Template-Type: ReDIF-Article 1.0 Author-Name: Sašo Belovski Title: Comparison of Marketing and Communication Strategy of the Prague International Marathon and Valencia Marathon Abstract: This work studies and compares the marketing and communication strategies developed and applied by the Prague International Marathon and the Valencia Marathon. Both organizers of these events share associable attributes, among which the fact that they are holders of IAAF Road Race Label recognitions and hence are relevant and convenient for comparison. The work first defines the ‘high level’ corporate mission and goals that these organizations want to achieve. Then, it continues to analyze how these goals are translated into marketing objectives, how the communication mix looks like, and which concrete actions are taken to implement this integrated system. Relevant information is gathered by direct involvement in and influence on the planning and implementation of these strategies, correspondence and personal interviews with relevant decision makers, available literature, as well as by having access to all the organizations’ publications, reports, and other documents. The result of this paper offers concrete practical examples of how the marketing and communication departments of two marathon and long distance running organizers function, which could be utilized by other marathon organizers and academic workers. Keywords: marketing, Strategy, Sport, Communication, Marathon Classification-JEL: G30 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/230 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:230 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/230 Template-Type: ReDIF-Article 1.0 Author-Name: Róbert Kuchár Author-Name: Jiří Novotný Title: Transnational League and their Impact on the Economy of the Club Abstract: The aim of this work is to identify the economic benefits or vice versa cons for clubs to engage in transnational leagues. This objective will be analyzed at selected clubs where matches will monitor attendance compared with domestic league, economic demands associated with the operation of the club in the league and transnational view of the overall running of the club. Selected transnational League are in the hockey - EBE League, handball - SEHA Gazprom's South Stream League and Basketball - Adriatic League (NBL today). Defined problem, respectively object of interest is to identify why they have the Multinational Division in today's world importance and why their popularity continues to grow. Keywords: Transnational League, National League, Hockey, Basketball, Handball, Nadnárodné ligy, Národné ligy, Hokej, Basketbal, Hádzaná Classification-JEL: G30 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/231 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:231 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/231 Template-Type: ReDIF-Article 1.0 Author-Name: Marek Pavlík Title: Financial Management of Sports Clubs in the Czech Republic Abstract: The economic situation and general characteristics of sports clubs have not been much explored in the Czech Republic. At the same time, sport is an area into which we channel considerable attention and government funds. What is the economic situation of Czech sports clubs, and what do we know about them? The objective of the research was to map the environment in which Czech sports clubs operate and to identify their main economic characteristics based on a selected sample. The paper presents partial results from a 2011 survey conducted via questionnaire among sports clubs in the Czech Republic. The survey results are based on 430 responses from the total 1567 addressed sports clubs. We establish that the economic situation of clubs is quite bad; however, it cannot be unequivocally proved that insufficient support from municipalities or public sources is to blame. The size of a municipality proved to be a significant variable in subsidies-related issues and in the quality of relations between clubs and municipalities. An analysis of the effects caused by the reduction of subsidies in comparison to requested sums would be significant. What seems good from a short-term perspective (more applicants are satisfied) will probably lead to an artificial inflation of requested sums in the long term, because entities will factor any expected subsidy reduction into their application. Keywords: financial management, subsidies, Sports club, Non-profit sector, Economy Classification-JEL: G39, H79, L31 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/232 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:232 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/232 Template-Type: ReDIF-Article 1.0 Author-Name: Gabriela Dubcová Author-Name: Zuzana Joniaková Author-Name: Jana Blštáková Title: Employees‘ Volunteering - Applied Corporate Social Responsibility in Slovak Business Economy Abstract: The paper is oriented into the area of corporate social responsibility management. It contains research results realized in the area of employees’ volunteering, as one of the forms of applied corporate social responsibility. The research, within its characteristic, has been the first complex monitoring of employees volunteering practice in Slovakia. Realized research and published findings shall become sources of contemporary knowledge for the area of business management, since employees’ volunteering has nowadays become one of tendencies in corporate social responsibility practice in business environment of developed countries. The employee’s volunteering practice has proven to be beneficial not only for the company prosperity, but also for community and wider society, which makes it a reason to be involved into strategic documentation for future development of the European Union. Keywords: Corporate Social Responsibility, Employee volunteering, Corporate ethics, Spoločenská zodpovednosť, Dobrovoľníctvo zamestnancov, Podnikteľská etika Classification-JEL: M14 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/233 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:233 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/233 Template-Type: ReDIF-Article 1.0 Author-Name: Oldřich Racek Author-Name: Jakub Doležal Title: Determination of socially acceptable rates of membership fees in thesports club Abstract: The aim of this text is to analyze the determination of socially acceptable prices of membership fees by the sports sectors. The first part introduces the reader to the general definition of a sport, it also analyzes the current state of the system supporting sport at the national level. We explore the possibility of financing sports activities from public and private sources. Furthermore, we define a set of research using statistical methods to analyze in detail the results of the questionnaire. We have determined six hypotheses that have shown us the difference between expenditures in the sport for families with lower and higher expenses. In the conclusion, we present an example of a possible determination of socially acceptable prices, which emphasizes the need for funds from the others, especially the national sources. From the identified recommend socially tolerable amount of membership fees for selected sports. Keywords: Sport, Sport, Membership fees, Socially acceptable prices, Členský příspěvek, Sociální cena Classification-JEL: G30 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/234 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:234 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/234 Template-Type: ReDIF-Article 1.0 Author-Name: Tomáš Ruda Author-Name: Jan Šíma Author-Name: Ondřej Benda Title: Using of the European Customer Satisfaction Index in the area of sport Abstract: Content of this study is an example of the ECSI (European Customer Satisfaction Index) method application on the area of sport, specifically to the area of the Czech Association Sport for Everyone (ČASPV). For the needs of the ČASPV member satisfaction research the ECSI methodology was modified and compared with final values of the ECSI indices from the point of view of the used quality management system in ČASPV, different methods of scales setting of measurable variables or researches already done in the Czech commercial environment. The method used was the quantitative method where the main diagnostic tool was a questionnaire that was distributed both in the electronic and the written form. The results of the study imply that the ČASPV clients are highly satisfied with services provided as well as with the association activities. From the point of view of the used quality management system there is a group of branches in the ČASPV that is related to this system of higher ECSI index value. While comparing this research to previous researches done at commercial subjects the overall ECSI index indicates the associations examined and four hypothetical variables of higher values. Keywords: Sportovní služby, Service in sport, Sport for All, Czech Association for Sport for All, Sport pro všechny, ČASPV Classification-JEL: G30 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/235 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:235 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/235 Template-Type: ReDIF-Article 1.0 Author-Name: Romana Čižinská Author-Name: Eva Kislingerová Author-Name: Tomáš Krabec Title: Cost structure analysis for assessment of price predation from the regulatory-financial perspective Abstract: The paper is focused on the current legal regulation in the sense of abuse of dominant position in the European Union. Authors focused on the abuse of dominant position in the case of price predation. For the assessment of price predation AKZO rules are used, which can be considered as cost test. The aim of this paper is the way of cost classification which can be used for the cost test. The possible cost classification is presented through the case study which suggests that the current accounting cost categories are not applicable. Keywords: Case study, Dominant position, Cost tests, Predatory pricing, Dominantní postavení, Nákladové testy, Predátorské ceny, Případová studie Classification-JEL: G30, L40, M20 Volume: 2014 Issue: 3 Year: 2014 File-URL: http://www.vse.cz/eam/236 File-Format: text/html Handle: RePEc:prg:jnleam:v:2014:y:2014:i:3:id:236 X-File-Ref: http://www.vse.cz/RePEc/prg/jnleam/references/236