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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Vnímání značky Hard Rock Cafe českými vysokoškolskými studenty
 Polák, Ivan ; Karlíček, Miroslav (advisor) ; Vítek, Václav (referee)
The goal of this thesis is to understand perception of the Hard Rock brand in the Czech Republic among university students. Hard Rock Cafe Prague is a combination of a restaurant, bar, and rock club operated by the hospitality corporation Hard Rock International. The studied segment can be seen as a group of potential customers in long term, and this research should identify opportunities for growth of Czech guests. The thesis presents the process and results of Hard Rock brand research on the selected segment. The work is supported by theory of marketing of services, brand, and methodology of marketing research. The practical part includes two phases of research: qualitative and quantitative. Analysis of both phases and their implications on formulated hypotheses lead to conclusions regarding perception of Hard Rock brand by the studied segment. These are further analyzed to offer a number of recommendations for future marketing communication activities targeted towards the local customers.
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Development of global economy in the information technology era
 Polák, Ivan ; Jiránková, Martina (advisor) ; Bič, Josef (referee)
Information technology is the last revolutionary technological innovation with global impacts. It benefits people as individuals, but also companies of all sizes. Information and communication technologies have brought unprecedented linkage and in the end economic unification of the world. The aim of this paper is to explain how ICTs affect the global economy, what factors have enabled their massive spread, and which areas have been influenced the most. I describe in detail the conditions of the invention of the technology and its rapid spread. This paper mostly discusses information technology and its impact on the current economy, both from the global and business perspective. In this work, I concentrate on the regions most affected by the process of informatisation: the developed economies and South-East Asian countries. From the business point of view, I show how active use of ICT in business processes enhances the company productivity. I also describe the change of business-to-business and business-to-customer relationships.
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