8
CREATING
Authors: Adriana CHIRIACESCU
Number of views: 258
Skilled business persons know that creating goodwill is the main objective of any
business, whatever the specific objective may be: buying, selling or solving
problems. How could we define good will? The Oxford Dictionary considers it as a
“kindly feeling to persons”. Trying to define it, we may say that goodwill is the
degree to which the receiver of the message perceives the communicator of the
respective message as a likable, trustworthy and consistent person. Of course, this
image shall be determined by the attitude of the communicator. Can goodwill be
taught and learned? Our hope is that it can become a constant value of human
behaviour by gradual, trained accumulation of knowledge and successful practice.