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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50200 - Economics and Business

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název periodika

Journal of Competitivness

ISSN

1804-171X

e-ISSN

—

Svazek periodika

9

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

16

Strana od-do

148-163

Kód UT WoS článku

000423063700010

EID výsledku v databázi Scopus

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