Obchodní firma jako hodnota pro podnikatele

Abstract

This thesis focuses on the analysis of a business name as a value for entrepreneurs. The aim of the work was to identify the factors that influence the value of a business firm and how entrepreneurs can enhance this value. To achieve this goal, an analysis of secondary sources and a questionnaire survey focusing on customer opinions were used. The results showed that the value of a business firm is influenced by a range of factors, including ethics, sustainability, and transparency. It was also revealed that a personal approach is key, while the use of social media is not considered as an effective tool for building value. Corruption, tax evasion, deception, or violations of employee rights were identified as factors that negatively affect the perception of a company. Based on these findings, it is recommended that entrepreneurs increase the value of their firm while building trust with customers through high-quality and personal communication, consideration of age groups, and consistent product quality.