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Analysis of Book Publisher's Marketing Tools
Gruberová, Laura ; Pešek, Ondřej (advisor) ; Hanzlík, Jan (referee)
This Master's thesis entitled Analysis of Book Publisher's Marketing Tools focuses on the Czech book market and marketing tools that are currently used by book publishers. The aim of the work is to evaluate marketing tools of the specific Czech book publisher based on qualitative research and suggest possible improvements in their use. The theoretical part contains definitions of basic concepts in the field of book publishing and book marketing, which serves as the basis for the practical part. The practical part deals with the analysis of marketing tools of book publisher Argo, presents pros and cons of these instruments and in the end, brings suggestions for their improvement. This part of the thesis is based on marketing situation analysis, on analysis of available data on publisher's activities and on an interview with one of its writers. This thesis is primarily valuable for book publishers and sellers, who can obtain information about possible marketing tools. For book readers, this thesis is particularly interesting in terms of obtaining information about how marketing tools can help them in the selection of books.
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Analysis of the EU regulations in the field of Information and Telecommunication technologies and their effect on the single market
Hart, Ludvík ; Procházka, Pavel (advisor) ; Strejček, Ivo (referee)
The bachelor thesis describes the EU regulations in the field of information and communication technologies (ICT), particularly the Digital agenda for Europe strategy. These regulations are then tested for their influence on the European single market. The major question answered here is whether the EU regulations in field of ICT have a positive impact on the EUs single market. Answer to this question helps us evaluate the ongoing Digital agenda strategy. The impact of the regulations is analysed by induction of the following indicators, international trade, ratio of population buying online, DESI index and NRI index. With this method it is possible to tackle the wide range of fields the Digital agenda covers. I conclude this work with the statement, that European ICT regulations do have a positive impact on the single market, although are problematic due to the slow legislative process and low efficiency in addressing the regulated issue.
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External Sources of Finance for Business Projects in the Czech Republic
Kubíčková, Kateřina ; Filipová, Vladimíra (advisor) ; Drozen, František (referee)
This bachelor thesis is focused on external sources of finance for business projects in the Czech Republic. The theoretical framework summarizes the expertise and definitions relating to business, entrepreneurs personality, to legal forms of business and traditional external sources of finance. As the lack of resources or difficult access to traditional sources of capital can sometimes be an obstacle in the realization of a welcome and viable business plan, the second half of the thesis is devoted to alternative options of financing business projects with an emphasis on EU subsidies drawing. Other analysed external sources of finance are the investments of private investors called Business Angels, venture and private equity capital, crowdfunding and at the end preferential credits from banking institutions offered to start-ups or new business projects. The main target of this thesis is to provide an overview of the available external projects funding, to find out how they are going on in the Czech Republic and at the conclusion to assess, what kinds of projects are suitable for every single kind of funding. This thesis could help to entrepreneurs, who do not have enough funds for their idea, to be knowledgeable in current options of external financial sources.
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Misleading advertising and deceptive business practice when shopping online
Žáčková, Veronika ; Hejda, Jan (advisor) ; Kaczor, Pavel (referee)
This Bachelor´s thesis deals primarily with the issues of misleading advertising in online shopping, especially when purchasing at single-item e-shops. The thesis provides a description and comparison of misleading advertising and deceptive business practice, an analysis of a specific ´problematic´ e-shop and its comparison with a ´problem-free´ e-shop and a comparison of characteristics that are common to misleading e-shops. The thesis also includes a list of institutions that are authorized to resolve issues related to misleading advertising and deceptive business practice. The practical section of the thesis proposes a website add-on that might help reduce significantly the number of fraudulent e-shops.
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Pre-Marital Agreement as a means of protection of marital property and business
Vávrová, Eliška ; Hejda, Jan (advisor) ; Kaczor, Pavel (referee)
This thesis deals with the possibilities of adjustment of marital property in the form of concluding marriage contract as a way to protect assets in case of divorce or business of one of the spouse. The aim of the work is to identify shortcomings in the current leg-islation. Based on these shortcomings suggest solution to improve the current state. According to this suggestion compile a model of marriage contract. The draft of rec-ommendation is compiled with the help of comparison with the Austrian statutory of matrimonial property relations and through questionnaire survey among students of University of Economics who have experiences with the adjustment of community property.
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The Value of CSR for Czech Consumers
Faradji, Elise ; Štěrbová, Ludmila (advisor) ; Seror, Patricia (referee)
Nowadays consumers purchasing behavior is influenced by new factors such as the social and environmental implication of companies. This is why Corporate Social Responsibility (CSR) is a growing trend which companies need to look after carefully. However implementing an efficient CSR strategy is a complex process for corporations; especially since the core concept of CSR remain quite blurry. The goal of this study is to analyze the perception of consumers towards CSR to find out about the value creation that CSR produce for consumers and its impact on their purchasing behavior. This paper will ultimately help companies to implement their CSR strategy more efficiently. This study aims to contribute by conducting an in-depth analysis of consumers attitudes and behavior towards CSR. If most of researchers are using a quantitative approach this study means to deal with the issue with a qualitative perspective. Indeed twelve semi-structured interviews will support the findings. On top of those practical and physical interviews some theoretical knowledge will be added to the construction of the argument especially to bring a framework that shows the importance of all types of value creation (functional emotional and social). The findings of the thesis emphasize the facts already proven by other researchers; value creation is fundamental to make consumers care about CSR. However the study will show how much skepticism towards CSR can impact negatively consumers purchasing behavior. The research will help companies implementing more successful CSR strategy and develop new solutions to reach customers and influence their purchasing behavior through the creation of value for them.
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Optimization of the process of recruitment and selection of employees
Doxanská, Kateřina ; Legnerová, Kateřina (advisor) ; Němec, Otakar (referee)
The aim of the thesis is based on the comparison and evaluation of the selection process and recruitment in three selected companies find the optimum process. The paper compares these HR processes with IT developer JetBrains s.r.o., a pharmaceutical company Shire Czech s.r.o. and company providing services in the field of facility management. The thesis is divided into four chapters. The first chapter is devoted to basic theoretical knowledge concerning the chosen topic. In the second chapter describes the process of recruitment and selection of employees in individual companies. The third chapter contains a comparison of selected companies, their processes and are given recommendations for individual companies, which will help improve these processes. The fourth chapter is devoted to a number of possibilities to improve individual aforementioned processes to be more efficient and lead to optimal process of recruitment and selection of employees.
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Communications Intercultural Aspect in Working Environment of a chosen Firm
Jenšovský, Šimon ; Hiršová, Miloslava (advisor) ; Balgová, Dagmar (referee)
The thesis covers cultural differences among employees of a multi-national corporation in relation to communication and task execution. Thesis aims to construct a theoretical framework to map these cultural differences and apply gathered insights in practical research targeting the effect of cultural differences on communication and task execution. Research questionnaire replicates Hofstede's work and also builds on practical application of Hofstede's work by several authors. Research data were gathered via digital questionnaire. Data refinement and evaluation was conducted using frequency description and statistical methods of structure comparison. The thesis provides a set of practical recommendations as a result. These are aimed to help reduce or possibly eliminate negative effects of cultural differences in the workplace.
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Marketing Situational Analysis of a chosen Company
Doležal, Ondřej ; Svoboda, Petr (advisor) ; Čejka, Pavel (referee)
The aim of my thesis is to create an educated description of marketing situational analysis of selected energy company - ČEZ, Inc. The analysis should help the company to better plan its marketing activities and thus succeed in a competitive environment. The theoretical part deals with basic concepts related to marketing as a whole and theoretical background needed for the completion of marketing situational analysis, which includes both PEST analysis, Porter's fice forces analysis, SWOT analysis and marketing mix. Results from those are then applied in practice. The result of each analysis are then formulated into recommendations that should help the company to improve its marketing management.
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