Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T13:13:28Z No. of bitstreams: 1 Debora Atala Mendes Pires.pdf: 2097569 bytes, checksum: 4967cf78e4eb671223d70b08179964b5 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T13:13:46Z (GMT) No. of bitstreams: 1 Debora Atala Mendes Pires.pdf: 2097569 bytes, checksum: 4967cf78e4eb671223d70b08179964b5 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-29T13:38:36Z (GMT) No. of bitstreams: 1 Debora Atala Mendes Pires.pdf: 2097569 bytes, checksum: 4967cf78e4eb671223d70b08179964b5 (MD5) / Made available in DSpace on 2016-11-29T13:51:14Z (GMT). No. of bitstreams: 1 Debora Atala Mendes Pires.pdf: 2097569 bytes, checksum: 4967cf78e4eb671223d70b08179964b5 (MD5) Previous issue date: 2014-05-06 / This research proposes an analysis of international marketing strategies and its influence on the performance of Brazilian subsidiaries of foreign multinationals. On the grounds of three dimensions - strategy, structure and marketing processes, this study sought to assess its influence on the strategic performance of the subsidiary. The literature review encompasses concepts of resource-based view (RBV), multinational companies, the role of subsidiaries and international marketing. To verify the hypotheses of the study, a survey was conducted from a base of 611 foreign subsidiaries in Brazil, from September to November of 2013, the total respondents considered valid was a sample of 109 subsidiaries. Through multivariate analysis as a technique for data analysis, hypotheses were verified. As a result, it is understood that the subsidiaries are adopting a standardized brand strategy, while the other components of the marketing mix are adapted to the local market. The same occurs with the dimensions of structure and marketing processes. Only the variables of brand, advertising and the process of exchange information between leadership showed moderate association with strategic performance. This work brings up as theoretical contributions, new developments about the dimensions of strategy, structure and processes and how decisions are made in emerging markets regarding these dimensions. From the managerial point of view, this research provides inputs to operationalize marketing strategies in emerging markets, understanding that former strategic patterns must be adapted. Therefore, the search for competitive advantage in emerging markets comes from the ability to seamlessly configure dimensions - strategy, structure and marketing processes. When skillfully harnessed, these dimensions provide bases for sustainable competitive advantage, which cannot be easily copied or substituted, and increase efficiency and effectiveness in the implementation of a chosen strategy thus influencing the strategic performance. / Este estudo propõe uma análise sobre a estratégia de marketing internacional e a influência no desempenho estratégico das subsidiárias de multinacionais estrangeiras no Brasil. Pautando-se em três dimensões – estratégia, estrutura e processo de marketing, busca-se avaliar a influência no desempenho estratégico da subsidiária. A revisão teórica engloba conceitos da visão baseada em recursos (RBV), empresas multinacionais, o papel das subsidiárias e o marketing internacional. Para verificar as hipóteses do estudo, foi realizado um survey a partir de uma base de 611 subsidiárias estrangeiras no Brasil, nos meses de setembro a novembro de 2013, sendo que o total de respondentes considerados válidos foi uma amostra de 109 subsidiárias. Por meio de análises multivariadas, como técnica de análise de dados, foram verificadas as hipóteses. A partir dos resultados, compreende-se que as subsidiárias optam por uma estratégia de marca padronizada, enquanto os demais componentes do marketing mix são adaptados ao mercado local. O mesmo ocorre com as dimensões estrutura e processos de marketing. Apenas as variáveis: estratégia de marca, propaganda e processos de troca de informação da liderança apresentam associação moderada sobre o desempenho estratégico da empresa. Como contribuições teóricas, este trabalho traz à tona novas questões sobre as dimensões estratégia, estrutura e processos e como tais decisões são feitas em mercados emergentes. Gerencialmente, este trabalho oferece insumos para operacionalizar estratégias de marketing em mercados emergentes, entendendo que antigos padrões estratégicos devem ser adaptados. Ou seja, busca pela vantagem competitiva em mercados emergentes advém da capacidade em configurar harmoniosamente as dimensões - estratégia, estrutura e processo de marketing. Quando habilmente aproveitadas, essas dimensões oferecem bases de vantagem competitiva sustentável, que não podem ser facilmente copiados ou substituídos e, aumentam a eficácia e a eficiência na implantação de uma estratégia escolhida influenciando assim, no desempenho estratégico.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-08-07T18:54:29Z No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-08-08T13:12:12Z (GMT) No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-08-08T13:12:48Z (GMT) No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) / Made available in DSpace on 2018-08-08T13:16:14Z (GMT). No. of bitstreams: 1 pmdgi - reynaldo dannecker cunha.pdf: 4151805 bytes, checksum: a8563e01802839d529627543ad9b0691 (MD5) Previous issue date: 2018-02-27 / In this study we evaluate how causation and effectuation influence export marketing strategies and export performance of micro and small enterprises. Some studies have applied these concepts as a dichotomy issue; the novelty is on presenting both theories simultaneously and their impact on the decision-making process of exporting companies. We advance the theoretical conceptualization of international marketing management of SMEs and present new connections with previous concepts that either originated in the rational decision of neoclassical microeconomics or relies on cognitive science. Empirically we developed a quantitative research, using the survey method, whit 110 micro and small companies. The results pointed out a significant effect of causation on product adaptation and of effectuation on product adaptation, communication and price. Causation was posotively associated whit export performance. They also indicated, in the sample surveyed, the importance of maintaining planned, controlled and result-oriented decisions, as well as having flexibility and experimentation to enhance export results. Its applicability is revealed by indicating practices that improve the internationalization of SMEs. / Este estudo avalia como causation e effectuation influenciam o desenvolvimento das estratégias de marketing de exportação e o desempenho de exportação de micro e pequenas empresas. Alguns estudos utilizaram esses conceitos de maneira dicotômica; esta tese inova ao mostrar os impactos simultâneos das duas teorias no processo decisório de empresas exportadoras. Avança na conceituação teórica no campo da gestão de marketing internacional de MPEs e apresenta novas conexões com outras teorias, com origem na decisão racional da microeconomia neoclássica e que se apoia na ciência cognitiva. Na parte empírica, foi desenvolvida uma pesquisa quantitativa, com o método survey, com 110 micro e pequenas empresas. Os resultados apontam maiores efeitos de causation na adaptação de produto e de effectuation na adaptação de produto, comunicação e preço. Causation apresentou associação positiva com o desempenho de exportação. Indicaram também, na amostra pesquisada, a importância de manter decisões planejadas, controladas e voltadas ao resultado, assim como, ter flexibilidade e experimentar para potencializar os resultados de exportação. Sua aplicabilidade revela-se ao indicar práticas que aprimorem a internacionalização de MPEs.

Diploma thesis is focused on creation of new marketing strategy for company QUERCUS' electronic store. Theoretical part deals with basic concepts of marketing and strategic marketing planning. It further introduces marketing mix specifics on the internet, basic aspects of electronic commerce and consumer behavior on internet. Practical part includes introduction of company QUERCUS, e-shop SWOT analysis, brief characteristic of current marketing strategy and finally proposal of new marketing strategy.

The main topic of the diploma thesis “Marketing mix of a sports facility” is a detailed analysis related to a marketing strategy of the company that offers services in the area of sports and physical training. The theoretical part is devoted to the general basis that is essential for further elaboration of following practical sections. The analytical part deals with analysis of the current situation within the sport facility. On the basis of the conclusions from analytical part, the specific recommendations are presented to be implemented in the analysed company in order to significantly strengthen its overall marketing strategy.

No description available.

This thesis deals with The Creation and the development of the internet portal for public and private sector. The main aim of this graduation theses is to describe the problematic parts during creation of the internet portal and its development.

The purpose of this mixed-methods research is to determine the effectiveness of the Kingdom Marketing (KM) intervention for improving Israeli SME marketing knowledge among managers and employees of Israeli small and medium-sized business. The secondary objective of the study was to portray the process of change in participating organisations. The newly developed KM intervention programme was designed to enhance Israeli SMEs’ marketing knowledge and marketing strategy, imparting new marketing skills and allowing SMEs to operate with better marketing knowledge. The intervention uses a metaphoric story-line approach to teach participants in mediator-led sessions to understand and use important marketing concepts, such as the difference between sales and marketing. Although the intervention has been used in business settings, it has not yet been empirically validated using rigorous methods. This study was conducted using a mixed methods paradigm with an embedded experimental design. Five Israeli based SMEs were recruited to take part in the training programme. The research consisted of three phases. In Phase 1, I administered a preintervention evaluation to measure five variables: awareness of marketing processes, mistaken marketing attitudes, incorrect marketing process beliefs, organisational marketing skills, and marketing need awareness. Participants were also interviewed during Phase 1. In Phase 2, I administered the KM intervention and collected qualitative data in the form of daily open-ended feedback and a researcher diary. In Phase 3, I administered a postintervention evaluation to assess change in the five quantitative variables, and I conducted a second round of interviews. The findings indicated that the KM intervention programme (a) increased awareness of marketing processes, (b) reduced mistaken marketing attitudes, (c) reduced incorrect marketing process believes, and (d) increased marketing need awareness. However, the intervention had no significant effect on organisational marketing skills. Qualitative analysis confirmed that, although the KM intervention empowered participants with marketing knowledge and skills, it did not result in broad organisational changes. I conclude that the KM intervention programme is valid and worthy of wider use for promoting the survival of SME businesses through marketing knowledge and skill improvement. However, the intervention should be used in conjunction with internal efforts to translate increased knowledge into lasting organisational change.

The goal of this thesis is to characterize a specific application of mobile marketing, particularly the application of location based mobile marketing by the company H&M in the Czech Republic. The company is one of the largest global clothing retailers. The thesis is divided into a theoretical and practical part. The first one was completed by researching specialized literature and online resources and was crucial for understanding and completing the actual analysis of the specific mobile marketing application in the practical part of the thesis. The second part of the thesis contains the description of the company, its history, company values and concept. Furthermore, the work includes the analysis of the marketing mix with emphasis on the communication mix of the company. In the actual analysis of the specific application of mobile marketing in the company H&M, I described the geolocation SMS campaign and tried to submit improvement proposals for future use of this type of mobile marketing campaign and also suggested other possibilities in using location based mobile marketing in the company.

The aim of this thesis is to analyze the current state of marketing communications in a football club Bohemians Praha 1905. Another aim is to suggest possible improvements in marketing communications, which would have helped the club to better work with interested groups.

This thesis addresses the implementation of marketing audit in selected companies. For the analysis of the selected engineering company ENGEL Strojirenska ltd. based in the South Bohemian Kaplice. The thesis is divided into an introduction and objectives, literature review, characteristics, implementing marketing audit itself, solution design changes, conclusion and list of references. The literature review is characterized by marketing, micro and macro environments, PEST analysis, Porter's five forces model, competitor analysis and marketing audit. The next part is a characteristic of the chosen company and the bulk of the work is devoted to the implementation of the marketing audit itself. There is an audit of the marketing environment, marketing audit strategies, audit marketing organization, marketing systems audit, audit marketing audit productivity and marketing activities.The necessary information is collected through structured interviews with company management. Based on the findings that emerged from the marketing audit is given a proposal for changes to improve the current situation in the company.