Scheffleriläinen rationaalisuus ja kasvatustodellisuuden monikerroksisuus : Jännitteitä ja ratkaisuja Israel Schefflerin kasvatusfilosofiassa

The study is a philosophical analysis of Israel Scheffler’s philosophy of education, focusing on three crucial conceptions in his philosophy: the conception of rationality, the conception of human nature, and the conception of reality. The interrelations of these three concepts as well as their relations to educational theorizing are analysed and elaborated. A conceptual problem concerning Scheffler’s ideal of rationality derives from Scheffler’s supposition of the strong analogy between science education and moral education in terms of the ideal of rationality. This analogy is argued to be conceptually problematic, since the interconnections of rationality, objectivity, and truth, appear to differ from each other in the realms of ethics and science, given the presuppositions of ontological realism and ethical naturalism, to which Scheffler explicitly subscribes. This study considers two philosophical alternatives for solving this problem. The first alternative relates the analogy to the normative concept of personhood deriving from the teleological understanding of human nature. Nevertheless, this position turns out to be problematic for Scheffler, since he rejects all teleological thinking in his philosophy. The problem can be solved, as it is argued, by limiting Scheffler’s rejection of teleology – in light of his philosophical outlook on the whole – in a manner that allows a modest version of a teleological conception of human nature. The second alternative, based especially on Scheffler’s later contributions, is to suggest that reality is actually more complex and manifold than it appears to be in light of a contemporary naturalist worldview. This idea of plurealism – Scheffler’s synthesis of pluralism and realism – is represented especially in Scheffler’s contributions related to his debate with Nelson Goodman dealing with both constructivism and realism. The idea of plurealism is not only related to the ethics-science-distinction, but is more widely related to the relationship between ontological realism and the incommensurable systems of description in diverse realms of human understanding. The Scheffler-Goodman debate is also analysed in relation to the contemporary constructivism-realism debate in educational philosophy. In terms of educational questions, Scheffler’s plurealism is argued as offering a fruitful perspective. Scheffler’s philosophy of education can be interpreted as searching for solutions to the problems deriving from the tension between the tradition of analytical philosophy and the complexity and multiplicity of educational reality. The complexity of reality combined with the supposition of the limitedness of human knowledge does not lead Scheffler to relativism or particularism, but, in contrast, Schefflerian formulations of rationality and objectivity preserve the possibility for critical inquiry in all realms of educational reality. In light of this study, Scheffler’s philosophy of education provides an exceptional example of combining ontological realism, epistemological fallibilism, and the defence of the ideal of rationality, combined with a wide-ranging understanding of educational reality.

Kokemuksia tieteellisten jatko-opintojen ohjauksesta Teknillisen korkeakoulun Tuotantotalouden osastolla : Tavoitteeksi suunnitelmallinen ohjaus jatko-opiskelijan kasvun tueksi

Tutkimuksen tarkoituksena oli selvittää Teknillisen korkeakoulun Tuotantotalouden osaston jatko-opintojenohjauksen nykykäytännöt ja kartoittaa jatko-opiskelijoiden kokemuksia jatko-opintojen ohjauksesta. Lisäksi haluttiin kehittää ohjauksen käytäntöjä. Tutkimusote oli kvalitatiivinen ja pääasialliset tutkimusmenetelmät olivat grounded theory ja teemahaastattelu. Jatko-opiskelijoita haastateltiin yhteensä 18 Tuotantotaloudenosaston kaikilta jatkokoulutuslinjoilta: perinteiseltä linjalta, valtakunnallisesta tohtoriohjelmasta ja teollisuuden tohtoriohjelmasta ExIMasta. Tutkimuksen teoriapohjana olivat konstruktivistinen oppimiskäsitys ja sosiaalikonstruktivismi. Tutkimuksessa pyrittiin löytämään tutkimuksen teon elementit ja selvittämään, kuinka tutkijankoulutusprosessia tulisi konstruktivistisen oppimiskäsityksen mukaisesti tukea. Tieteellisen tiedon tuottamista sosiaalisena prosessina ja ryhmän tukea tutkimuksen teossa käsiteltiin sosiaalikonstruktivistisen teorian avulla. Tutkimuksen päätulokseksi saatiin, että jatko-opiskelijan tutkimusprosessin ohjaamiseen kaivataan suunnitelmallisuutta ja struktuuria. Tutkimuksen tuloksena esitetyn ohjausmallin mukaan opiskelija halutaan aktivoida pohtimaan omia tavoitteitaan ja tutkimuksen teon etenemistä sekä ohjaustarpeitaan jatahoja, joista ohjausta voi hakea. Tämän prosessin tueksi sekä jatko-opiskelijan ja ohjaajan avuksi tutkimuksessa esitetään käytännön työkalu, ohjaussuunnitelma. Yksilöohjauksen järjestäminen on kaikilla jatkokoulutuslinjoilla opiskelijan omalla vastuulla, ja usein ohjaustilanteiden järjestäminen koetaan vaikeaksi. Jatko-opiskelijoilla on useita ohjaustahoja, esimerkiksi oman korkeakoulun ja muiden korkeakoulujen professorien lisäksi tutkijakollegat ja teollisuuden edustajat. Yksilöohjaus on menetelmä- ja sisältötukea, henkistä tukea, kannustusta, keskustelua, ideoita ja ajatusten jäsennystä. Vertaisohjaukseen kuuluu näiden lisäksi samassa tilanteessa olevien ihmisten tuki, palaute ja kritiikki. Hyvän ohjauksen elementtejä ovat kannustaminen ja innostaminen, neuvominen ja jäsentäminen sekä seuranta ja säännöllisyys. Ohjauksessa tulisi lisäksi ottaa huomioon jatkotutkinnon erilainen merkitys eri opiskelijoille. Jatkotutkinto merkitsee joillekin ajokorttia akateemiseen maailmaan, toisille ammatillista kehitystä teollisuudessa. Tutkimuksen teon eri vaiheissa tarvitaan erilaista ohjausta: alkuvaiheessa tiukkaa ohjausta, jotta tutkimuksen oikeat urat löytyvät, raakatyön vaiheessa tukea ja kannustusta, jotta aineistonkeruu ja analyysi onnistuvat, ja loppuvaiheessa tutkimusraportin kommentointia. Tutkimuksessa todetaan lisäksi, että tieto- ja viestintätekniikkaa hyödyntäen voidaan hoitaa joitakin ohjausalueita paremmin kuin nykykäytännöillä. Tutkimuksen tärkeimpiä lähteitä olivat grounded theoryn osalta Strauss & Corbinin(1990) teos, ohjauksen osalta Aittolan (1995), Aittolan & Määtän (1997, 1998) tutkimukset ja Ackerin,Hillin & Blackin (1994) tutkimukset sekä konstruktivismin osalta von Wrightin (1996) ja Tynjälän (1999) tutkimukset. Avainsanat: Tieteelliset jatko-opinnot, teollisuuden tohtoriohjelma, ohjaus, tutorointi, mentorointi, konstruktivismi, sosiaalikonstruktivismi, grounded theory Keywords: Postgraduate education, Ph.D. studies, industry-university collaboration in Ph.D. studies, constructivism, social constructivism, grounded theory, tutoring, mentoring, supervision

Konstruktiivisen linjakkuuden perusteita etsimässä : Systemaattinen analyysi John Biggsin esittämistä yliopisto-opetuksen lähtökohdista

The aim of this study is to explore by systematic textual analysis the crucial conceptions of constructive alignment and to reconstruct the concept of constructive alignment and examine the relation between conceptual relationships in John Biggs’s texts. In this study, I have also analyzed the presuppositions of the concept of constructive alignment and its possible implications. The research material includes Biggs’s (1996b; 2003) article entitled Enhancing Teaching through Constructive Alignment and book entitled Teaching for Quality Learning at University. The primary purpose of the systematic textual analysis is to reconstruct concepts and gain access to a new or more profound understanding of the concepts. The main purpose of the constructive alignment is to design a teaching system that supports and encourages students to adopt a deep approach learning. At the center of the constructive alignment are two concepts: constructivism in learning and alignment in teaching. A tension was detected between these concepts. Biggs assumes that students’ learning activities are primed by the teaching. Because of this it is not important what the teacher does. At the same time he emphasizes that teaching interacts with learning. The teacher’s task is to support student’s appropriate learning activities. On the basis of the analysis, I conclude these conceptions are not mutually exclusive. Interaction between teaching and learning has an effect on student’s learning activities. The most essential benefit of the model of constructive alignment is that Biggs brings together and considers teaching at the same level with learning. A weakness of Biggs’s model relates to the theoretical basis and positions of the concept of constructive alignment. There are some conflicts between conceptions of epistemology in Biggs’s texts. In addition, Biggs writes about constructivism also as conceptions of epistemology, but doesn’t consider implications of that position or what follows or doesn’t follow from that commitment. On the basis of the analysis, I suggest that constructivism refers in Biggs’s texts rather to constructivism in learning than philosophical constructivism. In light of this study, constructive alignment doesn´t lead to philosophical constructivism. That’s why constructive alignment stays out of idealism. Biggs’s way of thinking about teachers possibility to confronting students’ misconceptions and evaluate and assess students’ constructions support a realist purpose in terms of philosophical stance. Realism does not drift toward general problems of relativism, like lack of criteria for assessing or evaluate these constructions.

Automaatioteknologian opetus kuvakepohjaisella ohjelmointikielellä : Teknologiakasvatuksen opetuskokeilu kolmessa eri käyttöympäristössä

Tutkimus kuuluu Helsingin yliopiston opettajankoulutuslaitoksen luonnontieteen ja teknologian opetusta ja opetusvälineitä kehittävään LUONTI-projektiin. Tutkimuksen tarkoituksena on teknologiakasvatukseen liittyvän käsitteistön selkiyttäminen ja projektissa kehitetyn laitteiston, Empirica Controlin, käyttöönotto ja sen tutkiminen. Teoreettisessa taustassa tarkastellaan teknologiaa ja teknologiakasvatusta oppivelvollisuuskoulun näkökulmasta. Erilaisia teknologiamäärittelyjä ja ajatuksia teknologian olemuksesta verrataan tutkimuksessa kehitetyillä malleilla. Teknologia on luonteeltaan integroiva aihepiiri, jolle on ainakin tässä tutkimuksessa esitetyn teorian valossa vaikea määritellä omaa tiedonalaa ja siten luontevaa paikkaa omana oppiaineenaan. Avoimessa oppimisympäristössä tapahtuvaa kognitiivisen teorian mukaista oppimista on hahmoteltu muokkaamalla Lehtisen (1988) esittämää mallia. Aikaisempien tutkimus- ja kokeiluraporttien perusteella määritellään kolme luovaa ongelmanratkaisua ja avointa oppimisympäristöä hyödyntävää työtapaa: mallintava menetelmä, ongelmanratkaisu ja vapaa kokeilu. Empirica Controlia verrataan tekstipohjaiseen Logoon ja muihin markkinoilla oleviin laitteistoihin sekä tarkastellaan sen ominaisuuksia didaktiikan ja konstruktivistisen oppimisteorian näkökulmasta. Tutkimuksen empiirinen osuus koostuu kolmesta opetuskokeilusta. Laajin kokeilu järjestettiin kahdella helsinkiläisellä peruskoulun ala-asteen 2. luokalla. Menetelmällisenä viitekehyksenä oli neljä sykliä käsittävä opetus- ja arviointikäytäntöjen kehittämiseen pyrkivä toimintatutkimus, jossa jokainen sykli pitää sisällään kvantitatiivisesti suoritetun oppimisen tarkastelun. Tiedonhankintamenetelminä käytettiin oppilaiden itsearviointia, erilaisia haastatteluja ja ääninauhan tukemaan strukturoitua päiväkirjaa pyrkien menetelmälliseen triangulaatioon. Näitä tuloksia varmennettiin kahdella lyhyemmällä opetuskokeilulla, joista toisessa tutkittavat olivat viidesluokkalaisia ja toisessa luokan- ja lastentarhanopettajiksi opiskelevia. Tutkimus tuotti kokemuksia Empirica Controlin opetuskäytöstä sekä laitteiston kehittämisehdotuksia. Tulosten mukaan oppilailla oli työskentelyn vaatiman teknologiaan, tietotekniikkaan ja rakentamisee nliittyvät perusvalmiudet. He kokivat työskentelyn positiivisena ja oppivat käyttämään ohjelmointikielen yksinkertaisimpia käskyjä. Lyhyemmät opetuskokeilut antoivat samansuuntaisia tuloksia. Teknologian oppimista tutkittiin automaatioteknologisten laitteiden toiminnasta annettujen selitysten kautta. Selityksissä havaittiin vain hienoista paranemista. Avainsanat: teknologiakasvatus, konstruktivismi, avoin oppimisympäristö, ryhmätyö, tietokoneavusteinen opetus,triangulaatio Keywords: technology education, constructivism, open learning environment, groupwork, computer-aided instruction,triangulation

Alueellinen imago ja identiteetti liikkeessä

Regions are considered to be in competition for investments, industries, inhabitants and skilled labour nationally as well as internationally. In the context of tightening competition, more and more attention has been paid to regional attractors. A positive image is an important attractor in regional competition. In Finland, many towns and regions have either implemented or are planning to implement various image-enhancing campaigns or other measures aimed at improving their image. The role of identity is very important in developing a regional image. Good regional image should be based on a strong regional identity and awareness. Related to this is the perception of one's own region as separate from others and the familiarity of the region. If a region has no place in the awareness of its residents or if the inhabitants do not identify with it, its very existence as a social construct can be questioned. This means that building the regional image, which in this context is seen as social constructivism, is extremely difficult if the degree of regional awareness and identification is low. On the other hand, regional identity is being built also by developing the regional image. In a way, regional discourses have become more marketing-oriented in that instead of trying to create a regional esprit de corps there is now more image-oriented speech aimed at striving to improve the attractivity to outsiders of the region. Even though the goal is to bring the region to the attention of non-residents, a measure of construction of regional identity for the local population is automatically effected at the same time. Regional image and identity are consequences of linguistic producing and understanding of a region. It means that both image and identity are seen as language-created social constructions. The regional image is created through various discourses, but also the construction of a regional identity as regional consciousness and identification is largely a linguistic process. Essential in this context is perceiving the region as a discursive project characterized by its representation as texts, images and symbols. The linguistic production of a region is not a neutral description of "reality", but a representation based on interpretations, experiences and different motivations. Production and perceiving vary in time, so regional image and identity are on the move. This research is driven by the ongoing change of the regional system. The municipal and service structure reform is in progress and the number of municipalities seems to be on the decrease. At the same time, European Union s regional policy and regionalism on the whole are changing the status of sub-regions. At municipal level the crucial question is how the municipal structure reform will affect regional identity. This study points out that strong sense of municipal identity is a source of opposition to changes in municipal structure, but on the other hand the deinstitutionalization of the old municipality in municipal merger does not in itself mean the weakening of municipal identity.

Aluesuunnittelu ja kestävä kehitys Luoteis-Venäjällä : Ympäristösuunnittelun mahdollisuus paikallisissa hallintatavoissa

In this Ph.D. thesis I have studied how the objectives of sustainable development have been integrated into Northwest Russian urban and regional planning, and how the Russian planning discourse has changed after the collapse of the Soviet Union. By analysing the planning discussion, processes, and strategic documents I have also investigated the use of power and governmentality in urban and regional planning. As a methodological foundation I have used an approach that I call geographical constructivism . It was possible to answer in a relevant manner the question of how sustainable development has become a part of planning in Northwest Russia through a discourse analysis of the planning discussion. During the last decades, the aim of sustainable development has become globally one of the most central societal challenges. Urban and regional planning has a central role to play in promoting this process, since many meta-level objectives actually take shape within its sphere. An ever more actual challenge brought by sustainable development is to plan regions and places while balancing the conflicts of the pressures of safeguarding a good environment and of taking into consideration social and economic needs. I have given these unavoidable conflicts of sustainable development a central place in my work. In my view, complementing instrumental and communicative rationality with conflict rationality gives environmental planning a well-equipped toolbox. Sustainable development can be enhanced in urban and regional planning by seeking open, and especially hidden, potential conflicts. Thus, the expressed thinking (mentality) and actions taken by power regimes in and around conflicts open an interesting viewpoint into Northwest Russian governmentality. I examine the significance of sustainable development in planning through Northwest Russian geography, and also through recent planning legislation and four case studies. In addition, I project my analysis of empirical material onto the latest discussion of planning theory. My four case studies, which are based on independent and separate empirical material (42 thematic interviews and planning documents), consider the republics of Karelia and Komi, Leningrad oblast and the city of Saint Petersburg. In the dissertation I argue how sustainable development is, in the local governmentalities of Northwest Russia, understood as a concept where solving environmental problems is central, and that they can be solved through planning carried out by the planning professionals. Despite this idealism, environmental improvements have been overlooked by appealing to difficult economic factors. This is what I consider environmental racism, which I think is the most central barrier to sustainable development in Northwest Russia. The situation concerning the social dimension of sustainable development is even more difficult, since, for example, the development of local democracy is not highly valued. In the planning discourse this democracy racism is explained by a short history of democracy in Russia. However, precisely through planning conflicts, for example in St. Petersburg, planning has become socially more sustainable: protests by local inhabitants have bypassed the poorly functioning representational democracy, when the governmentality has changed from a mute use of power to one that adopts a stand on a conflicting issue. Keywords: Russia, urban and regional planning, sustainable development, environmental planning, power and conflicts in planning, governmentality, rationalities.

EU Multi-level Governance in the Making - The Community Initiative LEADER+ in Finland and Germany

In order to fully understand the process of European integration it is of paramount importance to consider developments at the sub-national and local level. EU integration scholars shifted their attention to the local level only at the beginning of the 1990s with the concept of multi-level governance (MLG). While MLG is the first concept to scrutinise the position of local levels of public administration and other actors within the EU polity, I perceive it as too optimistic in the degree of influence it ascribes to local levels. Thus, learning from and combining MLG with other concepts, such as structural constructivism, helps to reveal some of the hidden aspects of EU integration and paint a more realistic picture of multi-level interaction. This thesis also answers the call for more case studies in order to conceptualise MLG further. After a critical study of theories and concepts of European integration, above all, MLG, I will analyse sub-national and local government in Finland and Germany. I show how the sub-national level and local governments are embedded in the EU s multi-level structure of governance and how, through EU integration, those levels have been empowered but also how their scope of action has partially decreased. After theoretical and institutional contextualisation, I present the results of my empirical study of the EU s Community Initiative LEADER+. LEADER stands for Liaison Entre Actions de Développement de l'Économie Rurale , and aims at improving the economic conditions in Europe s rural areas. I was interested in how different actors construct and shape EU financed rural development, especially in how local actors organised in so-called local action groups (LAGs) cooperate with other administrative units within the LEADER+ administrative chain. I also examined intra-institutional relations within those groups, in order to find out who are the most influential and powerful actors within them. Empirical data on the Finnish and German LAGs was first gathered through a survey, which was then supplemented and completed by interviewing LAG members, LAG-managers, several civil servants from Finnish and German decision-making and managing authorities and a civil servant from the EU Commission. My main argument is that in both Germany and Finland, the Community Initiative LEADER+ offered a space for multi-level interaction and local-level involvement, a space that on the one hand consists of highly motivated people actively contributing to the improvement of the quality of life and economy in Europe s countryside but which is dependent and also restricted by national administrative practices, implementation approaches and cultures on the other. In Finland, the principle of tri-partition (kolmikantaperiaatte) in organising the executive committees of LAGs is very noticeable. In comparison to Germany, for instance, the representation of public administration in those committees is much more limited due to this principle. Furthermore, the mobilisation of local residents and the bringing together of actors from the local area with different social and institutional backgrounds to become an active part of LEADER+ was more successful in Finland than in Germany. Tri-partition as applied in Finland should serve as a model for similar policies in other EU member states. EU integration changed the formal and informal inter-institutional relations linking the different levels of government. The third sector including non-governmental institutions and interest groups gained access to policy-making processes and increasingly interact with government institutions at all levels of public administration. These developments do not necessarily result in the empowering of the local level.

Hyvinvointivaltion pelastamisella huonosti voivia eläkeläisiä? – mediakeskustelua vuoden 2009 eläkeiän nostopäätöksestä

This thesis examines the media debate on pensions. The case analysed in the thesis is the debate that sharpened after the Finnish government made the decision to raise the retirement age. The analysed data consists of articles published in the printed media during one month after the decision was made on 24th of February in 2009. The aim of the study is to describe how the decision is argued about by different positions of speakers and how retirement is justified from the perspective of the individual. Furthermore, the purpose is to discover different ways of discussing the pensioner. The theoretical frame for this study is social constructivism, which understands reality as socially constructed with language. From this perspective, media texts can be seen as one form of shaping reality. The data is analysed by using different methods. Thematisation is used to discover the key topics, and quantification is used to examine the prevalence of different arguments. The method in which the speaker’s ways of speaking is analysed in different participant categories I call “a speaker position analysis”. The debate around the decision to raise the retirement age highlight the power struggle both between the government and the opposition as well as the government and employee unions. One thing all discussants agree is the need to raise the retirement age. From the individual's perspective, retirement is justified mostly with hard working conditions and inadequacy of health. The pensioner's image is appearing gloomy in most discourses. Prevailing discourses are seeing a pensioner either sick and tired or someone who is not good for work and has lost his dignity. The debate around the decision is intertwined around the concepts of welfare state and individual's well-being. In the postmodern society, human preferences are individualised. Welfare state means different things to different people, as well as the individual's subjective perception of well-being is unique. These two aspects are the ones which raise the tension in the analysed media debate.

World parliament – fact or fiction? On the feasibility of world parliamentary models

Cosmopolitan ideals have been on the philosophical agenda for several millennia but the end of the Cold War started a new discussion on state sovereignty, global democracy, the role of international law and global institutions. The Westphalian state system in practice since the 17th century is transforming and the democracy deficit needs new solutions. An impetus has been the fact that in the present world, an international body representing global citizens does not exist. In this Master’s thesis, the possibility of establishing a world parliament is examined. In a case analysis, 17 models on world parliament from two journals, a volume of essays and two other publications are discussed. Based on general observations, the models are divided into four thematic groups. The models are analyzed with an emphasis on feasible and probable elements. Further, a new scenario with a time frame of thirty years is proposed based on the methodology of normative futures studies, taking special interest in causal relationships and actions leading to change. The scenario presents three gradual steps that each need to be realized before a sustainable world parliament is established. The theoretical framework is based on social constructivism, and changes in international and multi-level governance are examined with the concepts of globalization, democracy and sovereignty. A feasible, desirable and credible world parliament is constituted gradually by implying electoral, democratic and legal measures for members initially from exclusively democratic states, parliamentarians, non-governmental organizations and other groups. The parliament should be located outside the United Nations context, since a new body avoids the problem of inefficiency currently prevailing in the UN. The main objectives of the world parliament are to safeguard peace and international law and to offer legal advice in cases when international law has been violated. A feasible world parliament is advisory in the beginning but it is granted legislative powers in the future. The number of members in the world parliament could also be extended following the example of the EU enlargement process.

Constructions and situations : a constructivist reading of Hegel's System

The object of this work is Hegel's Logic, which comprises the first third of his philosophical System that also includes the Philosophy of Nature and the Philosophy of Spirit. The work is divided into two parts, where the first part investigates Hegel s Logic in itself or without an explicit reference to rest of Hegel's System. It is argued in the first part that Hegel's Logic contains a methodology for constructing examples of basic ontological categories. The starting point on which this construction is based is a structure Hegel calls Nothing, which I argue to be identical with an empty situation, that is, a situation with no objects in it. Examples of further categories are constructed, firstly, by making previous structures objects of new situations. This rule makes it possible for Hegel to introduce examples of ontological structures that contain objects as constituents. Secondly, Hegel takes also the very constructions he uses as constituents of further structures: thus, he is able to exemplify ontological categories involving causal relations. The final result of Hegel's Logic should then be a model of Hegel s Logic itself, or at least of its basic methods. The second part of the work focuses on the relation of Hegel's Logic to the other parts of Hegel's System. My interpretation tries to avoid, firstly, the extreme of taking Hegel's System as a grand metaphysical attempt to deduce what exists through abstract thinking, and secondly, the extreme of seeing Hegel's System as mere diluted Kantianism or a second-order investigation of theories concerning objects instead of actual objects. I suggest a third manner of reading Hegel's System, based on extending the constructivism of Hegel's Logic to the whole of his philosophical System. According to this interpretation, transitions between parts of Hegel's System should not be understood as proofs of any sort, but as constructions of one structure or its model from another structure. Hence, these transitions involve at least, and especially within the Philosophy of Nature, modelling of one type of object or phenomenon through characteristics of an object or phenomenon of another type, and in the best case, and especially within the Philosophy of Spirit, transformations of an object or phenomenon of one type into an object or phenomenon of another type. Thus, the transitions and descriptions within Hegel's System concern actual objects and not mere theories, but they still involve no fallacious deductions.

Strategic Sales Process Adaptation: Relationship Orientation of the Sales Process in a Business-to-Business Context

Although previous research has recognised adaptation as a central aspect in relationships, the adaptation of the sales process to the buying process has not been studied. Furthermore, the linking of relationship orientation as mindset with adaptation as a strategy and forming the means has not been elaborated upon in previous research. Adaptation in the context of relationships has mostly been studied in relationship marketing. In sales and sales management research, adaptation has been studied with reference to personal selling. This study focuses on adaptation of the sales process to strategically match it to the buyer’s mindset and buying process. The purpose of this study is to develop a framework for strategic adaptation of the seller’s sales process to match the buyer’s buying process in a business-to-business context to make sales processes more relationship oriented. In order to arrive at a holistic view of adaptation of the sales process during relationship initiation, both the seller and buyer are included in an extensive case analysed in the study. However, the selected perspective is primarily that of the seller, and the level focused on is that of the sales process. The epistemological perspective adopted is constructivism. The study is a qualitative one applying a retrospective case study, where the main sources of information are in-depth semi-structured interviews with key informants representing the counterparts at the seller and the buyer in the software development and telecommunications industries. The main theoretical contributions of this research involve targeting a new area in the crossroads of relationship marketing, sales and sales management, and buying and purchasing by studying adaptation in a business-to-business context from a new perspective. Primarily, this study contributes to research in sales and sales management with reference to relationship orientation and strategic sales process adaptation. This research fills three research gaps. Firstly, linking the relationship orientation mindset with adaptation as strategy. Secondly, extending adaptation in sales from adaptation in selling to strategic adaptation of the sales process. Thirdly, extending adaptation to include facilitation of adaptation. The approach applied in the study, systematic combining, is characterised by continuously moving back and forth between theory and empirical data. The framework that emerges, in which linking mindset with strategy with mindset and means forms a central aspect, includes three layers: purchasing portfolio, seller-buyer relationship orientation, and strategic sales process adaptation. Linking the three layers enables an analysis of where sales process adaptation can make a contribution. Furthermore, implications for managerial use are demonstrated, for example how sellers can avoid the ‘trap’ of ad-hoc adaptation. This includes involving the company, embracing the buyer’s purchasing portfolio, understanding the current position that the seller has in this portfolio, and possibly educating the buyer about advantages of adopting a relationship-oriented approach.