Central European Business Review

15-21

Authors: Petr Král

Central Europe, due to its history, is not perceived as a region from which a luxury brand could originate while luxury is traditionally connected to Western European countries (such as France, Italy or Switzerland). Country of origin (COO) plays an important role in perception of any brand but for luxury brands the COO is usually even more important than for mainstream brands because it is an important part of the brand´s heritage. But despite their unfavorable origin we could observe in the last years that brands which originate from CEE region position themselves on the luxury market. The goal of this article is to investigate the COO effect for luxury brand originating in the Czech Republic- namely the watchmaker Prim- and its impact on the marketing strategy of this brand. The main research method used in this article is the case study method which combines the findings of in- depth interviewing and observations together with findings of the secondary research. The managerial implications mainly target brand managers of luxury or premium market brands originating from the Czech Republic and other countries in Central Europe.

30-35

Authors: Carmen Giorgiana Bonaci, Jiří Strouhal, Libuše Müllerová, Jaroslava Roubíčková

Paper focuses on the particular case of professional ethics in the context of the accounting profession. After briefly discussing recent events that made us reconsider our understanding of corporate governance, accountancy and ethics, we try to delimit the state of the art by looking at ethics from the accounting professions’ perspective. When aiming to clarify professional ethics, we closely analyze integrity based on the latest developments undertaken by European professional bodies. Findings are used in identifying ways to contribute to the endeavor of aligning the profession’s performance with society’s reasonable expectations.

43-50

Authors: Květa Olšanová

The working paper provides an overview of key stakeholders involved in the food marketing to children in Europe and in the Czech Republic. It analyzes the role of the legislation as well as of voluntary codes of conduct in the food industry. The industry part of the issue is also covered by explanation of their role and position in the obesity issue. The form of food industry cooperation at the Food Chamber through a working group of involved companies is analyzed and an example of the corporate responsibility program is shown. The paper is going to serve as a review of the issue for further exploration needs.