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Marketing Innovation
Petrová, Eva ; Klosová, Anna (advisor) ; Sato, Alexej (referee) ; Kislingerová, Eva (referee) ; Přikrylová, Jana (referee)
The gross domestic product (GDP), as a basic measure of a country's domestic economic output is a product of the size of the labour force and its efficiency. Its result is a combination of two immediate factors: utilization of labour and productivity of labour. Productivity is the most relevant in the long run and the key to sustainable economic growth, while innovation is the central factor of productivity growth. Assessing the innovative performance of a country, as well as explaining it, goes a long way in understanding the dynamics of its productivity, hence its prospects for long term economic growth. The aim of this dissertation thesis is to confirm the importance of innovations' influence on the GDP growth in the chosen developed countries. Another aim of this thesis is to point at innovation as a source of competitive advantages for companies that allows further market share gains and thus revenue and margin increase as well as other strategic advantages. The main aim of this thesis is to provide a complete picture of a successful innovation launch in the market and its management during its life cycle, while considering various influences impacting the success of innovation strategies. The focus will be mainly on high-tech product innovations.
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Marketing strategies of international companies
Čapková, Halka ; Přikrylová, Jana (advisor) ; Zamykalová, Miroslava (referee) ; Lošťáková, Hana (referee) ; Svobodová, Šárka (referee)
I focused my dissertation on the marketing strategies used by Czech subsidiaries of international pharmaceutical firms. There were two main aims of my dissertation. Firstly, to characterize the nature of the pharmaceutical industry, differentiate it clearly from consumer goods industries and identify how these differences influence the marketing strategy used. To reach this goal I used desk research. Secondly, I carried out primary research among 46 large international pharmaceutical firms that run subsidiaries in the Czech Republic. The main aims were to find out what marketing strategy they use (global, modified global, regional, local, or a combination of these), how and where it is created, how it is financed, whether they prefer the promotion of the company name or of individual brands and what communication channels they use.
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Dynamics of business model in telecommunications
Filipová Fuchsová, Regina ; Malý, Josef (advisor) ; Machková, Hana (referee) ; Přikrylová, Jana (referee) ; Peterka, Jiří (referee)
This doctoral thesis is focused on the most progressive part of telecommunications nowadays, on Internet governance and Internet domain name system. This field is not only highly interesting, but only very little researched area from the point of view of economics sciences compared to the traditional fields. Recently, the question of Internet governance was highlighted, but it has been neither resolved nor sufficiently discussed so far. The theory does not answer many questions raised by the praxis sufficiently. The aim of the thesis was to describe the branch in detail and to develop an original model, which would characterise the dependency of the number of registrations on other indicators. This doctoral thesis of Regina Filipova Fuchsova brings a detailed analysis of factors influencing the domain name system. This is the first analysis of this art ever, which targets top level domains .cz and .eu. Typology of TLD registries and connection of domain name selection with the company strategy are further new findings. Based on own analysis and case studies, the author concludes, that there is a relatively strong dependency of the number of registered domains under the respective TLD on national economy characteristics and that the model of the relationship of a ccTLD registry and respective government significantly varies in particular countries. This is due to the historical development and national specifics. The author further came to the conclusion, that national and generic TLDs are partially substitutes and partially complements on national markets. It depends on concrete market and the degree of ccTLD liberalisation, because generic TLDs act as substitutes to the country code TLD on not liberalised markets and/or where the ccTLD is rather expensive. As for the liberalised markets, the growth of a ccTLD goes hand in hand with the growth of gTLD and they compete less. National TLDs of the EU countries and the European TLD .eu show the nature of complements according to the statistical analysis. There are significant theoretical and practical contributions of this work because of its wide content and original analysis in this field. The findings can be practically used for registry benchmarking and ideas related to the delegation of new top level domains.
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Market of marketing research - analysis of contemporary state, prediction of future development, international comparison
Laschoberová, Libuše ; Zamykalová, Miroslava (advisor) ; Koudelka, Jan (referee) ; Machková, Hana (referee) ; Přikrylová, Jana (referee)
Marketing research is an important part of marketing, it delivers information which can be used to support decision making, for creation of plans and strategies, and also for their subsequent evaluation. Monitoring the current market, competitors and consumer behaviour, marketing research creates a competitive advantage, increases the level of certainty and reduces the level of risk to the business. It is essential that the marketing research is conducted in a professional manner. The dissertation work of Libuše Laschoberová provides readers with one document which analyses marketing research in a complex way -- it comprises of detailed information about this market and its environment in context, basic theory, brief description of historical development, selective important data, international comparison, up-to-date trends, prediction, data and opinions of marketing research agencies and experts in this field. There are also practical examples which illustrate some theoretical findings. It is focused on analysis of the contemporary state of this branch, prediction of future development and international comparison. In a practical business environment this would help to gain a deeper understanding of the market research process via the collective and structured information contained in this dissertation. The analysis was conducted independently and objectively. From a practical point of view it is an especially important section which describes the possible future trends in the market. It enables the business to adapt to these trends, create appropriate strategies and therefore prepare the firm for likely future developments. The essential part of this dissertation is based around two separate research projects which resulted in new, previously unknown data. The obtained information confirmed the assumed hypothesis and brought experts' opinions on selected issues. It can be concluded that: 1) Czech firms change their point of view on marketing research -- they are beginning to understand its benefits and use them to their own advantage. 2) Clients' requirements for quality and professionalism of marketing research are increasing. 3) The percentage of international marketing research is growing, whereas the number of projects on national level is in decline.
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The comparison of intercultural marketing differences in the selected markets of the EU and the Eastern Europe with a focus on industrial organisations behaviour
Hrbek, David ; Zamykalová, Miroslava (advisor) ; Přikrylová, Jana (referee) ; Kita, Jaroslav (referee) ; Stránský, Lubomír (referee)
Intercultural marketing is a constant process of marketing programs adaptation to the national or international target markets. Intercultural differences play an important role in the process of implementing marketing strategies, hence while doing marketing research, market segmentation and selection of suitable target groups, developing brand positioning and implementing marketing mix -- product, price, distribution and communication. The dissertation work of David Hrbek provides a reader with a complex of characteristics of cultural divergences in selected countries of European Union and Eastern Europe -- Germany, Austria, Italy, Poland, Russia, Ukraine and Belarus -- with a goal to define manners of behavior of industrial (B2B) subjects in these countries, to analyze business environment and to synthesize the main findings about the ways of leading business negotiations. Based on numerous practical examples the author comes to the conclusion that in spite of the fact business negotiations in B2B markets have been determined mostly by rational data - product description, services, price, terms of delivery, payment conditions, etc. - it more and more appears, that knowledge of cultural disparities of particular countries, selection of appropriate methods of business negotiation with a foreigner, and ability to adjust business habits and ethics in foreign environment, significantly influence results of the business transactions. Without knowledge of local environment, language, hierarchy of values, historical and cultural heritage, and at last but not least careful selection of strategy and tactics of business negotiation, it would be very difficult to realize large and organizationally complex business contracts. The work has a highly practical use due to extended collection and synoptic comparison of business environments in seven selected European countries. The author offers broad analysis of political, legislative and economic factors, and describes specific conditions for selling Czech goods into the above mentioned markets. These data, collected in close cooperation with the Czech embassies and commercial representation abroad, are universally applicable for Czech exporters and establish a frame for further analyses in the area of social-cultural environments and leading business negotiations with foreign partners.
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Analysis of biodegradable communal waste disposal system in the city of Zlín
Přikrylová, Jana ; Dvořák, Antonín (advisor) ; Hadrabová, Alena (referee)
This thesis discusses the disposal of the biodegradable communal waste (hereinafter BRKO) in the city of Zlín. In the beginning it introduces the general terms and keywords and legal regulations concerning waste disposal. It mentions environmental effects of the BRKO dump, and also ways of collecting and further treatment of BRKO. The main part of the thesis describes the current BRKO management system in the city of Zlín and based on the projects that have been completed up until now it analyses management efficiency. The thesis shows an expected progression in the total amount of BRKO in the following years due to the new limits placed on BRKO dump by the Plan of Waste Management Program. Based on the collected data, this thesis proposes an optimal solution for waste collection and waste treatment in the city of Zlín and evaluates the environmental and economic benefits of the suggested waste management system.
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Building Loyalty in Consumer Markets
Selivanova, Olga ; Přikrylová, Jana (advisor) ; Tjokorda, Patrik (referee)
In the first chapter this thesis summarizes all different viewpoints of marketers and other experts in business concerning customer loyalty definition. The second chapter discusses a role customer loyalty plays in business of companies. By selecting appropriate definition of customer loyalty, the purpose of this thesis would be to describe all benefits associated with customer loyalty and suggest solution for their expression in economic terms. These topics are discussed in Chapter 3 and 4. In addition in Chapter 5 and Chapter 6 management of customer loyalty and its determinants will be introduced. By selecting those determinants, which are hidden behind customer motivations to purchase company's products or services, and by managing them, company is able to build customer loyalty and enjoy all associated benefits in a form of increased profitability of its business. Finally in the last chapter loyalty programs and their management are discussed, because they are often used as tools to encourage customer loyalty. All these findings are demonstrated in a case study of Palac Flora, a shopping mall in Prague, which introduced its loyalty program a couple of years ago. The final part of this thesis is devoted to conclusion and bibliography.
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