Creating Goodwill-An Important Objective in Business Communication
Creating Goodwill-An Important Objective in Business Communication

Summary/Abstract: 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.

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