Establishing a digital presence and strategic model for SMBs using Google tools in Romania

Název práce: Establishing a digital presence and strategy model for a business by using Google tools
Autor(ka) práce: Raduta, Ana-Maria
Typ práce: Diploma thesis
Vedoucí práce: Machek, Martin
Oponenti práce: Král, Petr
Jazyk práce: English
Abstrakt:
The purpose of this thesis is to create a rollout model for SMBs in Romania using Google tools.The paper is going to identify, analyze and address the variables of a digital implementation plan,preempting possible knowledge gaps. In order to do so, the paper is analyzing first Romania‘ssituation and benchmarking it to the European Union through statistical interpretation, correlatingthe levels of digitalization, R&D development, and technology acceptance in the country.Secondly, the structure and particularities of SMBs are interpreted, with an emphasis on theirdigitalization path and online marketing processes. In the third, Google‘s standpoint as the biggestprovider of SMB tailored tools is explained. Each of the resulted findings represents a SMB needwhich will be addressed through a Google tool and the expected outcome of using them. Thedigitalization rollout will have 6 phases, each corresponding to the onboarding of one of thedigital tools in question: Digital Garage, My Business, Test My Speed, AdWords, Analytics andYouTube. The findings of this thesis are relevant to SMBs and subjects interested inentrepreneurship or building an online presence. As the online environment is developing at a fastpace, scientific papers to give an updated perspective are incredibly relevant.
Klíčová slova: Digitalization; Goolge tools; Romania; digital innovation; SMB
Název práce: Establishing a digital presence and strategic model for SMBs using Google tools in Romania
Autor(ka) práce: Raduta, Ana-Maria
Typ práce: Diplomová práce
Vedoucí práce: Machek, Martin
Oponenti práce: Král, Petr
Jazyk práce: English
Abstrakt:
The purpose of this thesis is to create a rollout model for SMBs in Romania using Google tools.The paper is going to identify, analyze and address the variables of a digital implementation plan,preempting possible knowledge gaps. In order to do so, the paper is analyzing first Romania‘ssituation and benchmarking it to the European Union through statistical interpretation, correlatingthe levels of digitalization, R&D development, and technology acceptance in the country.Secondly, the structure and particularities of SMBs are interpreted, with an emphasis on theirdigitalization path and online marketing processes. In the third, Google‘s standpoint as the biggestprovider of SMB tailored tools is explained. Each of the resulted findings represents a SMB needwhich will be addressed through a Google tool and the expected outcome of using them. Thedigitalization rollout will have 6 phases, each corresponding to the onboarding of one of thedigital tools in question: Digital Garage, My Business, Test My Speed, AdWords, Analytics andYouTube. The findings of this thesis are relevant to SMBs and subjects interested inentrepreneurship or building an online presence. As the online environment is developing at a fastpace, scientific papers to give an updated perspective are incredibly relevant.
Klíčová slova: Digitalization; Google tools; Romania; SMB

Informace o studiu

Studijní program / obor: Ekonomika a management/International Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra marketingu

Informace o odevzdání a obhajobě

Datum zadání práce: 5. 12. 2017
Datum podání práce: 16. 5. 2018
Datum obhajoby: 15. 6. 2018
Identifikátor v systému InSIS: https://insis.vse.cz/zp/64140/podrobnosti

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