Národně-kulturní porovnání generací X a Y v ČR a vliv na marketingový mix

This diploma thesis focuses on the explorative, quantitative observation of the cultural differences occurring between Czech generations X and Y. There is a general agreement across the academia in assuming the existence of the cultural differences between previously mentioned generations. Literature also provides more detailed characteristics of such differences. Comprehensive critical discussion identifies Hofstede model of the 6 cultural dimensions as the most feasible assessment framework. The goal of this study is to carry out a quantitative research of the aforementioned generations, in the tone of positivist paradigm, validating cultural differences between the generations X and Y in the context of the Czech Republic. Finally, the cultural differences are identified and discussed within the latest contemporary context of the relevant fields of study. Applied recommendations are drawn for the marketing mix preparation process.