Z19 - Cultural Economics: OtherReturn

Contemporary Russian is characterized by a tendency to economize linguistic means. Therefore, all kinds of multi-word designations abbreviation are very productive. These multi-word designations usually constitute official names of different realia. A significant increase in the number of abbreviations is related to a natural linguistic reaction to economic and socio-political changes. In the Russian language, abbreviation is deeply embedded in the word-formation system and is closely related to derivation and composition. Most Russian linguists consider abbreviations as common linguistic means of expression. Abbreviation extends word-formation, grammatical and also semantic opportunities and determines the development of new communicative-functional tendencies that cannot be omitted. The nominative function of abbreviations has been extended while abbreviations acquire not only polysemic and homonymic capacities but also emotional and expressive qualities. The functional importance of abbreviations has been increasing too. Abbreviations are fundamentally a product of deliberate collective word-formation that is determined by both linguistic and extralinguistic factors. Abbreviations were first used in the written form and then passed to spoken language where they became consolidated and naturalized. Last but not least, we can observe a growing number of foreign abbreviations.

The article focuses on integration of a new subject Academic writing into the curriculum of School of Business Administration in Karviná. The aim of the paper is to analyse the present status of diploma project supervision, point at the main imperfections in academic writing on BA level, and to suggest improvements. Based on the inquiries, recorded during the seminars the difficulties affecting final projects writing are presented. The paper also presents our evaluation questionnaire research results carried out after the Academic Writing pilot course. The research, except the pilot course evaluation, has brought numerous stimuli for further improvement in the course content, instruction, and organisation. The stimuli are to be integrated in the new modified version of the Academic Writing course.

This text shows a methodological approach for creating national advertising style which is very important for aiming advertising campaigns in non-domestic regions. This approach is based on a numbers of many researches which have been realized and published. First phase is focuses on identifying of cultural dimensions by professor Hofstede and Schwartze. After that is necessary to identify communication context of advertisements in specific region and apply in it the most significant cultural dimensions. We can create specific national advertising style based on these principals.

During last decade is become concept of corporate culture important and popular topic as a source of competitive advantage. Following paper is focused on short theoretical analysis and definition of corporate culture term; main elements of organizational culture and importance of values in organizational culture. Within the context of existence advantages of positive corporate culture and organizational culture elements, are presented first survey's results between Czech firms. Research shows importance of organizational values, which are in comparison with mains attributes of entrepreneurship environment indicate interesting findings and conclusions.