02904ntm a22005177a 4500 000250506 CZ-PrVSE 20140214212600.0 m d cr n|||||||||| 140214s2013 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Holubová, Michaela ISIS:55036 dis Strategie vstupu na německý trh pro start-up firmu eng Market Entry Strategy for a Start-Up Company to Germany [elektronický zdroj] / Michaela Holubová 2013 ?? s. : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2014 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2014 The goals of my thesis are to present the researched company an analysis of a German market in a speed-reading industry, to discuss the correctness of company's hypotheses about the German market compared to the German reality, and to suggest a marketing strategy for the company's market entry supporting the selected market entry mode. In the first part, the theoretical section is introduced in which motives for foreign entry, followed by models of an environment analysis, of entry modes and of a customer analysis are described. These models are further used in the second part in which specifically speed-reading market in Germany and a German customer are analyzed. Based on the analyses, the market entry mode of the company is suggested, followed by the evaluation of the previously defined hypotheses regarding a German customer and a product, and, lastly, the next steps which the company should execute are proposed. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas E-commerce Start-up Entry Strategy Customer Analysis Market Analysis Král, Petr, 1979- pna2010582238 ths Olšanová, Květa vse20231202670 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 https://isis.vse.cz/zp/39388/podrobnosti VŠKP v InSIS https://isis.vse.cz/zp/39388 Hlavní práce https://isis.vse.cz/zp/39388/posudek/vedouci Hodnocení vedoucího https://isis.vse.cz/zp/39388/posudek/oponent/34813 Oponentura http://isis.vse.cz/zp/126220/podrobnosti dc:identifier NEPOSILAT VSKP 126220 vse39388 140211