This research theme investigates how emerging information technologies—particularly Generative Artificial Intelligence, Blockchain, and Big Data Analytics—create measurable business value and drive data-driven digital transformation. The focus is on empirically analyzing how organizations adopt and integrate these technologies to enhance operational performance, innovation capacity, and strategic decision-making. It emphasizes quantitative and data-oriented approaches to understanding the mechanisms linking technological adoption with organizational outcomes, as well as the managerial and ethical implications of leveraging such technologies in contemporary business environments.

The supervisor for this topic is associate professor Ahad Zareravasan. Detailed information about the supervisor, his publications and research projects can be found here.

One of the fundamental topics in strategic management is organizational adaptation: how organizations adapt to changing environmental conditions, how the environment influences this process (or how organizational adaptation influences the environment), and why organizations fail in their adaptive efforts. The topic involves but is not limited to strategic choices incumbent organizations make when facing a changing environment and the performance consequences of these choices; or strategic choices of new entrants to the industry (business models, forms of organizing, etc.). Your research will have an organization-level perspective and may involve mixed methods (elements of quantitative and qualitative research).

The supervisor for this topic is associate professor Michal Jirásek. Detailed information about the supervisor, his publications and research projects can be found here.

The aim of this research stream is to explore the effectiveness of eWOM through a comprehensive dissertation. Commence with a systematic literature review to identify and summarize influencing factors of eWOM-syWOM. Based on this, develop and test a conceptual model using quantitative research methods, including surveys (survey-experiments) and experiments. Employ Structural Equation Modeling (SEM), NCA and-or fsQCA and other advanced statistical techniques for in-depth analysis. Clear presentation and detailed elaboration of the findings are essential, showcasing the theoretical and practical implications of eWOM-syWOM effectiveness. The research should be characterized by methodological rigor and clarity, and should result in several scientific articles.

The supervisor for this topic is associate professor Dušan Mladenovič. Detailed information about the supervisor, his publications and research projects can be found here.

The research investigates how heuristic nudges influence responsible consumption behavior. It starts with a systematic literature review mapping key heuristic mechanisms such as social norms, message framing, and default effects. Based on this, a conceptual model will be developed and empirically tested through survey-experiments and controlled experiments. Data will be analyzed using SEM, NCA, and fsQCA to capture both linear and configurational relationships. The study aims to identify how simple digital cues can promote sustainable purchasing decisions while preserving consumer autonomy. Results should lead to scientific publications and contribute to the understanding of behavioral drivers of responsible consumption.

The supervisor for this topic is associate professor Dušan Mladenovič. Detailed information about the supervisor, his publications and research projects can be found here.

Responsible consumer behaviour has been widely examined in academic literature; however, existing studies often concentrate on normative frameworks or isolated behavioural aspects without adequately addressing actual behaviour change. Furthermore, empirical research on the intention–behaviour gap remains limited. This dissertation will investigate consumer attitudes, behavioural intentions, actual practices, as well as the barriers and drivers of behavioural change, with a particular focus on how such change can be effectively achieved. A mixed-methods approach, potentially incorporating experimental designs, is anticipated. The research will seek to answer one or more of the following questions, or similar: which behavioural interventions (e.g. nudging, framing, social norms) are most effective in promoting sustainable consumer choices; how different communication strategies (e.g. transparency, emotional appeal, data-driven messaging) influence consumers’ willingness to adopt sustainable behaviours; what role trust and perceived credibility of businesses - or of messages more broadly - play in motivating behavioural change towards sustainability; how businesses can tailor sustainability initiatives to different consumer segments to maximise behavioural impact; and what the long-term effects of sustainability-focused marketing are on consumer habits and brand loyalty.

The supervisor for this topic is associate professor Ondřej Částek. Detailed information about the supervisor, his publications and research projects can be found here.