The objective of this thesis is to increase the competitiveness of the company “Wine and other goodies” by creating new marketing strategies. For development of a new strategy I will start from analyzing of the current strategy. The work is divided into three main parts. The first part deals with the theoretical background, the second part focuses on the presentation and analysis of the current situation and the last so called „recommendation part” - formulates a draft of the marketing strategy to increase profits, gain new clients but also retain existing customers.

This diploma thesis is focused on marketing mix of a concrete company, which is operating in international environment. The thesis is divided into three main parts. The theoretical part describes basic concepts related to the topic. The analalytical part of the thesis focuses on the business environment of company Dieffenbacher CZ, assuming its future expansion to Russian market, while the results obtained are further summarized in SWOT analysis. The practical part offers proposals and recommendations from the perstective of marketing mix for successful entry of a selected engineering company to Russian market based on the findings from the complied analyses and theoretical concepts.

“What drives firms' performance?” remains one of the most intriguing topics in the economic literature. The myriad determinants identified so far include both internal and external factors. While the internal factors tend to relate to either firms' characteristics or the business decision-making process determined by managers/owners, the external factors tend to relate to the business environment and any possible stimulus for the conditions in which firms are located and operate. This thesis follows the strand of literature that continues the quest for relevant firm-performance-driving factors, taking an applied approach. The thesis, consisting in three essays, provides empirical evidence of how trade liberalization, together with local business environment features, affects firms' performance in the context of a transitional country, Vietnam. The main focus centres particularly on firms' productivity (the first and second essays). As firms use labour as an indispensable input of production, interest, in the third essay, shifts to firm-level demand for skills so as to understand also potential consequences of trade reform policies for the labour market. Highlights of the three essays are as follows: The first essay (Chapter 2) investigates the interplay of trade liberalization and local business environment features in affecting firms’ productivity. Particular interest lies in how frictions in the local business environment where firms operate alter the productivity gains from trade. Making use of a large panel dataset of Vietnamese manufacturing firms from 2006 to 2012, the analysis provides robust evidence of a positive effect of trade liberalization on firms’ total factor productivity. However, distortions in the local business environment such as unenforceable property rights, an ineffective land-titling system, bureaucratic hurdles and labour market frictions play a crucial role in the transmission of trade liberalization shocks. It is recommended, from the results obtained, that complementary business environment reforms addressing local market constraints need to be implemented alongside trade liberalization. The second essay (Chapter 3) investigates first the impact on firms’ productivity of trade liberalization and second how corruption interacts with trade policies. Particular interest centres on how firms’ productivity improvement induced by trade openness is reduced by corruption. Using firm-level data on Vietnamese manufacturing enterprises from 2000 to 2012, the period of which spans the country's accession to the World Trade Organization (WTO), the analysis provides robust causal evidence that trade openness increases firms’ productivity, the higher so if firms export. However, the productivity gains expected by firms from trade liberalization are reduced by corruption, which has important implications for aggregate productivity. The findings suggest that complementary policies addressing either export constraints or corruption need to be implemented in company with trade reform policies. The third essay (Chapter 4) investigates the firm-level employment consequences of trade liberalization. Particular interest is given to how small and medium-sized enterprises (SMEs) adjust their labour demand in response to different types of trade shocks. Using a unique dataset of private manufacturing SMEs over the 2003--2014 period that captures the 2007–2008 drastic reduction in both output and input tariffs, that analysis shows that the effects on firms' labour demand of output and input tariff liberalization are non-identical. While output tariff liberalization has a labour-friendly effect on unskilled workers, a reduction in input tariffs has an “absolute” skill-biased effect, shifting firms’ demand from unskilled workers to skilled labour. The findings suggest important consequences of trade openness for the labour market evolution. A cautious view on the employment consequences of trade openness is strongly suggested, coupled with the implementation of coherent education and training policies to guide the labour supply under trade liberalization. The contributions of this thesis to the literature are as follows. First, it helps to understand how firms adjust to trade liberalization policies in terms of both behaviour and performance in the context of a developing country in transition. Second, it shows that the effectiveness of trade liberalization policies significantly varies with the business environment conditions, explaining why gains from trade are unevenly distributed across locations. Third, in a movement towards free trade, benefits are shown to go hand in hand with drawbacks. In terms of policy implications, a thorough multi-dimensional view on the potential consequences of trade openness is highly recommended. Besides, the effective implementation of appropriate complementary policies in the wake of trade liberalization is of utmost importance in order to first achieve an overall optimal economic outcome and second make trade openness beneficial for everyone.

[ES] El contexto mundial actual de competitividad global hace que las empresas deban invertir muchos de sus recursos en ofrecer productos y servicios de calidad a precios competitivos. Desde hace muchos años el cliente demanda un producto de alta calidad y puede escoger entre muchas empresas de dónde obtenerlo, lo que hace que estas deban articular los mecanismos necesarios para ofrecer el nivel de calidad requerido en sus productos/servicios invirtiendo la menor cantidad de recursos posible. En este sentido, muchas empresas llevan años aplicando técnicas o herramientas de gestión de calidad, como por ejemplo Kaizen, control estadístico de calidad o diseño de experimentos por nombrar algunas, que les ayuden a alcanzar dicho nivel de calidad. Así, es ampliamente aceptada la existencia de una correlación entre la aplicación de técnicas de Gestión de Calidad Total (TQM) y la mejora del rendimiento empresarial que dará lugar a mayores beneficios. Sin embargo, a pesar de que se pueden encontrar numerosos trabajos científicos que relacionan la aplicación de TQM y el rendimiento empresarial, entendido éste como una parte concreta de la organización tal como producción o innovación, la cuantificación del efecto de TQM sobre el rendimiento empresarial global, utilizando un enfoque estratégico y equilibrado a través de un Cuadro de Mando Integral (CMI), es un tema de investigación actual no abordado hasta el momento y que se pretende desarrollar en esta Tesis Doctoral. Con este enfoque, las empresas obtendrán información adicional relevante para la toma de decisiones, respecto a cuáles son las técnicas y elementos de TQM que más impactan en su rendimiento organizacional estratégico y equilibrado, por lo que deberían ser priorizadas. Además, la aplicación de técnicas TQM genera directamente una serie de mejoras a nivel táctico-operativo en las organizaciones, por lo que las relaciones entre las técnicas TQM, el rendimiento empresarial estratégico medido y gestionado mediante un CMI y las mejoras empresariales mencionadas, son estudiadas y analizadas en profundidad en la presente Tesis Doctoral. A tal fin, en primer lugar se efectúa un estado del arte donde se analizan publicaciones científicas relevantes para demostrar la existencia de un hueco investigador. A continuación, se diseña una propuesta metodológica de seis fases para cuantificar el impacto de los elementos de TQM sobre el rendimiento organizacional, en el contexto de un CMI y en PYMES, siendo dichas fases: Fase 1. Definición de los elementos estructurales. Fase 2. Establecimiento del equipo de trabajo. Fase 3. Selección de los elementos. Fase 4. Determinación de la técnica MCDA. Fase 5. Aplicación de la técnica MCDA. Fase 6. Análisis de resultados. Entonces, las fases de la propuesta son aplicadas a una PYME del sector del petróleo en Ecuador y se presentan los resultados obtenidos en dicha aplicación. Finalmente, se establecen una serie de conclusiones generales y se enuncian unas líneas futuras de investigación. / [CA] El context mundial actual de competitivitat global fa que les empreses hagin d'invertir molts dels seus recursos a oferir productes i serveis d'alta qualitat a preus competitius. Des de fa molts anys el client demana un producte d'alta qualitat i pot escollir entre moltes empreses d'on obtenir-lo, el que fa que aquestes hagin de articular els mecanismes necessaris per oferir el nivell de qualitat requerida en els seus productes / serveis invertint el mínim de recursos possible. En aquest sentit, moltes empreses porten anys aplicant tècniques o eines de gestió de qualitat, com ara Kaizen, control estadístic de qualitat o disseny d'experiments per nomenar algunes, que els ajudin a aconseguir aquest nivell de qualitat. Així, és àmpliament acceptada l'existència d'una correlació entre l'aplicació de tècniques de gestió de qualitat total (TQM) i el rendiment empresarial entès aquest com la millora dels productes / serveis de l'organització que donarà lloc a majors beneficis. No obstant això, tot i que es poden trobar nombrosos treballs científics que relacionen l'aplicació de TQM i el rendiment empresarial, entès aquest com una part concreta de l'organització tal com producció o innovació, la quantificació de l'efecte de TQM sobre el rendiment empresarial, utilitzant un enfocament estratègic i equilibrat a través d'un quadre de comandament integral (CMI), és un tema d'investigació actual i que es pretén desenvolupar en aquesta tesi doctoral. Amb aquest enfocament innovador, les empreses obtindran informació addicional rellevant per a la presa de decisions, respecte a quines són les tècniques i elements de TQM que més impacten en el seu rendiment organitzacional estratègic i equilibrat, de manera que haurien de ser prioritzades. A més, l'aplicació de tècniques TQM genera directament una sèrie de millores a nivell tàctic-operatiu a les organitzacions, de manera que les relacions entre les tècniques TQM, el rendiment empresarial estratègic mesurat mitjançant un CMI i les millores empresarials esmentades, són estudiades i analitzades en profunditat en la present tesi doctoral. Amb aquesta finalitat, en primer lloc es fa un estat de l'art on s'analitzen publicacions científiques rellevants per demostrar l'existència d'un buit investigador. A continuació, es dissenya una proposta metodològica de sis fases per quantificar l'impacte dels elements de TQM sobre el rendiment organitzacional, en el context d'un CMI, en PIMEs, sent aquestes fases: Fase 1. Definició dels elements estructurals. Fase 2. Establiment de l'equip de treball. Fase 3. Selecció dels elements. Fase 4. Determinació de la tècnica MCDA. Fase 5. Aplicació de la tècnica MCDA. Fase 6. Anàlisi de resultats. A continuació, les fases de la proposta són aplicades a una PIME d'al sector de l'petroli a l'Equador i es presenten els resultats obtinguts en aquesta aplicació. Finalment, s'estableixen una sèrie de conclusions generals i s'enuncien unes línies futures de recerca. / [EN] The current worldwide competitive context makes that organization are struggling to be and become competitive. Since many years ago, customers demand high-quality products and he/she might choose from many different suppliers, which makes those enterprises must articulate the necessary mechanisms to offer such a quality level. In this sense, many organizations apply techniques of quality management, e.g., Kaizen, quality statistical control or design of experiments to mention some, to help them out reaching the required quality level. Then, it is widely accepted the existence of correlation between the application of Total Quality Management (TQM) techniques and organizational performance, understanding the latter as the improvement of the products/services that leads to higher benefits. However, even though it is possible to find many scientific works that relate the application of TQM and organizational performance improvement, relating this to a specific part of the organization such as production or innovation, the quantification of the effect of TQM on performance measurement, using a Balanced Scorecard (BSC) and, therefore, at the strategic and balanced level, is a current research topic, which is intended to be developed within this PhD Thesis. With this innovative approach, organizations would obtain additional relevant information for their decision-making processes about which the most relevant TQM techniques and tools are and should, therefore, be prioritized and improved. Besides, the application of TQM techniques directly generates some specific improvements at the tactic-operative level in organizations, and then the relationships among the TQM techniques, the organizational performance measured through a BSC, and the mentioned organizational improvements are studied and analyzed in this research. Then, a state of the art if firstly developed, analyzing relevant scientific publications, to identify the research gap. The next task is to design a six-phases methodological proposal to quantify the impact of TQM elements over organizational performance in SMEs within a BSC context, being the phases: Phase 1. Definition of the structural elements. Phase 2. Establishment of the work team. Phase 3. Selection of the elements. Phase 4. Determination of the MCDA technique. Phase 5. Application of the MCDA technique. Phase 6. Analysis of results. Then, these six phases are applied to a SME of the petroleum sector in Ecuador and the main results achieved are presented. Finally, the main conclusions are stated as well as some future research possibilities. / Andrade Arteaga, CA. (2022). Desarrollo de una propuesta metodológica para medir el impacto que tiene la aplicación de prácticas de Total Quality Management sobre el rendimiento organizacional en Pymes [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/181511 / TESIS

Abstract in English, Afrikaans and Zulu / The environment in which a business operates consists of various forces which exert positive or negative influences on the business. Since they contribute to or deter from the achievement of business objectives, it is essential that they be identified and investigated. The aim of this study was to determine the environmental forces which affect the operations of small, medium and micro independent caterers in Cape Town. In this context, the micro, market and macro-environments were examined. It is hoped that the results of the study will assist these caterers in their awareness of pertinent factors in their business environment, as well as the strengths, weaknesses, opportunities and threats arising therein. They can use this information in strategy development, to reach their objectives, and to enhance their competitive advantage and profitability. Primary data was collected from the business owners or managers through an online survey. The survey covered firmographic business details, as well as demographic details of the owners/managers. Thereafter, their opinions were elicited regarding the impact of various factors in their business environment. The main findings are the following: The greatest positive impacts on the small, medium and micro independent caterers are the abilities of the owners/managers, relationships with suppliers, the internet, and the control of materials and production processes. The greatest challenges faced are financial resources, marketing strategies, online services, competitors, customer demands, the current state of the economy and legal regulations. / Die omgewing waarin 'n onderneming werksaam is, bestaan uit verskeie magte wat die onderneming positief of negatief kan beïnvloed. Aangesien dit tot die onderneming se doelstellings kan bydra of keer dat die onderneming dit bereik, is dit noodsaaklik dat dit geïdentifiseer en ondersoek word. Die doel van hierdie studie was om die omgewingsmagte te bepaal wat die werksaamhede van klein, medium en mikro-onafhanklike spyseniers in Kaapstad beïnvloed. In hierdie konteks is die mikro-, mark- en makro-omgewings ondersoek. Die hoop is dat die bevindings van die studie hierdie spyseniers sal help om bewus te wees van die toepaslike faktore in hul sakeomgewing asook hul sterkpunte, swakpunte, geleenthede en bedreigings wat daarin tot stand kom. Hulle kan hierdie inligting gebruik om 'n strategie te ontwikkel om hul doelstellings te bereik en hul mededingingsvoorsprong en winsgewendheid te bevorder. Primêre data is van sake-eienaars of -bestuurders verkry deur 'n aanlyn opname. Die opname het die onderneming se firmografiese besonderhede asook die eienaars/bestuurders se demografiese besonderhede gedek. Daarna is hul menings oor die invloed van verskeie faktore in hul sakeomgewing gevra. Die volgende is bevind: Die grootste positiewe invloede op klein, medium en mikro-onafhanklike spyseniers is die eienaars/bestuurders se vermoëns, verhoudings met verskaffers, die internet en die beheer van materiale en produksieprosesse. Die grootste uitdagings was finansiële hulpbronne, bemarkingstrategieë, aanlyn dienste, mededingers, klante se eise, die huidige stand van die ekonomie en wetlike regulasies. / Indawo eliqhubeka kuyo ishishini inamasolotya amaninzi asenokuba nefuthe elihle okanye elibi kwishishini elo. Njengoko la masolotya encedisa okanye ethintela ukuphunyezwa kweenjongo zeshishini, kubalulekile ukuba anakanwe kwaye aphandwe. Injongo yesi sifundo yayikukuphonononga amanqanaba achaphazela ukusebenza kwamashishini okupheka azimeleyo, amancinci, aphakathi namancinci kakhulu eKapa. Kule meko, kwaqwalaselwa iindawo zokusebenza ezincinci kakhulu, ezinkulu kakhulu neemarike. Kuthenjwa ukuba iziphumo zesi sifundo ziya kubanceda oosomashishini bokupheka ukuze baqaphele imibandela ebalulekileyo malunga nomsebenzi wabo, baqonde amandla, ubuthathaka kunye namathuba avelayo kolu shishino. Bangalusebenzisa olu lwazi ekuqulunqeni amacebo obulumko okuphumeza iinjongo zabo kunye nokomeleza amathuba abo okuphumelela kukhuphiswano nokwenza inzala. Kwenziwa uhlolo zimvo kusetyenziswa i-intanethi ekuqokeleleni ulwazi ngqo kubanini nabaphathi bamashishini. Olu hlolo zimvo lwaqwalasela iinkcukacha ezingundoqo zamashishini kwakunye nesibalo sabanini/abaphathi bamashishini. Emva koko, kwafunwa izimvo zabo malunga nefuthe lemiba ethile kwiindawo zabo zoshishino. Okuphambili okwafunyaniswayo koku: Okona kukhulu okuchaphazela kakuhle amashishini okupheka azimeleyo amancinci, aphakathi namancinci kakhulu ngamandla okuba nakho abanini/abaphathi, ulwalamano nabo bathengisa izixhobo zokuqhuba ishishini, i-intanethi, kunye nolawulo lweenkqubo zokuvelisa. Eyona mingeni iphambili yimithombo yemali, amacebo okubhengeza ishishini, iinkonzo zokuthenga ngeintanethi, abakhuphisani, izinyanzeliso zabaxumi, isimo sezoqoqosho esigqubayo kwakunye nemigaqo yomthetho. / Business Management / M. Com. (Business Management)