Metody řízení obchodu se skleněnými perličkami v 19. století a jejich komparace se současností

Goal of this Master thesis is a comparison of the methods of managing sales and marketing on the glass beads market. Qualitative methods are used to achieve this goal. Both of the time periods are described in the case studies. First time period is the second half of the 19th century and the beginning of the 20th century when the main trade institution was an export house. Its organization was discovered thanks to the archive research. Nowadays is the global leader in the glass beads market company called Preciosa Ornela a.s. In the half-structured interview with its sales and marketing director was described organization of this company. In the end are both of the time periods compared. From this comparison was found that the biggest changes happened in market organization, competition, product creation and export management. No changes were observed in the marketing research, product management and in the customer relationship management. Master thesis brings new knowledge about „Jablonec export hauses“ and new information about management in the Preciosa Ornela a.s. Comparison of the time period shows unique transformation in marketing and sales management on the market with significant Czech product.