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Current trends of the firm culture in construction company
Rychetský, Tomáš ; Lakuš, Jan (referee) ; Linkeschová, Dana (advisor)
This diploma thesis provides an overview of current trends in firm culture of companies and their context. The theoretical part specifies the field of civil engineering, defines the concept of corporate culture and enriches it with existing approaches to management and determination of the form of corporate culture. The empirical part includes research that identifies changes in corporate culture related to the Y, Z generations on the labor market, and to what extent they meet the requirements of the corporate environment. The result of the thesis is evaluation, SWOT analysis of "millennials" and proposals for solutions.
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"Too cool to pretend to care"
Vinklárková, Tereza ; Remešová, Anna (referee) ; Sterec, Pavel (advisor)
The aim of the project is to capture the consumer attitude of society, the millennial culture, fake news, as well as planetary and social changes. It presents a stylized post-ironic statement of mostly narcissistic millennials, whose social platforms have become the main platform for expression, forcing us to reflect on the variety of information we are surrounded by and the need of its selection. It also opens the discussion about the phenomenon of denying the existence of climate change visible through the absurd arguments and the phenomenon of geoengineering, targeted human interventions in natural processes, primarily to permanently or at least temporarily cool the planet.
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Model of Generation Y Customer on the Market of Banking and Other Financial Products in the Context of Behavioral Economics
Fojtů, Kateřina ; Dohnalová, Zuzana (referee) ; Rozmahel, Petr (referee) ; Vochozka, Marek (referee) ; Škapa, Stanislav (advisor)
The dissertation focuses on identifying a typical generation Y representative on the financial products market and, on the basis of these characteristics, creates a model of generation Y customer on the financial products market in the context of behavioral economics. Based on the literature research, the terms "generation Y" and "selected knowledge of behavioral economics" were defined. The literature research also led to creating a questionnaire that was used to obtain primary research data. Secondary research has characterized consumers on the financial products market. Secondary research focused on the form of payment; relationship to technologies; cash and cashless payments; relation to cryptocurrencies; relation to savings; digital banking transformation; financial behavior of Czech households. Primary research has focused on obtaining information in the field of behavioral economics, specifically the prejudices of the Czech generation Y; and on what financial market products the Czech generation Y uses and generation’s relationship to risks, provided information and satisfaction with products. Primary research data was used as input data for structural equation modeling. Because of this method, mutual relationships between selected products have been found; customer characteristics and heuristics. The benefit of this work lies in the characteristics of customers in the selected market. It is a sector that is slowly entering the digitalization period, and understanding the young generation, which now accounts for a third of its customers, is crucial for companies. If companies are not able to respond to the changing needs of the younger generations, they can lose their customers and hence revenue.
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Self - greenwashing among young people aged 18 do 35
Křivánková, Simona ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this paper is to describe the consumer behaviour of young people in the Czech Republic in relation to sustainability. The thesis operates with the concept of self- greenwashing, which defines categories of young people's behavioural deviation from environmental values. The theoretical section describes greenwashing, on which the concept is based, then discusses the findings to date in relation to sustainability and concludes with a conceptualisation of the concept of self-greenwashing. The research section first describes the data collection method using focus groups and the data processing method using open and axial coding. Three focus groups were conducted with a total of 15 respondents ranging in age from 18 to 35 years. The results of the research confirmed the prevalence of self-greenwashing among young people and divided them into three groups according to their declared interest in environmental protection and real actions and influences on their behavior.
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Generation Y and Its Perception of Sustainable Fashion within Czech and Austrian Culture
Márová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This diploma thesis analyzes millennials' perception of sustainable fashion in two Central European countries - the Czech Republic and Austria. The main goal is to observe how millennials regard sustainable fashion, what factors affect their intention to purchase sustainable fashion, and what kind of role plays cultural differences. The research was conducted via questionnaire, and the data analyzed by numerous statistical methods - t-test, linear regression. Overall, the millennials have a positive relationship toward sustainable fashion. Both groups of millennials differ in their willingness to pay more for sustainable clothing in case of lacking comfort. Furthermore, Czechs and Austrians differ in the score of PDI and IND indexes. These two cultural dimensions do somehow influence millennials' perception of sustainable fashion. Key words: sustainable fashion, millennials, luxury fashion, culture, TPB
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Film consumption behaviour of generation Y
Novikava, Maryia
This thesis describes the attitude of generation Y to watching films, both in the cinema and at home. The thesis includes a description of the film distribution forms, their advantages and disadvantages for the viewer, and describes the film market before the pandemic and after the lifting of the lockdown (2022). The thesis also includes research on the target audience living in the Czech Republic and covers their preferences for watching video content.
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Loyalty systems in food retail
SYMOVONYK, Nadiya
This bachelor thesis is focused on loyalty systems in food retail on Czech consumer market. At the times of data driven world, many food retailers implement loyalty systems as support of sales in order to increase their profit. Due to the high returns on the investment, including the data knowledge about the consumer. When taken from the consumers' point of view, they are driven by a favourable deal, which is the key factor in consumers' decision making. Therefore, the goal of this paper is to assess the evaluation of perception and stand of consumers in age group 18-29 years old. Practical part of this paper is conducted based upon a survey, from which action steps are suggested for the retailers.
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Metaphors and New Dictionaries of Contemporary Czech Poetry
STANĚK, Libor
The presented dissertation will focus, through neo-pragmatic and post-analytic interpretation, on the discussed discourse of current domestic lyric poetry which is delimited by the period from the revolutionary year of 1989 to the present day. Based on this theoretical background, which will be primarily explained in the methodological part, we will perceive the mentioned literary territory as a certain playing field with specifically defined rules. The work will try to find within the scope of these rules a certain type of successful metaphors (for example "environmental lyric poetry", "conceptual writing", "millennial poetry") and vocabularies connected to them including the speech strategies initiating the new notion apparatus of current Czech poetry. The concept of metaphor will be treated in this work according to the theory of Donald Davidson who comes with an opinion that metaphor does not have any particular cognitive content but it is merely a language game requiring rather an appreciation than clarification. In connection to this theory, the study will try to evaluate the pragmatic approach of Richard Rorty, particularly his ideas about the randomness of language. These ideas will also be an important method on which basis we will examine the presented poetic material. The main merit of this dissertation is five case studies from the already mentioned time period which by means of theoretical postulates mentioned above focus on the interpretation of our delimited poetic field in which we will try to talk about successful metaphors generating new productive vocabularies maintaining the flow of speech on the topic of current Czech poetry.
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Poetry of Czech millennials (2010 - 2020) - analysis of themes and motifs
Dostálová, Kateřina ; Neumann, Lukáš (advisor) ; Soukupová, Klára (referee)
The aim of the bachelor thesis is to analyse the poetry of Czech millennials between 2010 and 2020.The thesis analyses 25 works by laureates or candidates of literary prizes (mainly the Jiří Orten Prize and the František Halas Prize) and works from leading Czech poetry publishers (Dauphin, Fra, Host, Větrné mlýny, Dybbuk). The analysis focuses on identifying the motifs that appear across the works of the authors in question and uses these motifs to illustrate a broader theme, which is then confronted with sociological studies. What emerges is a comprehensive insight into the poetics of a generation of poets emerging in the recent decade. Two major themes in the poetry of millennials are identified in the thesis as the trauma of a lost childhood and the critique of capitalist society. The themes of God and Christian motifs, themes and motifs related to the human body, the theme and motif of death, and pop culture motifs are also treated in the thesis. The thesis concludes with a comprehensive look at the developmental tendencies in the poetry of millennials in terms of thematic, motivic and formal aspects; other observations that emerged from the analysis are also appended.
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