≣ MENU

Search For:  
Czech |  English

Journal of Competitiveness

COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSS-NATIONAL STUDY IN THE US AND THE CZECH REPUBLIC

Wroblowská Zuzana

Keywords:
brand manager, competitiveness, human resource management, knowledge, recruiting, skills, technical competence

Abstract:
The purpose of the paper is to present partial results of an independent research project. The author´s choice of the position “Brand Manager” was influenced by the fact that branding is a 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 requirements in the US and in the Czech Republic. The result of the present research project in the US confirmed a fundamental need for a university education, knowledge of marketing, and experience in the field of the advertising company´s business. An 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.

Fulltext download:

COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSS-NATIONAL STUDY IN THE US AND THE CZECH REPUBLIC [PDF file] [Filesize: 1.78 MB]

10.7441/joc.2017.04.10


Wroblowská Z. (2017). COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSSNATIONAL STUDY IN THE US AND THE CZECH REPUBLIC. Journal of Competitiveness, 9 (4), 148-163. https://doi.org/10.7441/joc.2017.04.10

Journal of Competitiveness

Homepage | About | Current issue | Archive | Instructions for authors | RSS feed | LinkedIn | Facebook

Copyright © 2009-2018 Journal of Competitiveness; Tomas Bata University in Zlin. All rights reserved.
Search powered by Google™

ISSN 1804-171X (Print)
ISSN 1804-1728 (On-line)


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.