Diss. (Ph.D)--Universität Bern, 2008. / Includes bibliographical references.

To be successful in today s turbulent business environment it is very important for a company to exhibit flexibility in its processes, activities and interfaces. Such a flexible approach enables firms to adapt and improvise in order to achieve the best possible outcomes. In spite of there being ample research on how to achieve flexibility in a variety of business process and activities, there remains little understanding on how flexibility in managing the use of resources reveals itself in intra-organisational interfaces. This thesis sheds more light on this issue and investigates flexibility specifically in the relational context of cross-functional interfaces. The importance of developing and investigating flexibility at the cross-functional relational interface is embedded in the recognition that the ability and willingness of departments to adapt and to accommodate deviations from original strategies through their cross-functional working is a critical factor for success. This research investigates flexibility at one such interface that is argued to be essential in achieving organisational success but that is characterised by conflict, lack of cooperation and distrust the Marketing and Sales interface. A literature review incorporating two broad literature streams; i.e., the Marketing and Sales cross-functional relationship literature and the literature on organisational flexibility helped develop a guiding definition of Marketing and Sales Interface Flexibility (MSIF). This definition was subsequently confirmed in the exploratory phase of the thesis, thereby providing a stronger conceptualisation of the MSIF phenomenon. The concept was found to be predicated on social exchange theory s view on the M&S exchange relationship as a dynamic process in which both continuously adapt to each other s needs through modification of their resources required to match those needs. Consequently, a theoretical model was developed. This model argues for an inverted U-shaped relationship between MSIF and business performance. According to this model, beyond certain optimal point MSIF may reduce business performance. Based on the empirical testing of the model via a survey of 229 UK-based business organisations no support was found for the inverted U-shaped relationship between MSIF and customer performance. Results of the empirical testing indicated that MSIF has an inverted U-shaped relationship with a firm s market performance. These results imply that a firm s market success is secured at lower levels of MSIF whereas further increases in investments in MSIF may, at some point, become detrimental to an organisation s market performance (i.e., market share and sales volume). Therefore, the findings suggest that managers should manage MSIF wisely, hold themselves from over-investing in MSIF and seek to find the optimal level which will provide the best market performance. On the other hand, MSIF was found to have a linear, positive relationship to customer performance indicating that higher levels of MSIF will secure more a satisfied and loyal customer base. The study also incorporates the contingency theory perspective and hypothesises the moderating effect of market dynamism on the MSIF - performance relationship. The results indicate that the value of MSIF for generating market performance decreases as technological turbulence in the market increases. Based on the social exchange theory the relationship between four socially constructed antecedents and MSIF are proposed. The findings highlight the positive impact of, (1) trust in the Marketing and Sales relationship, and (2) rules and norms of social exchange between Marketing and Sales as reflected in compatible goals and joint rewards on MSIF. However, resource dependence asymmetry is found to be negatively related to MSIF suggesting that a misbalanced resource dependency between the two will hamper MSIF. The theoretical and practical implications of the study findings are subsequently presented along with an acknowledgment of the study s limitations and proposed future research to further explore this important area.

Globalization creates for companies’ new opportunities for business development, as well as new challenges. One of the most prevailing challenges is the ability to create new products and services in accordance to diverse customer needs and requirements, as well as implementation of new technologies in future lines of products. Therefore, companies realize the importance of the Marketing and Sales (M&S) and Product Development (PD) departments. The interface between those two departments plays a decisive role in realization of customer needs and requirements, and application of the right technologies in new products. The speed and accuracy with which the information between the M&S and PD department is exchanged directly influences success of one’s products on the market. Consequently, companies strive to achieve greater level of cross-functional integration within the interface, by overcoming barriers to integration, and improving the quality of internal services by utilizing computer based Information Systems (IS). The role of IS in supporting cross-functional work environment is growing, thus companies of all size make investment in IS. Nonetheless, these investments very often fail or not bear expect results, due to lack of alignment of the investment with the business. This thesis documents a diagnosis undertaken for the Case Company. In recent years the Case Company experienced rapid international expansions and fast growth, which in turn exposed a whole new range of problems. The existing work routines turned out to be inadequate to maintain international expansion and growth. A great deal of these problems was enrooted directly in the interface between the M&S and PD departments. Therefore, the company realized a need to isolate and eliminate them, and further foster the cross-functional integration and information flows within the interface by implementation of a computer based Information System. The purpose of this thesis is to enhance the understanding of the integration and communication process within the M&S and PD departments at the Case Company. In order to fulfil the purpose the Enterprise Knowledge Development modelling technique was employed. This allowed tracing the problems to their roots, by mapping business processes, goals, rules, actors, as well as clarification of concepts. As a result an objective snapshot of the current cross-functional integration between the M&S and PD departments was created. Further, this snapshot was compared against a great body of literature in the field of Product Development and Management and Process Management. The comparison made it possible to indicate areas for potential future improvements. The proposed change needs aimed at enhancing the internal customer satisfaction. Last but not the least in deep analysis of the current cross-functional relations within the interface made it feasible to suggest (with literature assistance) initial vital functions of a computer based Information System to enhance the integration and information flows within the studied interface at the Case Company. The proposed functionality corresponds to the current, as well as anticipated needs of the interface that has been derived based on requirements of the actors to fulfil goals and satisfy organizational processes.

<p>Globalization creates for companies’ new opportunities for business development, as well as new challenges. One of the most prevailing challenges is the ability to create new products and services in accordance to diverse customer needs and requirements, as well as implementation of new technologies in future lines of products. Therefore, companies realize the importance of the Marketing and Sales (M&S) and Product Development (PD) departments. The interface between those two departments plays a decisive role in realization of customer needs and requirements, and application of the right technologies in new products. The speed and accuracy with which the information between the M&S and PD department is exchanged directly influences success of one’s products on the market. Consequently, companies strive to achieve greater level of cross-functional integration within the interface, by overcoming barriers to integration, and improving the quality of internal services by utilizing computer based Information Systems (IS). The role of IS in supporting cross-functional work environment is growing, thus companies of all size make investment in IS. Nonetheless, these investments very often fail or not bear expect results, due to lack of alignment of the investment with the business.</p><p>This thesis documents a diagnosis undertaken for the Case Company. In recent years the Case Company experienced rapid international expansions and fast growth, which in turn exposed a whole new range of problems. The existing work routines turned out to be inadequate to maintain international expansion and growth. A great deal of these problems was enrooted directly in the interface between the M&S and PD departments. Therefore, the company realized a need to isolate and eliminate them, and further foster the cross-functional integration and information flows within the interface by implementation of a computer based Information System.</p><p>The purpose of this thesis is to enhance the understanding of the integration and communication process within the M&S and PD departments at the Case Company. In order to fulfil the purpose the Enterprise Knowledge Development modelling technique was employed. This allowed tracing the problems to their roots, by mapping business processes, goals, rules, actors, as well as clarification of concepts. As a result an objective snapshot of the current cross-functional integration between the M&S and PD departments was created. Further, this snapshot was compared against a great body of literature in the field of Product Development and Management and Process Management. The comparison made it possible to indicate areas for potential future improvements. The proposed change needs aimed at enhancing the internal customer satisfaction. Last but not the least in deep analysis of the current cross-functional relations within the interface made it feasible to suggest (with literature assistance) initial vital functions of a computer based Information System to enhance the integration and information flows within the studied interface at the Case Company. The proposed functionality corresponds to the current, as well as anticipated needs of the interface that has been derived based on requirements of the actors to fulfil goals and satisfy organizational processes.</p>

The aim of the thesis was to identify used types of Guerilla marketing in Czech market on the basis of theoretical material and its practical application in the Czech Republic and to suggest options for a particular company.

The goal of this thesis is to evaluate the used sales promotion in selected company Motor Jikov Group and based on examined data to suggest potential solution for improving the current situation.

This thesis is focusing on the sales promotion at a selected retail unit. The theoretical part of this work focuses on history of trade, its diversification, functions and specifics. The following chapter describes marketing communications and is split into 5 different categories advertisement, personal selling, sales promotion, public relations and direct marketing. The literary recherche concludes with a chapter about marketing research, which is focused on methods used in practical part of the work. The purpose of this thesis is to evaluate sales promotion focused on consumers in a selected retail unit and to bring proposals for development of sales promotion. For the purposes of the work, Penny Market in Veseli nad Luznici have been chosen, where surveys and one-on-one in-depth interview with the manager of the store have been carried out. Based on the results from processing collected data, recommendations to improve development in the selected store are proposed.

In the beginning of 21st century, like many nations across the world, Taiwan has worked hard in an attempt to establish a new economy. This new economy will be comprised of intellectual property and high-tech industries which high economic return, low pollution, and all other added values will truly bring another phase of prosperity to Taiwan. Ideally, the government hopes to pattern the successful model of Hsinchu Science Park to the new establishment of biotechnology-related science parks across the island. Therefore, the Southern Taiwan Science Park, Nankang Science Park, and Chupei Biomedical Science Park were set up. Meanwhile, the Cabinet¡]the Executive Yuan¡^also evaluated the existing bio-tech industries in terms of natural resources, academic support, and cluster effect through the Strategic Review Board (SRB). The SRB is composed of experts from industries, government officials, academicians, and researchers as well. After sophisticated discussion, SRB reached the following conclusions: 1. biotech science parks are essential to form the cluster effect to Taiwan¡¦s biotechnology. 2. The biotech science parks shall be established in regions across the island in order to integrate the resources from the northern and southern Taiwan . In June of 2002, the Cabinet has officially initiated the plan ¡§The Challenge 2008 ¡V Nation-level Development Plan¡¨ which included ¡§Two Trillion, Two Stars ¡¨ plan devised by the Ministry of Economic Affairs, and the bio-tech development is included in the ¡§Two-Two ¡¨ plan . At the moment, Taiwan¡¦s bio-tech annual output to 100.9 billion NT$, and will bring this number up to 250 billion NT$ by 2006. In addition, the government also aims to attract another 100 billion NT$ of investment in bio-tech by the establishment of another 500 bio-tech companies within the next ten years. Some Cabinet-level agencies, such as the Council for Economic Planning and Development, the National Science Council, and the Council of Agriculture also coordinated with the local governments to plan the establishment of bio-tech science parks. According to the government¡¦s ¡§Bio-tech Industry Promotion Programs (BIPP) ¡§, four bio-tech science parks have been planned : Nankang Bio-tech Park, Chupei Biomedical Park, Southern Taiwan Bio-tech Park, and Tunghwa Bio-tech Incubation Center. The success factors for those programs will hinge on the Taiwan¡¦s ability to conquer over the current economic slowdown, to promote and maintain Taiwan¡¦s existing economic competitiveness and growth. In fact, with Taiwan¡¦s economic power, the avid promotion of knowledge-based economy, the ambition to the bio-tech industry, and the avid support from the different fields, Taiwan has amassed the essential factors to create a successful bio-tech industry. However, to realize the dream of initiating biotechnology to become the next ¡§star industry¡¨ in Taiwan, the detail planning, the execution, and the integration of the government and private resources, it dearly deserves our close attention and supervision. The purpose of this study is to investigate the ¡§bio-tech cluster effect¡¨ with respect to other factors including¡¨ resource distribution¡¨, ¡§social interaction¡¨, ¡§cluster demographics¡¨, ¡§nuclear/peripheral development¡¨, ¡§cluster economics¡¨, ¡§non-profit marketing and sales¡¨ and so on. This study will also introduce some bio-tech science parks and clusters (e.g. Europe, U.S., Asia, and China), to present their current status and past experience, then compare with the planning and development of the bio-tech science parks in Taiwan. With theoretical analysis and factual experience, this study will analyze the advantage and restrictions of the development of bio-tech science parks. Additionally, this study will provide a few viewpoints from the foreign for the government and bio-tech industry in the building of the new star industry. This study pointed out, right at the juncture where the bio-tech sets for the next wave of industry, that we are faced with the shortage of talents, the high-level technology, and funds. As a result, the development of bio-tech industry in Taiwan has fallen short of expectation, and limited the scope of discussion of this study. As of now, the bio-tech industry in Taiwan has not created any significant bio-tech-related product, the funds for bio-tech-related research only amounts to 7 billion NT$, not even 1% of the U.S. With over 100 billion NT$ of venture capital funds, only less than 5% was invested in bio-technology. Unless the government increases its R&D fund and hasten its steps in the promotion of bio-tech start ups; otherwise, Taiwan will continue to lag behind in its bio-tech development. Another unexpected factor, which plays a major role in the development of bio-technology, is the instability of the policy. Bio-technology promotions and development are easily influenced by politicians and leaders of different political backers, and often stalling various plans. For example, an approved proposal with a budget at 3.9 billion NT$ was overturned by the reason of ¡§inappropriate budgeting plan¡¨ in April of 2003. The Cabinet¡¦s proposal consisted of recruiting new bio-tech companies, biotech experts, new technologies, and to purchase Nankang bio-technology building which will increase the substantiality of ¡§the Greater Taipei Biotechnology R&D Cluster¡¨, however, the Congress¡]the Legislative Yuan¡^considered the Chinese-American Economic and Social Development Fund was not suitable for such bio-tech development and promotion. This study also pointed out some certain aspects that are beneficial to the development of biotechnology in Taiwan, to express our support to the current bio-tech-related policies, we sincerely hope that bio-tech industries will has a fruitful growing in the near future. The previous success in manufacturing calculators, computers, and other electronics that once earned Taiwan the title of ¡§Island of Technology¡¨ will again bring the island a new title, ¡§Island of Biotechnology¡¨. One of the major suggestions of this study is to advise the bio-tech industries could give up their existing ¡§subjectivity¡¨ and replace this mindset with ¡§objectivity¡¨ where sharing of knowledge, critical discussion, and mutual interaction, will bring a ¡§cohesive effect¡¨ that will ultimately reflect the benefits of biotech cluster. Researchers, professors, scientists, and students from universities, research organizations, and incubation centers should bring their promising research to nearby science parks to find appropriate matching companies to give the further collaboration in research, co-develop, manufacture, market, and sale promising in biotech products. Another point worth mentioning here is that both the public and private sector should play the equal role and share the same responsibility. In other words, from the Ministry of Economic Affairs, National Science Council, Council of Agriculture to the local government, and the biotechnology science park should get involved the support to the bio-tech and avoid overlaps of resource allocation. The government should evenly distribute resources, encourage fair competitions and beneficial collaborations. Even more, state owned corporations such as Taiwan Sugar Corporation and ADImmune Corporation have jumped in the bio-tech band wagon and also participated in the formation of bio-tech science parks. Anyway, one of the most ideal propositions is to promote agricultural-biotech zone from the middle to southern Taiwan science parks, in order to take advantage of Taiwan¡¦s existing natural resources, the northern science parks should emphasize on R&D, drug manufacturing, medical device design and manufacturing, bio-tech service, and so on. For example, each bio-tech park should focus on a major area and its related-services such as flower industry should match well with fruits, and vegetables while water/ocean produces should be separated. This way, each bio-tech science park will distinguish itself and even cooperate with others, and each will have its own playground and market niche. In summary, combining local political/economic situations and overseas¡¦ bio-tech park experience, this study presents the following key points that may prove to be essential in the successful establishment of Taiwan¡¦s biotech science park and cluster development: 1. Regardless of which party is in charge, government should concentrate on the establishment of science parks; 2. The establishment of science parks should base on cluster style, absorbing all potential talents and encourage R&D seedlings; 3. Sufficient R&D fund, and develop core facilities to incubate up-coming technologies; 4. To establish good relationships and frequent interactions with surrounding universities and research institutes, to ensure the flow of outstanding talents; 5. Government should promote more establishment of science parks through the Association of Allied Industries in Science-Based Industrial Park, National Applied Research Laboratories, Industrial Technology Research Institute, and other non-profit organizations, and to make more reasonable development process and flexibility in terms of hardware planning; 6. To provide easy access to public transportation and highway networks and comfortable and quality living environment to science parks.

The aim of this graduation thesis was to analyze some possibilities of marketing communication in tourism. For this analize were chosen travel agencies in Tábor. The partial objects consisted in the analysis of supply of researched travel agencies including their marketing communication. There was found out also demand of products in tourism. After analyses were prepared some recommendations for improvement.

The topic of the thesis deals with BTL marketing communication and its importance for brand building. The aim is to analyze tools of BTL marketing communication on the Czech market and identify the most effective tools that can be used to build brand in the FMCG environment. The thesis should provide more details about below the line communication and its increase use market positioning. Also identify appropriate tool for building brand image, quality and raising customer awareness. Research, expert interviews and case studies were used to prove the objective of this thesis.