M. Kravchenko, O. Tsygankova. Goodwill is the evolution of approaches to understanding the economic essence, the characteristics of its components, the features of formation.

Abstract

In this article the conceptual apparatus of the term "goodwill", a study of its economic nature are considered. The stages of the evolution of approaches to understanding the economic essence of goodwill, the origin of this concept and the evolution of the notion of it in domestic and foreign centuries-old practices are given. Several stages of the development of this concept are singled out: pre-normative, normative, harmonious. The utterances of English, French and American authors are regard for understanding of the category of "goodwill", in particular G. Fossett, R. Bifell, as well as W. Harris, F. Mor. The need to distinguish between “goodwill” and “business reputation” is proved as the latter was put into circulation during the period of the existence of the USSR and has become obsolete in modern conditions. The characteristics of the constituent parts of goodwill and the form of its expression are given. Also, the work presents modern approaches to understanding the notion of "goodwill", in particular, as assets, capital of a firm that can not be measured; an intangible asset, which is the difference between the cost of the organization in the balance sheet and its current price; a set of intangible assets whose presence provides competitive advantages for enterprises and provides an opportunity to obtain additional income, etc. The analysis of the role is carried out, and its practical significance is considered on the example of the experience of Ukrainian and foreign business-projects and enterprises.