Goodwill

WEBSTER dictionary defines goodwill as a kind feeling of approval and support and a benevolent interest or concern. It also defines it as the favor or advantage a business has acquired, especially through its brands and good reputation.

Undoubtedly, the Philippines is a nation heavy in relationships, and we see it ingrained in our culture. Having good relationships also forms part of the decision-making in business — that relationships require a level of trust and that trust is instrumental enough to merit long-term business relationships is tantamount to knowing how relationships work in this country. This is also why companies invest in salespeople and train them to develop skills akin to relationship-building to serve the same purpose.