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Vývoj komoditní vertikály cukrové třtiny v Brazílii
Krejčová, Ivana
The diploma thesis deals with the development of commodity chain of sugarcane in Brazil. The paper defines and characterizes the specifics and potential of sugarcane on the global market. Within examined commodity chain, the characteristics of the crucial linkages in the technological context and the characteristics of the flow of the raw material and its further use are made. The main attention is focused on the two most important outputs, such as sugar and ethanol. Sugar is now one of the most important raw materials in the global world, while ethanol has also been gradually becoming important due to its association with increasing emphasis on environmental protection and rising demand for renewable energy sources.
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Czech and global fine arts market (with an emphasis on a critical reflection of authorities from the Czech republic and abroad)
Dvořák, Olga ; Boučková, Jana (advisor) ; David, Jiří (referee) ; Němeček, Jan (referee)
The dissertation examines art as a very specific luxury commodity that is difficult to define and place on a market. The objectively given uncertainty of an art market does not seem to be consistent with the investment function of an artwork. The price of this product is unstable and non transparent and it is generally formed through a marketing tool - a commercial art fair. The main aim of this dissertation is to uncover the specifics of the fine art market. The secondary objective is to determine how emerging art from the Czech Republic is represented on a global scale. The research method included expert opinions from interviews as well as statistical processing of survey answers from several different professions. The main outcome of this research found out expert opinions from prominent art institutions around the world, and their awareness of Czech contemporary art. The beneficial factor of this research is the recommendation for Czech artists and commercial galleries to penetrate the global market. Beside the practical benefits there are additional benefits for science, as the information and research is taken from different fields, which is not so sufficiently monitored or presented as well in the Czech Republic. The focus on the pedagogical benefits are evident as the author has paid much attention to these issues for several years in the conext of regular lectures on the art of marketing at the University of Economics in Prague.
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Effective A/B and Multivariate Testing in the Global Market Environment
Janů, Tomáš ; Gála, Libor (advisor) ; Seman, Vladimír (referee)
Thesis is focused on online content testing for the purpose of optimizing the performance of business and information channels in a global environment, i.e. where visitors come from different countries. This diversity causes different behavior of visitors, for example as the American perception of the content is entirely different from the Brazilian and French. Different perceptions and consumer behavior is caused by a different national culture in these countries. Therefore it is necessary or appropriate to test content for the purpose of optimizing on the local level. The simplest option is obviously to run the same test for each country separately. But that is extremely difficult in practice because of the duration of the test and human resources needed for test design, implementation, and evaluation. Therefore the aim of this thesis is to suggest modification of the general method used for testing the online content that will be sufficient for testing on the local level and will take cultural differences of each country into account, but yet also will be effective in terms of time and human resources consumption. Currently there isn't any publicly documented method which would cover this issue. The key of this modification is the segmentation of countries into groups based on similar national culture. Therefore the value of national culture has to be identified in some way and for this purpose it is possible to use model of the Dutch Professor Geert Hofstede, who identified six dimensions of national culture for each country and assigned them values. The benefit of this thesis is described modification of the testing method which is particularly suitable for companies operating on the global market or multiple markets simultaneously. This method, if it's used properly, is able to deliver growth of revenue while simultaneously reducing the consumption of human resources.
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