Pavlína Fojtíková

Master's thesis

Corporate Branding in Online Startups

Coporate Branding in Online Startups
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 …more
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 …more
 

Keywords

Internet Corporate Branding Online Startups Startups Corporate Brand Building

Keywords

Internet Startups Corporate Brand Building Corporate Branding Online Startups
 
Language used: English
Date on which the thesis was submitted / produced: 11. 12. 2013
Identifier: http://www.vse.cz/vskp/eid/58455

Thesis defence

  • Date of defence: 9. 9. 2014
  • Supervisor: Miroslav Karlíček
  • Reader: Ladislav Tyll

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http://www.vse.cz/vskp/eid/58455

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management

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