Browsing by Author "Farská, Monika"

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    Praktické užití ochranných známek v mezinárodním obchodě
    (Technická Univerzita v Liberci, 2010-01-01) Farská, Monika; Demel, Jaroslav
    In this present globalizing world where borders do not represent any impediment to trade each company or entrepreneur tries to successfully compete and succeed with his product or service in the target markets. Basic aspect of success is an easy-to-remember product which is easily distinguished by target costumer who will remember the product under its certain trademark and who will take a fancy to this product. This paper deals with the use of registered marks, i. e. trademarks in the business and with the importance of their legal protection. Types of trademarks and ways of their use in the company?s economy and international business are shown here. This paper aims to analyze the economic development of some companies which have registered their trademarks and by this analysis to confirm or to rebut the assertions that the trademark up-values a business property, represents a valuable business asset, provides a considerable competitive advantage to its owner and increases the prices of the product. This study is based on the true financial and economic data which were given to me by the analysed companies. The whole study is supported by literature review which describes in details the possible ways and advantages of trademarks´ use.
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    Vhodnost metody přímého exportu a důvody pro její změnu; případová studie společnosti BTV plast, s. r. o.
    (Technická Univerzita v Liberci, 2008-01-01) Farská, Monika; Jáč, Ivan
    If company intends to penetrate into foreign markets, it can choose from a broad range of export strategies. In this extremely important decision which strategy to choose is essential to carefully consider all necessary aspects to reach and sustain the company to be competitive and profitable. This study deals with one particular case study of Czech company and aims to find out if this company, BTV plast, has chosen and uses the most appropriate method of export; from the point of view of BTV plast and also from the viewpoint of its foreign customers. This research was carried out by identifying the specific characteristics and areas which had to be answered to achieve the objective of this paper. The study analyzes the areas of customers´ dependence on BTV plast, reasons for choosing this company, satisfaction with chosen export strategy, satisfaction with mutual cooperation and proposals for any change from customers. Whole research was supported by literature review which describes in details the possible ways how to penetrate into foreign markets. Research was carried out by using of interviews which have been conducted with ten managers who are responsible for the export in several companies. In order to enhance objectivity of my study - the research was conducted from both sides of business - BTV plast and its foreign customers. After the literature review and finding from interviews, all obtained information ended in concluded results and some recommendation for BTV plast company. By this study it was found out that BTV plast made a right decision and chose the most appropriate export strategy. It keeps the requirements to stay competitive and in some cases, it found new compromise ways with its foreign customers to improve mutual cooperation and satisfaction.