Faktory úspěchu podnikání v oboru DDD a jejich využití pro rozvoj vybrané živnosti

This master's thesis focuses on business success factors in the pest control sector (DDD) in the Czech Republic and their application to the development of the selected business undergoing generational change. The aim of the thesis is to (1) identify how entrepreneurs in the DDD sector understand success and which factors influence it most significantly, and (2) use these findings to design development recommendations for the selected business. The theoretical part is based on literature on success factors of small and medium-sized enterprises and complements it with the specifics of the regulated DDD sector and family business. The empirical part is based on qualitative research in the form of semi-structured interviews with six entrepreneurs and on the case study of the selected business. The results indicate that success in the sector is perceived primarily in retention-based terms, as the ability to maintain long-term clients and ensure stability while meeting professional and documentation quality standards. Customer orientation, human capital, practical know-how, standardization and appropriate digitalization appear to be key factors. By contrast, in the examined sample, highly developed marketing did not emerge as a decisive success factor, nor did a lack of financial capital emerge as a major barrier to development. Recommendations for the selected business focus on strengthening the transferability of operations in the areas of succession, processes, customer relationships and pricing policy rather than changing the core business model.