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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Systems solution of branding in online setting
 Rais, Josef ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
This thesis if focused on brand building on the internet and possibilities brought to this filed by usage of systems methodologies. SWOT analysis is widely used in marketing, but it is focused solely on evaluating the current state of things and there is no formal framework to connect branding with marketing. Critical Systems Heuristics (CSH) methodology is used to supplement traditional marketing approaches. CSH consists of 12 boundary questions which can be used to define ideal state of analyzed systems. CSH methodology is then used to create a draft of Monoe brand, which will stand for a provider of photographical and graphical services. Based on gathered information from boundary questions, a website for the brand was created and promotion on social networks was also started. This practical use of CSH shoved that the boundary questions are too vague to be properly used in branding, but mostly address the right fields. Because of that, the boundary questions were modified. The asset of this thesis is modifying CSH methodology so it can be used as a framework to build brands on the internet.
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Archetypes in economic analysis
 Petráš, Jaroslav ; Rosický, Antonín (advisor) ; Šubrta, Václav (referee)
Transdisciplinary focused work concentrates on the possibilities of the application of the system thinking in the various science branches. Out of system disciplines it studies in detail the system dynamics -- specifically Archetypes (general structures). Introduction to the general system theory can be found in the first section of the theoretical part. Next sections are more particular and refer to the main ideas of system dynamics and Archetypes. Next part of the work focuses on common methods of the economic analysis. Apart from their brief description there is also discussion about their main theoretical flaws. The economic analysis of the specific socio-economic issue (road speed limits) is performed in the last part of the work and it includes substantial usage of the Archetypes and general system-thinking attitude. Primary aim of this part is to confirm or disprove the hypothesis of the utility of Archetypes in the economic analysis.
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