Malesia, Singapore ja etniset kiinalaiset : Kaksi tapaa rakentaa kansallista yhtenäisyyttä

Tutkimuksen tavoitteena on perehtyä Malesian ja Singaporen kiinalaisten etniseen ja kansalliseen identiteettiin. Tutkimus tarkastelee ja vertailee erityisesti Malesian ja Singaporen valtionhallintojen keinoja rakentaa kansallista yhtenäisyyttä ja vähentää etnisen identiteetin merkitystä. Lisäksi tutkimus luo kriteerijoukon, jonka avulla voidaan vertailla Malesian ja Singaporen yhteiskuntien onnistumista tai epäonnistumista kansallisen yhtenäisyyden rakentamisessa. Tutkimustehtävä jakautuu kahteen kysymykseen: Miten Malesian ja Singaporen valtionhallinnon menetelmät vaikuttavat etnisten kiinalaisten kansalliseen ja etniseen identiteettiin, ja miten maiden menetelmät eroavat toisistaan? Lopuksi vertailemalla Malesiaa ja Singaporea tutkimuksessa päätellään luodun kriteerijoukon avulla, miten kansallinen yhtenäisyys on toteutunut näissä kahdessa maassa. Tutkimuksen teoriatausta perustuu etnistä ja kansallista identiteettiä tutkineiden Fredrik Barthin, Nathan Glazerin ja Daniel P. Moynihanin, Donald Horowitzin, Milton J. Esmanin, Benedict Andersonin, Anthony D. Smithin ja Stuart Hallin teorioihin. Nämä tutkijat painottavat eri tekijöiden merkitystä kansalliselle identiteetille ja yhtenäisyydelle, toisiaan täydentäen. Kyseessä on teoreettinen tutkimus. Siksi sen aineisto koostuu pääasiassa sekundaarilähteistä: tieteellisistä teoksista ja artikkeleista sekä sähköisistä lehtiartikkeleista. Primäärilähteitä ovat Malesian ja Singaporen perustuslait, Malesian ja Singaporen tilastokeskuksien tilastot sekä Malesian entisen pääministerin Mahathir bin Mohamadin vuonna 1991 pitämä Vision 2020 -puhe. Aineistoa on analysoitu tutkimuksen teoriataustan avulla. Monipuolisemman kuvan muodostamiseksi on tutkimukseen valittu sekä länsimaalaisten tutkijoiden että singaporelaisten ja malesialaisten tutkijoiden tutkimuksia. Lisäksi, puolueellisuuden välttämiseksi, on tutkimukseen valittu eri etnisiin ryhmiin kuuluvien tutkijoiden artikkeleita ja teoksia. Tutkimuksessa on päädytty seuraavan tulokseen. Jotta kansallinen yhtenäisyys voidaan saavuttaa Malesian ja Singaporen monietnisissä yhteiskunnissa, tulee valtionhallinnon keskittyä erityisesti seuraaviin viiteen tehtävään: kansantalouden kehittämiseen, etnisten ryhmien välisen taloudellisen tasa-arvoisuuden edistämiseen, poliittisen aktiivisuuden ja osallistumisen kannustamiseen, etnisten yhteisöjen samanarvoisuuden toteuttamiseen lain edessä ja tasa-arvoisen koulutusjärjestelmän rakentamiseen. Näiden kriteerien perusteella Malesia ja Singapore eivät ole kansallisesti yhtenäisiä valtioita. Singapore on kuitenkin kansallisesti yhtenäisempi, sillä se täyttää viidestä kriteeristä kolme, kun Malesia täyttää vain kaksi kriteeriä. Malesialla ja Singaporella on kaksi hyvin erilaista tapaa rakentaa kansallista yhtenäisyyttä, mutta lopputulokset ovat kuitenkin hyvin samankaltaiset. Tutkimus päättelee, että etnisten yhteisöjen institutionaalinen asema molemmissa maissa on yksi ratkaisevimmista esteistä kansalliselle yhtenäisyydelle.

Profitable Customer Management: A Study in Retail Banking

The increasing focus of relationship marketing and customer relationship management (CRM) studies on issues of customer profitability has led to the emergence of an area of research on profitable customer management. Nevertheless, there is a notable lack of empirical research examining the current practices of firms specifically with regard to the profitable management of customer relationships according to the approaches suggested in theory. This thesis fills this research gap by exploring profitable customer management in the retail banking sector. Several topics are covered, including marketing metrics and accountability; challenges in the implementation of profitable customer management approaches in practice; analytic versus heuristic (‘rule of thumb’) decision making; and the modification of costly customer behavior in order to increase customer profitability, customer lifetime value (CLV), and customer equity, i.e. the financial value of the customer base. The thesis critically reviews the concept of customer equity and proposes a Customer Equity Scorecard, providing a starting point for a constructive dialog between marketing and finance concerning the development of appropriate metrics to measure marketing outcomes. Since customer management and measurement issues go hand in hand, profitable customer management is contingent on both marketing management skills and financial measurement skills. A clear gap between marketing theory and practice regarding profitable customer management is also identified. The findings show that key customer management aspects that have been proposed within the literature on profitable customer management for many years, are not being actively applied by the banks included in the research. Instead, several areas of customer management decision making are found to be influenced by heuristics. This dilemma for marketing accountability is addressed by emphasizing that CLV and customer equity, which are aggregate metrics, only provide certain indications regarding the relative value of customers and the approximate value of the customer base (or groups of customers), respectively. The value created by marketing manifests itself in the effect of marketing actions on customer perceptions, behavior, and ultimately the components of CLV, namely revenues, costs, risk, and retention, as well as additional components of customer equity, such as customer acquisition. The thesis also points out that although costs are a crucial component of CLV, they have largely been neglected in prior CRM research. Cost-cutting has often been viewed negatively in customer-focused marketing literature on service quality and customer profitability, but the case studies in this thesis demonstrate that reduced costs do not necessarily have to lead to lower service quality, customer retention, and customer-related revenues. Consequently, this thesis provides an expanded foundation upon which marketers can stake their claim for accountability. By focusing on the range of drivers and all of the components of CLV and customer equity, marketing has the potential to provide specific evidence concerning how various activities have affected the drivers and components of CLV within different groups of customers, and the implications for customer equity on a customer base level.

Vision based indoor positioning in a retail environment

Modern smart phones often come with a significant amount of computational power and an integrated digital camera making them an ideal platform for intelligents assistants. This work is restricted to retail environments, where users could be provided with for example navigational in- structions to desired products or information about special offers within their close proximity. This kind of applications usually require information about the user's current location in the domain environment, which in our case corresponds to a retail store. We propose a vision based positioning approach that recognizes products the user's mobile phone's camera is currently pointing at. The products are related to locations within the store, which enables us to locate the user by pointing the mobile phone's camera to a group of products. The first step of our method is to extract meaningful features from digital images. We use the Scale- Invariant Feature Transform SIFT algorithm, which extracts features that are highly distinctive in the sense that they can be correctly matched against a large database of features from many images. We collect a comprehensive set of images from all meaningful locations within our domain and extract the SIFT features from each of these images. As the SIFT features are of high dimensionality and thus comparing individual features is infeasible, we apply the Bags of Keypoints method which creates a generic representation, visual category, from all features extracted from images taken from a specific location. A category for an unseen image can be deduced by extracting the corresponding SIFT features and by choosing the category that best fits the extracted features. We have applied the proposed method within a Finnish supermarket. We consider grocery shelves as categories which is a sufficient level of accuracy to help users navigate or to provide useful information about nearby products. We achieve a 40% accuracy which is quite low for commercial applications while significantly outperforming the random guess baseline. Our results suggest that the accuracy of the classification could be increased with a deeper analysis on the domain and by combining existing positioning methods with ours.