Číslo 22, ročník IX
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- ItemPředpokládaný scénář zranitelnosti značky: případ litevského průmyslu kosmetických prostředků a přípravků osobní péče(Vysoké učení technické v Brně, Fakulta podnikatelská, 2015-04) Vainauskiene, Vestina; Vaitkiene, RimgailePurpose of the article: Scientific studies implicate that in order to successfully manage brands in the modern external environment it is important to apply future foresight methods within the planning context and in such way to predict developing factors in the future turbulent external environment and to make proactive brand management decisions, because other wise brand will become vulnerable, and vulnerability is the main risk assumption. Method of scenario development for foresight of brand vulnerability and proactive response to it is suggested to be applied in this article. This article covers the following problematic issue: how to develop brand vulnerability foresight scenarios? Methods: In order to develop vulnerability scenarios of the selected brand, methods of in-depth interview, expert assessment and questioning shall be combined. Scientific aim: The aim of this study is to develop brand vulnerability foresight scenarios while applying the development methodology of brand vulnerability foresight scenarios. Findings: This study covers the case of vulnerability foresight of brand acting in the Lithuanian industry branch of beauty and personal care while applying the scenarios’ developing method. Four brand vulnerability foresight scenarios of the analysed brand are developed while applying the development methodology of brand vulnerability foresight scenarios. Conclusions: The results of empiric analysis revealed that the development methodology of brand vulnerability foresight scenarios may be adapted in the industry branch, and thus is sufficiently universal in order to establish vulnerability of brands intended for end-users and to identify proactive branding development solutions. Having implemented the methodology of brand vulnerability scenarios’ development, it is implicated that it shall be improved while choosing more efficient development methods of brand vulnerability.
- ItemMakroekonomické faktory ovlivňující business angels aktivitu a tvorbu venture capital v České republice(Vysoké učení technické v Brně, Fakulta podnikatelská, 2015-04) Skalická Dušátková, MartinaPurpose of the article: The purpose of this article is to summarize the approaches used to research the development of business angels activities and venture capital investments according to the development of macroeconomic variables and then consider the possibility of their use in this research in the Czech Republic. Scientific aim: Based on the experience of foreign studies and research the paper explores the possible relationship between venture capital investments and the development of key macroeconomic variables in the Czech Republic. Methodology/methods: To assess the relationship between the level of venture capital investment and macroeconomic variables in the Czech Republic are used statistics of the European Private Equity & Venture Capital Association on investment activity in the Czech Republic, macroeconomic data (the annual change in real GDP, the annual change in real expenditure on gross capital formation, the annual change in real expenditure on fixed capital formation, the ratio of the current account deficit to GDP at current prices and the ratio of financial account balance to GDP at current prices) of the Czech Statistical Office. As a statistical method is used Spearman’s rank correlation coefficient. Findings: There was found no significant statistical relationship between selected macroeconomic variables and the level of venture capital activity in the Czech Republic. Conclusions (limits, implications etc): Results are strongly influenced by a small number of values in the statistics EVCA. For more relevant results of the relationship between the level of business angel and venture capital activities and macroeconomic variables in the Czech Republic would be appropriate to provide statistics on the larger set of investments depicting the venture capital activity in the country. For further research of the creation of venture capital and the business angel activity it seems appropriate to pay attention to the legal and institutional environment of the business angles and venture capital activities and compare them with the results of studies in this field abroad.
- ItemPorovnání efektivnosti měření cenové citlivosti u nových a zavedených značek(Vysoké učení technické v Brně, Fakulta podnikatelská, 2015-04) Salamandic, Elena; Alijosiene, Sonata; Gudonaviciene, RasaPurpose of the article: The Price Sensitivity Measurement (PSM) evaluates consumers’ expectations to set the optimal price. Applied to a brand’s different lifecycle stages, it can show different feasibility. The aim of this paper is showing that PSM is more effective for newly introduced brand products compared to established ones. Methodology: The difference in PSM effectiveness is tested for a newly introduced Lithuanian cosmetics brand, Ziede, and a well-known vitamin distributor brand, Jamieson. The authors selected 3 products, based on product category, consumer segment and product lifecycle stage. PSM was applied for different consumer categories by differentiating respondents who were familiar with the brands from those who weren’t. Scientific aim: Empirical results show that optimal prices are higher for brand-familiar consumers, since they incorporate the brand value in their perception of optimal price (Salamandic, Alijosiene, Gudonaviciene, 2014). However, as the brand moves along the lifecycle stages, the price perceived by consumers as optimal moves closer to the actual market price. The scientific problem is to find how to reach maximum effectiveness of PSM when setting the optimal price. Findings: Empirical research confirmed two important recommendations for PSM applications. Firstly, since price sensitivity decreases with increasing brand awareness, PSM should be applied for different consumer categories. Secondly, product lifecycle advances together with brand awareness; therefore, PSM is more effective for newly introduced brand products. Conclusions: By comparing PSM feasibility for new vs. established brands, it was obtained that PSM is more effective when applied at the early stage of a brand’s lifecycle. Mispricing is detected more accurately when information is collected from more respondents who are unfamiliar with the brand, which happens more often when the brand is newly introduced. To avoid future losses, price must be set according to the brand-familiar group, while investing into building brand awareness.
- ItemRoadmapping při řízení technologií výroby energie z obnovitených zdrojů(Vysoké učení technické v Brně, Fakulta podnikatelská, 2015-04) Halicka, KatarzynaPurpose of the article: The main objective of this paper is to present the possibility of using the method of technology roadmapping to build the route of development of RES technologies. The article is of reviewtheoretical character and is the beginning of further work in this area. Methodology/methods: General scheme of route development of RES technologies has been developed, inter alia, on the basis of evaluation studies of Polish and foreign literature and conceptual study work in the field of graphic presentation of routes, as well as the experience of the author associated with the management and planning in the energy market. Scientific aim: The scientific purpose of this study was to identify and present the basic assumptions of the design of routes of development of RES technologies and to construct a general scheme of the routes of development of renewable energy technologies. Findings: This paper presents the basic principles for the design of routes of development of renewable energy technologies. Based on a detailed review of the designed routes of development of technologies in the area of renewable energy, recommendations for the design of routes of development of RES technologies have been formulated. Also, a base the concept of the routes of RES technologies has been proposed. Conclusions: The basic project of the RES route will enable the coordination of the development of the technological potential of renewable energy sources, as well as the development of the routes of implementation of the desired vision of the development of technologies using renewable energy sources in Poland in two time perspectives: 2030 and up to 2050. It will also generate the knowledge needed in the development of the appropriate energy policy of the country. Knowledge obtained in this way can provide a basis for energy security management of the state.
- ItemPostoje českých a slovenských studentů ekonomicky zaměřených VŠ k Evropské unii (komparativní výzkum)(Vysoké učení technické v Brně, Fakulta podnikatelská, 2015-04) Lukášová, Růžena; Franková, Emilie; Onderufová Voľanská, ZuzanaPurpose of the article: Current students of Czech and Slovak universities have lived most of their lives in the separate Czech/Slovak Republic, in new political, economic and technological conditions and also in a more intensive contact with members of other cultures than the previous generations. This could have affected their self-identification, national sentiments and attitudes to the EU. There is minimum empirical knowledge answering the question whether this hypothesis is right. The aim of the research was to contribute to the reduction of this deficit in knowledge and provide a starting point for further, more extensive, studies. Methodology/methods: The research used a sample of 134 Czech and 119 Slovak students of economy oriented universities. The research data were collected by means of a questionnaire, providing us with quantitative and qualitative data. The results were processed separately for the Czech sample and the Slovak sample and then compared. Scientific aim: The aim of the research was: (1) to explore the extent of national pride of young Czech and Slovak students of economy oriented universities as well as their identification with their country; (2) to explore the young Czech and Slovak students’ opinions on the entry of their country in the EU and what they expect from the EU membership in the future; (3) to compare responses of Czech and Slovak respondents and identify the differences in their sentiments and attitudes to the EU. Findings: The research has revealed some differences in the extent of Czech and Slovak students’ identification with the regional units where the respondents live and in the perception of the contribution the entry of their country in the EU could bring. The expectations of both groups of respondents mainly concern better standards of living and a better economic situation of inhabitants. Conclusions: Generally, the results indicate that the attitudes of the students of the selected economy oriented faculties to EU membership are related to the perception of economic benefits and contributions to personal development and success at the labour market on the one hand, and on the other hand, to the perception of personal identity formed in the context of the country’s historical development. It means, these are not mere results of rational calculations – the results indicate that even the generation of young, economy educated people who grew in new conditions shares the sentiments connected with their national identity. Due to the size of the sample set, the results cannot be considered valid for the entire population of students of economy oriented Czech and Slovak universities. The purpose of the research was to provide basic empirical knowledge, mainly of qualitative character, that will form a starting point for further, more extensive studies.