1. Vliv produktových inovací na inovativní image značek piva v České republice.
- Author
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Boháíek, Jiří
- Abstract
Within the research of performance generators in the Czech industry this project is focused on a traditional area of the Czech industry, the beer brewing. Beer market in the Czech Republic is changing from the traditional to the modern one. Project aims at the consumer's perception of innovativeness of the beer brands. The project is focused on the influence of product innovation on the beer brands' image. Market research on the representative sample of beer consumers in the Czech Republic was conducted. This research also shows consumer's perception of beer brand innovativeness. There were analyzed product innovations of those beer brands which were identified by consumers as the most innovative brands. Analysis was conducted by the method SCAMMPERR to show what product innovations those brands apply. [ABSTRACT FROM AUTHOR]
- Published
- 2014