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DOI: 10.5593/SGEMSOCIAL2016/B25/S07.106

THE INFLUENCE OF THE EXTERNAL ENVIRONMENT ON VALUE PROPOSITION OF CZECH COMPANIES: RESEARCH RESULT PRESENTATION

P. Kita
Monday 3 October 2016 by Libadmin2016

References: 3rd International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2016, www.sgemsocial.org, SGEM2016 Conference Proceedings, ISBN 978-619-7105-76-6 / ISSN 2367-5659, 24-31 August, 2016, Book 2 Vol. 5, 809-816 pp, DOI: 10.5593/SGEMSOCIAL2016/B25/S07.106

ABSTRACT

Innovation is gaining an ever greater importance in the economic. It offers not only advantages to the customer but also improves competitiveness in a global scale. One of its premises is knowledge of the external environment in order to cooperate with stakeholders. The article’s objective is to analyze the external environment of Czech companies from the perspective of marketing and commercial activities as a significant source of value proposition innovation. The link between the article’s topic and the innovation policy of the European Union is identified. The article is part of the research project FP-S-15-2627 “Management challenges: theory and practice” of the Brno university of Technology.


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