Rebranding of people management forum

• Autor(a) principal: Tormová, Monika
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/8030
• topic: Rebranding; Human resources management; Organização sem fins lucrativos -- Non profit organization; Brand positioning; Brand extension; Rebrandeamento; Gestão de recursos humanos; Posicionamento de marca; Extensão de marca

Rebranding has become an essential topic for many organizations through the world. Thanks to the changing environment, various organizations need to adapt their image to nowadays globalized world. In case of Eastern European countries many issues with cooperation among employers and their staff has arose after 1990. Thus, human re-sources management has become critical for success of any organization. This case study is focused on both topics mentioned above. Itsketches out the situation in the Czech Republic and describes the current status of a unique organization concen-trated on human resources management in the Czech context. It is targeted to master students of marketing with a strong interest in the situation on international markets. In the case, there are presented all key facts about the Czech Republic and the organiza-tion. Students are exposed to a decision which way the organization should be headed to in the future. Literature review contributes to a general understanding of the Czech culture and eco-nomic situation; moreover it underlines the key concepts of rebranding, marketing oand non-profit organizations. Additional research is required for students. The resolution of the case study is giving students an insight to a small foreign country with different historical background and sketches out functioning of a small not solely profit oriented organization.