Strategie vstupu na trh pro modelovou distribuční firmu v oblasti hojení ran

This master’s thesis analyzes the wound care manufacturing market and introduces an exemplary market entry strategy for a model company. This was done from the perspective of the resource-based view, complemented by stakeholder theory. To achieve this, the thesis applies Yin’s case study framework, specifically utilizing a single-case holistic design. For the analysis itself, the VRIO, PESTLE, Porter’s five forces, and SWOT frameworks were wholly or partially employed. The analysis found that the model company's sustained competitive advantage lies in its relationships with key stakeholders and its differentiated product. The core of the thesis is divided into five chapters, with the final chapter presenting the exemplary market entry strategy.