Tag Archives: Acquisition goodwill

4 fundamentals that competitive companies use to establish goodwill

February 13, 2020

By Martha Sullivan, CPA, CVA/ABV, CM&AA, CEPA Partner, Succession Planning Practice Leader Martha leads HK’s succession and exit planning services division and is a regular contributor to Wisconsin’s InBusiness digital magazine. Driving by a Goodwill location recently got me thinking about the word “goodwill” and its various meanings. One the one hand, goodwill is something one person offers to