DIGITAL BUSINESS-TO-BUSINESS MARKETING COMMUNICATIONS IN EMERGING MARKETS – Developing Business Marketing in Russia

The core idea of this Master's Thesis was that five key characteristics – market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure – of emerging markets are radically different from the traditional industrialized capitalist society and they will require us to rethink the core assumptions of business-to-business marketing, such as business relationships, marketing communication elements, and digitalization. In this research, Russia is considered to be an emerging market that reflects the aforementioned theoretical characteristics. The research was a qualitative case study and furthermore a collective case study. In the beginning three digital marketing professionals were interviewed to better understand digital B2B marketing. The actual research data was collected through seven structured theme interviews with representatives of the case companies operating in Russia. The selection of case companies included three business consulting companies and four industrial companies. The aim of this qualitative study was to understand and clarify how business marketing exploits digital marketing methods as a part of the chosen business marketing strategy under emerging markets’ special conditions. This objective was divided in three research questions: 1) How the chosen marketing strategy reflects in the business marketing process? 2) How digital marketing communication contributes to business marketing? 3) How are the emerging markets’ characteristics reflected in the business marketing process? The main research findings indicate that digital business-to-business marketing communications can be useful and effective. Moreover, business DMC can be defined and structured in a reasonable way. The company's prevalent marketing paradigm and the chosen marketing strategy reflect in the business marketing process, and in utilizing digital marketing communications. The assumption that emerging markets set an environment with special characteristics for business marketing was supported by the study. However, the business environmental aspects were not considerably disturbing digital B2B marketing, but making it even more reasonable to harness in Russia.

Policy guidelines, the National Digital Library and Europeana

Minna Karvosen esitys Europeana työpajassa 20.11.2012 Helsingissä.

The National Digital Library Finna Among Digital Research Infrastructures in Finland

Heli Kautosen esitys Epics, Digital Cultural Heritage and Vernacular Languages. Corpora and Databases in Oral Tradition Research -seminaarissa Helsingissä 2.3.2013.

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Insight-lehden numerossa 26 (Maaliskuu 2013) julkaistu artikkeli.

Towards Perfection Step by Step – User Experience Design and Evaluation in the Context of Digital Libraries

Heli Kautonen's presentation in the LIBER Conference 27 June, 2013 in Munich, Germany.

Reshaping Digital Library Services at National Level – Why, How, When?

Kristiina Hormia-Poutasen esitys Liber-konferenssissa Münchenissa, Saksassa 27.6.2013.

Background for Designing an Improved Digital Musical Keyboard Instrument

Electrical keyboard instruments and computer-aided music-making generally base on the piano keyboard that was developed for a tuning system no longer used. Alternative keyboard layout offers at least easier playing, faster adopting, new ways to play and better ergonomics. This thesis explores the development of keyboard instruments and tunings, and different keyboard layouts. This work is preliminary research for an electrical keyboard instrument to be implemented later on.

A distributed, cloud-ready, digital content processing and transformation platform and a specific use case

Poster at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Save Consumers Time and Money: Thou Shall Not Forget Digital Native Big Data Consumers

Poster at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Virtual Cellar of the Estonian Literary Museum: the Challenges of the Open Access in the Digital Era

Poster at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Managing Change: An Organizational Outline for Reimagining the Digital Repository Infrastructure at The Ohio State University Libraries

Poster at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Comprehensive digital preservation repositories: gaps, and what do we mean by “repository” anyway?

Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Targeted Annotation of Scientific Literature and Data Resources in Invenio Digital Libraries

Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

The Islandora Digital Humanities Platform

Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

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Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014