The diploma thesis The Export Strategy of Company B a K systémy s.r.o. to German Market deals with characteristic of the company B a K systémy s.r.o. and its export politics. The aim of this study is to analyse the export strategy of comapany B a K systémy s.r.o. to the german market and to propose measurements which would be effective in this field. The study is based on the basic characteristic of the company and on the analysis of the german market. At the close of this study are proposed also criterias how to evaluate the proposed measurements.

Pochopení digitální transformace společností v segmentu Business-to-Customer, to je hlavní smysl teoretické části této práce. Konkrétně, jak je touto transformací ovlivněno vytváření business modelu a digitální strategie společností v retailovém odvětví. Avšak hlavním účelem práce je ukázat tuto transformaci na příkladu obuvní a oděvnické společnosti Geox S.p.A, konkrétně její dceřiné společnosti Geox Deutschland Gbmh (dále jen Geox). Největší důraz je kladen na dvě oblasti digitální transformace. Prvně, jak mohou být využity on-line kanály a technologie obecně spojené s digitalizací ke zvýšení příjmů. Druhou oblastí je zkoumání příležitosti v oblasti sběru dat pomocí digitákních technologii a využití těchto dat s cílem zvýšit úroveň nákupních zkušenosti zákazníků této společnosti. Vyhodnocení úrovně digitalizace německého trhu je založeno na analýze kvalitativních dat, schromážděných ze sekundárních zdrojů. Tato metoda se ukázala být jako velmi efektivní v poskytnutí detailního pohledu do této oblasti. V rámci investigace vlastní digitálni strategie společnosti Geox byly opět většinou použity sekundární data; jen v několika oblastech kde to bylo realistické byly vyhodnoceny primární data. Výsledky analýz odhalily že společnost Geox dala do své digitální transformace poměrně mnoho usílí, primárně v oblastech sjednocování online a offline kanálů, marketingu na sociálních sítí, vývoji content managementu a růstu povědomí o značce Geox díky několika interaktivním kampaním. Nicméně, analýza odhalila i nadmíru slabin v digitální strategii společnosti Geox. Konkrétně nedostačující mobilní strategie, chybějící digitální technologie v kamenných obchodech, nevyhovující spolupráce mezi vedením Geox a lokálními prodejci v tvorbě marketingových kampaní, chabě personalizované webové stránky a nefungující zasílání nabídek na míru konkrétním zákazníkům. Obecně tedy může být konstatováno, že navzdory věnovanému úsilí do digitální transformace se společnosti Geox v některých oblastech nedaří přizpůsobit moderním trendům. Pročež je v závěrečné části práce identifikováno několik doporučení pro společnost Geox, za účelem eliminace slabin zmíněných výše a udržení konkurenceschopnosti do budoucna.

The growing consciousness of consumers towards buying products that contain mainly natural ingredients and do not harm the health and the environment drives the growth of the natural personal care market. Additionally, men nowadays care more about their image and self-presentation which lead to an increase of the natural personal care products offered for men. As the drug store market in Germany is highly competitive, marketers need to understand the factors influencing men’s purchase decision. The attitude of consumers is an elemental influence factor on purchase intention that could lead to the actual behaviour as it predicts the intention to purchase a product. Therefore, this thesis investigates the factors influencing men’s attitude towards natural personal care products and attitude’s impact on purchase intention, particularly in the German market. This has been done through the development of an own theoretical model whereas the main idea was taken from the TPB model. Afterwards, it was extended by factors that influence attitude which were identified through literature review. To meet the purpose of this study, data were collected through a quantitative online survey which generated 207 valuable responses. In order to analyse the relationships between the different variables, descriptive statistics, factor analyses, Pearson correlation analyses as well as linear and multiple regression analyses were used. The findings of this study provide new insights about the predictors of attitude: German male consumers’ attitude towards natural personal care products is mainly predicted by their consciousness about the environment and subjective norms whereas health consciousness and product knowledge were identified to be no predictors. Moreover, the study confirmed attitude as a strong predictor for intention which is supported by the idea of the TPB model and findings in previous literature. The respondents of this study are environmentally conscious and are influenceable by others. Furthermore, they have an overall positive attitude towards natural personal care products and intent to some extent to purchase these products in the future. The study’s results provide a variety of theoretical and managerial implications as well as opportunities for future research.

The global market place is becoming ever more accessible. Internet and communication technologies are opening up new opportunities for firms of all configurations. Based on that, this research will focus on Born Global business-to-business (B2B small, medium enterprises (SME) entering in the German market. The aim is to answer the following two research questions: ‘What does a Born Global B2B SME’s internationalization process look like?’ and ‘Which adaptations should a Born Global B2B SME make to acquire customers in the German market?’ A review of internationalization literature, complemented by company participation and interviews furthers the body of academic research in this subject area. Qualitative research is applied through a company case study and primary interviews are conducted. A case study is employed to further understand and practically apply adaptations a firm can make to increase its chance of success in a foreign market environment, once internationalizing. The conclusions drawn that a Born Global B2B SME entering a foreign market should make adaptations in its online presence to cater to the new market. Specifically, language adaptations are required to the native tongue. This research concludes with both practical and theoretical suggestions. The key findings from the interviews show that the Born Global B2B SME’s studied have taken an ‘accidental’ internationalization process.

Made available in DSpace on 2015-03-05T18:39:04Z (GMT). No. of bitstreams: 0 Previous issue date: 27 / Nenhuma / As mudanças na economia mundial têm levado as empresas à expansão de suas atividades para outros mercados externos. Os avanços da tecnologia, principalmente, na área de comunicações e transporte, e a unificação de mercados, vem ocasionando mudanças significativas no modo de penetração das empresas nos mercados, que pode varia conforme o seu segmento de atuação. Esta pesquisa teve por objetivo apresentar propostas para inserção de empresas moveleiras gaúchas no mercado alemão, considerado um dos maiores importadores mundiais e a “porta de entrada” ao mercado europeu. Através de entidades com importante atuação no setor e profundo conhecimento sobre o mercado internacional, buscou-se caracterizar a indústria moveleira nacional e do RS, o seu papel no mercado internacional e as características do produto gaúcho. Através destes dados, foi possível definir propostas para a internacionalização das empresas moveleiras gaúchas no mercado alemão. Através do trabalho, constatou-se ainda, que uma das principais dificuld / Changes occurred in the global economy have led the companies to extent their activities to other external markets. The technology advances, mainly in the communication field and logistics, and the market gathering into global ones, have brought significant changes on company’s entry mode into the foreigner markets, which can vary according to its segment role. This research has aimed to design propositions to insert the furniture southern Brazilian companies on the German market, considered one of the most important worldwide importers and the “gateway” to the European market. Through semi-structured interviews by entities with important domain and knowledge on the international furniture market, it has been intended to design the domestic and the southern Brazilian furniture industry, its role on the international market, and the regional product characteristics. Through these data it has been possible to design the propositions for the internacionalization of the Southern Brazilian furniture industry in th

This diploma thesis investigates investment certificates for retail investors. The first chapter defines investment structured certificates. The second chapter is about availability of investment certificates for retail investors in the Czech Republic. The objectives of this chapter are a description of a present offer of securities dealers in the Czech Republic, a specification of decision criterions in choosing an online broker and a comparison of selected companies from a point of view of a client. Third chapter summarizes advantages and risks which are connected with investment certificates. The fourth chapter deals with a classification of structured products from various aspects and structures of investment certificates which are the most traded on the German exchange Scoach in Frankfurt. The aim is to provide an overview of each type of the investment certificate which contains description of specific parameters, structure and possible pay-off at maturity of investment certificate considering an underlying asset. The final part illustrates in practice one of more possible methods how to choose appropriate investment certificates. There is presented a process which is subsequently more described and applied on a demonstrative example of a hypothetical retail investor. The goal of the diploma thesis is comprehensively acquainted with investment certificates the reader, and shows one of the possible ways of picking appropriate investment certificates for an investor with a risk neutral profile.

The diploma thesis focuses on the issue of the international marketing mix of a Czech company entering the German market. It specifies the motives and forms of entering the foreign market and defines the individual components of the international marketing mix. It contains a suggestion for a suitable form of entry, elaboration of an international marketing mix of the company and based on a survey of competitive prices of selected products, it recommends choosing a suitable pricing strategy when entering a foreign market.

Made available in DSpace on 2016-12-12T20:32:02Z (GMT). No. of bitstreams: 1 Dissertacao Lilian Silvestre Laranjeira.pdf: 1522984 bytes, checksum: de7cff7c87be250a6f078e832ac44c25 (MD5) Previous issue date: 2007-05-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The international expansion for several Brazilian companies is surrounded by challenges, inclusively endogenous, that obstruct their more pro-active attitude in the complex and unstable environment where the globalized organizations operate. Notwithstanding, beginning with the comprehension of the internationalization process, based on the stage models, a firm can provide subsidies to predict and plan its internationalization, in addition, influence other companies. From that, the current dissertation presents the outcomes of research with the general objective being to comprehend the internationalization process of Mormaii Indústria e Comércio, Importação e Exportação de Artigos Esportivos Ltda. between the years 1987 and 2005. This research relies on a qualitative and interpretative study case. Primary data was collected via semi-structured interviews with managers from the organization in Brazil, with the director of the partner company in Germany, with managers of three competitor companies at the international fair ISPO Winter 2006 and with the CEO of a winter sports company in Austria. The auxiliary data came from a documental scientific basis, from the company itself and from the digital media. The data obtained was analyzed in terms of content and significance in order to achieve the categories of explanation. The research results revealed that the internationalization process of this organization has been developed according to the Uppsala Model. There were three consolidated stages of internationalization identified as adopted by the organization. The first two stages were considered emergent while the last stage was a systematic and deliberated process of international expansion activities. / A expansão internacional para muitas empresas brasileiras é cercada de desafios, inclusive endógenos, impedindo uma atitude mais pró-ativa das mesmas frente ao meio complexo e instável em que operam as organizações globalizadas. No entanto, a partir da compreensão do processo de internacionalização com base nos modelos de estágios, a empresa pode gerar subsídios para a previsão e planejamento de sua internacionalização e influenciar demais empresas. Diante disso, a presente dissertação apresenta os resultados de uma pesquisa que teve como objetivo geral compreender o processo de internacionalização da Mormaii Indústria e Comércio, Importação e Exportação de Artigos Esportivos Ltda. entre os anos 1987 e 2005. A pesquisa apóia-se na técnica do estudo de caso, de natureza qualitativa e interpretativa. Os dados primários foram coletados por meio de entrevistas semi-estruturadas com os dirigentes da organização no Brasil, com o dirigente da empresa parceira na Alemanha, com os dirigentes de três empresas concorrentes presentes na feira Internacional ISPO Winter 2006 e com o CEO de uma empresa de esportes de inverno na Áustria. Já os dados secundários foram provenientes de base documental científica, da própria empresa e da mídia digital. Após coletados, os dados foram analisados quanto ao seu conteúdo e significado, visando identificar as categorias de apreciação. Os resultados revelaram que o processo de internacionalização da organização se deu de acordo com o modelo de Uppsala. Foram identificados três estágios consolidados de internacionalização vivenciados pela organização. As duas primeiras foram emergentes enquanto que a última fase ocorreu a partir de um processo sistemático e deliberado de atividades de expansão internacional.