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Organizational culture
Slaninka, Jan ; Matějů, Martin (advisor) ; Opletalová, Lenka (referee) ; Mikeš, Jiří (referee)
Recent researches - external and also internal - proves, that an organizational culture is a phenomenon, which has a big influence to a long term prosperity of an organization and this theme also becomes - beside the traditional analysis - a subject of a culturological investigation. The organizational culture seems to be a carrier of a competitive advantage and significantly affects also an efficiency of an organization. A deep knowledge of this topic helps managers to understand their role in a company and allows them to reach changes leading to escalation of an efficiency of exploitation of both the human and the material resources. The dissertation work is dedicated to this particular phenomenon. A first part of the thesis defines some fundamental terms such as culture it self, an organizational culture, a national culture and also explains sources, mechanisms of formation and functioning of an organizational cul ture. The effect of national culture, a relationship in between an organizational culture and potency of an organization and also different typologies are also observed and mentioned too, especial1y the typology based on Organizational Culture Assessment Instrument Model (OCAI). In a second empirical part of the thesis are presented the results of a respective research of a selected...
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Olympic parks in Czech Republic, use in marketing of selected companies
Řehák, Vojtěch ; Mikeš, Jiří (advisor) ; Kindová, Alena (referee)
This diploma thesis deals with the issue of organizing Olympic parks in the Czech Republic and their use in marketing strategies of selected companies. The main goal is to evaluate marketing strategies of three main partners. It was Skoda Auto, Skupina CEZ, and Pilsner Urquell. The first chapter focuses on theory of general marketing. The second chapter aims at theory of sport marketing and focuses mainly on marketing and communication mix in sport. The next part describes the Olympic parks individually. Simultaneously, the analysis of communication of main partners during the operation of the main park called Rio-Lipno takes place here. The last chapter contains contribution evaluation of Olympic parks and marketing strategies of the partners and suggestions for next two Olympic Games.
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Digital diplomacy and corporate identity of state administration of the Czech Republic
Gonšenicová, Jana ; Mikeš, Jiří (advisor) ; Peterková, Jana (referee)
This diploma thesis focuses on a very modern part of public diplomacy and state communication concerning digital technologies and online information transmission using Internet tools. Digital media is currently the most effective way for all countries to reach out to the general public and build their positive image. It is therefore necessary to underline the national identity as such, because it is key to effective foreign policy and the achievement of its goals. This is inevitably linked to the corporate identity, which is one of the most important tools for this purpose. The practical part is devoted to issues of corporate identity of the state administration and the Czech Republic abroad. The aim of this diploma thesis is to analyze individual visual styles and websites of ministries to point out that Czech digital diplomacy is characterized by a low level of strategic approach and coordination. Furthermore, there are additional recommendations for changes and proposals of own logotypes for ministerial departments and the official and the tourist logo of the Czech Republic.
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Image of the Mattoni brand
Hašková, Denisa ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of the thesis is to analyze the image of the Mattoni brand on the Czech market. The thesis is divided to the three parts. The first chapter provides the theoretical background, which characterizes the brand, the image of the brand and the communication. The second part of the thesis mentions the company Karlovarské minerální vody and its subsidiary brands. The brand Mattoni is described in detail. This part mentions the product portfolio, the enangement and the ways of communication. The last chapter consists of the research and the SWOT analysis of the Mattoni brand. The conclusion of the thesis provides the evaluation of the results and the future recommendations.
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