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Meaning of the term eco-frinendly behaviour to Generation Z
Beranová, Eliška ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
The topic of ecology and eco-friendly behaviour is very current and often debated, as it is an issue that concerns us all and our future. The main objective of this paper is to find out what does Generation Z perceive as eco-friendly behaviour, both in the context of the behaviour of the respondents themselves and in terms of their interpretation and perception of corporate behaviour. The thesis comprises a theoretical section dealing with green marketing, green behaviour and related theoretical concepts, and a practical section that includes the research itself. The research was conducted using a qualitative method in the form of semi-structured interviews, which were then analysed using thematic analysis and open coding. The analysis of the conducted interviews shows that Generation Z mainly interprets the concept of eco-friendly behaviour as reducing their personal footprint, being led by waste sorting. In the context of companies, eco-friendly behaviour according to Generation Z then includes eco-friendly products and their packaging. However, it is also important for it not to be only a pose, ecology should actually be at the core of the company's business and its main philosophy.
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Communication strategy of IKEA in the field of CSR in the years 2019-2021
Dvořáková, Markéta ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis deals with the communication strategy of IKEA in the field of CSR in the Czech market in 2019-2021. The theoretical part provides a comprehensive theoretical background to the topic focused on corporate social responsibility and communication strategy. The practical part is focusing on the global furniture company IKEA. The thesis first describes the chosen research methods. Then it offers a brief introduction of the company and its CSR strategy. It describes not only its current approach, which is summarized in the document "People & Planet Positive" updated in 2018, but also the company's journey until then. A subsequent analysis of the communication strategy in the selected period presents a detailed description of the 9 largest CSR campaigns, as well as smaller topics in this area of communication. The analysis also includes an interview with the PR Leader of IKEA Czech Republic, Hungary and Slovakia, which helped to complete the picture of the company's approach to CSR communication. At the end of the thesis, one can also find research in the form of a questionnaire survey conducted to find out consumers' opinions on the issue under study.
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Design of the CSR Concept in the Company Management System
Macháčová, Zuzana ; Slavík, Jan (referee) ; Putnová, Anna (advisor)
The diploma thesis deals with the design of the CSR concept in a selected company. On the basis of theoretical knowledge together with a suitably chosen methodology, the main part of the work follows, where the level of corporate social responsibility in the economic, social and environmental areas is evaluated. The results are followed by a design part, which contains ideas and measures leading to the creation of the company's concept.
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Jawa - history of the brand
Minařík, Miloš ; Kopecký, Ladislav (advisor) ; Halada, Jan (referee)
The Bachelor's thesis monitors the conception, history and operation of the most successful domestic motorcycle manufacturer - trademark Jawa. The thesis generally deals with the functioning of the company in different political-economical systems that has gone through during 83 years of operation and describes the changes of position and perception of brand value in time. The thesis is focusing on the extraordinary personal and professional career of founder of Jawa Company Ing. Dr. h.c. František Janeček. As well as on the enterpreneurial philosophy of his company and style the company worked the way up to become a leader of the domestic motorcycle market, which enabled the company to gain good position in the most successful era of postwar epoch. The great amount of attention is focused on the years of 30th, when Jawa starts its work and the process of brand building. This process is presented in the complex framework that explains and comments, but also monitors the entire system of branding methods, which supported the production strategies of Jawa and led to the successful building of a brand value. In this sense, the thesis takes particular notice of organizational processes in the company, changes in its portfolio and promotion of company products. The communication and activities of the...
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The Journal Pravo lidu 1945-1948:Hopes,Aims and Tattered Ideals
Plívová, Viktorie ; Köpplová, Barbara (advisor) ; Cebe, Jan (referee)
The daily Právo lidu (Peoples' Rights), a paper of the Czechoslovak Social Democratic Party (ČSSD), started to be published 12 of May 1945, immediately after a forced break during the Second World War. However, its renewed edition did not last much longer than mere three years. After the Social Democratic Party merged with the Communist Party the newspaper was closed, or more precisely "diverted" under the auspices of Rudé právo (Red right), the central organ of the Communist Party. My aim in writing this thesis is a study of this period as such, its presentation on the pages of Právo lidu, or a presentation of some major historical events on the pages of the diary and the form of the paper itself. The work is therefore divided into two main parts. The first is a theoretical introduction describing pivotal moments in the development of post-war Czechoslovakia, where I am focusing on the description of the aspects that shaped the period, formed the internal political situation and directed the former Czechoslovakia into the Soviet Union's sphere of influence. The second part of the thesis is devoted to the very analysis of the diary in the years 1945 - 1948, its form, its way of distributing the information and describing certain political moments, as well as the anchorage of the daily in party structures. A...
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Public relations of the SportFotbal company
Kvasnička, Tomáš ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Public relations of the SportFotbal company Objective: The main aim of the diploma thesis is to analyse the current state of the Public Relations (PR) activities of SportFotbal in relation to the target public and make recommendations for improvement. Methodes: In the process of assembling information some internal documents of SportFotbal were used. In addition to these interviews with the marketing and business manager were conducted. This formed the basis for the format adopted and influenced the assumptions of the company towards stakeholders. Through informal interviews and discussions with the management of the company, further information about the functioning of the company was obtained. Results: The outcome of the analysis of the SportFotbal Public Relations for the year 2017 is clearly stated in the presented diploma thesis. The results of in-depth interviews, analysis of texts and documents indicate that the public relations medium was not sufficiently utilized in the environment considered. Based on these findings, proposals were drawn up for the effective use of public relations of the medium for the year 2018. The concept adopted is a plan for organizing events for interest groups. Other avenues were created by way of the use of online communications. An important component of...
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Educative Campaign for People with Psychical Disabilities. Project "Tailored Job"
Brůnová, Lada ; Dolanský, Pavel (advisor) ; Ježek, Jiří (referee)
The Thesis "The Educative Campaign for People with Psychical Disabilities. Project "Tailored Job" deals with social marketing, specifically social campaign of a non-profit organization Asistence o.s. and its various aspects with regard to the Czech non-profit environment. I devote a large part of the thesis to the communications mix which, if used cleverly, saves the non-profit organization some money. Finally, I try to evaluate the project, in particular the communications site and outline how it could be improved and what communication channels should be used in the future.
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The state and non-state actors' approach to the UN Global Compact - the case of the Czech Republic
Krummerová, Ivona ; Parízek, Michal (advisor) ; Plechanovová, Běla (referee)
The thesis examines the approach of state and non-states actors to the UN Global Compact in the Czech Republic. The case of the Czech Republic has been chosen for the analysis since there has been much lower engagement level of companies in the UN Global Compact than in other European countries. The aim of the thesis is to discover how particular actors from the state and non-governmental sectors influence the engagement of companies in the UN Global Compact, and to find out the main causes of low engagement of companies in the initiative. The method of process tracing is used to explore causal relations between the variables. The qualitative data collected from the interviews with the representatives of governmental institutions, international non-governmental organisations, platforms of social responsibility, trade unions, and companies have been used as the main source. The main causes of the low engagement level of companies in the UN Global Compact have been identified as including: the passivity of the state and the absence of coherent national strategy for corporate social responsibility (CSR); the non-involvement of the non-governmental organisations in the promotion of UN Global Compact principles although their influence differs according to the character of the organisation; the lack of...
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Foodjournalism in Czech newspapers betweenthe wars
Šemberová, Kristina ; Köpplová, Barbara (advisor) ; Bednařík, Petr (referee)
In recent years, there is an apparent renaissance of the Czech cuisine, the "First Republic era" (1918 - 1938, CSR I) especially. Both chefs and journalists writing about cooking and dining are referring to the gastronomy of this time period more and more often and they are praising its quality and taste. However, there is no comprehensive publication about Czech gastronomy in 1918 - 1938 period, sparse references and notes can be found in witnesses commemorative volumes, from history of folklore and from the historical press, respectively. Based on the last especially, the image of "first republic" gastronomy is gradually puzzled out. Using a content analysis method, the four biggest newspapers (Lidové noviny, Národní listy, Český deník and Venkov) and eight women journals (Žena, Ženské listy, Ženské noviny, Ženský list, Rozsévačka, Česká Žena, Ženský svět and a "Československá žena" calendar) being published in examined period are investigated. For further findings of completive and linking facts, the historical analysis method is being used as well. Aim of this work was to answer questions about the first republic journals topics and titles, and in what fashion the first republic press thought about gastronomy. Further, this work explores the possible tendency, and development and attention is...
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