Cílem práce je provést analýzu marketingových činností a procesů ve společnosti Hewlett-Packard s.r.o. se zaměřením na podstatu a fungování Event Marketingu ve skupině Technology Solutions Group. Navrhnout opatření pro zvýšení účinnosti marketingového řízení.

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. The results of this study revealed the set of commercialization decisions made by technology development marketing leaders in the case, the phase in which the CoI process-specific strategies were implemented, and some of the pitfalls of commercializing an innovation, especially a radical innovation. Results indicated the challenges with being a first-mover and having unclear positioning, branding, and messaging strategies. It is essential for technology development marketing leaders to gain a deeper understanding of the strategies that might influence commercial success and failure. Findings may contribute to social change by maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.

<p>Product evaluation throughout the design process is a fundamental task to ensure product success. Virtual prototyping is displacing physical prototyping for product evaluation due to its lower cost and flexibility to easily generate design alternatives (colors, textures, shapes). The thesis provides a deeper understanding of the influence of the presentation medium on product evaluation. The semantic differential technique was applied in to obtain the consumers’ subjective impression when they observed furniture scenes under two different presentation mediums. High-quality realistic renderings were displayed on a computer screen equipped with an eye-tracker. The same scenes were observed by the same users (repeated measures experimental design) with a virtual reality headset equipped with an integrated eye-tracker (HP Reverb G2 Omnicept). Equivalent areas/volumes of interest were defined to calculate the eye- tracking metric dwell time. Statistical analyses then compared dwell times and values of semantic scales in the 2D and VR conditions to determine if the medium of presentation influenced them.</p> <p><br></p> <p>The experimental data obtained in the thesis confirmed that both the consumer’s subjective impression measured through bipolar pairs and the level of confidence in its assessment was influenced by the visual medium. However, the level of confidence in the assessment of a semantic scale of a product presented on VR was not affected by the sense of presence.</p> <p><br></p> <p>The amount of time (dwell time) that subjects spend looking at a specific product on a joint or individual visualization were influenced by the visual medium.</p>