The diploma thesis is focused on marketing communication of a selected company oper-ating on the B2B market. Based on the definition of the theoretical framework, the the-sis focuses on the evaluation of the current situation in the company and subsequent recommendations and suggestions of possible improvements that will bring new cus-tomers to the company, strengthen the loyalty of existing customers and at the same time increase awareness of its operations on the market.

This diploma theses is focused on marketing mix of a selected company which operates in an international environment. .The diploma thesis consists of three parts. The theoretical part focuses on the description of basic characteristics and concepts which are related to given issue. The analytical part consists of analyses performed in both internal and external environment of the company WoodBag s. r. o. on the assumption of its future expansion to the Swedish market. Results that we achieved are stated in SWOT analysis. The final part is the draft part, in which recommendations and potential suggestions from perspective of marketing mix towards successful expansion of the company to the Swedish market with results from particular analyses and theoretical background are presented.

The essence and management of competitive cooperation are defined in the master's dissertation. The main reason for the transition to competitive cooperation was identified. The tools of marketing management in competitive cooperation are grounded. The analysis of mutual relations of the companies in the industrial market is made. The creation of a competitive cooperation ALMA ceramica is justified. A method for analyzing the possible choice of alternatives has been developed. A model of competitive cooperation has been created. / В магистерской диссертации определены сущность и управление конкурентным сотрудничеством. Определена главная причина перехода к конкурентному сотрудничеству. Обоснованы инструменты управления маркетингом в конкурентном сотрудничестве. Произведен анализ взаимоотношений компаний на промышленном рынке. Обосновано создание конкурентного сотрудничества компании ALMA ceramica. Разработан метод анализа возможного выбора альтернатив. Создана модель конкурентного сотрудничества.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-12-17T11:53:32Z No. of bitstreams: 1 Rosana de Jesus Moreira.pdf: 1020243 bytes, checksum: 6977013203f3827914b3ff92ac44844b (MD5) / Made available in DSpace on 2018-12-17T11:53:32Z (GMT). No. of bitstreams: 1 Rosana de Jesus Moreira.pdf: 1020243 bytes, checksum: 6977013203f3827914b3ff92ac44844b (MD5) Previous issue date: 2018-03-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Electronic commerce is growing around the world and does not behave differently in Brazil. In this sense, Frost & Sullivan (2014) estimates that e-commerce in the B2B market is expected to move around US $ 6.7 trillion worldwide by 2020, more than double that predicted for B2C e-commerce, which is $ 3.2 trillion. The office supplies industry, which integrates the B2B market and the distribution industry, promoting indirect purchasing and procurement solutions for small, medium and large companies, faces the challenge of using e-commerce and the impacts that this technology can generate in the management model of sales professionals. In view of the foregoing, the general objective of this work is to understand the impacts of the use of e-commerce on the work of sales professionals in the B2B market in the office supplies industry. In addition, it was possible to identify the differences and similarities, between the vision of the commercial managers and the professionals of sales professionals, as well as the new demands and challenges for the management of the workforce in the sector. In relation to the methodology used, two types of research were chosen: the first exploratory in books and academic articles, and the second by qualitative exploratory research in which eight sales professionals and three commercial managers were interviewed, among the three largest companies of the office supplies industry of the State of São Paulo. The results of the survey are: the use of e-commerce has an impact on the work of sales professionals as it changes careers, vendors' remuneration and performance patterns, turning these professionals into product-oriented and support-oriented consultants to the client portfolio. This creates a conflict between e-commerce and the traditional sales channel to be administered, as there is a perception of competition between the technology tool and the salespeople's work; context in which the visions of the sales professionals and the managers do not agree on the impacts. Finally, the contributions of this study, as far as its extension goes, go beyond the academic environment and serve to alert B2B professionals in the office supply industry about the changes in work and the challenges of their careers / O comércio eletrônico vem crescendo ao redor do mundo e não se comporta de maneira diferente no Brasil. Nesse sentido, pesquisa da Frost & Sullivan (2014) estima que o comércio eletrônico no mercado B2B deve movimentar em torno de US$ 6,7 trilhões ao redor do mundo até 2020, mais que o dobro do previsto para o comércio eletrônico B2C, que é de US$ 3,2 trilhões. A indústria de office supplies, que integra o mercado B2B e o setor de distribuição, promovendo soluções de compras e aquisições de produtos indiretos para pequenas, médias e grandes empresas, enfrenta o desafio do uso do comércio eletrônico e dos impactos que essa tecnologia pode gerar no modelo de gestão dos profissionais de vendas. Frente ao exposto, o objetivo geral deste trabalho é compreender os impactos do uso do comércio eletrônico no trabalho dos profissionais de vendas no mercado B2B na indústria de office supplies. Complementarmente, foi possível identificar as diferenças e as semelhanças, entre a visão dos gestores comerciais e a dos profissionais de vendas, assim como as novas demandas e desafios para a gestão da força de trabalho no setor. Em relação à metodologia utilizada, optou-se por dois tipos de pesquisas: a primeira exploratória em livros e artigos acadêmicos, e a segunda por meio de pesquisa qualitativa exploratória na qual foram entrevistados oito profissionais de vendas e três gestores comerciais, entre as três maiores empresas da indústria de office supplies do Estado de São Paulo. Os resultados apurados pela pesquisa são: o uso do comércio eletrônico causa impacto no trabalho dos profissionais de vendas, na medida em que altera as carreiras, o padrão de remuneração e de atuação dos vendedores, transformando esses profissionais em consultores focados em produtos e no suporte à carteira de clientes. Isso gera um conflito entre o comércio eletrônico e o canal tradicional de vendas a ser administrado, na medida em que há uma percepção de concorrência entre a ferramenta tecnológica e o trabalho dos vendedores; contexto no qual as visões dos profissionais de vendas e as dos gestores não coincidem quanto aos impactos. Por último, as contribuições deste estudo, na medida de sua ampliação, vão além do ambiente acadêmico e servem para alertar os profissionais do mercado B2B na indústria de office supplies sobre as mudanças do trabalho e os desafios de suas carreiras

L’environnement socio-économique actuel se caractérise, en particulier, par une concurrence de plus en plus forte entre les entreprises et des marchés en rapide évolution, obligeant ainsi ces entreprises à innover afin de pérenniser leurs activités. L’innovation reste cependant complexe et difficile à mettre en place notamment pour les entreprises qui souhaitent diversifier leurs innovations et ne plus se limiter uniquement aux innovations d’ordre technique. Ainsi, certaines d’entre elles choisissent de mettre en place une démarche d’innovation centrée sur leurs utilisateurs/clients. Cette approche reste assez peu étudiée, notamment pour les entreprises industrielles ; il apparaît dès lors comme nécessaire de s'interroger sur le déploiement d’une telle démarche. C’est dans ce cadre que se situe notre problématique de recherche que nous pouvons formuler ainsi : « Comment favoriser la mise en place d’une démarche d’innovation centrée utilisateur/client au sein d’une entreprise industrielle internationale positionnée sur un marché B2B ? » Nos travaux ont été conduits au sein d’un sous-traitant automobile français positionné sur un marché B2B international. Quatre contributions majeures ressortent de nos travaux de recherche : (i) une description des typologies d’innovation déjà mises en place au sein de cette entreprise, considérée comme assez représentative des entreprises industrielles positionnées sur un marché B2B ; (ii) une définition du processus d’innovation centrée utilisateur/client pour l’entreprise et plus particulièrement des premières phases de ce dernier où les utilisateurs/clients sont les plus impliqués ; (iii) une proposition de méthodes et outils favorisant la mise en place d’une démarche d’innovation centrée utilisateur/client ; (iv) une validation de l’efficacité de la démarche mise en place avec ces outils associés. Ces contributions nous ont permis de répondre à notre problématique de recherche et de participer ainsi au soutien de la mise en place d’une démarche d’innovation centrée utilisateur/client au sein d’une entreprise internationale positionnée sur un marché B2B. / The current socio-economic environment is particularly characterized by a growing competition between companies and rapidly changing markets, forcing companies to innovate in order to maintain their activities. However, innovation remains complex and difficult to implement, especially for companies wishing to diversify their innovations and no longer be limited to technical innovations. Thus, some of them choose to implement an innovation approach focused on their users/customers. This approach remains relatively little studied, especially for manufacturing companies; therefore, it seems to be necessary to wonder about the deployment of such an approach. In this context, our research problematic can be expressed as follows: "How to support the setting-up of an innovation approach led by user/customer within an international manufacturing company positioned on a B2B market?” Our work was conducted in a French automotive subcontractor positioned on an international B2B market. Four major contributions emerge from our research: (i) a description of the typologies of innovation already implemented within this company, considered as fairly representative of manufacturing companies positioned on a B2B market; (ii) a definition of the process of innovation led by user/customer for the company, and more particularly the early phases of the process where users/customers are the most involved; (iii) a proposition of methods and tools that favor the setting-up of an innovation approach led by user/customer; (iv) a validation of the effectiveness of the set up approach with the associated tools. These contributions allowed us to respond to our research problem and thus participated in supporting the setting-up of an innovation approach led by user/customer within an international manufacturing company positioned on a B2B market.

Diploma thesis deals with the topic of strategic management of business development with the aim of proposing a suitable modification of the business strategy for a company operating on the European heating market. The work aims to propose a change in the existing business strategy, using an enhanced marketing mix in the given B2B market, which differentiates the product portfolio from other competitors in the market, uses innovative technologies and is competitive, focused on customers.

The digital revolution has led to a drastic transformation of electronics manufacturing industries globally. A growing number of companies are continually investing in digital technologies to remain competitive. Artificial Intelligence (AI), Industrial Internet of Things (IIoT), Big data, Robotics, etc. and smart devices have been widely adopted to improve efficiency, connectivity, and productivity of businesses. To cope with increased competition and customer demands, electronics manufacturing companies have broadened their interest in service innovation. However, companies pursuing a servitization strategy often lack an established framework i.e. method and tools to design new services. Besides, research indicates that existing frameworks with the potential to support this development are not contextualized to the electronics manufacturing industry. This design study, therefore, evaluates and proposes how the Integrative PSS approach can be adapted to suit the electronics manufacturing context to support services. The findings suggest that some models used in this approach were found to be unfavorable in the development of services. In such cases, the study contributes by providing suggestions on what models to adapt and how in the integrative PSS approach to support electronic manufacturing companies in their servitization process. The artifact is an exaptation since a known solution is extended to solve a problem in a new context and of the type instantiation.

В связи с экономическим спадом в мировой экономике и сложившейся ситуацией увеличивается сегмент Интернет-торговли. В настоящее время Интернет стал основным информационным и коммуникационным ресурсом, который также дает возможность совершать покупки. Именно поэтому организаторы выставок должны уделять особое внимание данному типу маркетинга. Существуют разные инструменты интернет-маркетинга, а в данной работе мы остановились на более подробном изучении инструментов контент-маркетинга (корпоративные сайты и аккаунты выставок в социальных сетях). Целью исследования является сравнительный анализ опыта продвижения международных европейских и российских В2В выставок в интернет-среде и оценка эффективности данных инструментов продвижения. Основываясь на результатах сравнительного анализа продвижения международных европейских и российских В2В выставок, мы составили рекомендации по использованию сайтов и аккаунтов международных B2B выставок, проходящих в выставочном центре ЭКСПО, как инструментов интернет-продвижения. Данные рекомендации могут быть адаптированы и к другим международным российским выставкам, которые используют сайты и аккаунты как инструменты интернет-продвижения, и ставят перед собой цель при выходе на европейский рынок привлечь большое число зарубежных посетителей и участников. / The Internet trade segment is increasing due to the economic downturn in world economy and current situation. Currently, the Internet has become the main information and communication resource, which allows customers to make purchases. That is why exhibition organizers should pay attention to this type of marketing. There are various Internet marketing tools, and in this article, we have focused on more detailed study of content marketing tools (websites and exhibition accounts in social networks). The purpose of the study is to compare the experience of promoting international European and Russian B2B exhibitions in the Internet environment and to evaluate the effectiveness of these promotion tools. Based on the results of the comparative analysis of the promotion of international European and Russian B2B exhibitions, we made recommendations for using the websites and accounts of international B2B exhibitions held at the EXPO exhibition center as tools for Internet promotion. These recommendations can be adapted to other international Russian exhibitions that use sites and accounts as tools for Internet promotion, and aim to attract a large number of foreign visitors and participants when entering the European market.

The diploma thesis deals with the use of event marketing in the communications strategy of OBO Bettermann Praha which operates in business-to-business market in electrical engineering. The first part looks into event marketing from a theoretical point of view. The second part firstly introduces the company OBO Bettermann Praha and its marketing communications. Subsequently is the influence of event marketing on the company's business relations with its customers and business partners explored (currently the main pillar are theater evenings). The survey is conducted by online quantitative questioning of event's participants and qualitative in-depth interview with the director of the company. The survey results are evaluated in the final chapter of the thesis.

The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.