Drivers and barriers of mobile travel and tourism service adoption : a study of individual perceptions and business model development in a travel and tourism context

The Travel and Tourism field is undergoing changes due to the rapid development of information technology and digital services. Online travel has profoundly changed the way travel and tourism organizations interact with their customers. Mobile technology such as mobile services for pocket devices (e.g. mobile phones) has the potential to take this development even further. Nevertheless, many issues have been highlighted since the early days of mobile services development (e.g. the lack of relevance, ease of use of many services). However, the wide adoption of smartphones and the mobile Internet in many countries as well as the formation of so-called ecosystems between vendors of mobile technology indicate that many of these issues have been overcome. Also when looking at the numbers of downloaded applications related to travel in application stores like Google Play, it seems obvious that mobile travel and tourism services are adopted and used by many individuals. However, as business is expected to start booming in the mobile era, many issues have a tendency to be overlooked. Travelers are generally on the go and thus services that work effectively in mobile settings (e.g. during a trip) are essential. Hence, the individuals’ perceived drivers and barriers to use mobile travel and tourism services in on-site or during trip settings seem particularly valuable to understand; thus this is one primary aim of the thesis. We are, however, also interested in understanding different types of mobile travel service users. Individuals may indeed be very different in their propensity to adopt and use technology based innovations (services). Research is also switching more from investigating issues of mobile service development to understanding individuals’ usage patterns of mobile services. But designing new mobile services may be a complex matter from a service provider perspective. Hence, our secondary aim is to provide insights into drivers and barriers of mobile travel and tourism service development from a holistic business model perspective. To accomplish the research objectives seven different studies have been conducted over a time period from 2002 – 2013. The studies are founded on and contribute to theories within diffusion of innovations, technology acceptance, value creation, user experience and business model development. Several different research methods are utilized: surveys, field and laboratory experiments and action research. The findings suggest that a successful mobile travel and tourism service is a service which supports one or several mobile motives (needs) of individuals such as spontaneous needs, time-critical arrangements, efficiency ambitions, mobility related needs (location features) and entertainment needs. The service could be customized to support travelers’ style of traveling (e.g. organized travel or independent travel) and should be easy to use, especially easy to take into use (access, install and learn) during a trip, without causing security concerns and/or financial risks for the user. In fact, the findings suggest that the most prominent barrier to the use of mobile travel and tourism services during a trip is an individual’s perceived financial cost (entry costs and usage costs). It should, however, be noted that regulations are put in place in the EU regarding data roaming prices between European countries and national telecom operators are starting to see ‘international data subscriptions’ as a sales advantage (e.g. Finnish Sonera provides a data subscription in the Baltic and Nordic region at the same price as in Finland), which will enhance the adoption of mobile travel and tourism services also in international contexts. In order to speed up the adoption rate travel service providers could consider e.g. more local initiatives of free Wi-Fi networks, development of services that can be used, at least to some extent, in an offline mode (do not require costly network access during a trip) and cooperation with telecom operators (e.g. lower usage costs for travelers who use specific mobile services or travel with specific vendors). Furthermore, based on a developed framework for user experience of mobile trip arrangements, the results show that a well-designed mobile site and/or native application, which preferably supports integration with other mobile services, is a must for true mobile presence. In fact, travel service providers who want to build a relationship with their customers need to consider a downloadable native application, but in order to be found through the mobile channel and make contact with potential new customers, a mobile website should be available. Moreover, we have made a first attempt with cluster analysis to identify user categories of mobile services in a travel and tourism context. The following four categories were identified: info-seekers, checkers, bookers and all-rounders. For example “all-rounders”, represented primarily by individuals who use their pocket device for almost any of the investigated mobile travel services, constituted primarily of 23 to 50 year old males with high travel frequency and great online experience. The results also indicate that travel service providers will increasingly become multi-channel providers. To manage multiple online channels, closely integrated and hybrid online platforms for different devices, supporting all steps in a traveler process should be considered. It could be useful for travel service providers to focus more on developing browser-based mobile services (HTML5-solutions) than native applications that work only with specific operating systems and for specific devices. Based on an action research study and utilizing a holistic business model framework called STOF we found that HTML5 as an emerging platform, at least for now, has some limitations regarding the development of the user experience and monetizing the application. In fact, a native application store (e.g. Google Play) may be a key mediator in the adoption of mobile travel and tourism services both from a traveler and a service provider perspective. Moreover, it must be remembered that many device and mobile operating system developers want service providers to specifically create services for their platforms and see native applications as a strategic advantage to sell more devices of a certain kind. The mobile telecom industry has moved into a battle of ecosystems where device makers, developers of operating systems and service developers are to some extent forced to choose their development platforms.

Vesihuollon aluesaneerausten arvottamisen kehittäminen Jyväskylässä

Vesihuoltoverkostojen ikääntyminen ja niiden kunnon heikentyminen ovat useimpien vesihuoltolaitosten ongelmia. Tekemättä jääneistä saneerauksista muodostuu saneerausvelkaa, jonka hoitaminen vaatii tehokkaita toimenpiteitä.Saneerausten tehokas kohdentaminen on tärkeää, koska käytettävissä olevat taloudelliset ja toiminnalliset resurssit ovat rajallisia. Työn tavoitteena oli kehittää laskentamalli, jonka avulla vesihuollon huonokuntoiset alueet voidaan arvottaa saneerausjärjestykseen. Tutkimusmenetelminä käytettiin vesihuollon yleisten tietojen osalta kirjallisuustutkimusta sekä toimeksiantajan verkostotietojen osalta tapaustutkimusta. Malliin valittiin arvottamisen kannalta merkittävimmät tekijät. Valinta tehtiin tekijöiden arvottamis- ja laskentakelpoisuuden perusteella. Tutkimustietojen perusteella saatiin määritettyä putkimateriaalien ikä- ja materiaalikertoimet. Niiden lisäksi laskennassa huomioidaan putkien kunnossapitotietoja. Tutkimuksen lopputuloksena saatiin kehitettyä laskentamalli, joka vastaa asetettua työn tavoitetta. Laskennan tuloksena saadaan lukuarvo, joka perustuu verkostojen ikä- ja materiaalijakaumaan sekä kunnossapitotietoihin. Suurin lukuarvo vastaa kiireellisimmin saneerattavia kohteita.

Performance measurement and management in a collaborative network

This study concerns performance measurement and management in a collaborative network. Collaboration between companies has been increased in recent years due to the turbulent operating environment. The literature shows that there is a need for more comprehensive research on performance measurement in networks and the use of measurement information in their management. This study examines the development process and uses of a performance measurement system supporting performance management in a collaborative network. There are two main research questions: how to design a performance measurement system for a collaborative network and how to manage performance in a collaborative network. The work can be characterised as a qualitative single case study. The empirical data was collected in a Finnish collaborative network, which consists of a leading company and a reseller network. The work is based on five research articles applying various research methods. The research questions are examined at the network level and at the single network partner level. The study contributes to the earlier literature by producing new and deeper understanding of network-level performance measurement and management. A three-step process model is presented to support the performance measurement system design process. The process model has been tested in another collaborative network. The study also examines the factors affecting the process of designing the measurement system. The results show that a participatory development style, network culture, and outside facilitators have a positive effect on the design process. The study increases understanding of how to manage performance in a collaborative network and what kind of uses of performance information can be identified in a collaborative network. The results show that the performance measurement system is an applicable tool to manage the performance of a network. The results reveal that trust and openness increased during the utilisation of the performance measurement system, and operations became more transparent. The study also presents a management model that evaluates the maturity of performance management in a collaborative network. The model is a practical tool that helps to analyse the current stage of the performance management of a collaborative network and to develop it further.

Suomalaisten osakeyhtiöiden sähköinen tunnistaminen EU:n toimintaympäristössä

Tutkielmassa selvitetään Euroopan Parlamentin sähköisestä tunnistamisesta ja sähköisiin transaktioihin liittyvistä luottamuspalveluista antaman asetusehdotuksen merkitystä sähköisessä tunnistamisessa ja sähköisissä transaktioissa osakeyhtiöiden näkökulmasta yritysten välisessä liiketoiminnassa huomioiden Suomen tämänhetkinen kansallinen lainsäädäntö ja sen kautta omaksutut toimintatavat. Tutkielmassa käytetty pääasiallinen tutkimusmenetelmä on lainoppi. Tutkimusmenetelmänä käytetään myös oikeustaloustieteestä regulaatioteorian normatiivista lähestymistapaa. Tutkielmaa varten on myös haastateltu viranomaisten ja yritysten edustajia. Asetusehdotuksen tavoitteena on edistää rajat ylittävää sähköistä toimintaa. Tätä pyritään lisäämään muun muassa sillä, että jäsenvaltioiden tulee hyväksyä toisessa jäsenvaltiossa käytössä olevia EU:lle ilmoitettuja tunnistusmenetelmiä. Nykyiset direktiivipohjaiseen sääntelyyn perustuvat kansalliset tulkinnat eivät ole johtaneet tavoiteltuun lopputulokseen, joten asetusmuotoinen sääntely on perusteltu. Toimijoina luonnolliset henkilöt ja oikeushenkilöt, kuten osakeyhtiöt, asettavat erilaisia vaatimuksia sähköiselle tunnistamiselle ja sopimusprosessille. Nykymuodossaan asetusehdotus ei sisällöllisesti välttämättä ole taloudellisesti kannattava vaihtoehto yksittäisen EU-valtion kannalta eikä se näin ollen kannusta ilmoittamaan EU:lle tunnistusmenetelmiä eikä yritysten väliseen sähköiseen liiketoimintaan. Tämä johtaa siihen, ettei asetusehdotuksen tavoite välttämättä toteudu.

Elever syns på nätet : multimodala texter och autentiska mottagare

This study is based on the notion that all students are likely to have a computer of some kind as their primary tool at school within a few years. The overall aim is to contribute to the knowledge of what this development of computer-assisted multimodal text production and communication on and over the net may entail in a school context. The study has an abductive approach drawing on theory from Media and Communication studies and from Pedagogy - particularly on media peda-gogy, multimodality, storytelling, conversation research and deliberative democracy – and is based on a DBR project in three schools. The empirical data are retrieved from four school classes, school years 4 and 5, with good access to computers and digital cameras. The classes have used the class blogs to tell the blog visitors about their school work and Skype to communicate with other classes in Sweden and Tanzania. A variety of research methods was employed: content analysis of texts, observations with field notes and camera documentation, interviews with individual students, group interviews with teachers and students, and a small survey. The study is essentially qualitative, focusing on students’ different perceptions. A small quantitative study was conducted to determine if any factors and variables could be linked to each other and to enable comparisons of the surveyed group with other research results. The results suggest that more computers at school offer more opportunities for real-life assignments and the chance to secure an authentic audience to the students’ production; primarily the students’ parents and relatives, students in the same class and at other schools. A theoretical analysis model to determine the degree of reality and authenticity in various school assignments was developed. The results also indicate that having access to cameras for documenting various events in the classes and to an authentic audience can create new opportunities for storytelling that have not been practiced previously at school. The documentary photo invites a viewer into the present tense of the image and the location where the picture was taken, whoever took the picture. It is used by the students and here too, a model has been developed to describe this relationship. The study also focuses on the freedom of expression and democracy. One of the more unexpected findings is that the students in the study did not see that they can influence other people’s perceptions or change various power structures through communication on the web, neither in nor outside of school.

Sähköisen taloushallinnon kehitys ja ilmiön näkyvyys alan ammattilehtikirjoittelussa

Pro gradu –tutkielman ensisijaisena tavoitteena on tutkia sähköisen ta-loushallinnon kehitystä ja miten se on näkynyt alan suomalaisessa ja kansainvälisessä ammattilehtikirjoittelussa vuosina 1997 – 2013. Tarkoi-tuksena on löytää kirjoittelun perusteella sähköisen taloushallinnon kehi-tyksen edistäviä ja hidastavia tekijöitä sekä minkälaisia tulevaisuuden näkymiä artikkelit luovat sähköiselle taloushallinnolle. Lisäksi tavoitteena on löytää yhtäläisyyksiä ja eroja kansallisen ja kansainvälisen kirjoittelun välillä. Tutkielma on laadullinen tutkimus ja tutkimusmenetelminä käytetään si-sällönanalyysia, sisällönerittelyä, teemoittelua ja vertailevaa tutkimusta. Tutkielman empiirinen aineisto koostuu Tilisanomien, Balanssi–lehden ja Accountancy–lehden sähköistä taloushallintoa koskevista artikkeleista aikavälillä 1997 – 2013. Tutkimustulosten perusteella sähköisen taloushallinnon kehityskulku näkyy myös ammattilehtikirjoittelussa. Tietojärjestelmät ja niiden käytön mahdollistava lainsäädäntö ovat sähköisen taloushallinnon perusedelly-tykset. Suurimpia kehityksen edistäjiä ovat julkinen valta, verkkolaskut ja standardointi. Kehityksen hidastajina nähdään yhtenäisten standardien puute ja asenteet. Sähköisen taloushallinnon tulevaisuuden näkymiä ovat standardoidut prosessit ja käsitteet koko taloushallinnon alueella sekä viranomaisraportointi XBRL-kielen avulla. Suurimmat erot kansalli-sessa ja kansainvälisessä kehityksessä on havaittavissa verkkolaskuissa ja XBRL-raportoinnissa. Johtopäätöksenä todetaan että kirjoittelun perusteella voidaan löytää sähköisen taloushallinnon kehitystä hidastavia ja edistäviä tekijöitä ja se luo viitteitä tulevaisuuden kehitykselle. Sähköinen taloushallinto kehittyy kunkin maan valtiovallan tahtotilan ja lainsäädännön mukaan. Jatkotut-kimuskohteena tutkielmaa voisi laajentaa kansainvälisemmäksi ottamalla mukaan tarkasteluun useampia kansainvälisiä lehtiä ja kansainvälistä lainsäädäntöä.

The contributions of netnography in new product development

Netnography has been studying in various aspects (e.g. definitions of netnography, application of netngoraphy, conducting procedure…) within different industrial contexts. Besides, there are many studies and researches about new product development in various perspectives, such as new product development models, management of new product development project, or interaction between customers and new product design, and so on. However, the connection and the interaction between netnography and new product development have not been studied recently. This opens opportunities for the writer to study and explore unrevealed issues regarding to applying netnography in new product development. In term of the relation between netnography and new product development, there are numerous of matters need to be explored; for instance, the process of applying netnography in order to benefit to new product development, the involvement degree of netnography in new product development process, or eliminating useless information from netnography so that only crucial data is utilized, and so on. In this thesis, writer focuses on exploring how netnography is applied in new product development process, and what benefits netnography can contribute to the succeed of the project. The aims of this study are to understand how netnography is conducted for new product development purpose, and to analyse the contributions of netnography in the new product development process. To do so, a case-study strategy will be conducted with triple case studies. The case studies are chosen bases on many different criteria in order to select the most relevant cases. Eventually, the writer selected three case studies, which are Sunless tanning product project (HYVE), Listerine (NetBase), and Nivea co-creation and netnography in black and white deodorant. The case study strategy applied in this thesis includes four steps e.g. case selection, data collection, case study analysis, and generating the research outcomes from the analysis. This study of the contributions of netnography in the new product development process may be useful for the readers in many ways. It offers the fundamental knowledge of netnography market research method and basic understanding of new product development process. Additionally, it emphasizes the differences between netnography and other market research methods in order to explain the reasons why many companies and market research agents recently utilized netnography in their market research projects. Furthermore, it highlights the contributions of netnography in the new product development process in order to indicate the importance of netnography in developing new product. Thus, the potential readers of the study can be students, marketers, researchers, product developers, or business managers.

Quality, Productivity and Economy in Welding Manufacturing - Case Study: West Africa

This thesis studies quality, productivity and economy in welding manufacturing in West African states such as Ghana, Nigeria and Cameroon. The study consists of two parts: the first part, which forms the theoretical background, reviews relevant literature concerning the metal and welding industries, and measurement of welding quality, productivity and economy. The second part, which is the empirical part, aims to identify activities in the metal manufacturing industries where welding is extensively used and to determine the extent of welding quality, productivity and economy measurements in companies operating in the metal manufacturing industries. Additionally, the thesis aims to identify challenges that companies face and to assess the feasibility of creating a network to address these issues. The research methods used in the empirical part are the case study (qualitative) method and the survey (quantitative) method. However, the case study method was used to elicit information from companies in Ghana, while the survey method was used to elicit information from companies in Nigeria and Cameroon. The study considers important areas that contribute to creating awareness and understanding of the current situation of the welding industry in West Africa. These areas include the metal manufacturing industrial sector, metal products manufactured, metal production and manufacturing systems deployed, welding quality, productivity and economy measurement systems utilized, equipment and materials on the markets, general challenges facing companies in welding operations, welding technology programs and research in local universities, and SWOT analysis of the various West African states. The notable findings indicate that majority of the companies operate in the constructionindustrial sector. Also, majority of the companies are project manufacturing oriented, thus provide services to customers operating in the growing industries such as the oil and gas, mining, food and the energy industry. In addition, only few companies are certified under standards such as ISO 9001, ISO 3834, and OHSAS 18001. More so, majority of the companies employ manual welding technique, and shielded metal arc welding (SMAW) as the commonly used welding process. Finally, welder salary is about € 300 / month as of June 2013 and the average operations turnover of medium to large companies is about € 5 million / year as at 2012. Based on analysis of the results of the study, it is noted that while welding activities are growing, the availability of cheap labor, the need for company and welder qualification and certification, and the need to manufacture innovative products through developmental projects (transfer of welding expertise and technology) remain as untapped opportunities in the welding industry in the West African states. The study serves as a solid platform for further research and concludes with several recommendations for development of the West African welding industry.

Luottamuksen lähteet. Vertaileva tutkimus yleistynyttä luottamusta synnyttävistä mekanismeista

Tutkimuksen aiheena on yleistynyt luottamus. Väitöskirjassa tutkitaan mistä tuntemattomien kansalaisten toisiinsa kohdistama luottamus kumpuaa ja haetaan vastauksia tähän kysymykseen sekä maakohtaisen että vertailevan tutkimuksen avulla. Tutkimus koostuu yhteenvedon lisäksi viidestä tutkimusartikkelista, joissa luottamuksen syntyä tarkastellaan sekä yksilöiden mikrotason vuorovaikutuksen että maiden välisten eroavaisuuksien näkökulmasta. Yleistyneen luottamuksen synnystä on esitetty useita eri teorioita. Tässä tutkimuksessa tarkastellaan näistä kahta keskeisintä. Osa tutkijoista korostaa kansalaisyhteiskunnan ja ruohonjuuritason verkostojen roolia yleistyneen luottamuksen synnyn taustalla. Tämän hypoteesin mukaan kansalaiset, jotka viettävät aikaansa yhdistyksissä tai muissa sosiaalisissa verkostoissa, oppivat muita helpommin luottamaan paitsi täysin tuntemattomiin ihmisiin myös yhteiskunnallisiin instituutioihin (kansalaisyhteiskuntakeskeinen hypoteesi). Toiset taas painottavat yhteiskunnan julkisten instituutioiden merkitystä. Tämä hypoteesi korostaa instituutioiden reiluutta ja oikeudenmukaisuutta (instituutiokeskeinen hypoteesi). Ihmiset pystyvät luottamaan toisiinsa ja ratkaisemaan kollektiivisia ongelmiaan yhdessä silloin kun esimerkiksi poliittiset ja lainsäädännölliset instituutiot pystyvät luomaan tähän tarvittavan toimintaympäristön. Aineistoina käytetään kansallisia (Hyvinvointi- ja palvelut) sekä kansainvälisiä vertailevia kyselytutkimuksia (European Social Survey ja ISSP). Yksilö- ja makrotason analyyseja yhdistämällä selvitetään yleistynyttä luottamusta selittäviä tekijöitä sekä mekanismeja joiden kautta yleistynyt luottamus muodostuu. Väitöskirjan tulokset tukevat suurimmaksi osaksi instituutiokeskeiseen suuntaukseen sisältyviä hypoteeseja yleistyneen luottamuksen kasautumisesta. Kuitenkin myös esimerkiksi yhdistystoiminnalla havaittiin olevan joitakin yhdistysjäsenien ulkopuolelle ulottuvia myönteisiä vaikutuksia kansalaisten luottamukseen, mikä taas tukee kansalaisyhteiskuntakeskeistä hypoteesia. Tutkimuksen keskeinen tulos on, että kaiken kaikkiaan luottamus näyttäisi kukoistavan maissa, joissa kansalaiset kokevat julkiset instituutiot oikeudenmukaisina sekä reiluina, kansalaisyhteiskunnan roolin luottamuksen synnyttämisessä ollessa tälle alisteinen. Syyksi tähän on oletettu, että näissä maissa (erityisesti pohjoismaiset hyvinvointivaltiot) harjoitettu universaali hyvinvointipolitiikka ja palvelut ovat keskeisiä korkeaa yleistynyttä luottamusta selittäviä tekijöitä. Toisaalta maavertailuissa tätä yhteyttä on selitetty myös sillä, että näissä yhteiskunnassa ei ole paikannettavissa selkeää kulttuurisesti erottuvaa alaluokkaa. Tämän tutkimuksen tulokset tukevat enemmän universaalin hyvinvointivaltion oikeudenmukaisuuteen liittyviä ominaisuuksia alaluokkaistumishypoteesin sijaan. Toisaalta mikrotasolla tarkasteltuna yleistyneen luottamuksen ja hyvinvointipalvelujen välinen yhteys liittyy enemmän palveluiden riittävyyteen kuin niiden universaalisuuden asteeseen. Niin ikään maavertailuissa esimerkiksi verotuksen oikeudenmukaisena kokeminen näyttäisi olevan palvelujen saatavuutta tai niihin liittyviä oikeudenmukaisuuden kokemuksia tärkeämpi seikka yleistyneen luottamuksen kannalta.

Empirical study on the adoption, use and effects of cloud-based testing

Cloud computing is a practically relevant paradigm in computing today. Testing is one of the distinct areas where cloud computing can be applied. This study addressed the applicability of cloud computing for testing within organizational and strategic contexts. The study focused on issues related to the adoption, use and effects of cloudbased testing. The study applied empirical research methods. The data was collected through interviews with practitioners from 30 organizations and was analysed using the grounded theory method. The research process consisted of four phases. The first phase studied the definitions and perceptions related to cloud-based testing. The second phase observed cloud-based testing in real-life practice. The third phase analysed quality in the context of cloud application development. The fourth phase studied the applicability of cloud computing in the gaming industry. The results showed that cloud computing is relevant and applicable for testing and application development, as well as other areas, e.g., game development. The research identified the benefits, challenges, requirements and effects of cloud-based testing; and formulated a roadmap and strategy for adopting cloud-based testing. The study also explored quality issues in cloud application development. As a special case, the research included a study on applicability of cloud computing in game development. The results can be used by companies to enhance the processes for managing cloudbased testing, evaluating practical cloud-based testing work and assessing the appropriateness of cloud-based testing for specific testing needs.

Working Capital Management Model in value chains

The objective of this Master’s thesis is to create a calculation model for working capital management in value chains. The study has been executed using literature review and constructive research methods. Constructive research methods were mainly modeling. The theory in this thesis is founded in research articles and management literature. The model is developed for students and researchers. They can use the model for working capital management and comparing firms to each other. The model can also be used to cash management. The model tells who benefits and who suffers most in the value chain. Companies and value chains cash flows can be seen. By using the model can be seen are the set targets really achieved. The amount of operational working capital can be observed. The model enables user to simulate the amount of working capital. The created model is based on cash conversion cycle, return on investment and cash flow forecasting. The model is tested with carefully considered figures which seem to be though realistic. The modeled value chain is literally a chain. Implementing this model requires from the user that he/she have some kind of understanding about working capital management and some figures from balance sheet and income statement. By using this model users can improve their knowledge about working capital management in value chains.

Russian SME technology transfer to Finland – Entrepreneurial challenges and motivation

The purpose of this thesis is to study the international technology transfer of transition economy SME entrepreneurs to the developed countries. The research aims to characterize the phenomenon by studying Russian SME technology transfer to Finland with the research methods from case studies. In addition to characterizing the phenomenon, the research finds out factors that motivate Russian entrepreneurs to conduct international technology transfer and what are the challenges the Russian entrepreneurs face when they enter the Finnish business environment. The qualitative data was collected from six semi-structured interviews with the entrepreneurs and several secondary data sources, considering four different technology transfer cases. The data and the analysis showed that the case companies in Finland are mostly linked to manufacturing of physical products. The entrepreneurs are motivated to come to Finland mainly by the opportunities and support the Finnish business and innovation environment provides to the entrepreneurs and by the personal gain that they get by establishing the company in Finland. Major challenges in the process include time constraints and capital requirements, difficulties on achieving sales on the Finnish market and finding skilled personnel to support the Russian management and owners.

Customer value assessment in business markets

Understanding how firms create, communicate, and deliver value to customers is a key factor when firms seek to differentiate in increasingly competitive and commoditized business markets. As product and price have become less important differentiators in many industries, suppliers are increasingly seeking ways to differentiate themselves based on delivered customer value. Therefore, to gain a holistic understanding on what their offerings are worth to the customer, suppliers need to conduct customer value assessment, which quantifies the impact of a supplier´s offering to customers’ costs and returns. However, from a managerial perspective, customer value assessment is the single most critical challenge for firms in business markets. Consequently, developing holistic frameworks for customer value assessment is seen as one of the most important research priorities for marketing research. The purpose of this study is to explore the process of customer value assessment in business markets. Business markets represent a context where an increasing number of industrial firms are transitioning from basic product offerings towards service-based and solution-oriented hybrid offerings, which emphasize value co-creation and realization in the long term, thus making it difficult to quantify their monetary value. This study employs exploratory and qualitative research design by applying inductive and discovery-oriented grounded theory and multiple case research methods. The empirical data comprise interviews with 61 managers from 12 industrial firms, including seven best practice firms in customer value assessment. The findings of this study show that customer value assessment is essentially a crossfunctional process, which involves several organizational functions. The process begins well before and continues long after the actual delivery, often until the end of a supplier´s offering’s life-cycle. Furthermore, the findings shed light on alternative strategies that firms in business markets can adopt to implement the customer value assessment process. Overall, the findings contribute to customer value research, the sales and organizational management literature, the service marketing and solutions business literature, and suggest several managerial implications on how firms in business markets can adopt a holistic approach to assess value created for customers.

Reaching influential early adopters effectively in Finland : Rock Science – new generation board game

Innovations diffuse at different speed among the members of a social system through various communication channels. The group of early adopters can be seen as the most influential reference group for majority of people to base their innovation adoption decisions on. Thus, the early adopters can often accelerate the diffusion of innovations. The purpose of this research is to discover means of diffusion for an innovative product in Finnish market through the influential early adopters in respect to the characteristics of the case product. The purpose of the research can be achieved through the following sub objectives:  Who are the potential early adopters for the case product and why?  How the potential early adopters of the case product should be communicated with?  What would be the expectations, preferences, and experiences of the early adopters of the case product? The case product examined in this research is a new board game called Rock Science which is considered to be incremental innovation bringing board gaming and hard rock music together in a new way. The research was conducted in two different parts using both qualitative and quantitative research methods. This mixed method research began with expert interviews of six music industry experts. The information gathered from the interviews enabled researcher to compose the questionnaire for the quantitative part of the study. Internet survey that was sent out resulted with a sample of 97 responses from the targeted population. The key findings of the study suggest that (1) the potential early adopters for the case product are more likely to be young adults from the capital city area with great interest in rock music, (2) the early adopters can be reached effectively through credible online sources of information, and (3) the respondents overall product feedback is highly positive, except in the case of quality-price ratio of the product. This research indicates that more effective diffusion of Rock Science board game in Finland can be reached through (1) strategic alliances with music industry and media partnerships, (2) pricing adjustments, (3) use of supporting game formats, and (4) innovative use of various social media channels.

Laadulliset tutkimusmenetelmät teollisessa markkinoinnissa

Tämä kandidaatintyö käsittelee laadullisten tutkimusmenetelmien käyttöön teollisessa markkinoinnissa. Työssä tutkitaan laadullisten tutkimusmenetelmien käyttöä vuosien 2010-2013 aikana Industrial Marketing Management –lehdessä. Työssä käsitellään käytetyimpien menetelmien piirteitä, käyttöä ja soveltuvuutta teollisen markkinoinnin tutkimuksessa sekä vertaillaan menetelmiä keskenään. Työn lopussa pohditaan myös laadullisten tutkimusmenetelmien käyttöä tulevaisuudessa. Tutkimuksen pohjalta laadullisten tutkimusmenetelmien huomataan olevan kasvussa, kun taas kvantitatiivisten menetelmien käyttö on vähenemässä. Käytetyimmiksi tunnistetut menetelmät ovat case-menetelmä, joka on tutkimuksen perusteella tällä hetkellä suosituin menetelmä, grounded theory, etnografia ja narratiivinen tutkimus.