Some Reflections about the Theory of Goodwill

The accounting recognition and measurement of goodwill have become an important problem of financial theory and practice field. On the basis of the brief analysis about the property of goodwill and its basic principles, the paper discloses that the prominent persons are the most essential constituent of goodwill and interprets the reasons that goodwill can not been recognized and measured. Finally, the paper brings forward several suggestions on how to curb the questions of goodwill in market.