Tomas Bata University in Zlín

Department of Management and Marketing

Reasearch and Development

1. The Improvement of Organizational Performance by Human Capital Management

Head of the Research Team: Dr. Jana Matošková

Research Team members: Dr. Petra Benyahya; Zuzana Crhová; Assoc. Prof. Aleš Gregar; Dr.
Martin Kovářík; Dr. Lucie Tomancová
PhD Students: Barbora Haltofová; Gabriela Potočková; Ing. Martin Horák; Ravindra Hewa

Main areas of interest: Human Resource Management, Knowledge Sharing, Tacit
Knowledge, Knowledge Metrics, Organizational Performance and its Measurement

Description of Activities: The research team focuses in the long time horizon on Human
Resource Management and Knowledge Management and their impact on organizational
performance and organizational competitiveness. The team examines current trends in the
given fields, procedures and techniques for measurement and an evaluation of the
effectiveness of the given activities and a mutual interconnection of the given activities.
A higher attention is paid especially to the support of knowledge sharing by human resource
management practices and so-called tacit knowledge.

External research grants received:

Czech Science Foundation (GAČR) – Developing Managerial Tacit Knowledge, 406/08/0459,
2008-2010, Assoc. Prof. Aleš Gregar
Czech Science Foundation (GAČR) – Creating a Czech Instrument for Measuring Academic
Tacit Knowledge, 407/12/0821, 2012-2014, Ing. Jana Matošková, Ph.D.
Technology Agency of the Czech Republic (TA ČR) – 50+ Age Category Employees´
Performance and Special Human Resource Management Activities, TD010129, 2012-2013,
Assoc. Prof. Aleš Gregar

Important publications in scientific journals:
1. KONČITÍKOVÁ, G. a A. GREGAR, 2013. The development of socially responsible behaviour in
current business environment on the basis of the heritage of the Corporate Social Responsibility
of the Bata Company up to the year 1945. International Journal of Mathematical Models and
Methods in Applied Sciences. Vol. 7, Iss. 4, p. 412–419. ISSN 1998-0140.
2. KRESSOVA, P., 2012. The experience of the Czech managers with training and development
courses for managers. International Journal of Knowledge, Culture and Change Management.
Vol. 11, Iss. 4, p. 283–294. ISSN 1447-9524.
3. KURUPPUGE, R.H. a A. GREGAR, 2015. Pushing or pulling of the business by family members: A
study of family businesses in Sri Lanka. Foundations of Management [online]. Vol. 7, Iss. 1,
p. 121–128. ISSN 2080-7279. Dostupné z: doi:10.1515/fman-2015-0030
4. MATOŠKOVÁ, Jana, Kamil DOBEŠ a Jana BILÍKOVÁ, 2015. Characteristics of a Successful University
Student. The International Journal of Learning in Higher Education, Vol. 22, Iss. 4, p. 91-105. ISSN
Vlastimil ŠVEC, 2013. Factors Influencing Managerial Tacit Knowledge Formation. Knowledge
Management: An International Journal. Vol. 12, Iss. 4, p. 21–34. ISSN 2327-7998.
6. MATOŠKOVÁ, Jana, 2011. How to Support Knowledge Management through Human Resource
Management Activities. In International Journal of Knowledge, Culture and Change Management.
Champaign, Illinois, USA: Common Ground Publishing , Vol. 11, Iss. 3, p. 207-222. ISSN 1447-
7. MATOŠKOVÁ Jana, 2016. Importance of tacit knowledge for a successful graduation from the
university students’ point of view. International Journal of Interdisciplinary Educational Studies,
Vol. 11, Iss. 4, p. 69-83. ISSN 2327011X.
8. MATOŠKOVÁ, Jana, 2009. Research Methods in the Tacit Knowledge Domain. In The International
Journal of Knowledge, Culture & Change Management. Melbourne, Australia: Common Ground
Publishing, Vol. 9, Iss. 5, p. 79-91. ISSN 1447-9524.
9. MATOŠKOVÁ, Jana a Gabriela POTOČKOVÁ, 2017. Preparation for a University Exam: Students’
Points of View. The International Journal of Assessment and Evaluation, Vol. 24, Iss. 2, p. 17–32.
ISSN 2327-7920. Dostupné z: doi:

Contact details:
Dr. Jana Matošková

tel.: +420 576 032 272
e-mail: | web:
adress: Mostní 5139, 760 01 Zlín

2.Digital Transformation and Its Influence on the Customer Behaviour and Companies’ Processes in
Environment of Traditional and Online Markets

Head of the Research Team: dr. Michal Pilík

Research Team members: dr. Miloslava Chovancová, dr. Jiří Bejtkovský, dr. Eva Juřičková,
Michael Adu Kwarteng

Main areas of interest: Digital Transformation and its Influence on Customer Behaviour in
Environment of Traditional and Online Markets, Influence of Digitization on Companies’
Processes, Management of Strategical Processes of Companies in Conditions of Digital

Description of Activities: Research team focuses on the topic of digitization in the long time
period both changes in customer behavior and adaptation of companies to face challenges
of digital transformation. Members of the research team deal with behaviour of customers
on the traditional and online markets and focus on companies’ processes, mostly in
production companies in the Czech Republic.

Important publications in scientific journals:
1. Osakwe, C. N., Boateng, H., Popa, S., Chovancová, M., & Soto-Acosta, P. (2016).
Understanding Cosmopolitan Consumers’repeat Purchasing in the Emarketplace:
Contribution from a Brand Orientation Theoretical Perspective. E+ M Ekonomie a
Management, (4), 149.
2. Osakwe, C. N., Chovancova, M., & Agu, M. N. (2016). Understanding the Key Drivers
of Emarketplace Uptake Among Micro And Small-Sized Businesses (Msbs) in an
Emerging Economy. Transformation in Business & Economics, 15(3).
3. Pilík, M., Klimek, P., Jurickova, E., Palka, P. (2016) Comparison shopping agents and
Czech online customer´s shopping behaviour. International Journal of Entrepreneurial
Knowledge. 4(2), 62-69. ISSN 2336-2960. DOI: 10.1515/ijek-2016-0014. Available at:
4. Pilík, M., Juřičková, E. (2016). Trust and security as significant factors influencing
online buying behaviour in the Czech Republic. Economics Management
Innovation, 8(2), 31–44. ISSN 1805-353X. Available at:
5. Pilík, M. (2014). Online Buying Behaviour In The Czech Republic. In Proceedings of the
1st International Conference on Finance and Economics 2014. Zlín: Tomas Bata
University in Zlín. ISBN 978-80-7454-405-7.

Contact details:
Associate professor Michal Pilik, Ph.D.
tel.: +420 576 032 302 | mob: +420 734 222 016
e-mail: | web:
adress: Mostní 5139, 760 01 Zlín

3.The Efficiency Management in the HealthcareSector

Head of the Research Team: Assoc. Prof. Pavla Staňková

Research Team members: Dr. Šárka Papadaki; Dr. Jiří Bejtkovský, Ph.D.; Dr. Janka Vydrová;
Ing. Ján Dvorský; Assoc. Prof. Petr Briš
PhD Students: Tomáš Janů, Michaela Opletalová

Main areas of interest: Healthcare Management, Efficiency, Healthcare Organizations,
Hospital, Healthcare Efficiency and its Measurement, Data Envelopment Analysis, Lean
Healthcare, Risk Management

Description of Activities: The research team focuses in the long time horizon on the
efficiency in the healthcare sector focusing on the level: the efficiency of healthcare systems
as one of the strategic goals set by the World Health Organization, the efficiency of
healthcare services in different countries, and efficiency of the healthcare organizations. At
present, the members of the team focuses on the horizontally integrated healthcare
organizations efficiency the Data Envelopment Analysis model to evaluate efficiency. They
pay higher attention to the application of the Balanced Scorecard into healthcare
organizations management in the Czech Republic and lean healthcare.

External research grants received:
GA CR – MZ – Utilization of Modern Costing Methods for Cost Optimization Purposes in
Health Service registered under project number NT 12235-3/2011

Important publications in scientific journals:
1. STAŇKOVÁ, P., PAPADAKI, Š. A comparison of efficiency of hospitals in the individual regions
of the Czech Republic. Scientific Papers of the University of Pardubice, Series D, 2017, 39(1) pp.
2. PAPADAKI, Š., STAŇKOVÁ, P. and KLÍMEK, P. The Effectiveness of Horizontally Integrated
Hospitals in the Czech Republic. International journal of mathematical models and
methods in applied sciences, 2016, 10, pp. 120-133. ISSN 1998-0140.
3. PAPADAKI, Š., STAŇKOVÁ, P. Comparison of Horizontally Integrated Hospitals in Private and
Public sectors of Czech Republic, Economics and Sociology, 2016, Vol. 9, No 3, pp. 180-194. DOI:
4. BRIŠ, P., KECLÍKOVÁ, K., MACUDA, M., ČERMÁKOVÁ, M. Healthcare Quality Management in Great
Britain and Czech Republic, Economics and Sociology, Vol. 9, No 3, pp. 169-179. DOI:
5. PAPADAKI, Š., STAŇKOVÁ, P. Efficiency comparison of integrated and independently managed
hospitals: A case study of central bohemia. Actual Problems of Economics, 2016, 185 (11), pp.
6. PAPADAKI, Š., STAŇKOVÁ, P. Horizontal Integration of Hospitals – Does it have an Impact on their
Effectiveness? Procedia Economics and Finance, 2016, vol. 39, pp. 553-561. ISSN 2212-5671,
7. PAPADAKI, Š. and STAŇKOVÁ, P. Evaluating the Effectiveness of Czech Hospitals in the
Context of the Visegrad Group. EMI 2/2015, Vol. 7, Issue 2, pp. 19-26. ISSN 1805_353X.
8. STAŇKOVÁ, P., CULÍK, T. and KONČITÍKOVÁ, G. Employees` health care in the current
business evnironment (inspiration by Bata company before 1945). International Journal
of Economics and Statistics. Volume 4, 2014, pp. 249 – 256. ISSN 2309-0685.
9. STAŇKOVÁ, P. Institutionalization of Marketing in Hospitals in the Czech Republic.
Journal of Competitiveness. Zlín: Univerzita Tomáše Bati ve Zlíně, 2013. 12 p. ISSN 1804-
10. FIALOVÁ Šárka. Costing in conditions of Czech hospitals. Acta academica karviniensia.
Opava: Slezká univerzita v Opavě, ročník XIII, č. 4, 2013. ISSN 1212-415X
11. TUČKOVÁ, Zuzana, FIALOVÁ, Šárka a Jiří STROUHAL. Health care systems: Some
comparative analysis from Czech perspective. International Journal of Mathematical
Models and Methods in Applied Sciences, Vol. 6. No. 2, 2012, pp. 297-304.

Contact details:
Assoc. Prof. Pavla Staňková
+420 576 032 356
e-mail: | web:
adress: Mostní 5139, 760 01 Zlín

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