name: Springer, Cham
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