A partir de données qualitatives et quantitatives, cette thèse examine les stratégies d’anticipationet de réaction que les firmes peuvent mettre en place pour faire face à la désapprobation publiqueet à la stigmatisation. Les audiences externes se reposent sur des catégories organisationnellespour se repérer dans une industrie. Ces catégories sont des combinaisons d’élémentslinguistiques, symboliques et substantiels qui façonnent la manière avec laquelle les évaluationssociales – positives et négatives – sont relayées par les audiences. Ainsi, le fait d’être associé àcertaines catégories peut accroître ou décroître le niveau de désapprobation, et il en va de mêmepour les associations hybrides. Pour décroître leur niveau futur de désapprobation, les entreprisespeuvent manipuler stratégiquement les associations catégorielles utilisées par les audiences.Spécifiquement, dans l’industrie des armes, les catégories qui comptent se situent au niveau desEtats d’origine des firmes, de leur portefeuille client et de leur production industrielle. Parfois, lesstratégies d’anticipation ne suffisent pas, notamment lorsque la firme est touchée par un scandale– une forme particulièrement stigmatisante de désapprobation. Cette thèse démontre qu’en cas descandale, les firmes utilisent également des stratégies de réaction qui modifient aussi leursassociations catégorielles au niveau de l’industrie, avec l’objectif de desserrer les liens qui lesassocient au scandale, et qui associent le scandale à leurs partenaires au sein de l’industrie / Using qualitative and quantitative data, this dissertation investigates the anticipation and responsestrategies used by firms to deal with public disapproval and stigmatization. External audiencesrely on organizational categories to make sense of the industry landscape. Categories arecombinations of linguistic, symbolic, and substantive features that shape how social evaluations,positive or negative, are conveyed. Thus, association to certain categories can increase or decreasedisapproval levels, and so can category straddling. To decrease future disapproval levels, firmscan manage strategically the categories with which audiences associate them. Specifically, in theglobal arms industry, the categories that matter most are located at the home country, customer,and output levels. However, anticipation strategies are not always enough. Firms can be targetedby corporate scandal, a very stigmatizing form of disapproval. The dissertation demonstrates thatin such cases firms implement response strategies that also modify categorical associations at theindustry level, with the aim of loosening the ties that connect the targeted firm to the scandal,and the scandal to the rest of the firm’s partners in the industry. The dissertation contributes tostrategy and organization theory, especially to research streams on industry evolution,categorization, and stigmatization

A la croisée des travaux menés en marketing relationnel et en sociologie économique, le concept de l'encastrement social de la relation marchande a été relativement peu traité en sciences de gestion. En vente, il présente un intérêt majeur dans la mesure où il tire son origine d'un processus social dynamique courant, basé à la fois sur la recommandation et la création d'un lien social plus personnel avec le client. Cette thèse porte sur les implications de l'ancrage social de la relation client sur la performance du vendeur. Elle s'intéresse à une population de vendeurs particuliers : les vendeuses par réunion à domicile. Il ressort de nos enquêtes que l'encastrement des échanges marchands au sein d'une structure de relations sociales pré-existantes facilite la conversion d'un client basique en client fidèle qui prescrit le vendeur et les produits auprès de son réseau relationnel. / Between marketing and economic sociology works, social embeddedness of market exchanges has been relatively little studied in management science. In sales research, it is of great interest to the extent that it originates from a dynamic social process based on both recommendation and creation of personal social ties with customers. This dissertation focuses on the consequences of social embeddedness of customer relationship on salesperson performance. Our field study focuses on particular salespersons : direct sellers by home party. It appears that social embeddedness of market exchanges within a structure of pre-existing social relationships facilitates the conversion of basic customer into an advocate who recommend the salesperson and products in its relational network.

The master thesis deals with the problem of using social networks in the healthcare sector of the Czech Republic. Its aim is to analyze the current state of the use of social networks by mammography centers, and according to the results of the analysis to define a set of recommendations on how to effectively communicate and use social networks in order to support a business. The thesis is divided into two main parts. The first provides the theoretical basis of the chosen topic, defines the main concepts, stated the most widely used social networks in the Czech Republic and their characteristics suitable for internet marketing. The second part begins with characterizing of the Czech healthcare sector, continues with Porter five forces analysis, which defines possible restrictions on doing business in this sector. Then the analysis of the use of social networks in health care organizations follows. Identified recommendations useful for the successful acting of mammography centers on social networks are based on the results of the analysis. These recommendations are designed for a particular mammography center, but with a bit of abstraction are suitable to other entities in the healthcare sector.

Diploma Thesis deals with the design and launch of the e-shop Hotversionparts.cz. For this purpose is used the knowledge about business through the Internet, Internet marketing, Competitive Intelligence discipline, social networks, car accessories market and the most important - deep knowledge about real competitors. The pur-poses of this thesis are methodical approach to the project, and go from theoretical information surveys to the application of this information in the real environment. The main part of this thesis is the description of Competitive Intelligence field from theoretical point of view with focus on entrepreneur, and using the latest tools for doing the Competitive Intelligence discipline via social networks. The target of theo-retical analysis is the application of methods and principals described here, in the practical part, which focuses on deep analysis of competitive e-shops chosen. The real illustration of the Competitive Intelligence discipline application in the online shop-ping environment is the biggest contribution of this thesis.

Social networks marketing is used by many companies. Therefore it is important to apply metrics and measurements, to get a practical use. Then we should be able to set a good marketing plan and achieve better business results. There are many metrics available, therefore it's helpful to get familiar with them and choose the right ones which will bring us valuable information. Marketing is a process that should be completed by evaluation, according to predetermined metrics, and according to results appropriate steps are to be made. Metrics are an important point in this process, providing valuable feedback and beneficial advice.

The diploma thesis is concerned with marketing communication of a bank on social networks. The aim of the thesis is to identify the possibilities of marketing promotion on social networks and thereafter perform an analysis of current communication of Česká spořitelna and based on it provide suggestions for improvements. The communication on social networks is a relatively new a dynamically developing area and companies devote increasingly larger parts of the marketing budgets to this form of communication. The benefits of this work are therefore a summary of new findings in this field, overview of forms of promotion on Facebook and Twitter and evaluation of communication of Česká spořitelna using comparison with an internet bank Air Bank and using best practices. At the end of the thesis I present suggestions for improvements of communication of Česká spořitelna on social networks.

Master's Thesis focuses on comparison of trends in the area of recruitment and selection of the employees. The aim of the thesis is to highlight the constantly changing tools and channels used in recruitment. The thesis is divided into two main parts, the theoretical and practical part. The theoretical part generally describes the personnel work and filling the vacancies. The practical part deals directly with comparing trends in recruitment and selection of the employees. Specifically compares past and current trends, providing an overview of possible future trends in recruitment.

This thesis is about the issue of privacy in the virtual world of social networks. It describes the pitfalls as well as options in the area of privacy in a user interface of social network Facebook. It also analyzes the user knowledge of these options by using the questionnaire survey and try to find a correlations in the answers of users. The conclusion suggests ways to raise social awareness of the principles of functioning of social networks and the handling of personal data on the Internet.

This thesis deals with the actual topic in the world of music, distribution of music of Czech musicians after the birth of the Internet. The work is written mainly from a practical point of view, but in the first chapters the reader is also familiar with theoretical concepts such as digitization, distribution, Long -tail Theory or Digital Rights Management. After the introduction to the topic analysis of sales of albums and songs on Czech music market follows, based on the statistics of the International Federation of the Phonographic Industry IFPI. Following chapter focuses on the business models of music sales, paid music services available for the Czech market and the issue of intellectual property. There are also explored current trends in music. The final chapters deals with an exploration from the database Market & Media & Lifestyle, and author's research (questionnaire survey). Key words:

The theme of this diploma thesis is design and run the e-shop with airsoft improved airsoft parts and accessories. However, the creation of the e-shop have to be for free. The e-shop will be connected with the same name site page on the social network Facebook.com, where the products will be primarily promoted. To this end, it is necessary to map and explore the possibilities for creating online store for free. Simultaneously, deploy and optimize the Facebook page mentioned before. Partial aim of this thesis is to use tools of Competitive Intelligence at the created Facebook page and on the Facebook pages of competition, to obtain important information for better or for more favorable treatment of Facebook page related to the e-shop.