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Research of a megatrend and its commercial potential
Jandová, Iveta ; Koudelka, Jan (advisor) ; Hnídek, Michal (referee)
The master thesis "Research of a megatrend and its commercial potential" uses the qualitative method Delfi and MML-TGI data. The research has showed that one future megatrend is the creation of a new platform which will replace the current internet platform. Furthermore, the research has helped to define the marketing potential of the future platform. The thesis firstly contains a theoretical introduction into the world of megatrends, defines what a megatrend is together with a possible prediction of future events, and looks at the overall characteristics of what makes-up a megatrend. It also looks at current megatrends, ways how to deal with them, and analyses reactions of different industries towards them. Secondly, the thesis follows through with a theoretical analysis of the research methods used, such as the Delfi method. This part contains a detailed methodology of the research with the use of Delfi and MML-TGI. The focus and objective of the thesis lies in researching the future megatrend and its marketing potential. A prerequisite to fulfilling the main objective is to acquire relevant data which will allow for the research to be completed. The thesis deals with the problem in the form of the possibility to predict a future megatrend and its marketing potential, especially in the relation of availability and supply of relevant, trustworthy information.
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