The Changing Face of Marketing: Moving from Marketing Management to Marketing Democracy

Bc. Anna Nuralova

Diplomová práce

Anotace:

Můj projekt přináší tři základní poznatky. Prvně jako sociální podnikání, Alvarado měří svůj úspěch ze strany finančních a sociálních ukazatelů. Sociální ukazatele úspěšnosti je zvýšení bezpečnosti a zlepšení zdraví svých členů.

Abstract:

My project yields three primary findings. First- as a social business, Alvarado measures its success by financial and social metrics. The social indicators of success are improving safety, creating an exploitation-free product, and improving the health and wellness of its membership. Although there are financial benefits associated with improving safety and with improving employee health and wellness, these social indicators are also valued for the social benefits they provide. Second, the social assets that Alvarado deems necessary to support their success are accountability, transparency, trust, empowerment, and cultural compatibility. Third, various governance and management tools have been implemented to nurture the social capital required to be successful, including opportunities for effective communication, a democratic and collaborative governance structure, monthly workgroup meetings, quarterly membership meetings, and a coworker vetting process. Within Alvarado’s participatory management structure, great care is taken to be transparent about the decisions being made and why, while freely communicating decisions and sharing information vertically and horizontally throughout the organization. Simultaneously, great care is also taken with defining and upholding boundaries

Keywords

marketing, marketing management, marketing democracy

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 13. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 19. 6. 2017
• Vedoucí: MSc Oldřich Dutý
• Oponent: Ing. Andrej Mazán, MBA

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Business Management and Corporate Finance