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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Create and Sustain Competitive Advantage in Online/IT industry
 Jukelsonová, Sofie ; Jaklová, Martina L. (advisor) ; Butor, Pauline (referee)
The purpose of this work is to define a theorical framework to explain sustainability of competitive advantage in what we will name network industries: social networks, internet based services, mobile devices and online softwares. This framework will consist in integration of the well known Porter approach combined with a more recent Resource Based View of the firm. Using four real cases, with a focus on Google, we will demonstrate that sustaining competitive advantage in those industries requires a combination of external opportunities and a strong defensible resource position. One without the other cannot lead to long term success. In order to make our conclusions actionable, we will lay down a checklist of strategic diagnosis that any decision maker in that industry should have in mind at all time, in order to defend his / her market share.
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Communication Strategy of the CACHAREL Brand
 Jukelsonová, Sofie ; Halík, Jaroslav (advisor) ; Týrová, Barbora (referee)
Práce se zabývá komunikací a komunikačními nástroji jako takovými a jejich praktickou aplikací na značce Cacharel. Obsahuje řadu praktických poznatků načerpaných autorkou práce během jejího působení ve společnosti L´Oréal, do níž značka Cacharel spadá. Práce by měla sloužit jako základní příručka pro začínající brand manažéry značky Cacharel.
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