03232ntm a22005297i 4500 000128822 CZ-PrVSE 20210911195740.0 m d cr n|||||||||| 210911s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Gasanov, Gasan ISIS:120073 dis Strategie vstupu na trh společnosti Ben & Jerry’s na ruský trh : existuje v Ruské federaci trh pro udržitelnou značku? eng Market entry strategy of Ben & Jerry’s to the Russian market : is there market for a sustainable brand in the Russian Federation? Gasan Gasanov 2021 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 The following Master’s thesis is devoted to the analysis of Ben & Jerry’s entry strategy with a focus on CSR activities. The main goals of the Master’s thesis are to develop a comprehensive market entry strategy of Ben & Jerry’s to the Russian market and evaluate consumers’ attitude towards CSR activities in Russia. To accomplish the goals of the thesis, secondary data from the most relevant studies and statistical databases were used, and qualitative research for a better understanding of the perception of CSR was conducted. The theoretical part of the thesis is devoted to the main concepts of a marketing plan, which are necessary for the successful implementation of a market entry strategy. The practical part includes the implementation of the market entry strategy of Ben & Jerry itself. It focuses on the macro and microenvironment of the Russian market. As a result of the research, it was revealed that Ben & Jerry’s can successfully integrate into the Russian market. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Marketing mix Market entry strategy Corporate social responsibility Sustainability International expansion Market entry mode Lhotáková, Markéta, 1971- pna2010582246 ths Escobar Rios, Andrea ISIS:116787 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/73250/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/73250 Hlavní práce https://insis.vse.cz/zp/73250/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/73250/posudek/oponent/72072 Oponentura https://insis.vse.cz/zp/73250/podrobnosti dc:identifier NEPOSILAT VSKP vse73250 210909 73250