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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Terminal Strategy for Innovation
 Zaporozhchenko, Dmytro ; Linhart, Zdeněk (advisor) ; Jeřábek, Zbyněk (referee)
Thesis is dedicated to the topic: "Preparation of sale of Innovation with a Company" and was applied to the innovation of Food Delivery Service. The main objective is to quantify factors for innovation and sales with the company prior to the approval of the project and assess whether and under what conditions this sale is effective and real. Marketability is demonstrated on turnover in segment categories as Age and marital status. Reliability turnover in the segment has been demonstrated by ratio between weighted arithmetic mean and median. The partial goal is to identify whether, and how much innovation can give the customer a sense of freedom and care when using this innovation. The thesis contains theoretical and methodological part a survey to determine the potential sales growth in the segment. This is an innovation Delivery of food to customers focusing on the younger and older age groups living independently. Advanced statistical methods were not applied because the normality of the basic database was excluded.
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Use of innovator and early adopter segments in a marketing strategy
 Kelblová, Kateřina ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The purpose of this thesis is to find out whether there is a significant opportunity for the use of innovator and early adopter segments in a marketing strategy, with particular emphasis on ambassador and crowdsourcing programs.Recent changes on the consumer market which lead to changing roles of both consumers and brands are described in the first chapter. This chapter also includes a description of both innovator and early adopter segments which is taken from segmentation based on innovation adoption.The second chapter includes information about the two segments obtained from other surveys available on the Czech market.Specific ways of using the two segments within a marketing strategy are described in the third chapter. The practical part of this thesis consists mainly of the analysis of data obtained by my own research. Special emphasis is put on behaviour of innovators and early adopters on social networks and their motivation to participate in ambassador and crowdsourcing programs. This part is followed by a proposal of a specific ambassador program for a technology brand.
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