Corporate Branding in Online Startups

Pavlína Fojtíková

Diplomová práce

Coporate Branding in Online Startups

Anotace:

The purpose of this Master's thesis is to explore corporate branding in online startups from the entrepreneurial perspective. In total, nine companies -- mostly Czech and German-based Internet startups - were researched. The principal method employed is the qualitative research based on in-depth interviews with startup founders and managers. The thesis shows that the literature on corporate branding mostly coincides with the reality of online startups, reveals that there is no consensus about the importance of corporate branding among startup representatives and explains the corporate brand building practices in online startups. In conclusion, recommendations for prospective entrepreneurs are proposed.

Abstract:

The purpose of this Master's thesis is to explore corporate branding in online startups from the entrepreneurial perspective. In total, nine companies -- mostly Czech and German-based Internet startups - were researched. The principal method employed is the qualitative research based on in-depth interviews with startup founders and managers. The thesis shows that the literature on corporate branding mostly coincides with the reality of online startups, reveals that there is no consensus about the importance of corporate branding among startup representatives and explains the corporate brand building practices in online startups. In conclusion, recommendations for prospective entrepreneurs are proposed.

Klíčová slova

Internet, Corporate Branding, Online Startups, Startups, Corporate Brand Building

Keywords

Internet, Startups, Corporate Brand Building, Corporate Branding, Online Startups

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 11. 12. 2013

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 9. 2014
• Vedoucí: Miroslav Karlíček
• Oponent: Ladislav Tyll

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / International Management