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Goodwill Capital

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  • Mueller, Dennis C
  • Supina, Dylan

Abstract

The concept of goodwill or brand capital is commonly employed by analysts in business and marketing to measure the asset value of a company name or a brand name, and consequently among accountants and business analysts, but is seldom used by economists. The purpose of this article is to begin to develop the concept of goodwill capital by presenting an analysis of what it is and some estimates of its likely magnitudes. We define goodwill capital, like the capital arising from R&D and advertising, as a form of intangible asset, albeit one which cannot be readily related to past investments in R&D, advertising, and capital equipment. We compute estimates of goodwill capital by deducting measures of these other three forms of capital from a firm's market value. For many companies, goodwill capital turns out to be the largest of its four capital stocks. Roughly half of our estimates of goodwill capital turn out to be negative. Copyright 2002 by Kluwer Academic Publishers

Suggested Citation

  • Mueller, Dennis C & Supina, Dylan, 2002. "Goodwill Capital," Small Business Economics, Springer, vol. 19(3), pages 233-253, November.
    • Handle: RePEc:kap:sbusec:v:19:y:2002:i:3:p:233-53
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    Cited by:

    1. Paul Amadieu & Jean-Laurent Viviani, 2010. "Intangible effort and performance: the case of the French wine industry," Agribusiness, John Wiley & Sons, Ltd., vol. 26(2), pages 280-306.
    2. K. Chau & S. Wong & C. Yiu, 2007. "Housing Quality in the Forward Contracts Market," The Journal of Real Estate Finance and Economics, Springer, vol. 34(3), pages 313-325, April.
    3. Sunderasan Srinivasan & Raj Singh, 2010. "The persistence of green goodwill," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 12(5), pages 825-837, October.
    4. Werner Hölzl, 2015. "Sunk costs and the speed of market selection," Journal of Evolutionary Economics, Springer, vol. 25(2), pages 323-344, April.
    5. Srinivasan, Sunderasan & Kottam, Vamshi Krishna Reddy, 2018. "Solar photovoltaic module production: Environmental footprint, management horizons and investor goodwill," Renewable and Sustainable Energy Reviews, Elsevier, vol. 81(P1), pages 874-882.
    6. Werner Hölzl, 2003. "Tangible and intangible sunk costs and the entry and exit of firms in Austrian Manufacturing," Working Papers geewp33, Vienna University of Economics and Business Research Group: Growth and Employment in Europe: Sustainability and Competitiveness.
    7. Javalgi, Rajshekhar (Raj) G. & Deligonul, Seyda & Dixit, Ashutosh & Cavusgil, S. Tamer, 2011. "International Market Reentry: A Review and Research Framework," International Business Review, Elsevier, vol. 20(4), pages 377-393, August.

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