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Diplomová práce se zabývá sestavením marketingového plánu pro vstup na Německý trh pro firmu Zoko. Firma Zoko je malá česká firma operující ve strojírenském průmyslu s výhradním zákazníkem v Rakousku. Na základě teoretických podkladů a analýze současného stavu, práce představuje marketingové návrhy jak vstoupit na nový trh.

The thesis is dealing with proposals in order to strengthen competitiveness of a small Ecuadorian company which is producing detergents and other cleaners. Proposals are focused on strenghts‘ development and development of the keys’ activities that bring value to the customer.

La presente investigación tiene como finalidad determinar la existencia de una relación entre el marketing mix verde y el valor de marca para consumidores de jabones ecológicos entre 21 y 35 años de los distritos de Miraflores, San Isidro y Barranco de Lima Metropolitana. El estudio se basa en el modelo validado del autor Sadiq Sohail King Fahd de la Universidad Rey Fahd de Petróleo y Minerales realizada en Arabia Saudita en el 2016. Para esta investigación se analizaron tanto a hombres como mujeres entre 21 y 25 años (20.7%), entre 26 y 30 años (27.9%) y 31 y 35 años (51.4%) a través de la metodología descriptiva, un diseño transeccional o transversal y la aplicación de un muestreo no probabilístico por conveniencia aplicando el método de inclusión y exclusión. La investigación se divide en cinco capítulos: el primero presenta los antecedentes, el marco teórico y marco de referencia, el segundo desarrolla el plan de investigación sentando los objetivos e hipótesis generales y específicos; el tercero explica la metodología de trabajo; el cuarto analiza los resultados descriptivos y el quinto finalmente presenta los resultados, conclusiones y recomendaciones. La investigación concluye demostrando la existencia entre el marketing mix verde y el valor de marca en diferentes niveles y dimensiones. Esta investigación resulta útil para todo aquel interesado en desarrollar una estrategia de marketing mix verde para productos ecológicos que deseen incrementar el valor de marca y potenciar la ventaja competitiva de un negocio o comercio. / The present research aims to determine the existence of a relationship between green marketing mix and brand value for consumers of ecological soaps between 21 and 35 years in the districts of Miraflores, San Isidro and Barranco of Lima Metropolitana. The study is based on the validated model of the author Sadiq Sohail King Fahd of the King Fahd University of Petroleum and Minerals carried out in Saudi Arabia in 2016. For this research, both men and women were analyzed between 21 and 25 years (20.7%), between 26 and 30 years (27.9%) and 31 and 35 years (51.4%) through a descriptive methodology, a transectional or cross-sectional design and the application of a non-probabilistic convenience sampling applying the inclusion and exclusion method. The research is divided into five chapters: the first presents the antecedents, the theoretical framework and reference framework, the second develops the research plan setting the objectives and general and specific hypotheses; the third explains the work methodology; the fourth analyzes the descriptive results and the fifth finally presents the results, conclusions and recommendations. The research concludes by demonstrating the existence between the green marketing mix and brand equity at different levels and dimensions. This research is useful for anyone interested into develop a green marketing mix strategy for ecological products that wish to increase brand equity and enhance the competitive advantage of a business or trade. / Tesis

Den teknologiska utvecklingen öppnar möjligheter att utnyttja teknologi för att skapa konkurrensfördelar. Traditionella aktörer ställs inför utmaningar vid anpassning mot ny teknologi. Den här studiens syfte var att undersöka hur teknologisk utveckling har påverkat traditionella aktörers marknadsstrategier. Det har gjorts genom att studera traditionella svenska tv-bolags strategiska anpassning mot SVOD-tjänsternas ökade inflytande på den svenska tv-marknaden. Genom en kvalitativ metod bestående av fyra semistrukturerade intervjuer med tre stora svenska tv-bolag samt sekundärdatainsamling har empiriskt underlag samlats in och analyserats utifrån en teoretisk analysmodell bestående av Porters generiska strategier samt Kim et al.:s integrerade strategi. Resultatet indikerar att samtliga studerade tv-bolag implementerar integrerade strategier i olika konstellationer, samt att kostnadsledarskap är av ökande betydelse. Vidare används data i högre utsträckning i tv-bolagens marknadsstrategier. / Technological advances opens up opportunities for companies to utilize new technology to create competitive advantages. Traditional companies faces challenges when adapting to new technologies. This study aimed to explore how technological advances has affected traditional companies’ competitive strategies. This has been examined within the scope of the Swedish television market by analyzing how traditional Swedish television companies has adapted their competitive strategies to the market entry of SVOD services. The data was collected through a qualitative method including four semi-structured interviews with three major Swedish television companies and through secondary data collection. The data has been analyzed through an analysis model composed of Porter’s generic strategies and Kim et al.’s integrated strategy. The findings indicate that all studied companies implement integrated strategies in different constellations, and that implementation of overall cost leadership is of increasing importance. The findings also shows that big data is increasingly used in the examined companies’ competitive strategies.

This thesis is situated in the academic sphere of human geography. The overall aim is to identify the current challenges and possibilities Icelandic farmers face in terms of changes in importation laws. This research is exemplary in its field as it uses the narratives of the stakeholders, farmers in this case, as the main data source. The research questions were as following: Is there an agricultural cluster in the region and if so, how does it work; what challenges and possibilities do farmers in the municipality of Hrunamannahreppur face in terms of the recent import law and lastly; according to the farmers, how do policies and laws in Icelandic agriculture ensure long-term farming practices in Iceland. The thesis uses theories of agricultural localization theory, cluster theory and the concepts of competitive and comparative advantages along with the concept of food self-sufficiency. The methods used are semi-structured qualitative interviews during a field study in southern Iceland. Data sources include seven qualitative interviews with farmers in the selected area, a review of agricultural policies and frameworks, and other sources such as articles and media. The main findings are that there is an unexplained disconnect within agriculture and its actors, indicating that policies give preferentiality to economic gain rather than preserving long-term farming in Iceland.

The advance of the Internet has resulted in an immensely interconnected world, which produces a tremendous amount of data. It has come to change our daily lives and behaviours tremendously. The trend is especially seen in the field of e-commerce where the customers have started to require more and more from the product and service providers. Moreover, with the rising competition, the companies have to adopt new ways of doing things to keep their position on the market as well as keeping and attracting new customers. One important factor for this is excelling customer service. Today, companies adopt technologies like BDA and AI to enhance and provide excellent customer service. This study aims to investigate how two Swedish cooperations extract value from their customer services with the help of BDA and AI. This study also strives to create an understanding of the expectations, requirements and implications of the technologies from the participants' perspectives that in this case are the employees of these mentioned businesses. Moreover, many fail to see the true potential that the technologies can bring and especially in the field of customer service. This study helps to address these challenges and by pinpointing the ’value- factors’ that companies participating in this study extracts, it might encourage the implementation of digital technologies in the customer service with no regard to the size of the company. This thesis was conducted with a qualitative approach and with semi-structured interviews and systematic observations with two Swedish companies acting on the Chinese market. The findings from the interviews, conducted with these selected companies, present that the companies actively use BDA and AI in their customer service. Moreover, several value-factors are pinpointed in the different stages of customer service. The most reoccurring themes are: ”proactive support”, ”relationship establishment”, ”identifying attitudes and behaviours” and ”real-time support”. Moreover, as for the value-creating factors before and after the actual interaction the reoccurring themes are ”competitive advantage”, ”high-impact customer insights”, ”classification”, ”practicality”, as well as ”reflection and development”. This essay provides knowledge that can help companies to further their understanding of how important customer service along with BDA and AI is and how they can support competitive advantage as well as customer loyalty. Since the thesis only focused on the investigation of Swedish organizations on the Shanghainese market, it would be of interest to continue further research on Swedish companies as China is seen to be in the forefront when it comes to utilizing these technologies.

Some leaders of U.S. companies fail to implement proper decision-making strategies to enact and execute strategies to realize the benefits provided by a foreign trade zone (FTZ). The purpose of this qualitative case study was to explore and to identify the proper decision-making strategies used in successfully implementing a FTZ. The target population consisted of 5 leaders, including a senior leader, a supply chain manager, and 3 department managers of a company located in the midwestern region of the United States that successfully implemented a FTZ. Porter's competitive advantage theory was the conceptual framework used for the study. Semistructured interviews were conducted with the 5 participants; company documents served as additional sources of data. Triangulation and member checking were used to ensure the trustworthiness of the data interpretation. Three themes (import and export, training, and new processes) emerged from the analysis. The findings of this study could contribute to social change by presenting leaders with information about how to enhance decision-making skills when considering the application of a FTZ to enable the capacity for improvement of social infrastructure that includes telecommunications, electricity, water, and roads.

The study focuses on key characteristics that affect diversity management (DM) in the United States. Developing effective strategies to support and enhance workforce diversity is a competitive business advantage as diverse workforce economic and social contributions outpace homogeneous workgroups. The purpose of this multiple case study was to explore the strategies that service organization leaders (diversity practitioner-leaders) use to develop DM programs to support competitive business advantage and sustainable growth. The general systems theory and DM framework were the lens that guided the study. Five diversity practitioner-leaders from service organizations with business operations in the northwestern region of United States were interviewed. Participants responded to open-ended interview questions. Data collection processes included validating and triangulating the information gathered from participants via transcript review and use of archival business documents and peer-reviewed sources. Following the thematic data analysis, major themes emerged that include linking diversity programs to business goals, educating and creating diversity awareness, and implementing diversity reporting and accountability. Findings revealed strategies that diversity practitioner-leaders could use to enhance workplace DM practices and support sustainable business growth. The study findings could help organizational leaders to affect positive social change by building diverse, welcoming, and all-inclusive workplace cultures, whereby all employees can strive to achieve their full potential, thus improving employee engagement and productivity. As workplace diversity improves, employees' engagement and productivity increases as well as their socioeconomic contributions.

Predmetom tejto diplomovej práce je vypracovanie podnikateľského zámeru pre založenie malej firmy podnikajúcej v oblasti informačných technológií. V teoretickej časti práce sú obsiahnuté teoretické východiská práce a vysvetlenie základných pojmov a konkrétnych metód. Výstupom analytickej časti práce je PESTEL a SWOT analýza spoločnosti a jej okolia. Práca by mala slúžiť ako pomocné vodítko pre zostavenie kvalitného podnikateľského zámeru z teoretického hľadiska.