THE USE OF MODERN METHODS OF VALUATION OF BUSINESS REPUTATION (GOODWILL)
Subject/Topic The problem of measuring the goodwill arose in economic science at the end of the XIX century and it is still a popular topic within the academic community and practitioners around the world. Goals/Objectives The authors have set the main goal - to carry out a deep and multidimensional analysis of the different conceptions of goodwill as an object of accounting and valuation. In this regard, the following tasks have been delivered and performed: 1) analysis of the Russian and international accounting standards, covering the concept of "goodwill \ business reputation"; 2) study of alternative (non-accounting) approaches to the assessment of goodwill; 3) conduct of calculating and analytical work to assess the business reputation of the Russian company. Methodology The study is based on the works of famous foreign scientists in the field of accounting, international standards and generally accepted accounting and reporting, as well as information about concept of EVA. Conclusions and Relevance Total commitment to the use of more transparent methods of assessment will help companies not only to obtain benefit from the difference between the transaction price and the fair value, but also to improve business practices in this area as a whole.