Bc. Tereza Hlaváčková
Master's thesis
Marketing Strategy Change Management
Řízení změny marketingové strategie
Abstract:
Cílem této diplomové práce je navrhnout komplexní metodiku řízení změny strategie ve vybrané společnosti. Výsledkem budem souvislá metodika, kterou bude moci využít jakákoliv firma, která chce změnit svou dosavadní strategii. Samotné řízení změny bude probíhat na základě Lewinova modelu řízení změny. Praktická část bude rozdělená na dvě části, z nichž jedna se bude věnovat již zmíněné metodice řízení …moreAbstract:
The main aim of the diploma thesis is to suggest a sophisticated methodology of change management while changing marketing strategy in a company. The result of this thesis is the consistent methodology that can be used by any company that desires to change their contemporary strategy. Managing change is based on Lewin’s model of change management in this work. The practical part will comprise two sections …more
Language used: English
Date on which the thesis was submitted / produced: 4. 1. 2019
Thesis defence
- Supervisor: doc. Ing. Lea Kubíčková, Ph.D.
- Reader: Stanislav Mokrý, Ph.D.
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Mendelova univerzita v Brně, Provozně ekonomická fakultaMendel University in Brno
Faculty of Business and EconomicsMaster programme / field:
Economics and Management / Business Economics and Management
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