本研究主要是探討國內企業在企業市場上品牌經營之相關問題。本研究主要採用個案訪談和問卷調查的方式進行採樣研究，藉以了解下列各項問題： 問題一：促使企業經營品牌的動機為何？ 問題二：產品類別不同，品牌經營策略是否會有差異？ 問題三：品牌經營策略與品牌權益的關係為何？ 問題四：品牌經營動機是否會影響品牌經營策略？ 問題五：廠商特性是否會影響品牌經營策略？ 本研究是探討企業市場品牌經營的研究，針對本研究將企業市場分成三大產品類別：即原料零組件類，資本項目類和服務業類。本研究除了參考相關文獻外，並進行個案訪談。最後並針對中華徵信所公布製造業前500大企業與服務業前500大企業為母體，進行判斷抽樣，希望能更深入完整探討國內企業市場品牌之經營。 研究結果 1.在企業市場中，不論產品類別差異，品牌為一重要的成功關鍵因素。 2.在企業市場品牌經營的動機和希望獲得的利益前三項分別為：提高忠誠度，提高知名度和加強行銷溝通效率。 3.在企業市場中，產品類別差異並非造成品牌經營策略作法不同的因素。 4.在企業市場中品牌經營策略與品牌經營動機間存在相關性。 而主要的影響變數如研發頻率、創新頻率、創新特色和優點…，則可概括歸納成為增加品牌競爭優勢，和品牌經營動機中的提高通路合作、提高價格溢酬、提升佔有率、吸引員工、吸引外部投資、提升產品形象等產生正相關。 另一組相關性則是，品牌經營策略中的重視品質與品牌經營動機的提升產品形象和提高知名度存在正相關。 5.本研究將品牌經營政策分為三類：公司品牌為主，產品品牌為主和公司與產品品牌並重；在企業市場中，公司品牌為最重要的品牌經營政策。 6.在企業市場中，品牌經營政策的差異會造成品牌經營策略在下列幾方面上不同：提升品牌形象與價值提供，提升產品競爭優勢，提升品牌管理組織與控制，提升行銷與其他部門的整合：而品牌經營政策和品牌經營動機不同或品牌經營政策和產品類別不同並無直接的影響關係。 7.在企業市場中品牌經營策略與品牌權益間存在顯著正相關。主要的品牌經營策略如研發成果，支援服務，重視品質，分配效率…，（可概括歸納成為增加品牌競爭優勢）和品牌權益中的品質認定、市場佔有率和公司知名度等顯著相關。 8.在企業市場中，不論公司是否從事代工或從事代工的比重多寡和不論公司企業規模大小，不是造成行銷溝通方面投資差異的主因。

Cloud accounting software (CAS) emerged as part of the overall development of cloud computing. The cloud, as it is referred to, has heralded a new age in information technology and offers new and unique opportunities and challenges for organisations of all sizes. The aim of this study was to determine the awareness and perception of cloud computing technology by accounting firms in Cape Town. The findings of the survey reveal that significant awareness exists of CAS by firm managers and accountants. In some respects there are significant differences between small and medium-large firms regarding their perceptions of CAS. Smaller firms seem to be more positive toward CAS and also more agile and capable of deploying CAS than medium-large firms, and thereby are taking advantage of CAS more effectively. It is evident from the study that there are opportunities for both small and medium-large firms to make use of CAS in their attempts to grow their businesses and it is important that they become familiar with CAS and the opportunities and threats which it presents. Marketers of CAS products need to consider the firm’s size, as well as the organisational decision-making process for CAS acquisition, which can aid them in their marketing designs. / Business Management / M. Com. (Business Management)

The study aimed to determine the marketing communication methods used by Namibian clothing and textile SMEs operating from Katutura and Khomasdal Incubation Centres. A quantitative methodological approach was followed in this study. The sample comprised 45 SMEs with business operations at Katutura and Khomasdal Incubation Centres. A simple random sampling method was selected as the researcher made use of an SME name list provided by the City of Windhoek. A structured questionnaire was used to collect research data. Cross tabulations, correlations and descriptive analyses were used to analyse the research results. The research indicated that the top five most regularly used marketing communication methods are direct sales, „word-of-mouth‟, point-of-sale materials, networking, and newspaper advertisement. The least regularly used marketing communication methods are YouTube, television, direct mail, press releases and coupons/vouchers. Networking was the second most important and effective marketing communication method. Trade shows was the third most-preferred marketing communication method and the reasons advanced were „it gives me the opportunity to talk to and interact with my customers‟. It is recommended that the City of Windhoek should create incentives for current SMEs operating from Katutura and Khomasdal Incubation Centre to leave the incubation centre for new upcoming SMEs. Further research is necessary to establish the reasons why SMEs do not grow as expected and graduate from the incubation centres. Further research is also necessary to determine challenges faced by Namibian SMEs when considering which marketing communication methods to use. The conducted research recommends that different media houses be approached to design and determine special marketing packages for SMEs. Special SME development or advert sections can be negotiated with newspaper outlets. The major limitation of this study was that it was confined to clothing and textile manufacturing businesses. / Business Management / M. Com. (Business Management)

The main aim of this diploma thesis is a strategic analysis of a construction company. It is divided into several parts, where the first, theoretical, part explains the fundaments of strategic analysis and clarifies the principles of methods applied. The other, analytical, part of the thesis applies the mentioned theoretical knowledge onto an existing construction company. The PESTEL analysis has been used to analyze the external environment. Furthermore, the thesis focuses on the internal environment of the company -- namely its marketing mix and financial situation. The findings of those analyses are summarized through a simplified SWOT analysis, which leads to a proposal of a strategy, and furthermore proposes operative, tactical and strategic measures which would support the strengths and opportunities and minimize the weaknesses and threats of the Isolite, spol. s r. o. company.

The main focus of this diploma thesis is the characteristics of key aspects, which are important when designing, implementing and maintaining web application, whereas these aspects differ according to business model of the web application. The thesis reflects modern trends in the areas of web project management, UX, web design, E-Commerce process management etc. The thesis consists of the introduction, theoretical part, practical part and conclusion. In the introduction I present the reason for picking this topic, the more in-depth targets of the thesis, preconditions, restrictions, in-depth structure, sum-up the expected contribution and present research of the field. The theoretical part consists of the information about online business and introduction of the web applications. Furthermore, the key domains are presented with the new trends in different areas of web applications. In the practical part, at the beginning, there are categories of web applications defined, which are based on different business models introduced earlier. This part is followed by the comprehensive analysis in the field of web E-Commerce applications for each category of the web application, with the output of trends and best practices in the field according to each domain of the web application. It is then followed by the analysis of situation around web applications in general, because here were also some trends and best practice noticed. In conclusion I sum up the acquired results, introduce the contribution of the thesis and think about the situation around the web applications.

The main goal for this diplomatic field is to study the expansion achievement of a particular company breaking into the international market. First part of this study consists theoretical solutions which targets strategies of the best way to enter a new market in Austria. In this particular analysis it is covered a research on local and outlying regions. And this study covers the possibility of entering this market and consider the viability of expansion that may enhance it's growth and profitability. There are strategies put in place in this study that will outline the expenses of marketing and other solutions. It is vital to perform this study to assure that such business is not only going to be successful but also to perform at it's highest level.

The reality of a so-called theory/practice divide between what the academic world research and teach and how it is applied by practitioners has existed for decades. Academics commented about the practical applicability of theories concerning business management applications. This research attempts to understand a concept from a practitioners’ viewpoint. The focus of the research was on marketing and management practitioners’ application of market segmentation principles in their businesses. The study was qualitative in nature. Discussion guidelines were used in in-depth interviews from purposefully selected case study organisations. The analysis indicated that practitioners readily apply the economic principle of market segmentation. That is to divide the broad market into parts (segments) and then focus their attention on selected segments. The analysis also indicated that practitioners deviate from the current marketing theory on market segmentation. It was further found that management practitioners could benefit from applying some of the principles taught in market segmentation theory. The implications from the findings are twofold. The first is that an alternative theory regarding market segmentation emerged from management practitioners’ perspectives. The second is that it is possible to integrate aspects of other market segmentation schemes with the alternative theory to ensure a market segmentation approach that confirms management intuition as well as existing market segmentation theory. Merging these approaches creates a possible improvement in the practical application of current market segmentation theory. / Business Management / D. Phil. (Business Management)

South Africa's biggest challenge remains the high rate of unemployment especially among the country's youth. Small, medium and micro enterprises (SMMEs) have been shown to be instrumental in many third world economies as a sustainable means not only to address unemployment but also to contribute significantly to economic growth. Despite government's good intentions and support, the South African SMME sector is not growing as expected and this is impacting negatively on unemployment creation in the country. Good business development services (BDS) is necessary to support SMMEs and specifically the Market Development Approach to the provision of BDS, where subsidies are replaced by private payment for services. Makana municipal area provided scope for analysing the constraints to the implementation of such business development services. Analysing the scope and magnitude of the constraints in this setting would contribute to understanding the constraints also in other parts of the country and help officials in local economic development make better informed decisions regarding support to SMMEs. Authors like Rogerson (2011), UNDP (2004), Miehlbradt and McVay, (2003), the Committee of Donor Agencies for SME Development (Blue book) (2001) and Bear et al., (2001) Gibson (2001), propose that the key to sustainable BDS is the implementation of the Market Development approach which focusses on for-profit activities in the provision of BDS to SMMEs. The aim of this study was to examine perceptions of key stakeholders towards SMME support and development, to identify the constraints to the implementation of a Market Development approach to the provision of business development services to SMMEs in the Makana area and to make recommendations to the Makana LED office of possible intervention strategies to address identified constraints. Purposive sampling was used to identify key stakeholders in SMME support in the Makana area in the categories of, big institutional buyers, public and private BDS providers as well the municipal LED office. Semi-structured interviews were conducted with each stakeholder using questions shown in appendixes A to D. Perceptions of all key stakeholders were very positive with good intentions to support SMMEs. However, this was not consistent with procurement practice at the big institutional buyers. Constraints are summarized in the following five themes: Theme 1. Inconsistent practice in dealing with SMMEs across the organisation. Theme 2. Absence of a cooperative body or Chamber of Commerce. Theme 3. Fragmented Business Development Services. Theme 4. A lack of a culture of cost recovery. Theme 5. Limited awareness of BDS in the Makana area. A number of recommendations were suggested. Big institutional buyers like Rhodes University and Makana municipality need to take a longer term view and move the focus from employment creation to enterprise support which is a more sustainable and empowering source of employment (ILO, 2009). The Grahamstown Chamber of Commerce should become more representative and big institutional buyers also need to be convinced of the value of private BDS. Stakeholders should work together to combine resources to offer a comprehensive one-stop BDS for the Makana area (Chetty, 2009) and this comprehensive BDS should be provided according to the Market Development approach focusing on those services that lend themselves better to this approach whilst using subsidies only for those services with a low potential for cost recovery (UNDP, 2004).

This thesis investigates the factors to consider when implementing a business to business market entry strategy within the automotive industry. The aforementioned is conducted through an exploratory case study at a global industrial firm providing a comprehensive range of products and services within the motor vehicle industry. The case study is made on the foundation of existing theory, previous empirical research and interviews with relevant companies within the industry. The thesis provides an overview of the factors to be considered when executing a business to business market entry strategy on the automotive market based on existing literature and empirical research. Furthermore, the six main challenge areas that the case company faces in its work with entering a new market is displayed. These challenges are; (1) internal communication, (2) customer relations, (3) technical requirements, (4) strategic initiatives, (5) management support and (6) organizational alignment. In addition to the six challenges, potential strategic initiatives are discussed within each of the challenge areas. The six challenge framework can be used as a framework for other industrial firms striving to implement an industrial business to business market entry strategy. The main theoretical contribution of this thesis is the identification of challenges during a market entry within the automotive industry. Furthermore, the thesis concludes that the implementation of a market entry strategy can provide greater challenges than the development of the strategy itself, which is supported by both literature and empirical findings. Related to this, a misalignment between the business type and the marketing strategy type within the case company is identified. / Detta examensarbete undersöker vilka faktorer som bör beaktas vid implementering av strategier för att ta sig in på en ”business-to-business”-marknad inom fordonsindustrin. Detta görs genom en explorativ fallstudie på ett globalt industriföretag som säljer ett stort antal produkter och tjänster till fordonsindustrin. Fallstudien är grundad i litteratur, tidigare empiriska studier och intervjuer med relevanta företag inom industrin. Examensarbetet ger en översikt av de faktorer som bör beaktas då man implementerar en “business to business”-marknadsstrategi inom fordonsindustrin baserat på existerande litteratur och en empirisk undersökning. De sex främsta utmaningarna som fallstudieföretaget står inför identifieras, vilka är (1) intern kommunikation, (2) kundrelationer, (3) tekniska krav, (4) strategiska initiativ, (5) ledningsstöd och (6) organisatorisk sammstämmighet. Utöver de sex utmaningarna diskuteras potentiella strategiska initiativ inom varje utmaningsområde. De sex utmaningarna kan användas som ett ramverk för andra industriföretag som söker att implementera en marknadsstrategi. Det huvudsakliga teoretiska bidraget av detta examensarbete är identifiktationen av de utmaningar som uppstår vid en markandsingång inom fordongsindustrin. Dessutom visar examensarbetet att implementeringen av en marknadsstrategi kan visa sig vara en större utmaning än att ta fram densamma, vilket stöds av både litteraturen och den empiriska undersökningen. Relaterat till föregående kunde vi identifiera en obalans mellan fallstudieföretagets affärstyp och marknadsstrategi.