03972ntm a22004937i 4500 000230833 CZ-PrVSE 20230326181951.0 m d cr n|||||||||| 230326s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Možný, Ladislav ISIS:47721 dis Operationalization of the market differentiation and value proposition construct. Concept and application eng Operationalization of the market differentiation and value proposition construct Concept and application / Ladislav Možný 2023 ?? stran : digital, PDF soubor Vedoucí práce: Jiří Hnilica Disertační práce (Ph.D.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 The goal of this thesis is to propose how to operationalize market differentiation and demonstrate how to use this operationalization. Market differentiation is a key element of company strategy on the business level and is closely related to the performance of the given company. Current approaches to operationalizing differentiation are reviewed and categorized. Based on these findings, an approach based on the decomposing value proposition to its elements and measuring their statistical differences among market players as evaluated by customers enables not only measuring the absolute level of differentiation, but through standardization, it also introduces relative measurements allowing the comparison of differentiation levels across various markets and industries which can be used both on an academic and practical level. The proposed approach also enables us to go to the level of value proposition and identify drivers of consideration leaving a relevant market player. The proposed approach is applied in the Czech mobile telecommunication market. Data were collected on four market players through market research (O2, T-Mobile, Vodafone, and Virtual operators). The elements of the value proposition in this market were identified, and then the differences among mobile operators were statistically evaluated. The most vital differentiation position and competitive advantage showed Vodafone, T-Mobile is not strongly differentiated and is positioned as a mass market player, Virtual operators are differentiated strongly in the position of a niche player, and O2 is differentiated negatively with notable competitive disadvantages. Modeling of intention to stay identified significant value proposition elements as drivers of consideration leaving – complex offer for O2, overall price and signal coverage for T-Mobile, the overall price for Vodafone, and voice quality for Virtual operators. Způsob přístupu: Internet podniková ekonomika a management [obor disert. práce] disertace fd132024 czenas dissertations eczenas Market differentiation operationalization Competitive advantage Telecommunication industry Hnilica, Jiří, 1976- xx0023776 ths Krause, Josef, 1978- ola2003201011 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/55344/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/55344 Hlavní práce https://insis.vse.cz/zp/55344/posudek/oponent/77460 Oponentura https://insis.vse.cz/zp/55344/posudek/oponent/77461 Oponentura https://insis.vse.cz/zp/55344/podrobnosti dc:identifier NEPOSILAT VSKP vse55344 230322 55344