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The conference took place on September, 8-9, 2016 under the auspices of Prof. PhDr. Jiří Lach, Ph.D., M.A., Dean of the Faculty of Arts, Palacky University in Olmouc. Edit by: Mgr. Pavla Slavíčková, Ph.D. Reviewers: Assoc. Prof. Ing. Miloslava Chovancová, CSc. Assoc. Prof. Mgr. Roman Jašek, Ph.D. Assoc. Prof. Jaroslava Kubátová, Ph.D. Assoc. Prof. Ing. Ludmila Mládková, Ph.D. Assoc. Prof. Richard Pospíšil, Ph.D. Mgr. Pavla Slavíčková, Ph.D. Scientific Committee: Prof. PhDr. Jana Geršlová, CSc. (Technical University of Ostrava, Palacky University in Olomouc) Prof. Xiaodong Fu, Ph.D. (Renmin University of China) Assoc. Prof. Mária Dzurová, Ph.D. (University of Economics, Bratislava) Assoc. Prof. Roman Jašek, Ph.D. (Tomas Bata University in Zlin) Assoc. Prof. Jaroslava Kubátová, Ph.D. (Palacky University in Olomouc) Assoc. Prof. Ludmila Mládková, Ph.D. (University of Economics, Prague) Prof. Univ. Bogdan Oancea, Ph.D. (University of Bucharest, Bucharest) Assoc. Prof. Richard Pospíšil, Ph.D. (Palacky University in Olomouc) Assoc. Prof. Pavel Žufan, Ph.D. (Mendel University, Brno) Assoc. Prof. PaedDr. ThDr. Anton Lisnik, Ph.D. (Catholic University in Ruzomberok) Radoslaw Walczak, Ph.D. (Opole University, Institute of Psychology) Prof. Heli C. Wang (Singapore Management University) Prof. Huang Xiaoming (Confucius Institute, Olomouc) Societas Scientiarum Olomucensis II www.knowledgeconference.upol.cz ISBN: 978-80-87533-14-7 Olomouc 2016 2 Foreword Knowledge for Market Use is a traditional international scientific conference organized by the Department of Applied Economics, FoA, PU in Olomouc since 2006. With regard to the current world issues the subtitle of the conference in 2016 was Our Interconnected and Divided World. The participants of the conference presented this subject from many different and very interesting points of view. For example, during the opening roundtable the topics of changes of knowledge requirements on the job market, ethical aspects of knowledge and innovation, or those of glocal nationalism versus spaceless identity and community were discussed. These proceedings contain papers chosen for publication. You can find the proceedings and broader information about the conference on its website http://knowledgeconference.upol.cz. 3 OBSAH KNOWLEDGE ORGANIZATION - A NEW DIMENSION OF THE QUALITY OF WORKING LIFE ............................. 10 MÁRIA ANTALOVÁ APPROACHES TO DEFINE MANAGEMENT ACCOUNTING ................................................................................ 18 ANITA ATANASSOVA HOW THE CZECHS PERCEIVE THE CHINESE - AN IMPORTANT ASPECT FOR SUCCESSFUL IMPLEMENTATION OF THE ONE BELT ONE ROAD INITIATIVE ............................................................................................................. 24 HELGA BEDÁŇOVÁ TEAM COACHING ........................................................................................................................................... 38 VERONIKA BENEŠOVÁ CORPORATE SOCIAL RESPONSIBILITY IN ENVIRONMENTAL PROTECTION IN ENTERPRISES OF CEMENT INDUSTRY....................................................................................................................................................... 42 RENATA BIADACZ, ŁUKASZ SZYDEŁKO PRODUCT AS AN INTEGRAL PART OF THE CORPORATE IDENTITY ................................................................... 49 VLASTIMIL BIJOTA LOW INTEREST RATES - SOME RISKS AND SOLUTIONS ................................................................................... 54 EVA BOHANESOVÁ MILITARY EXPENDITURE AS A PART OF PUBLIC FINANCE AND THEIR IMPLICATIONS ON THE SECURITY ENVIRONMENT .............................................................................................................................................. 60 JANA BOULAOUAD THE VALUES AND MARKETING MANAGEMENT OF R