Řízení právních rizik při vstupu na trh Evropské unie prostřednictvím obchodního zastoupení

Abstract

The current form and pace of globalization are the incentive for businesses to expand and extend their business activities beyond national borders. The decision on a particular form of entry is called the critical choice since such decision can not be flexibly and quickly changed. To decide on the form of entry manager should have available a range of information. One of the key bases for these decisions may be outputs of risk management methods. Potentially significant risks, which should be taken into account when making that decision, are also the legal risks. Given the fact that the management of risk was not subject of adequate attention by the professionals so far, the author of the thesis presents a specific method for the management of legal risks. The proposed method is tested during the manager's decision process on the form of entry on the EU market in the form of commercial agency. According to the proposed methods the work identifies specific legal risks and proposes how to operate these risks. Systematically identified and analyzed legal risk can significantly influence the final decision on the form of entry to foreign markets. Significant contribution of this work is interdisciplinary view on the issue of risk management in the choice of form entering the foreign market, since it connects the legal analysis with the knowledge from management and marketing.