WROBLOWSKÁ, Zuzana. Comparison of Requirements for Brand Managers Responsible for the Competitiveness of Brands: Cross-National Study in the US and the Czech Republic. Journal of Competitivness. Zlín: Univerzita Tomáše Bati ve Zlíně, FAME, 2017, roč. 9, č. 4, s. 148-163. ISSN 1804-171X. Dostupné z: https://dx.doi.org/10.7441/joc.2017.04.10. |
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@article{6485, author = {Wroblowská, Zuzana}, article_location = {Zlín}, article_number = {4}, doi = {http://dx.doi.org/10.7441/joc.2017.04.10}, keywords = {brand manager; competitiveness; human resource management; knowledge; recruiting; skills; technical competence}, language = {eng}, issn = {1804-171X}, journal = {Journal of Competitivness}, title = {Comparison of Requirements for Brand Managers Responsible for the Competitiveness of Brands: Cross-National Study in the US and the Czech Republic}, url = {https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=271&cp=>}, volume = {9}, year = {2017} }
TY - JOUR ID - 6485 AU - Wroblowská, Zuzana PY - 2017 TI - Comparison of Requirements for Brand Managers Responsible for the Competitiveness of Brands: Cross-National Study in the US and the Czech Republic JF - Journal of Competitivness VL - 9 IS - 4 SP - 148-163 EP - 148-163 PB - Univerzita Tomáše Bati ve Zlíně, FAME SN - 1804171X KW - brand manager KW - competitiveness KW - human resource management KW - knowledge KW - recruiting KW - skills KW - technical competence UR - https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=271&cp=> L2 - https://www.cjournal.cz/index.php?hid=clanek&bid=aktualni&cid=271&cp=> N2 - The purpose of the paper is to present the partial results of an independent research project. The author´s choice of the position "Brand Manager" was influenced by the fact that branding is very powerful tool in striving for competitiveness in the 21st century. The paper focuses on a set of requirements in terms of educational level, professional experience, knowledge, technical competence, and business management skills for candidates for the position of "Brand Manager". Berelson´s content analysis method was used to study recruitment advertisement texts. A cross-national study was conducted to compare the requirements in the US and in the Czech Republic. The result of the actual research project in the US confirmed a fundamental need for a university education, knowledge of marketing, and experience in the field of the advertiser company´s business. The unexpected result was that the groups of technical competences as well as required practices and work experience for brand managers in the US and the Czech Republic had statistically significant differences. The article concludes with a number of recommendations formulated for the implementation of the human resource management practices of recruiting and selection, as their inappropriate strategy and implementation is common and the consequences are costly. ER -
WROBLOWSKÁ, Zuzana. Comparison of Requirements for Brand Managers Responsible for the Competitiveness of Brands: Cross-National Study in the US and the Czech Republic. \textit{Journal of Competitivness}. Zlín: Univerzita Tomáše Bati ve Zlíně, FAME, 2017, roč.~9, č.~4, s.~148-163. ISSN~1804-171X. Dostupné z: https://dx.doi.org/10.7441/joc.2017.04.10.
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