Corporate Branding in Online Startups
| Thesis title: | Corporate Branding in Online Startups |
|---|---|
| Author: | Fojtíková, Pavlína |
| Thesis type: | Diploma thesis |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Tyll, Ladislav |
| Thesis language: | English |
| Abstract: | The purpose of this Master's thesis is to explore corporate branding in online startups from the entrepreneurial perspective. In total, nine companies -- mostly Czech and German-based Internet startups - were researched. The principal method employed is the qualitative research based on in-depth interviews with startup founders and managers. The thesis shows that the literature on corporate branding mostly coincides with the reality of online startups, reveals that there is no consensus about the importance of corporate branding among startup representatives and explains the corporate brand building practices in online startups. In conclusion, recommendations for prospective entrepreneurs are proposed. |
| Keywords: | Internet; Startups; Corporate Brand Building; Corporate Branding; Online Startups |
| Thesis title: | Coporate Branding in Online Startups |
|---|---|
| Author: | Fojtíková, Pavlína |
| Thesis type: | Diplomová práce |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Tyll, Ladislav |
| Thesis language: | English |
| Abstract: | The purpose of this Master's thesis is to explore corporate branding in online startups from the entrepreneurial perspective. In total, nine companies -- mostly Czech and German-based Internet startups - were researched. The principal method employed is the qualitative research based on in-depth interviews with startup founders and managers. The thesis shows that the literature on corporate branding mostly coincides with the reality of online startups, reveals that there is no consensus about the importance of corporate branding among startup representatives and explains the corporate brand building practices in online startups. In conclusion, recommendations for prospective entrepreneurs are proposed. |
| Keywords: | Internet; Corporate Branding; Online Startups; Startups; Corporate Brand Building |
Information about study
| Study programme: | Ekonomika a management/International Management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 11. 12. 2013 |
|---|---|
| Date of submission: | 10. 9. 2014 |
| Date of defense: | 9. 9. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/45854/podrobnosti |