Comparison of Requirements for Brand Managers Responsible for the Competitiveness of Brands: Cross-National Study in the US and the Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000304" target="_blank" >RIV/04274644:_____/17:#0000304 - isvavai.cz</a>

Result on the web

<a href="https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=271&cp=&gt" target="_blank" >https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=271&cp=&gt</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/joc.2017.04.10" target="_blank" >10.7441/joc.2017.04.10</a>

Result language

angličtina

Original language name

Comparison of Requirements for Brand Managers Responsible for the Competitiveness of Brands: Cross-National Study in the US and the Czech Republic

Original language description

The purpose of the paper is to present the partial results of an independent research project. The author´s choice of the position "Brand Manager" was influenced by the fact that branding is very powerful tool in striving for competitiveness in the 21st century. The paper focuses on a set of requirements in terms of educational level, professional experience, knowledge, technical competence, and business management skills for candidates for the position of "Brand Manager". Berelson´s content analysis method was used to study recruitment advertisement texts. A cross-national study was conducted to compare the requirements in the US and in the Czech Republic. The result of the actual research project in the US confirmed a fundamental need for a university education, knowledge of marketing, and experience in the field of the advertiser company´s business. The unexpected result was that the groups of technical competences as well as required practices and work experience for brand managers in the US and t

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50200 - Economics and Business

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Competitivness

ISSN

1804-171X

e-ISSN

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Volume of the periodical

9

Issue of the periodical within the volume

4

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

16

Pages from-to

148-163

UT code for WoS article

000423063700010

EID of the result in the Scopus database

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