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Journal of Competitiveness Journal of Competitiveness The scientific periodical Journal of Competitiveness published by the Faculty of Management and Economics of Tomas Bata University in Zlín offers results of basic and applied economic research of domestic and international authors in the English language. As it is evident from the title, the journal concentrates on the field of competitiveness of individual companies, clusters of companies, regions or national economies from different angles of view. Problems of competitiveness represent the sub- ject which stretches across the individual branches of economic theory and practice. Therefore, we welcome articles focusing on microeconomics, management, marketing, personnel, financial man- agement as well on problems of national economy and regions or other economic subjects connected with competitiveness. Editorial Board Editor-in-Chief: assoc. prof. David Tuček, Ph.D. Tomas Bata University in Zlín Czech Republic Members of Editorial Board: Prof. John R. Anchor, Ph.D., Prof. Léo-Paul Dana, University of Huddersfield Business School, Montpellier Business School, France, Princeton United Kingdom University New Jersey, United States of America Prof. dr. Sanja Bauk, Dr. Pradeep Dharmadasa, PhD. University of Montenegro, University of Colombo, RWTH Aachen University, Sri Lanka Germany Prof. Veselin Draškovič, Ph.D., Adam P. Balcerzak, Ph.D., University of Montenegro, Montenegro, MGU Nicolaus Copernicus University Toruň, „M. V. Lomonosova“, Moskow, Russia Poland assoc. prof. Ján Dobrovič, PhD., Prof. Jaroslav Belás, Ph.D., University of Presov, Tomas Bata University in Zlín, Slovak Republic Czech Republic assoc. prof. Ida Ercsey Ph.D., Prof. dr habil Andrea Bencsik, CSc., Széchenyi István University, Szechényi István University, Hungary Hungary Dr. Tomasz Bernat, assoc. prof. Jozef Habánik, Ph.D., University of Szczecin, Alexander Dubček University of Trenčín, Poland Slovak Republic Dr. Yuriy Bilan, assoc. prof. Eva Happ Ph.D., University of Szczecin, Széchenyi István University, Poland Hungary Dr. Tatyana Vladimirovna Chubarova, Prof. Ahasanul Haque, Institute of Economics of Russian Academy International Islamic University, of Sciences, Malaysia Russia assoc. prof. Alžbeta Kiráľová, Ph.D., Prof. Le Vinh Danh, University College of Business Prague, Ton Duc Thang University, Czech Republic Vietnam joc3-2016_v3.indd 1 10.10.2016 13:56:10 Dr. Aleksandr Ključnikov, prof. Ing. Róbert Štefko, Ph.D. Pan-European University Bratislava, University of Presov, Slovak Republic Slovak Republic assoc. prof. Adriana Knápková, Ph.D., Prof. habil. Dr. Dalia Štreimikienė, Tomas Bata University in Zlín, Czech Republic Mykolo Romerio Universitetas Vilnius, Lithuania Dr. Nguyen Thi Bich Loan, Ton Duc Thang University, assoc. prof. dr. Karin Širec, Vietnam University of Maribor, Slovenia assoc. prof. Athanasios Mandilas, Dr. Piotr Tworek, Eastern Macedonia and Thrace Institute University of Economics in Katowice, of Technology, Poland Greece Prof. Dr. Manuela Tvaronavičienė, Dr. Mohammad Dulal Miah, Vilnius Gediminas Technical University, University of Nizwa, Lithuania Sultanate of Oman Prof. RNDr. René Wokoun, CSc., Prof. Zdeněk Mikoláš, CSc., The College of Regional Development Prague, University of Entrepreneurship and Law Prague, Czech Republic Czech Republic assoc. prof. Rastislav Rajnoha, Ph.D. Prof. Ivan Mihajlović, PhD., Tomas Bata University in Zlin, University of Belgrade, Serbia Czech republic assoc. prof. Ladislav Mura, PhD. assoc. prof. Veland Ramadani, Ph.D., University of Ss Cyril and Methodius in Trnava, South-East European University, Slovak Republic Macedonia Dr. Valentina Yurievna Muzychuk, Prof. Dr. Rodica Milena Zaharia, Institute of Economics of Russian Academy University of Economics in Bucharest of Sciences, Romania Russia Dr. Mehran Nejati, Ph.D., Universiti Sains Malaysia, Malaysia Dr. Jiří Novosák, Tomas Bata University in Zlín, Czech Republic Prof. Yuriy Osipov, Lomonosov’s Moscow State University, Russia Dr. José Martí-Parreño, Universidad Europea de Valencia, Spain prof. Dr. Ing. Drahomíra Pavelková, Tomas Bata University in Zlín, Czech Republic assoc. prof. Boris Popesko, Ph.D., Tomas Bata University in Zlín, Czech Republic Prof. Dr. Bruno S. Sergi, Harvard Extension School, United States of America Dr. Maman Setiawan, University of Padjadjaran, Indonesia assoc. prof. Juraj Sipko, Ph.D., Institute of Economic Research Slovak Academy of Sciences, Bratislava, Slovak Republic assoc. prof. Jiří Strouhal, Ph.D., University of Economics, Prague, Czech Republic Journal of Competitiveness joc3-2016_v3.indd 2 10.10.2016 13:56:10 Journal of Competitiveness Content Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands Wroblowská Zuzana 5 Internal Branding and the Competitive Performance of Private Universities in Ghana Amegbe Hayford 22 Risk Factors of Young Graduates in the Competitive E.U. Labour Market at the End of the Current Economic Crisis Kačerová Eliška 38 Relevant Drivers for Customers` Churn and Retention Decision in the Nigerian Mobile Telecommunication Industry Adebiyi Sulaimon Olanrewaju, Oyatoye Emmanuel Olateju, Amole Bilqis Bolanle 52 The Impact of EU Funds on the Development of a Business Model for Small and Medium-Sized Enterprises Olinski Marian, Szamrowski Piotr, Luty Lidia 68 Y and Z Generations at Workplaces Bencsik Andrea, Horváth-Csikós Gabriella, Juhász Tímea 90 Strategic Performance Management System and Corporate Sustainability Concept - Specific Parametres in Slovak Enterprises Rajnoha Rastislav, Lesníková Petra 107 The Relationship between the Risk of a Change of the Interest Rate and the Age of Entrepreneurs among Slovak SMEs Sobeková Majková Monika 125 joc3-2016_v3.indd 3 10.10.2016 13:56:10 Editor’s Letter Dear readers, Let us introduce the third issue of the eight volume of the Journal of Competitiveness (2016). This issue offers contributions focused on topics of product management, internal branding of private universities, labour market and young graduates, and labour market connected with Z and Y generation. Firm strategy, market performance, the impact of EU funds on the development of a business model, business economics and investment decisions are topics which were chosen to be published in this issue as well. You can find contributions from the Czech Republic, Ghana, Nigeria, Poland, Hungary and Slo- vakia. The aim of the first paper is to present partial results of an independent research, and connect them with the knowledge base of knowledgeable management and human factors in product manage- ment. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of “Brand Manager”. The conclusion of the second study is that performance of private universities and brand equity depend on a high loyalty among students. The author of the following contribution focuses on two areas including the analysis of perception of graduates as drifters, and their demands for high starting salaries. A partial conclusion of this study indicated that future graduates, in comparison with the initial risk factor of high turnover, see much higher risk in their inability to solve problems, high initial costs of training or lack of independence. The purpose of Nigerian author´s study is to ascertain the relevant drivers of customers` churn and retention in the growing Nigerian mobile telecommunication industry. The aim of the fifth paper is to assess the impact of grants received by companies on the formation of a business model. The main question of the sixth research was how to approach the new generations from the view of HR´s perspective. The next paper focuses on the analysis and identification of specific factors regarding localiza- tion, turnover of enterprise and others which may have a potential impact on performance. In this context, the attention is drawn to the orientation of enterprises on particular dimensions of corporate sustainability concept and factors such as company size or capital structure in relation to its application. The main objective of the last paper is to bring scientific evidence that the age of an entrepreneur should be considered as a factor having significant impact on one part of the credit risk of a com- pany– the risk of a change of the interest change. The research was carried out among 438 Slovak companies in 2016. We would like to thank members of the editorial staff, peer reviewers and members of the editorial board for preparing this issue, and we are looking forward to our further cooperation. On behalf of the journal’s editorial staff, Assoc. Prof. David Tuček, Ph.D. Editor-in-Chief joc3-2016_v3.indd 4 10.10.2016 13:56:10 Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands ▪ Wroblowská Zuzana Abstract Competitiveness of a product and care of a brand value are mainly the work of product man- agers and brand managers who play a major role in creating a competitive advantage of their companies. The aim of the paper is to present partial results of an independent research and connect them with the knowledge base of knowledgable management and human factors in product management. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of “Brand Manager”. For the purposes of defining the research objectives, an assumption was made that a set of require- ments for candidates
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