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National Repository of Grey Literature

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Value creation in innovative company and its assessment Zámečník, David ; Špaček, Miroslav (advisor) ; Rýdlová, Barbora (referee) The diploma thesis "Value creation in innovative business and its assessment" is aimed at assessing the value of Family brewery Bernard company and later usage of potential scenarios to determine the expected value of the company. The thesis consists of two parts. First is theoretical-methodical part, where the means, methods and processes of the appreciation itself, strategic analyses, financial analyses, value generators and financial plan are analysed. Second half is aimed at practical part, where the above-mentioned theoretical process is applied to the particular business. Detailed record

Marketing and communication strategy of BERNARD Brewery Dokulilová, Vlasta ; Postler, Milan (advisor) ; Mikeš, Jiří (referee) The bachelor thesis deals with the analysis of marketing and communication strategy of the Bernard Family Brewery. The aim is to assess the current strategy and to propose practical recommendations for the future. The theoretical part of the thesis is focused on the basic concepts of marketing, creating marketing and communication strategy, using well-known tools and methods. In the practical part is presented the analyzed company and its product portfolio. The thesis is based on the evaluation of the current use and application of marketing and communication strategy. In conclusion, on the basis of evaluated data, are made corresponding recommendations and possible changes. Detailed record

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