goodwill
US /ɡʊdˈwɪl/
UK /ɡʊdˈwɪl/
1.
friendly, helpful, or cooperative feelings or attitude
:
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The company tried to build goodwill with the local community.
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His actions created a lot of goodwill among his colleagues.
2.
the established reputation of a business regarded as a quantifiable asset, e.g., in calculating its value when sold
:
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The acquisition price included a significant amount for goodwill.
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Accountants often debate how to properly value goodwill on a balance sheet.