Requirements for brand managers and product managers responsible for competitiveness of products and brands

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F16%3A%230000061" target="_blank" >RIV/02819180:_____/16:#0000061 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.7441/joc.2016.03.01" target="_blank" >http://dx.doi.org/10.7441/joc.2016.03.01</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/joc.2016.03.01" target="_blank" >10.7441/joc.2016.03.01</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Requirements for brand managers and product managers responsible for competitiveness of products and brands

Popis výsledku v původním jazyce

Competitiveness of a product and care of a brand value are mainly the work of product managers and brand managers who play a major role in creating a competitive advantage of their companies. The aim of the paper is to present partial results of an independent research and connect them with the knowledge base of knowledge management and human factors in product management. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of "Brand Manager". For the purposes of defining the research objectives, an assumption was made that a set of requirements for candidates will prove that brand managers and product managers are knowledge workers. In order to meet this goal, the method of content analysis of job advertisements was used. Secondarily, the research was focused on identifying and analysing the differences between the sets of requirements for product managers and brand managers.

Název v anglickém jazyce

Requirements for brand managers and product managers responsible for competitiveness of products and brands

Popis výsledku anglicky

Competitiveness of a product and care of a brand value are mainly the work of product managers and brand managers who play a major role in creating a competitive advantage of their companies. The aim of the paper is to present partial results of an independent research and connect them with the knowledge base of knowledge management and human factors in product management. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of "Brand Manager". For the purposes of defining the research objectives, an assumption was made that a set of requirements for candidates will prove that brand managers and product managers are knowledge workers. In order to meet this goal, the method of content analysis of job advertisements was used. Secondarily, the research was focused on identifying and analysing the differences between the sets of requirements for product managers and brand managers.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název periodika

Journal of Competitiveness

ISSN

1804-1728

e-ISSN

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Svazek periodika

roč. 8

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

17

Strana od-do

5-21

Kód UT WoS článku

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EID výsledku v databázi Scopus

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