03400ntm a22006377i 4500 000722388 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Mosiichuk, Yuliia ISIS:170587 dis Strategie globální expanze a budování značky společnosti On Running eng On Running’s strategy for Global Expansion and Brand Positioning / Yuliia Mosiichuk 2025 ?? stran : digital, PDF soubor Vedoucí práce: Rafael San José Iglesias Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 The purpose of this thesis is to examine the strategic growth of On Running, the company, which started as a Swiss start-up and made it to a globally recognized premium sportswear brand. By utilizing frameworks such as Porter’s Five Forces, the Ansoff Matrix, and the Uppsala Model, the study explores how On Running has leveraged its advantages for building an international presence. Despite strong fundamentals such as technologies and sustainable practices, the brand faces the lifestyle-oriented market perception instead of its intended identity as a performance-driven innovator. The findings suggest increased investment in brand awareness to support growth through targeted marketing and marketing-specific strategies. Also, primary research suggests that the Czech Republic offers a favorable environment for DTC expansion after increased brand recognition, Mexico is suggested for strengthened wholesale and e-commerce partnerships, and India represents a high-potential market for distributor-led entry. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Premium pricing Uppsala Model International marketing Distribution strategy Brand positioning Brand perception Strategic expansion Market entry strategy Sportswear industry Porter’s Five Forces Ansoff Matrix Scoring Model Innovation strategy Czech market Consumer behaviour San José Iglesias, Rafael ISIS:167045 ths Bahles, Michael ISIS:109984 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/88751/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/88751 Hlavní práce https://insis.vse.cz/zp/88751/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/88751/posudek/oponent/86432 Oponentura https://insis.vse.cz/zp/88751/podrobnosti dc:identifier NEPOSILAT VSKP vse88751 250613 88751