Expanze ve formě výstavby továrních měst jako nástroj corporate diplomacy: případová studie firmy Baťa v letech 1928–1939

This diploma thesis deals with the expansion of Baťa company to Yugoslavia, Switzerland and Slovakia in 1928-1939. This expansion is examined from the perspective of corporate diplomacy, which aims to build and maintain positive relationships with stakeholders. The aim of this thesis is to find elements of corporate diplomacy in corporate negotiations with stakeholders and to evaluate the overall expansion of Baťa company in relation to individual groups of stakeholders. The aim is also to find examples of good and bad practices of the company. It can help the academic and practical research of corporate diplomacy. The result of this work is the finding that Baťa company had the best relationships with customers and employees, the worst with the competition. In relations with these groups, the company used a wide range of elements of corporate diplomacy, among which the use of a network of local allies stood out. An example of good practice is the introduction of corporate education and building in employees a sense of loyalty to the company. Examples of bad practices are corrupt behavior, pragmatism and closing the company to itself.