Číslo 12 (Speciální), ročník VI

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Fuzzy model investic do High - Tech projektů
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012) Kubíčková, Alžběta; Pavlíček, Michal
Purpose of the article: Relations among parameters of High-tech projects are very complex, vague, partially inconsistent and multidimensional. Optimal decisions to invest into High-tech companies require top field experts and knowledgeable investors. Therefore the conventional methods of investments analysis are not relevant. Therefore fuzzy logic is introduced. Methodology/methods: A fuzzy knowledge base is a flexible framework for acquisition of vague inconsistent knowledge items which are typical for knowledge economics and consequently for High-tech projects. The pooling of the records and / or observations represents a trade-off between minimal modification of the original data and elimination of inconsistencies among available sets of data. Scientific aim: The paper presents a detailed description of fuzzy model of investment decision making into High-tech firm’s projects. A set of conditional statements was used to formalize the effects of selected variables on investment feasibility of High-tech projects. The main aim is to quantify feasibilities of High-tech projects risk investors make good /not bad decisions. Findings: A set of 50 observations of High-tech companies was transformed into a set of 50 conditional statements using 14 variables. The result is the fuzzy model, which can be used to answer investors’ queries. Two queries are answered and presented in details as an example and as a nucleus of a fuzzy dialogue investor – computer. Conclusions: The main problem is the sparseness of the fuzzy model. Many fuzzy similarities are relatively low and the decision process is therefore often problematic. A much more complex set of variables must be applied to specify the fuzzy model to increase reliability of predictions and decisions.
Spolutvorba při rozvoji image v automobilovém odvětví: Možnosti a omezení
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012) Mráček, Pavel; Veselá, Jitka; Zich, Robert
Purpose of the article The image, as a part of value for customer, represents a potentially important competitive advantage. A crucial problem is the way how it is developed. Value co-creation concept is an approach showing a new possible way of advantage building. Car industry is in the stage in which any new possibility of competitiveness development should be considered. This article shows how the problem of cooperation between company and its customers in developing image can be solved. Methodology/methods: Fundamental accent has been put on qualitative approaches based on the case study research. Several techniques combining primary and secondary data have been used in this context – focus group and group discussion combined with respondent’s preparation and recalling technique, deep structured interview, analysis of independent evaluation of selected product and questionnaire testing. Scientific aim: The aim of the paper is to define the key points of model of image co-creation based on the specific approaches of image, strategy and competition and to present results of qualitative research of customers and companies views of image-type problems of concrete brands. Findings: Results, which were gained in this part of the research, show that changes in the image development connected with changes of competition understanding and strategy implementation are necessary. Complex approach, which solves the development of all levels of image through co-creation, is complicated but possible. Image, built entirely by company activity, is not a sustainable concept because customers have growing share on its creation. Insufficient development of image as a part of customer value decreases any progress in evaluation of general value. Conclusions: Although an application of the co-creation concept has significant potential, there exists many theoretical and practical limits of its application to be solved. Not only basic principles should be defined, but also changes in the approach to strategic management should be considered.
Teorie prospektu a teorie očekávaného užitku: Aplikace na podmínky České republiky
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012) Fojtů, Kateřina; Škapa, Stanislav
Purpose of the article: Classical and neo-classical economic theories consider a human as a rational individual making logical decisions and maximizing his profit. But what if it is not the case? People making decisions in the real world will never be perfectly informed about product or service they want to purchase. The economic theories propose that people make their decisions rationally, practically avoiding the risk. Nevertheless, where could be then ranked gamblers, bookmakers and similar people? They are not just a negligible statistical deviation. On the contrary, there are many of them among us. This paper presents some of demonstrations that are different view on making decisions. Methodology/methods: In this paper was applied primary and secondary research. The secondary research was based on analysis of papers and literature published about prospect theory and expected utility theory. This research was used to support a critical analyse of how individuals choose among risky alternatives. The primary research was conducted using the questionnaire. Scientific aim: The aim of this paper is critically describe differences between expected utility theory and prospect theory a differences between decision making in original research applied by Kahneman and Tversky and research applied in this paper. Findings: This survey discovered, that decisions of people making decision under risk, don’t respond expected utility theory but prospect theory is valid. There are no differences when we compared original Kahmenam and Tversky survey with this paper Conclusions: In situations where people making decision under risk, it is better to apply prospect theory then expected utility theory.
Udržitelná hodnota naftových společností v České Republice a na Slovensku
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012) Straková, Juliana
Purpose of the article: Sustainable Value Added was introduced as a whole new concept in 2004. Since then, it has gained popularity among some scholars, mostly of the West-European origin. In this article we implement this method further on the East as we see a huge gap in using modern ways of measuring the environmental impact of companies. In particular, we aim at the industry considered one of the “dirtiest” – oil industry. Methodology: This paper presents results of an analysis of sustainable value added created by analysed companies in six different environmental resources: carbon dioxide emissions, nitrogen oxide emissions, sulphur oxide emissions, waste generated, water used and volatile organic compound emissions, respectively. Value created by these employed resources is compared with the benchmark value of the European Union. Scientific aim: As crucial industry generating environmental pollution as a negative externality, we consider manufacture of plastics in primary forms (NACE code 1920). In this paper we determine whether Slovnaft, Unipetrol and Česká rafinérská, as the three biggest companies according to value added in the Czech Republic and Slovakia in this industry, contribute positively or negatively to value creation on the European Union level. Findings: The results show that in 2010 Slovnaft performance failed to fulfil default target though it created the greatest (albeit negative) value added in financial terms. Other Czech companies are, surprisingly, worse off but not by much. Conclusions: The concept of Sustainable Value Added takes another point of view to the problematic issues of companies’ pollution. Although it determines how well (or bad for that matter) a particular company uses its resources compared to a benchmark, it does not judge whether using the total capital in a company can be considered as sustainable or not. Nevertheless, this method is suitable when used for analysis of contribution to the sustainability.
Přístupy určení efektivity institucí v inovačním prostředí
(Vysoké učení technické v Brně, Fakulta podnikatelská, 2012) Islamutdinov, Vadim
Purpose of the research: to study the problem of evaluating the effectiveness of innovative environment institutions, and to define the possible approaches to build a methodology for assessing the effectiveness. Methods: Basing on the analysis of the basic purpose and usefulness of economic institutions, we identified three main components of the effectiveness of institutions: reduction of the uncertainty factor, gain in time, direct gain in money. The performance of an innovative project is proposed to be split into two groups: input, that is, showing during the development and the implementation of the project and output, that shows at the stage of making a profit. In addition, for the equal consideration of all the three components of the institutions effectiveness we suggest that the parameters of the transaction should be expressed in a three-dimensional coordinate system, where one axis u – is the uncertainty, the second axis t – the time and the third axis m – the cash flow. Findings: The calculations revealed that for an implementation of an innovative project, a start-up firm requires either a long-term loan or a venture capital funding or a placement in a technopark. For large and medium-sized firms the project is more attractive to a medium-sized company, because on the background of its performance indicators the effect is not blurred, as against the profits of a large firm. This confirms the effect of short-sightedness of large firms. Conclusions: Carrying out such a comparative assessment of the effectiveness helps to explain the seemingly strange unpopularity of certain innovative environment institutions in the Russian context. Also, on the basis of this method we can try to predict the demand for some kinds of institutions being imported from a foreign practice or implemented in a process of designing the institutes.

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