The knowledge-based economy has been the main source of strength for the growth of enterprise. Due to the constant innovation in technology and shortened product lifespan, current developments cannot deal with the rapid change in industries or compete with other products. As a result, innovative research and patent implementation has become necessary for the existence of an industry. Product research and development consists of high technology, professionalism, and knowledge. Explicit and tacit knowledge is stored either in individual or department data. Patent application can therefore affirm product rights. The study aims to understand the possibility of processing the patent implementation and provide a functional method for research and development. The product is protected by the patent. It also avoids the violation of intellectual property rights when collecting industrial information while advancing product development and innovation.

The aim of this diploma thesis is by the help of marketing research analyze, which of the available geographic information systems (GIS) on the Czech market, intended in use in the state administration, government and the private sector in the Czech Republic, is the best from marketing point of view for commercial distribution together with geographical data of the company GEODIS BRNO. The theoretical part deals with marketing research and related marketing tools. The practical part deals with analysis the company GEODIS, analysis systems GIS, results of analysis and recommendation.

This diploma thesis deals with improving communication mix of selected business entity. The first part describes, from a theoretical point of view, marketing, environment analysis, marketing mix, communication mix tools and marketing research. The following section describes the analytical work of the selected entity, the current communication and marketing mix. This section also contains a general and industry analysis of environment, SWOT analysis and marketing research. In the last section I propose a new communication mix to improve the situation in the company and increasing sales.

A invenção da energia elétrica pode ser considerada como um dos eventos mais marcantes da história moderna. As fortes influências sociais e econômicas que o sistema elétrico exerce sobre a sociedade, atreladas a suas características próprias, fazem com que o sistema elétrico enfrente desafios que extrapolam sua própria dinâmica. Essa característica faz com que o Estado assuma uma grande responsabilidade pela gestão e planejamento dos sistemas elétricos, o que envolve questões de natureza não meramente econômicas que impulsionam e dão forma à dinâmica dos sistemas atualmente existentes, tanto no Brasil quanto no mundo. Dentre tais ações de intervenção do Estado, que alteram as condições de competitividade do sistema e toda sua dinâmica, estão políticas tecnológicas para induzir a inovação no setor. No Brasil, a lei 9.991/2000 que institui a obrigatoriedade de investimento de parte da receita operacional líquida (ROL) das empresas do setor em Pesquisa e Desenvolvimento (P&D), representa a política tecnológica específica para abordar tal questão. Tal lei visa induzir o desenvolvimento tecnológico no sistema para contribuir com o aumento de sua eficiência e na decorrente modicidade tarifária. Esta pesquisa teve como objetivo investigar a eficácia da política tecnológica aplicada ao sistema elétrico brasileiro em induzir a dinâmica do desenvolvimento tecnológico no setor. Tal investigação foi feita com base na teoria evolucionária do desenvolvimento tecnológico, através de estudos de caso para se testar a hipótese desenvolvida de que somente a obrigatoriedade de investimento em projetos de P&D não tem sido suficiente para induzir a dinâmica do desenvolvimento tecnológico no sistema elétrico brasileiro. Os resultados da pesquisa demonstram que a se confirma. É possível argumentar que a proposição apresentada, de que tal hipótese se relaciona ao baixo comprometimento das empresas com o tema, que não são induzidas a assumirem um comportamento condizente com a dinâmica de inovação no setor, dadas suas percepções de oportunidades e suas condições de apropriabilidade, é uma importante variável explicativa para a avaliação da política tecnológica no setor. / The invention of electricity can be considered as one of the most important events in modern history. The strong social and economic influences that the electrical system has on society, linked to its own characteristics, make the electrical system faces challenges that go beyond its own dynamics. This feature makes the state to assume a great responsibility for the management and planning of electrical systems, which involve issues not merely economic in nature that drive and shape the dynamics of systems currently exist, both in Brazil and worldwide. Among such actions of state intervention, which alter the competitive conditions of the system and all its dynamics, are policies to induce technological innovation in the industry. In Brazil, the law 9.991/2000 establishing the mandatory investment of part of the net operating income (NOI) of companies in the industry in research and development (R & D) represents the specific technology policy to address this issue. This law aims to lead the technological development in the system to contribute to the increase of its efficiency and the resulting low tariffs. This research aimed to investigate the effectiveness of technology policy applied to the Brazilian electric system to induce the dynamics of technological development in the sector. This research was based on the evolutionary theory of technological development, through case studies to test the hypothesis developed that only the obligation of investment projects in R & D has not been sufficient to induce the dynamics of technological development in the Brazilian electric system. The results show that the hypothesis is confirmed. It can be argued that the proposition presented, that this hypothesis relates to the low commitment of the companies with the theme, which are not induced to take a behavior consistent with the dynamics of innovation in the industry, given their perceptions of their opportunities and appropriability conditions, is an important explanatory variable for the evaluation of technology policy in the sector.

A invenção da energia elétrica pode ser considerada como um dos eventos mais marcantes da história moderna. As fortes influências sociais e econômicas que o sistema elétrico exerce sobre a sociedade, atreladas a suas características próprias, fazem com que o sistema elétrico enfrente desafios que extrapolam sua própria dinâmica. Essa característica faz com que o Estado assuma uma grande responsabilidade pela gestão e planejamento dos sistemas elétricos, o que envolve questões de natureza não meramente econômicas que impulsionam e dão forma à dinâmica dos sistemas atualmente existentes, tanto no Brasil quanto no mundo. Dentre tais ações de intervenção do Estado, que alteram as condições de competitividade do sistema e toda sua dinâmica, estão políticas tecnológicas para induzir a inovação no setor. No Brasil, a lei 9.991/2000 que institui a obrigatoriedade de investimento de parte da receita operacional líquida (ROL) das empresas do setor em Pesquisa e Desenvolvimento (P&D), representa a política tecnológica específica para abordar tal questão. Tal lei visa induzir o desenvolvimento tecnológico no sistema para contribuir com o aumento de sua eficiência e na decorrente modicidade tarifária. Esta pesquisa teve como objetivo investigar a eficácia da política tecnológica aplicada ao sistema elétrico brasileiro em induzir a dinâmica do desenvolvimento tecnológico no setor. Tal investigação foi feita com base na teoria evolucionária do desenvolvimento tecnológico, através de estudos de caso para se testar a hipótese desenvolvida de que somente a obrigatoriedade de investimento em projetos de P&D não tem sido suficiente para induzir a dinâmica do desenvolvimento tecnológico no sistema elétrico brasileiro. Os resultados da pesquisa demonstram que a se confirma. É possível argumentar que a proposição apresentada, de que tal hipótese se relaciona ao baixo comprometimento das empresas com o tema, que não são induzidas a assumirem um comportamento condizente com a dinâmica de inovação no setor, dadas suas percepções de oportunidades e suas condições de apropriabilidade, é uma importante variável explicativa para a avaliação da política tecnológica no setor. / The invention of electricity can be considered as one of the most important events in modern history. The strong social and economic influences that the electrical system has on society, linked to its own characteristics, make the electrical system faces challenges that go beyond its own dynamics. This feature makes the state to assume a great responsibility for the management and planning of electrical systems, which involve issues not merely economic in nature that drive and shape the dynamics of systems currently exist, both in Brazil and worldwide. Among such actions of state intervention, which alter the competitive conditions of the system and all its dynamics, are policies to induce technological innovation in the industry. In Brazil, the law 9.991/2000 establishing the mandatory investment of part of the net operating income (NOI) of companies in the industry in research and development (R & D) represents the specific technology policy to address this issue. This law aims to lead the technological development in the system to contribute to the increase of its efficiency and the resulting low tariffs. This research aimed to investigate the effectiveness of technology policy applied to the Brazilian electric system to induce the dynamics of technological development in the sector. This research was based on the evolutionary theory of technological development, through case studies to test the hypothesis developed that only the obligation of investment projects in R & D has not been sufficient to induce the dynamics of technological development in the Brazilian electric system. The results show that the hypothesis is confirmed. It can be argued that the proposition presented, that this hypothesis relates to the low commitment of the companies with the theme, which are not induced to take a behavior consistent with the dynamics of innovation in the industry, given their perceptions of their opportunities and appropriability conditions, is an important explanatory variable for the evaluation of technology policy in the sector.

L'objectif de cette thèse est d'identifier les effets des coûts à l'échange sur la structure du commerce par qualité. Dans le premier chapitre, nous analysons empiriquement les déterminants des exportations de Cognac et nous nous focalisons sur l'impact des coûts à l'échange. Nous montrons que, comme pour d'autres produits de luxe, l'élasticité des exportations de Cognac à la distance est négative et relativement faible. Les droits de douane n'ont par ailleurs pas d'impact significatif sur la marge intensive, mais nous trouvons un impact négatif sur la marge extensive, une fois corrigé d'un biais d'endogénéité. Dans le deuxième chapitre, nous testons empiriquement la validité de l'effet Alchian-Allen qui stipule que les couts unitaires augmentent la demande relative des biens de haute qualité. Nous exploitons la dimension « qualité » de nos données sur les exportations de Cognac. La mesure de la qualité du Cognac est objective et ne varie pas dans le temps. Nos résultats montrent que la distance et les droits de douane spécifiques augmentent la part relative des exportations de Cognac de haute qualité. Nous examinons également l'impact de la conteneurisation sur la structure par qualité des exportations de Cognac entre 1967 et 2013. Dans le troisième chapitre, nous construisons un modèle théorique de duopole Nord-Sud en concurrence à la Bertrand sur les deux marchés. Nous étudions l'impact de plusieurs instruments (droit de douane, quota et standard de qualité) sur l'investissement en R&D de produit de la firme du Nord. Nous montrons que cet investissement augmente avec chaque instrument de politique commerciale à l'exception du quota d'importation.. / The objective of this dissertation is to identify the effects of trade costs on the quality structure of international trade flows. In chapter one we empirically analyze the determinants of Cognac export flows and emphasize the role of trade costs. We show that, as with other luxury products, the elasticity of Cognac exports to distance is negative and relatively small. Meanwhile, average customs duties do not have a significant impact on the intensive margin, but we find that they negatively affect the probability of trade, after correcting for an endogeneity bias. In chapter two we empirically test the validity of the Alchian and Allen effect that states that per-unit charges increase the relative demand of higher quality goods. We use data on Cognac exports by quality designations. The measure of Cognac quality is objective and invariant over time. Our results show that distance and specific duties increase the share of exports of higher quality Cognac. We also examine the impact of containerization on Cognac's quality mix from 1967 to 2013. In chapter three we build a theoretical model of a North-South duopoly where firms compete in prices on both markets. We use this framework to study the impact of several trade policy instruments (import tariff, quota and quality standard) on the product R&D investment of the Northern firm. Our results show that the Northern firm's R&D expenditures increase with each policy instrument except for the import quota.