Emotional intelligence and multicultural project leadership in Finnish-Chinese MNC context

The main goal of this thesis was to examine how the emotional intelligence skills and multicultural project leadership style of a project manager interrelate and affect the success of a project. The research methods used are literature review in theoretical part of the thesis and semi-structured interviews in empirical part of the thesis. This study is a single case study i.e. one case company was selected to be the secondary level of analysis. Within the case company, four project managers were selected as research units to form the primary level of analysis. Literature review formed the basis for the empirical research and the interview questions were derived from the literature. Findings from the interviews were mirrored against the literature review findings, based on which both conclusions and generalisations could be made. Thus, both deductive and inductive methods were utilised to get more complete picture about the research topic. In the first part of the literature review the general leadership theories and the project leadership terminology are introduced as a background for the concept of emotional intelligence and the integrated leadership model. Emotional intelligence and its interrelation to different leadership concepts are discussed during the literature review. Chinese cultural aspects affecting the way of making business, and the multicultural leadership styles of the Finnish project managers are introduced in the following part of the literature review. It was found that the most successfully used multicultural leadership styles in Finnish-Chinese context are synergistic and polycentric, and these require emotional intelligence skills. In the empirical part on this thesis the findings from the semi-structured interviews are introduced, discussed and analysed. Interviews were done in private meeting rooms, and they were recorded and transcripted to add reliability and validity. Although the sample was only four project managers, the results show that the sample is quite saturated as the responses to several questions followed the same pattern. It was found that Finnish project managers in the case company are democratic and take cultural differences into account in their project leadership. Both synergistic and polycentric leadership styles are used with Chinese team members. Emotional intelligence capabilities and the emphasis of those differ a bit depending on the interviewee. Though, the results show that EI skills and the multicultural project leadership style used in Chinese context are interrelated. The findings from the literature review and the empirical research in this thesis are similar. Though, there is need for further research as the sample was small, and this thesis is a single case study. It is recommendable to make a multi-company study with larger sample of project managers. Also multi-industry perspective is recommendable for further research.

User Experience of Geocaching and Its Application to Tourism and Education

Advances in technology have provided new ways of using entertainment and game technology to foster human interaction. Games and playing with games have always been an important part of people’s everyday lives. Traditionally, human-computer interaction (HCI) research was seen as a psychological cognitive science focused on human factors, with engineering sciences as the computer science part of it. Although cognitive science has made significant progress over the past decade, the influence of people’s emotions on design networks is increasingly important, especially when the primary goal is to challenge and entertain users (Norman 2002). Game developers have explored the key issues in game design and identified that the driving force in the success of games is user experience. User-centered design integrates knowledge of users’ activity practices, needs, and preferences into the design process. Geocaching is a location-based treasure hunt game created by a community of players. Players use GPS (Global Position System) technology to find “treasures” and create their own geocaches; the game can be developed when the players invent caches and used more imagination to creations the caches. This doctoral dissertation explores user experience of geocaching and its applications in tourism and education. Globally, based on the Geocaching.com webpage, geocaching has been played about 180 countries and there are more than 10 million registered geocachers worldwide (Geocaching.com, 25.11.2014). This dissertation develops and presents an interaction model called the GameFlow Experience model that can be used to support the design of treasure hunt applications in tourism and education contexts. The GameFlow Model presents and clarifies various experiences; it provides such experiences in a real-life context, offers desirable design targets to be utilized in service design, and offers a perspective to consider when evaluating the success of adventure game concepts. User-centered game designs have adapted to human factor research in mainstream computing science. For many years, the user-centered design approach has been the most important research field in software development. Research has been focusing on user-centered design in software development such as office programs, but the same ideas and theories that will reflect the needs of a user-centered research are now also being applied to game design (Charles et al. 2005.) For several years, we have seen a growing interest in user experience design. Digital games are experience providers, and game developers need tools to better understand the user experience related to products and services they have created. This thesis aims to present what the user experience is in geocaching and treasure hunt games and how it can be used to develop new concepts for the treasure hunt. Engineers, designers, and researchers should have a clear understanding of what user experience is, what its parts are, and most importantly, how we can influence user satisfaction. In addition, we need to understand how users interact with electronic products and people, and how different elements synergize their experiences. This doctoral dissertation represents pioneering work on the user experience of geocaching and treasure hunt games in the context of tourism and education. The research also provides a model for game developers who are planning treasure hunt concepts.

Privileged Words and Sturmian Words

This dissertation has two almost unrelated themes: privileged words and Sturmian words. Privileged words are a new class of words introduced recently. A word is privileged if it is a complete first return to a shorter privileged word, the shortest privileged words being letters and the empty word. Here we give and prove almost all results on privileged words known to date. On the other hand, the study of Sturmian words is a well-established topic in combinatorics on words. In this dissertation, we focus on questions concerning repetitions in Sturmian words, reproving old results and giving new ones, and on establishing completely new research directions. The study of privileged words presented in this dissertation aims to derive their basic properties and to answer basic questions regarding them. We explore a connection between privileged words and palindromes and seek out answers to questions on context-freeness, computability, and enumeration. It turns out that the language of privileged words is not context-free, but privileged words are recognizable by a linear-time algorithm. A lower bound on the number of binary privileged words of given length is proven. The main interest, however, lies in the privileged complexity functions of the Thue-Morse word and Sturmian words. We derive recurrences for computing the privileged complexity function of the Thue-Morse word, and we prove that Sturmian words are characterized by their privileged complexity function. As a slightly separate topic, we give an overview of a certain method of automated theorem-proving and show how it can be applied to study privileged factors of automatic words. The second part of this dissertation is devoted to Sturmian words. We extensively exploit the interpretation of Sturmian words as irrational rotation words. The essential tools are continued fractions and elementary, but powerful, results of Diophantine approximation theory. With these tools at our disposal, we reprove old results on powers occurring in Sturmian words with emphasis on the fractional index of a Sturmian word. Further, we consider abelian powers and abelian repetitions and characterize the maximum exponents of abelian powers with given period occurring in a Sturmian word in terms of the continued fraction expansion of its slope. We define the notion of abelian critical exponent for Sturmian words and explore its connection to the Lagrange spectrum of irrational numbers. The results obtained are often specialized for the Fibonacci word; for instance, we show that the minimum abelian period of a factor of the Fibonacci word is a Fibonacci number. In addition, we propose a completely new research topic: the square root map. We prove that the square root map preserves the language of any Sturmian word. Moreover, we construct a family of non-Sturmian optimal squareful words whose language the square root map also preserves.This construction yields examples of aperiodic infinite words whose square roots are periodic.

Cyber foraging for green computing, improving performance and prolonging battery life of mobile devices

The increasing dependency of everyday life on mobile devices also increases the number and complexity of computing tasks to be supported by these devices. However, the inherent requirement of mobility restricts them from being resources rich both in terms of energy (battery capacity) and other computing resources such as processing capacity, memory and other resources. This thesis looks into cyber foraging technique of offloading computing tasks. Various experiments on android mobile devices are carried out to evaluate offloading benefits in terms of sustainability advantage, prolonging battery life and augmenting the performance of mobile devices. This thesis considers two scenarios of cyber foraging namely opportunistic offloading and competitive offloading. These results show that the offloading scenarios are important for both green computing and resource augmentation of mobile devices. A significant advantage in battery life gain and performance enhancement is obtained. Moreover, cyber foraging is proved to be efficient in minimizing energy consumption per computing tasks. The work is based on scavenger cyber foraging system. In addition, the work can be used as a basis for studying cyber foraging and other similar approaches such as mobile cloud/edge computing for internet of things devices and improving the user experiences of applications by minimizing latencies through the use of potential nearby surrogates.

Mobiiliteknologia liikkuvan työntekijän apuna

Nomadic workers travel often between different work sites and work mainly outside their regular work place, but often require access to information stored electronically in corporate information systems. While working in field conditions, communication with an information system can be achieved by using mobile technology, i.e. mobile devices and wireless communication. This master’s thesis researches the use of mobile technology to assist nomadic field workers in their tasks. First different mobile technologies are compared and constraints that characterize mobile computing are explained. In the practical part of the thesis client software is developed for a mobile device. The software allows a nomadic construction worker to identify concrete elements and to acquire and update information concerning them. The characteristics of mobile computing and their effect on usability are taken into account when implementing the client software and the software is designed to be as easy to use as possible.

Composing Web Services

Web-palvelut muodostavat keskeisen osan semanttista web:iä. Ne mahdollistavat nykyaikaisen ja tehokkaan välineistön hajautettuun laskentaan ja luovat perustan palveluperustaisille arkkitehtuureille. Verkottunut automatisoitu liiketoiminta edellyttää jatkuvaa aktiivisuutta kaikilta osapuolilta. Lisäksi sitä tukevan järjestelmäntulee olla joustava ja sen tulee tukea monipuolista toiminnallisuutta. Nämä tavoitteet voidaan saavuttamaan yhdistämällä web-palveluita. Yhdistämisprosessi muodostuu joukosta tehtäviä kuten esim. palveluiden mallintaminen, palveluiden koostaminen, palveluiden suorittaminen ja tarkistaminen. Työssä on toteutettu yksinkertainen liiketoimintaprosessi. Toteutuksen osalta tarkasteltiin vaihtoehtoisia standardeja ja toteutustekniikoita. Myös suorituksen optimointiin liittyvät näkökulmat pyrittiin ottamaan huomioon.

Kontekstitietoisen mobiilipelin suunnittelu ja toteutus

Kontekstitietoisuuden katsotaan voivan parantaa sovellusten ja palvelujen käytettävyyttä matkapuhelimissa. Kontekstitietoisuuden tekniikoita voidaan käyttää myös peleissä, joko siksi, että ne mahdollistavat uudenlaisia pelejä, tai siksi, että peleillä voidaan havainnollistaa ja testata eri tekniikoiden toimintaa. Diplomityössä esitellään prototyyppi monen pelaajan kontekstitietoisesta mobiilipelistä, jossa pelivälineinä käytetään kamerapuhelimella luettavia tavallisia viivakoodeja. Viivakoodit on yhdistetty palvelimella sijaitsevan pelimaailman kohteisiin, joiden omistuksesta pelaajat kilpailevat. Peliä on tarkoitus arvioida myöhemmin pelattavuuden ja idean kiinnostavuuden kannalta. Prototyypin toinen tehtävä on havainnollistaa Multi-User Publishing Environment (MUPE) -sovellusalustan tukea kontekstitietoisuudelle. Työ kuvaa pelin suunnittelun, toteutuksen ja arvioinnin alkaen varhaisimmista ideoista ja päättyen osittaiseen prototyyppiin. Prototyypissä on toteutettu osa pelilogiikasta ja käyttöliittymästä, mutta sitä ei ole integroitu kontekstitietoa kerääviin sensoreihin. Pelin suunnittelussa käytettiin apuna heuristista arviointia ja kahta fokusryhmähaastattelua.

Studies on integrating kinematic design method with mechanical systems simulation techniques

Theultimate goal of any research in the mechanism/kinematic/design area may be called predictive design, ie the optimisation of mechanism proportions in the design stage without requiring extensive life and wear testing. This is an ambitious goal and can be realised through development and refinement of numerical (computational) technology in order to facilitate the design analysis and optimisation of complex mechanisms, mechanical components and systems. As a part of the systematic design methodology this thesis concentrates on kinematic synthesis (kinematic design and analysis) methods in the mechanism synthesis process. The main task of kinematic design is to find all possible solutions in the form of structural parameters to accomplish the desired requirements of motion. Main formulations of kinematic design can be broadly divided to exact synthesis and approximate synthesis formulations. The exact synthesis formulation is based in solving n linear or nonlinear equations in n variables and the solutions for the problem areget by adopting closed form classical or modern algebraic solution methods or using numerical solution methods based on the polynomial continuation or homotopy. The approximate synthesis formulations is based on minimising the approximation error by direct optimisation The main drawbacks of exact synthesis formulationare: (ia) limitations of number of design specifications and (iia) failure in handling design constraints- especially inequality constraints. The main drawbacks of approximate synthesis formulations are: (ib) it is difficult to choose a proper initial linkage and (iib) it is hard to find more than one solution. Recentformulations in solving the approximate synthesis problem adopts polynomial continuation providing several solutions, but it can not handle inequality const-raints. Based on the practical design needs the mixed exact-approximate position synthesis with two exact and an unlimited number of approximate positions has also been developed. The solutions space is presented as a ground pivot map but thepole between the exact positions cannot be selected as a ground pivot. In this thesis the exact synthesis problem of planar mechanism is solved by generating all possible solutions for the optimisation process ¿ including solutions in positive dimensional solution sets - within inequality constraints of structural parameters. Through the literature research it is first shown that the algebraic and numerical solution methods ¿ used in the research area of computational kinematics ¿ are capable of solving non-parametric algebraic systems of n equations inn variables and cannot handle the singularities associated with positive-dimensional solution sets. In this thesis the problem of positive-dimensional solutionsets is solved adopting the main principles from mathematical research area of algebraic geometry in solving parametric ( in the mathematical sense that all parameter values are considered ¿ including the degenerate cases ¿ for which the system is solvable ) algebraic systems of n equations and at least n+1 variables.Adopting the developed solution method in solving the dyadic equations in direct polynomial form in two- to three-precision-points it has been algebraically proved and numerically demonstrated that the map of the ground pivots is ambiguousand that the singularities associated with positive-dimensional solution sets can be solved. The positive-dimensional solution sets associated with the poles might contain physically meaningful solutions in the form of optimal defectfree mechanisms. Traditionally the mechanism optimisation of hydraulically driven boommechanisms is done at early state of the design process. This will result in optimal component design rather than optimal system level design. Modern mechanismoptimisation at system level demands integration of kinematic design methods with mechanical system simulation techniques. In this thesis a new kinematic design method for hydraulically driven boom mechanism is developed and integrated in mechanical system simulation techniques. The developed kinematic design method is based on the combinations of two-precision-point formulation and on optimisation ( with mathematical programming techniques or adopting optimisation methods based on probability and statistics ) of substructures using calculated criteria from the system level response of multidegree-of-freedom mechanisms. Eg. by adopting the mixed exact-approximate position synthesis in direct optimisation (using mathematical programming techniques) with two exact positions and an unlimitednumber of approximate positions the drawbacks of (ia)-(iib) has been cancelled.The design principles of the developed method are based on the design-tree -approach of the mechanical systems and the design method ¿ in principle ¿ is capable of capturing the interrelationship between kinematic and dynamic synthesis simultaneously when the developed kinematic design method is integrated with the mechanical system simulation techniques.

On the differential evolution algorithm and its appliation to training radial basis function networks

The parameter setting of a differential evolution algorithm must meet several requirements: efficiency, effectiveness, and reliability. Problems vary. The solution of a particular problem can be represented in different ways. An algorithm most efficient in dealing with a particular representation may be less efficient in dealing with other representations. The development of differential evolution-based methods contributes substantially to research on evolutionary computing and global optimization in general. The objective of this study is to investigatethe differential evolution algorithm, the intelligent adjustment of its controlparameters, and its application. In the thesis, the differential evolution algorithm is first examined using different parameter settings and test functions. Fuzzy control is then employed to make control parameters adaptive based on an optimization process and expert knowledge. The developed algorithms are applied to training radial basis function networks for function approximation with possible variables including centers, widths, and weights of basis functions and both having control parameters kept fixed and adjusted by fuzzy controller. After the influence of control variables on the performance of the differential evolution algorithm was explored, an adaptive version of the differential evolution algorithm was developed and the differential evolution-based radial basis function network training approaches were proposed. Experimental results showed that the performance of the differential evolution algorithm is sensitive to parameter setting, and the best setting was found to be problem dependent. The fuzzy adaptive differential evolution algorithm releases the user load of parameter setting and performs better than those using all fixedparameters. Differential evolution-based approaches are effective for training Gaussian radial basis function networks.

Improving distributed simulation in a workstation environment

Technological development brings more and more complex systems to the consumer markets. The time required for bringing a new product to market is crucial for the competitive edge of a company. Simulation is used as a tool to model these products and their operation before actual live systems are built. The complexity of these systems can easily require large amounts of memory and computing power. Distributed simulation can be used to meet these demands. Distributed simulation has its problems. Diworse, a distributed simulation environment, was used in this study to analyze the different factors that affect the time required for the simulation of a system. Examples of these factors are the simulation algorithm, communication protocols, partitioning of the problem, distributionof the problem, capabilities of the computing and communications equipment and the external load. Offices offer vast amounts of unused capabilities in the formof idle workstations. The use of this computing power for distributed simulation requires the simulation to adapt to a changing load situation. This requires all or part of the simulation work to be removed from a workstation when the owner wishes to use the workstation again. If load balancing is not performed, the simulation suffers from the workstation's reduced performance, which also hampers the owner's work. Operation of load balancing in Diworse is studied and it is shown to perform better than no load balancing, as well as which different approaches for load balancing are discussed.

The effects of potentiallydisruptive technology on business model - a case study of new technologies in ICT industry

This study examines how firms interpret new, potentially disruptive technologies in their own strategic context. The work presents a cross-case analysis of four potentially disruptive technologies or technical operating models: Bluetooth, WLAN, Grid computing and Mobile Peer-to-peer paradigm. The technologies were investigated from the perspective of three mobile operators, a device manufacturer and a software company in the ICT industry. The theoretical background for the study consists of the resource-based view of the firm with dynamic perspective, the theories on the nature of technology and innovations, and the concept of business model. The literature review builds up a propositional framework for estimating the amount of radical change in the companies' business model with two middle variables, the disruptiveness potential of a new technology, and the strategic importance of a new technology to a firm. The data was gathered in group discussion sessions in each company. The results of each case analysis were brought together to evaluate, how firms interpret the potential disruptiveness in terms of changes in product characteristics and added value, technology and market uncertainty, changes in product-market positions, possible competence disruption and changes in value network positions. The results indicate that the perceived disruptiveness in terms ofproduct characteristics does not necessarily translate into strategic importance. In addition, firms did not see the new technologies as a threat in terms of potential competence disruption.

Database Rights in Safe European Home: The Path to More Rigorous Protection of Information

1. Introduction "The one that has compiled ... a database, the collection, securing the validity or presentation of which has required an essential investment, has the sole right to control the content over the whole work or over either a qualitatively or quantitatively substantial part of the work both by means of reproduction and by making them available to the public", Finnish Copyright Act, section 49.1 These are the laconic words that implemented the much-awaited and hotly debated European Community Directive on the legal protection of databases,2 the EDD, into Finnish Copyright legislation in 1998. Now in the year 2005, after more than half a decade of the domestic implementation it is yet uncertain as to the proper meaning and construction of the convoluted qualitative criteria the current legislation employs as a prerequisite for the database protection both in Finland and within the European Union. Further, this opaque Pan-European instrument has the potential of bringing about a number of far-reaching economic and cultural ramifications, which have remained largely uncharted or unobserved. Thus the task of understanding this particular and currently peculiarly European new intellectual property regime is twofold: first, to understand the mechanics and functioning of the EDD and second, to realise the potential and risks inherent in the new legislation in economic, cultural and societal dimensions. 2. Subject-matter of the study: basic issues The first part of the task mentioned above is straightforward: questions such as what is meant by the key concepts triggering the functioning of the EDD such as presentation of independent information, what constitutes an essential investment in acquiring data and when the reproduction of a given database reaches either qualitatively or quantitatively the threshold of substantiality before the right-holder of a database can avail himself of the remedies provided by the statutory framework remain unclear and call for a careful analysis. As for second task, it is already obvious that the practical importance of the legal protection providedby the database right is in the rapid increase. The accelerating transformationof information into digital form is an existing fact, not merely a reflection of a shape of things to come in the future. To take a simple example, the digitisation of a map, traditionally in paper format and protected by copyright, can provide the consumer a markedly easier and faster access to the wanted material and the price can be, depending on the current state of the marketplace, cheaper than that of the traditional form or even free by means of public lending libraries providing access to the information online. This also renders it possible for authors and publishers to make available and sell their products to markedly larger, international markets while the production and distribution costs can be kept at minimum due to the new electronic production, marketing and distributionmechanisms to mention a few. The troublesome side is for authors and publishers the vastly enhanced potential for illegal copying by electronic means, producing numerous virtually identical copies at speed. The fear of illegal copying canlead to stark technical protection that in turn can dampen down the demand for information goods and services and furthermore, efficiently hamper the right of access to the materials available lawfully in electronic form and thus weaken the possibility of access to information, education and the cultural heritage of anation or nations, a condition precedent for a functioning democracy. 3. Particular issues in Digital Economy and Information Networks All what is said above applies a fortiori to the databases. As a result of the ubiquity of the Internet and the pending breakthrough of Mobile Internet, peer-to-peer Networks, Localand Wide Local Area Networks, a rapidly increasing amount of information not protected by traditional copyright, such as various lists, catalogues and tables,3previously protected partially by the old section 49 of the Finnish Copyright act are available free or for consideration in the Internet, and by the same token importantly, numerous databases are collected in order to enable the marketing, tendering and selling products and services in above mentioned networks. Databases and the information embedded therein constitutes a pivotal element in virtually any commercial operation including product and service development, scientific research and education. A poignant but not instantaneously an obvious example of this is a database consisting of physical coordinates of a certain selected group of customers for marketing purposes through cellular phones, laptops and several handheld or vehicle-based devices connected online. These practical needs call for answer to a plethora of questions already outlined above: Has thecollection and securing the validity of this information required an essential input? What qualifies as a quantitatively or qualitatively significant investment? According to the Directive, the database comprises works, information and other independent materials, which are arranged in systematic or methodical way andare individually accessible by electronic or other means. Under what circumstances then, are the materials regarded as arranged in systematic or methodical way? Only when the protected elements of a database are established, the question concerning the scope of protection becomes acute. In digital context, the traditional notions of reproduction and making available to the public of digital materials seem to fit ill or lead into interpretations that are at variance with analogous domain as regards the lawful and illegal uses of information. This may well interfere with or rework the way in which the commercial and other operators have to establish themselves and function in the existing value networks of information products and services. 4. International sphere After the expiry of the implementation period for the European Community Directive on legal protection of databases, the goals of the Directive must have been consolidated into the domestic legislations of the current twenty-five Member States within the European Union. On one hand, these fundamental questions readily imply that the problemsrelated to correct construction of the Directive underlying the domestic legislation transpire the national boundaries. On the other hand, the disputes arisingon account of the implementation and interpretation of the Directive on the European level attract significance domestically. Consequently, the guidelines on correct interpretation of the Directive importing the practical, business-oriented solutions may well have application on European level. This underlines the exigency for a thorough analysis on the implications of the meaning and potential scope of Database protection in Finland and the European Union. This position hasto be contrasted with the larger, international sphere, which in early 2005 does differ markedly from European Union stance, directly having a negative effect on international trade particularly in digital content. A particular case in point is the USA, a database producer primus inter pares, not at least yet having aSui Generis database regime or its kin, while both the political and academic discourse on the matter abounds. 5. The objectives of the study The above mentioned background with its several open issues calls for the detailed study of thefollowing questions: -What is a database-at-law and when is a database protected by intellectual property rights, particularly by the European database regime?What is the international situation? -How is a database protected and what is its relation with other intellectual property regimes, particularly in the Digital context? -The opportunities and threats provided by current protection to creators, users and the society as a whole, including the commercial and cultural implications? -The difficult question on relation of the Database protection and protection of factual information as such. 6. Dsiposition The Study, in purporting to analyse and cast light on the questions above, is divided into three mainparts. The first part has the purpose of introducing the political and rationalbackground and subsequent legislative evolution path of the European database protection, reflected against the international backdrop on the issue. An introduction to databases, originally a vehicle of modern computing and information andcommunication technology, is also incorporated. The second part sets out the chosen and existing two-tier model of the database protection, reviewing both itscopyright and Sui Generis right facets in detail together with the emergent application of the machinery in real-life societal and particularly commercial context. Furthermore, a general outline of copyright, relevant in context of copyright databases is provided. For purposes of further comparison, a chapter on the precursor of Sui Generi, database right, the Nordic catalogue rule also ensues. The third and final part analyses the positive and negative impact of the database protection system and attempts to scrutinize the implications further in the future with some caveats and tentative recommendations, in particular as regards the convoluted issue concerning the IPR protection of information per se, a new tenet in the domain of copyright and related rights.

Context-based services for mobile devices

The subject of this master’s thesis was developing a context-based reminder service for mobile devices. Possible sources of context were identified and analyzed. One such source is geographical location obtained via a GPS receiver. These receivers consume a lot of power and techniques and algorithms for reducing power consumptions were proposed and analyzed. The service was implemented as an application on a series 60 mobile phone. The application requirements, user interface and architecture are presented. The end-user experiences are discussed and possible future development and research areas are presented.

Myyttinen nainen johtajana – diskurssianalyysi ”naisjohtajan” kuvan rakentumisesta mediatekstissä

Tutkielman tavoitteena on selvittää, minkälaisista näkökulmista naisesta johtajana kirjoitetaan ja löytyykö mediateksteistä viittauksia myytteihin, arkkityyppeihin tai stereotypioihin. Tutkimusmenetelmänä käytetään diskurssianalyysiä, jonka avulla valittuja tekstejä tutkitaan. Tässä tutkimuksessa media on rajattu käsittämään sanoma- ja aikakauslehdet. Media muokkaa, mallintaa ja uusintaa lukijan käsityksiä naisesta johtajana. Mediatekstissä johtajuus määrittyy miehisen maailmankuvan kautta. Roolijako miehen ja naisen välillä on kirjoituksissa selvä. Naiseen johtajana liitetään sukupuoli, perhe ja yksityiselämä, mies mielletään kirjoituksissa pelkästään johtajaksi. Perheen merkitys naisen johtajakuvassa on hyvin voimakas. Asenteiden ja uskomusten muutostarpeet ovat olemassa, mutta muutokset tapahtuvat hyvin hitaasti. Media ylläpitää ja uusintaa vanhoja arvoja ja asenteita. Myytit, arkkityypit ja stereotypiat vaikuttavat alitajuisesti sosiaalisen todellisuuden rakentumiseen. Ne säilyvät ja vaikuttavat kansantaruissa, mytologioissa ja uskomuksissa, kuten myös mediatekstissä. Medialla voidaan katsoa olevan merkitystä ”naisjohtajan” kuvan rakentumiseen.

Creating and Internalizing Corporate Brand Identity, Case Wärtsilä

Tämän tutkimuksen tavoitteena oli paremmin ymmärtää yritysbrandin identiteetin käsitettä sekä tutkia, miten brandi-identiteetti voidaan luoda ja sisäistää globaalissa konsernissa. Tutkimuksen tarkoituksena oli myös selvittää mahdollisia eroavuuksia case-yritys Wärtsilän todellisen ja toivotun brandi-identiteetin välillä. Kattavan kirjallisuuskatsauksen avulla tarkasteltiin yritysbrandin käsitettä ja sen merkitystä liiketoiminnassa sekä sitä, minkälaisen prosessin avulla yritysbrandi voidaan rakentaa. Myös brandi-identiteetin sisäistämiskeinoja pyrittiin löytämään kirjallisuuskatsauksen avulla. Wärtsilän toivottua brandi-identiteettiä tutkittiin teemahaastattelujen avulla. Henkilöstön mielikuvia eli todellista sisäistä brandi-identiteettiä selvitettiin kvantitatiivisella kyselytutkimuksella. Tutkimus osoitti, että yritysbrandin identiteetti on käsitteenä monitahoinen ja että sillä on yhtymäkohtia useisiin rinnakkaisiin käsitteisiin, kuten yrityksen identiteettiin, uskottavuuteen, maineeseen, liiketoimintastrategiaan, visioon ja missioon. Tämä tutkimus esittääkin, että yritysbrandin identiteetin käsittelyn tulisi aina olla kokonaisvaltaista, jotta saavutettaisiin jotakin rakentavaa ja arvokasta. Tutkimuksessa todetaan myös, että yritysbrandin rooli tulee tulevaisuudessa kasvamaan, koska kestävän kilpailuedun saavuttaminen tulee entistä vaikeammaksi. Tutkimus tähdentää myös henkilöstön roolin merkitystä yritysbrandin kehittämisessä. Tämän tutkimuksen mukaan yritysbrandin identiteetti voidaan luoda portaittaisen mallin avulla: Ensin tehdään strategiset brandianalyysit, määritellään toivotut mielikuvat ja positiointi, toisin sanoen brandin olemus, ja lopuksi nämä kaikki yhdistetään brandilupaukseksi. Yrityksen henkilöstön tulee sisäistää brandilupaus, jotta sen viestiminen ulospäin olisi mahdollisimman yhdenmukaista. Sisäistämistä voidaan edesauttaa mm. luomalla brandikirja, video, yritystarina, roolimalleja, käyttämällä yrityksen Intranettiä sekä pitämällä seminaareja ja ”workshopeja”. Tutkimuksessa havaittiin, että luomisprosessiin vaikuttavat monenlaiset tekijät, kuten muuttuva globaali liiketoimintaympäristö, organisatoriset asiat sekä moninaiset sidosryhmät.