This diploma thesis deals with creation of economically feasible business plan for establishment of pub facility with repair service in Brno. The created business plan proposal is based on the strategic analysis of the company surroundings, including making own marketing research to identify key factors influencing the entry and business of the new company on the market. Based on the analyzes, a suitable business strategy was chosen, which is further elaborated into partial parts in the form of marketing, operational, organizational and financial plans, including assessment of project risks and time schedule.

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.

Background: In a highly competitive world, leaders of firms highly dependent on innovation, such astelecom companies, must acquire data-driven managerial skills to systematically analyze datasets from multiple points of view to aid decision-making in the new context of Industry 4.0. Data mining can be performed on both tangible and intangible assets of Big Data sets, but systematic analytics performed on Small data can function as a crucial refinement for such insights. In addition, they are usable to train the algorithms during machine learning supervised stage, for example, when treating datasets in the field of psychometrics: originated by human perceptions and behaviors. This applies to the exploitation of strategic information, for business purposes, from intangible reservoirs, such as human capital aspects. Ambidexterity is a leadership conduct, primarily focusing on human capital and encompassing the behaviors of exploration and exploitation of new ideas. It has been historically proven to be essential for innovation. However, leaders and companies often limitedly focus on the exploitation of human capital aspects through psychometrics inserted in a data-driven framework. For business models that consider innovation as a matter to be pursued at any levels of the organization and not only confined to one specific department such as R&D, this is indeed a crucial element to be investigated to foster innovation and retaining a competitive edge. This research is performed in collaboration with a world leading telecom company and has been requested by its Innovation Leader. Objectives: The first objective of the research is to provide a flexible conceptual model and standardized methodology, suitable for incumbent, cross-country companies, highly dependent on innovation that intend to begin investigation on how those aspects influence their business performances. Second, the hypothesis testing of the conceptual model has the purpose of identifying the human capital aspects of national and corporate culture that show statistically significant andstronger cause-effect relationship towards enhancing innovation ambidexterity. Third, predictions interms of prevalence of explorative or exploitative innovative behaviors are aimed at providing indications on what the company could expect in terms of Innovation Ambidexterity with their current conditions. An automatable and replicable method that is data-driven-based for company`s decision makers is provided. It is also suitable for further integration within machine learning algorithms or simply as refinement of data mining insights and these aspects addressed are within the possibilities for improvement. The objective of the thesis is to test the methodology on a relatively small size sample to show to the company executives and Innovation Leader, the potential of the approach and the value that these data can have for decision making. They can decide to develop further the research involving larger samples at a later stage: inserting the analyses into an automatic periodical routine with dashboarding of the outcomes. During the post survey interviews, awareness among the management and executives has also been raised about the potential of such approach to obtain strategic business information unavailable until now. Please note that it was not the purpose of thisstudy to provide a conceptual model that was specific and suitable for the human capital`s characteristics of one specific company. The purpose was instead to provide a data-driven framework and a conceptual model that could be used by any company of the telecom sector to approach the task and to find moderating or mediating factors. It will also allow companies of different sectors to refine the model based on their needs at a later stage, as a possibility for future improvement. Methodology: A conceptual model, partially newly designed for this research is introduced. It incorporates selected elements of national and corporate culture appearing to be crucial for innovation ambidexterity, according to an extensive literature review. The quantitative analysis is also extensive.A less extensive analysis would have left too much uncertainty in the findings, undermining the confidence of executives in taking into consideration the results aimed at business actions. For these reasons, we recommend to researchers who are tackling the exploitation of intangible assets (such as human capital) to perform an extensive set of analyses. From the main dataset, the analyses of the methodology have been replicated on 5 sub-data sets based on the heterogeneity measured. The methodology includes CTA, PLS-SEM modeling on the outer model, PLS-SEM on the inner model including bootstrapping, MGA, FIMIX-PLS, IPMA, blindfolding for the predictive relevance of the model followed by POS and Weka predictions. Cause-effect relationships, mediating and moderating factors of national and internal culture have been also identified and indicated as part of the possiblefuture personalization of the model on the specific company`s human capital characteristics. The national culture attributes consist of power distance, uncertainty avoidance, collectivism, masculinity (unrelated to the gender) and gender diversity. The corporate culture attributes are categorized into caring climate, creative instability, boundary spanning, decision making and strategic horizon. The methodology employs a bottom-up survey design to collect data through an online questionnaire across three company sites located in Sweden, Italy, and China. The pieces of software used were SmartPLS 3 for Structural Equation Modeling and Predictions Oriented Segmentation and Weka 3.8.5 for a machine learning algorithm (an artificial neural network was used), as a double check on PLS-POS predictions. Some qualitative interpretations, pre and post survey interviews were also added. Results: Hypothesis testing and cross-comparisons are performed on groups such as employees, leaders, and the different geographical sites. During the evaluation of the results, special attention was put on the parameters related to the quality and statistical relevance, not only of the model tested on the six cohorts, but also on the single national and corporate attributes that build it up. The results show that explorative behaviors predict innovation ambidexterity to a larger extent than purely exploitative ones, confirming the main hypothesis. Predictions that were POS-based and verified by Weka machine learning algorithm have shown instead how the pursuit of innovation ambidexterity within the company is unbalanced towards exploitative behaviors. The study has provided PLS-SEM indications on how company executives may wish to pursue explorative behaviors towards innovation, but the company middle management is steering in the opposite direction, focusing on attributes more linked to efficiency and constant delivery. Consequently, what initially appeared to be a complex national culture issue of employees interfering with corporate culture, has been linked instead to a possible middle management issue related to two different business models: where one prevails over the other, instead of cooperating to reach innovation ambidexterity. This is a valuable strategic input for the company executives. The quantitative methodology uncovered results and patterns that the Innovation Leader had so far only intuitively perceived, and it offered such counterintuitive interpretation of the causes. With regards to national culture: power distance increases exploitative behaviors; gender diversity increases explorative behaviors, while it decreases exploitative behaviors. With regards to corporate culture: creative instability crucially increases explorative behaviors but decreases exploitative behaviors. Boundary spanning decreases exploitative behaviors. Conclusions: The thesis answered to the research question. It provided a scientific contribution, allowing a better understanding of how national and corporate cultures interact to generate explorativeand exploitative behaviors and ultimately innovation ambidexterity. It provided a flexible conceptual model and a standardized, automatable data-driven methodology suitable to discover insights from human capital aspects that influence innovation in a business: taking the analyses of human capital data performed by the firm “to the next level”. Recommendations for future research: A recommendation is to apply the proposed conceptual model to compare bigger size samples with even less heterogeneity, according to the optimal datasample`s characteristics identified. This will also allow a further personalization of the flexible andgeneral conceptual model presented (which is so far suitable for the general telecommunication sector), to more specific characteristics of the company which is the object of analysis. In a completely automated framework, it is also recommended to consider the possibilities of applying thisdata-driven, decision-making approach to other companies or industrial domains. This means, for example, integrating the proposed methodology within a machine learning algorithm in its supervised stage. The algorithm can be trained using the current analyses as refinement of insights provided by Big Data mining performed on sets related to innovation and collected within the firm`s organizational or production systems. It is also important to clarify that, according to the indication of the authors of this study, the results of the data-driven framework can be compared among different companies. However, to collect data from different companies through the same questionnaire shall be avoided because the quality of the results is highly dependent on the homogeneity of groups` mindsets and perceptions.

Diplomová práce představuje konkrétní společnost z oblasti fitness, analyzuje její mikro a makrookolí a dynamiku daného průmyslu. Zaměřuje se na možnost aplikace strategie zahraničního partnera na místní trh včetně analýzy strategie řízení vztahů se zákazníky. Obsažená data získaná průzkumem trhu poslouží jako základ pro danou strategii.

Tato diplomová práce pojednává o vytvoření nové činnosti existujícího rodinného podniku a nutného podnikatelského záměru s cílem zjistit, zda je ekonomicky výhodné začít s činností správy a údržby nemovitostí. Tato práce dále provádí potřebné analýzy a poskytuje návrhy ve formě marketingového mixu, organizačního a finančního plánu. Na základě předpokládaných finančních výkazů hodnotí výhodnost projektu.

This diploma thesis deals with the creation of business strategy for the development of small company. Especially at improving competitiveness and expansion of the branch network of retail stores with cheese. The thesis is based on the theoretical knowledge. In the analytical part is analyzed the current situation and based on the results is designed business strategy for the development of the company.

Diplomová práce se zaměřuje na aplikace fundamentálních princip Fuzzy logiky na předvídání vybraných zákazníků pro kampaně přímého marketingu se zahrnutím fuzzy metody. Fuzzy model je navržený pro výběr zákazníků, kteří by měli být cíleni prodej předplatného schématu. Kritéria výběru jsou formulovány na bázi klientova zůstatku, věku a ročního přijmu. Postup fuzzy logiky je použit na zaměření specifických zákazníků pro předplatné produktu.

Problemdiskussion och syfte: Baserat på tidigare forskning noterar vi att företag möter utmaningar med att identifiera relevanta sociala hållbarhetsmål, det vill säga mål som kan kopplas till deras affärsstrategi och som genererar lönsamhet. Då vi finner att det brister i forskning som behandlar detta är syftet med denna studie att öka förståelse för de utmaningar som finns med att mäta och länka sociala hållbarhetsmål mot affärsstrategi för att generera lönsamhet.   Metod: För att uppfylla studiens syfte har vi använt ett hermeneutiskt synsätt och en deduktiv forskningsansats där genomförandet har baserats på en kvalitativ empiriinsamling som bestått av intervjuer. Empiriska data analyserades sedan med hjälp av narrativ analys.   Resultat & slutsats: Studien visar på att den största utmaningen för företag är att mäta och hitta en direkt länk mellan CSR och lönsamhet. Vidare finner vi att implementering av CSR i affärsstrategin hjälper att påvisa indirekt samband mellan CSR och lönsamhet.   Bidrag: Studien tillför ett teoretiskt bidrag till befintlig forskning som menar på att företag bör lägga ner resurser på att identifiera vad CSR innebär för dem och sedan sätta relevanta mål utifrån det. I det teoretiska bidraget menar vi även på att styrkonceptet (S)BSC bör utökas för att inkludera fokus på kommunicerbarhet eftersom det är en nyckelpunkt för sambandet mellan CSR lönsamhet. Studien presenterar även ett praktiskt bidrag som riktar sig till de yrkesverksamma där vi uppmuntrar företag att formulera en vision som inkluderar CSR och integrera det i affärsstrategin. Samt att fokusera på “what gets valued gets done”, istället för “what gets measured gets done”. Det vill säga rikta bort fokus från mätbara mål och istället fokusera på kommunicerbara mål för CSR.   Förslag till fortsatt forskning: Vi ser det intressant att vidare studera hur kommunicerbara mål för socialt ansvar kan identifieras och formuleras. Detta eftersom befintlig forskning fokuserar på mätbara mål. / Aim: Based on previous research, we found that companies face challenges in identifying relevant social sustainability goals. Meaning, goals that can be linked to the business strategy that are aimed to generate profitability. There is a lack of researches that address this problem; hence the purpose of this study is to increase understanding of the challenges that exist in measuring and linking social sustainability goals to business strategy in order to generate profitability.   Method: To fulfill the purpose of the study, we have used a hermeneutic approach and a deductive research approach. Where the implementation has been based on qualitative research consisting of interviews. Empirical data was then analyzed using narrative analysis.   Result & Conclusions: This study shows that the biggest challenge for companies is to measure and find a direct link between CSR and profitability. Furthermore, we find that the implementation of CSR in the business strategy helps to emphasize an indirect relationship between CSR and profitability.   Contribution of the thesis: The study makes a theoretical contribution to existing research, which indicates that companies should devote resources on identifying what CSR means to them and then set relevant goals based on it. The theoretical contribution also presents that the (S)BSC concept should be expanded to include focus on communicability as it is the key point for the relationship between CSR profitability. The study also presents a practical contribution aimed at the professionals in which we encourage companies to formulate a vision that includes CSR and integrate it into the business strategy. As well as focusing on “what gets valued gets done”, instead of “what gets measured gets done”. We suggest that companies should aim the focus on communicable goals instead of measurable goals for CSR.   Suggestions for future research: We find it interesting to further study how communicable social responsibility goals can be identified and formulated. This is because existing research focuses on measurable goals.

The effects of businesses all over the globe on social issues like climate change have caused an increasing demand for those businesses to take responsibility for their actions. While corporate social responsibility has been concerned with such topics for a while, the more recent concept of ‘creating shared value’ aims to have a more justified approach in a way that it provides economic value for the implementing company while also targeting social issues simultaneously. Still, specific tools helping companies to implement initiatives that create shared value are missing.Multinational large-fleet operators, such as logistics companies or car rental services, are considered to contribute a significant share to the earlier mentioned social issue of climate change. With the rising adoption of electric vehicles by such large-fleet operators, the concept of Vehicle-to-Grid is identified as a way for multinational large-fleet operators to create shared value. Vehicle-to-Grid is a technology that promises to help increase the utilisation of renewable energy sources, thereby helping to tackle climate change. Since the concepts of creating shared value and Vehicle-to-Grid have not been combined so far, a research gap was identified. Therefore, this research aims to answer the questions of how Vehicle-to-Grid can create shared value for multinational large-fleet operators and how expected results of that implementation can be measured for the implementing company, society and other considered stakeholders.Empirical data is collected by qualitatively interviewing organisations that have been involved in Vehicle-to-Grid related projects and is analysed with the help of a conceptual framework that the authors developed. The conclusion of this study closes the identified research gap and contributes to the theory of how shared value initiatives can be implemented. The research suggests that for multinational large-fleet operators, shared value creation by implementing Vehicle-to-Grid could be achieved by redefining productivity in the value chain and enable local cluster development. Additionally, the research gives implications on how progress for all considered parties can be measured and suggests managerial and policy implications that would help to define Vehicle-to-Grid business cases in the future.

Syftet med den här studien var att undersöka hur affärsmodeller beskrivs och används hos ett urval av småföretag inom byggbranschen i Nyköping. Studien ämnade även att identifiera likheter och skillnader i hur företagschefer inom byggbranschen formulerar konceptet affärsmodell. I studien tillämpades en surveyundersökning som forskningsdesign där datainsamlingen skedde i form av elektroniska enkäter och offentlig företagsinformation. Analysen av det insamlade datamaterialet genomfördes i form av en tematisk analys av primär- och sekundärmaterial.  De likheter som identifierades var att företagen formulerade sina svar konsekvent genom byggstenarna kundsegment, distributionskanaler och kundrelationer. Det var samma företag som redogjorde ingående för ovannämnda byggstenar och de resterande företagen formulerade byggstenarna delvis. Studiens resultat ansågs styrka tidigare forskning som menar att utbildning kan ha en positiv inverkan på hur chefer formulerar affärsmodellskonceptet. Gällande faktorn arbetslivserfarenhet kunde inte dess positiva inverkan konfirmeras i den här studien. Vidare använde inget av studiens företag konceptet affärsmodell i sitt dagliga arbete. Företagscheferna i den här studien ansågs vara insatta i sin verksamhet. Men den praktiska företagskulturen och logiken inom byggföretagen kunde medföra att formuleringen av affärsmodellskonceptet skiljde sig mot hur konceptet presenterades ur ett teoretiskt perspektiv. Följaktligen betonade studien vikten av användandet av affärsmodeller som ett teoretiskt hjälpmedel i byggbranschen. / The purpose of this study was to examine how business models are described and used among a selection of small companies within the construction industry in Nyköping. The study also aimed to identify similarities and differences in how company managers in the construction industry formulate the concept business model. The study applied a survey research design where data collection was in the form of electronic surveys and public company information. Analysis of the collected data material was carried out through thematic analysis of primary and secondary data.  The similarities identified were that companies consistently formulated their responses through the building blocks of customer segments, distribution channels and customer relationships. It was the same company that described the above-mentioned building blocks in detail and the remaining companies partially formulated the building blocks. The study's results were considered to strengthen previous research which presents that education could have a positive impact on how managers formulate the business model concept. The positive impact of the factor work experience cannot be confirmed in this study. Furthermore, none of the study companies used the concept business model in their daily work. The company managers in this study were considered to be familiar with their businesses. But the practical corporate culture and logic within the construction companies could mean that the formulation of the business model concept differs from how the concept is presented from a theoretical perspective. Accordingly, the study emphasized the importance of using business models as a theoretical tool in the construction industry.