Attracting, Maintaining and Expanding the Customers - Fundamental Purpose of Goodwill

• Author: Ioana Popa, Manuela Nita, Ilioara Genoiu
• Pages: 138-146

European Integration - Realities and Perspectives

2010

138

Attracting, Maintaining and Expanding the Customers – Fundamental

Purpose of Goodwill

Ioana Adriana Popa

1

, Manuela Niţă

2

, Ilioara Genoiu

3

1

Valahia University of Targoviste, Faculty of Juridical, Social and Political Studies,

ioana.popa@yahoo.com

2

Valahia University of Targoviste, Faculty of Juridical, Social and Political Studies,

manuela_nita74@yahoo.com

3

Valahia University of Targoviste, Faculty of Juridical, Social and Political Studies,

ilioaragenoiu20@yahoo.fr

Abstra ct: This article is intended to be an analysis, in terms of theory, jurisprudence and norms, of the

essence and contents of interdependent concept s of “customers” and “goodwill”. The approach is dictated, on

the one hand, b y the moder nity, interest and complexity of the issues in question, considering the modern

business relations, and, on the other hand, by the intention of perc eiving it from a new, conclusive and

comprehensive angle, meant to constitute the premise of a genuine scientific contribution, fundamental reason

of all and any research demarche. The concept, the types and the characteristics of customers and good

custom, their r elation to goodwill and their correspondents in electronic trade are thoroughly and eloquently

analyzed, as well as in terms of multidisciplinary. In addition, the study includes the significant controversies

in this field and offers solutions. The detailed analysis of the theme l ays a methodological basis of

investigation framed by a system of methods, procedures and means of scientific knowledge, both of

maximum generality and specific to law science. The results of this r esearch represent an instrument of

efficient study for the students of the Law and Economical Sciences Faculties. At the same time, the real

practical importance of the theme can attract the interest of the traders a nd any other person interested in the

goodwill's bearings.

Keywords: business; intangible elements; good custom; e-commerce

1. Introduction

Current civilizat ion is based on production and circulati on of goods, on exploitation of capitals,

on continuous evolution of bu siness environment in the co ntext of globalization and hi gh tech .

The main target of all trad ers is making profit which may be o btained only by attracting stable

customer s. Keeping and devel oping them represent the fundam ental purpose of goodwill, distinct

juridical and economic entity.

With a view to carry out a business commercial spaces, furniture, machinery, materials and raw

materials are required. In addition, the trader runs the business under a name or benefits from the

results of experiments protected by patents. All these elements are reunited under goodwill, a concept

defined by interwar doctrine as “ensemble of goods which the trader (the owner) groups and sets apart,

within his own enterprise, with the purpose of carrying out his specific activity (statutory), in