Číslo 11, ročník VI

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Efektivní přístupy k vedení diverzitních týmů v českých podniccích
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012-12) Szarková, Miroslava
Tvorba strategie a strategické plánování. Teorie a praxe
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012-12) Mikoláš, Zdeněk
Identifikace role produktového manažera a vytvoření standardní typové pozice Produktový manažer
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012-12) Wroblowská, Zuzana
The purpose of the article: Is to clarify the profile role of a product manager in present entrepreneurial routine in the Czech Republic. It is said about the Product Manager that he is a product evangelist, responsible for managing full product lifecycles of their products, while ensuring accurate schedules, product features, and making sure that product benefits are communicated to business partners and customers. The author’s objective was to provide a look insight in to a realistic picture of product managers’ job as well as to describe the skills, education, experience and attributes required for the product management position. Methodology/methods: To deal with this issue the interdisciplinary approach was best to apply, because theoretical resources and current state analysis of the topic as well as tendencies in its development required research in several disciplines. For secondary data mainly descriptive or analysis/synthesis approach for examining available resources were used. For succeeding empiric research both qualitative content analysis and quantitative methodology were used. The author carried out a two-phase research project. Texts in 100 unique recruitment advertisements were studying in the first phase of the research. Data gathering was running by personal questioning in the Czech companies in the second phase of the project. Scientific aim: The article is based on the conclusions of the doctoral thesis of RNDr. Zuzana Wroblowská, Ph.D. The work was aimed at a human factor which intensifies or reduces the effectiveness of product oriented marketing, which is designated as product management. The purpose was to verify functionality and validity of the organizational frame of marketing, to analyze product management state in present entrepreneurial routine in the Czech Republic and to identify role profile of product and brand managers as well as support corporal routine with a type position standard. Findings: The fundamental ideas of experts and their views on the human factor state in product management were summarized. The results of the first phase of research project confirmed a fundamental need of the excellent communication skills and a high degree of technical competence of candidates for the position with titled Product Manager. The findings of the second phase of the research showed that product management is current organizational structure in more than 80% of asked Czech companies. A cross section analysis of a product manager’s role was performed. Diversity of the prevailing roles in the sales support activities in the segments of organizations with predefined characteristics were identified and proved by statistic verification. Conclusions: The research proved that implementation role of employees in a product oriented organization prevails over coordination role with the exception of activities aimed at collecting and processing data for marketing analysis. Diversity of the prevailing roles in the segment “production companies” and “distributors and trading companies” were identified and proved by statistic verification. Also the type position of a product manager was created.
Communication – Important Means of the Complaints Management
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012-12) Urdziková, Jana
Purpose of the article: Effective communication in an organization is one of the preconditions of its operation. The aim of the article is to point out the communication process in the complaints management, to emphasize importance of the communication in the business practice and the current state analyze of the communication in Slovak business subjects. The paper presents the partial results and conclusions of research carried out. Methodology/methods: The methodology of this study is based on the scientific methods of acquiring and processing data – observation, questionnaire, interview, qualitative methods (analysis, synthesis, induction, deduction, comparison, abstraction, etc.); quantitative methods (descriptive statistics such as frequency analysis, statistical analysis, confidence intervals) and graphical methods. Scientific aim: The scientific aim of the article is to prove the established differences between business subjects that are the result of systematic influence (for example quality management system, subject of business, duration of action in the market). Findings: The research results have revealed the strengths of business subjects and revealed the areas which need to be improved. In the first place, they should become aware of the fact that the communication process necessarily forms the part of the complaints management and is well founded. The positive effect also has implementation of the existing ISO 9000 series of standards into business practice, which was reflected in a higher level of complaints management. Conclusions: Following the knowledge of communication process and its functioning plus awareness of communication obstacles, it is possible to improve the effectiveness and the result of communication and by that affect the overall result of claim procedure. Therefore, communication can be considered as very significant element in the process of complaints and claims handling.
Sustainable Value Added of Top European Pharmaceutical Manufacturers
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012-12) Straková, Juliana
Purpose of the article: This article presents results of an analysis of sustainable value added created by top 5 European pharmaceutical companies in six different environmental resources. We compare value created in the respective companies to the target EU values. Our results show that in the year 2010 companies’ performance overcame set target. Methodology/methods: Sustainable Value Added is a relatively new method. It was first introduced as a whole concept in 2004 and assesses how companies perform in sustainability. We analyse sustainability performance in six selected environmental areas. As a benchmark we rely on target values for 2010 set by various European institutions. Data for our analysis were retrieved from publicly available resources, e.g. annual, environmental and other reports as well as the companies‘ websites. Scientific aim: Originally, the sustainability concept was initiated in macroeconomics. However, increasing number of companies has incorporated it into their strategies. In this paper we aim to determine whether they succeeded. We present the contribution to sustainability by top five great players on the field of pharmaceutical market in Europe. Findings: This paper found several key issues: there is a little research of environmental impact generated by pharmaceutical companies in terms of sustainable value added. Sustainable value added was positive for all analysed companies. It means that successful pharmaceutical companies using six analysed environmental resources create more value than required by the target set. Conclusions: Although sustainable value added determines how well (or bad for that matter) a particular company uses its resources compared to a benchmark, it does not judge whether using the total capital in a company can be considered as sustainable or not. Nevertheless, for comparing environmental results of various companies this method is suitable and highly adaptable when using it for analysis of other industries or services, as well.

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