APPLICATION OF MANAGEMENT AND HUMAN RESOURCES PRINCIPLES FOR A NEW BUSINESS ENTITY'S ENTRY INTO THE VINICULTURE BRANCH.

The paper explores the issue of a new business entity's entry into the agricultural sector, dealing specifically with the viniculture industry. A new entering company has to confront itself with high capital costs and has to ensure appropriate access to all sources and distribution channels. Very significant barrier makes also government policy and legislation. The other barriers are variability of the labour market. It highlights current market trends towards increased labour demand, while unemployment remains low. Employees, those born in the 1980-90s (the Y Generation) in particular, have begun to require more employer activity in the field of corporate social responsibility (CSR). The study is based on a survey of selected agricultural and vinicultural holdings in the Czech Republic, focusing on their engagement in CSR activities pursued within the HR scope. Despite the awareness of the CSR concept among respondents reaching 55%, survey outcomes suggest that the overall participation in most of the CSR activities is below 40%. Firms are not particularly concerned with the activities that the Y Generation tends to lay emphasis on, such as those associated with the work-life balance. Overall it is possible to state that existing barriers of entrance discourage potential now companies. [ABSTRACT FROM AUTHOR]