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

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

This article is intended to be an analysis, in terms of theory, jurisprudence and norms, of the essence and contents of interdependent concepts of "customers" and "goodwill". The approach is dictated, on the one hand, by the modernity, interest and complexity of the issues in question, considering the modern business relations, and, on the other hand, by the intention of perceiving it from a new, ... (see full summary)

 
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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

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