MARKETING COMMUNICATIONS IN B2B COMPANIES – The Roles of Marketing Communication Tools in the Digital Age

Marketing communications has gone through significant changes during the last decades and new online tools have been leading this change for the last decade. Now, in the digital age, if wanting to be successful companies need to experiment new things and seize the opportunities online provides and adapt to the new environment. However, during this time the marketing communication mix and the meanings given to the various components of it have not changed dramatically, and personal selling, direct marketing, sales promotion, advertising and public relations activities are still regarded as important tools in the marketing communications mix. The purpose of this study was to examine business-to-business marketing communications and the tools used by companies in their marketing communications efforts in the digital age and in a global environment. The research questions dealt with the marketing communication tools and their roles as well as the role of online marketing communication and the way it has shaped the field of b2b marketing communications. In order to answer these questions, qualitative approach was chosen and the data was collected by theme interviews with six representatives of Finnish global companies from the b2b sector being interviewed. The theoretical framework covers the general field of b2b marketing communications and its main elements. The online environment as well as the concept of a global marketplace and integrated approach to marketing communication activities is also discussed. The theory was supported by the interviews regarding the activities and roles of the marketing communication tools and both theory as well as the interviews found personal selling to be a vital tool. However, the importance of online has grown and online marketing activities have risen right next to personal selling. The use of analytics and marketing automation was found to be of great interest in the interviews and they were seen as a growing domain in b2b marketing communications. The importance of targeted and personalised messages from relevant medias was a repeating theme as was the customer-centric approach in marketing communication activities. Also, offline and online tools and channels were seen as something that should be treated together as an entity rather than as separate activities. Relevant content created according to the needs of the customer with the gathered data from analytics were seen as the future of b2b marketing communications. Online has added its input to the more traditionally perceived tools and they are executed within the framework of the digital age. Nevertheless, even though online has increased its presence in the b2b marketing communications mix, the more traditionally perceived marketing communication tools, especially personal selling, have not lost their meaning or place in the b2b marketing communication mix.

Roles of novel biomarkers in progression of cutaneous squamous cell carcinoma

Roles of novel biomarkers was studied in progression of cutaneous squamous cell carcinoma (cSCC) as the most common metastatic skin cancer. The incidence of cSCC is increasing worldwide due to lifestyle changes such as recreational exposure to sunlight and the aging of the population. Because of an emerging need for molecular markers for the progression of cSCC, we set our goal to characterize three distinct novel markers overexpressed in cSCC cells. Our results identified overexpression of serpin peptidase inhibitor clade A member 1 (SerpinA1), EphB2 and absent in melanoma 2 (AIM2) in cSCC cell lines compared with normal human epidermal keratinocytes (NHEKs). Immunohistochemical analysis of SerpinA1, EphB2 and AIM2 revealed abundant tumor cell-specific expression of cytoplasmic SerpinA1 and AIM2 and cytoplasmic and membranous EphB2 in cSCC tumors in vivo. The staining intensity of SerpinA1, EphB2 and AIM2 was significantly stronger in cSCC as compared with carcinoma in situ (cSCCIS) and actinic keratosis (AK). Tumor cell-associated SerpinA1 and EphB2 was noted in chemically induced mouse skin SCC, and the staining intensity was stronger in mouse cSCCs than in untreated skin. AIM2 staining intensity was significantly more abundant in cSCC of organ transplant recipients (OTR) than in sporadic cSCC in vivo. EphB2 knockdown resulted in inhibition of migration in cSCC cells. In addition, knockdown of EphB2 and AIM2 was found to inhibit the proliferation and invasion of cSCC cells and to delay the growth and vascularization of cSCC xenografts in vivo. Altogether, these findings identify SerpinA1 as a novel biomarker for cSCC. In addition, characterization of the roles of EphB2 and AIM2 in the progression of cSCC was implicated them as possible therapeutic targets for the treatment of cSCC particularly in unresectable and metastatic tumors.

Roles of keratins in intestinal health and disease

Intermediate filament keratins (K) play a pivotal role in protein targeting and epithelialcytoprotection from stress as evidenced by keratin mutations predisposing to human liver and skin diseases and possibly inflammatory bowel disease (IBD). The K8-null (K8-/-) mice exhibit colonic phenotype similar to IBD and marked spontaneous colitis, epithelial hyperproliferation, decreased apoptosis, mistargeting of proteins leading to defective ion transport and diarrhea. The K8-heterozygote (K8+/-) mouse colon appears normal but displays a defective sodium (Na+) and chloride (Cl-) transport similar to, but milder than K8-/-. Characterization of K8+/- colon revealed ~50% less keratins (K7, K8, K19, K20) compared to K8 wild type (K8+/+). A similar ~50% decrease was seen in K8+/- mRNA levels as compared to K8+/+, while the mRNA levels for the other keratins were unaltered. K8+/- keratins were arranged in a normal colonic crypt expression pattern, except K7 which was expressed at the top of crypts in contrast to K8+/+. The K8+/- colon showed mild hyperplasia but no signs of inflammation and no resistance to apoptosis. Experimental colitis induced by using different concentrations of dextran sulphate sodium (DSS) showed that K8+/- mice are slightly more sensitive to induced colitis and showed a delayed recovery compared to K8+/+. Hence, the K8+/- mouse with less keratins and without inflammation, provided a novel model to study direct molecular mechanisms of keratins in intestinal homeostasis and ion transport. Different candidate ion transporters for a possible role in altered ion transport seen in the K8-/- and K8+/- mouse colon were evaluated. Besides normal levels of CFTR, PAT-1 and NHE-3, DRA mRNA levels were decreased 3-4-fold and DRA protein nearly entirely lost in K8-/- caecum, distal and proximal colon compared to K8+/+. In K8+/- mice, DRA mRNA levels were unaltered while decreased DRA protein level and patchy distribution was detected particularly in the proximal colon and as compared to K8+/+. DRA was similarly decreased when K8 was knocked-down in Caco-2 cells, confirming that K8 levels modulate DRA levels in an inflammation-independent manner. The dramatic loss of DRA in colon and caecum of K8-/- mice was responsible for the chloride transport defect. The milder ion transport in K8+/- colon might be related to DRA suggesting a role for K8 in regulation of DRA expression and targeting. The current study demonstrates the importance of keratins in stress protection and cell signaling. Furthermore, we have also successfully developed a novel, simple, fast, cost effective, non-invasive in vivo imaging method for the early diagnosis of murine colitis with specificity for both genetic and experimental colitis. The said modality provides continuous measurements of reactive oxygen and nitrogen species (RONS) and minimizes the use of an increased number of experimental animals by using a luminal derivative chemiluminescent probe, L-012 which provides a cost-effective tool to study the level and longitudinal progression of colitis.

Gender-toiminta osana sotilaallista kriisinhallintaa : rekrytointi, koulutus ja operatiivinen toiminta

Kansainväliset sotilaalliset kriisinhallintaoperaatiot ovat muuttuneet yhä vaativammiksi, ja kriisinhallinnan tehtäväkenttä on laajentunut ja monipuolistunut. Operaatioalueella olevilta kriisinhallintahenkilöiltä odotetaan yhä enemmän kykyä yhteistyöhön kaikkien toimijoiden kanssa yhteiskunnan vakauden ja turvallisuuden palauttamiseksi ja säilyttämiseksi. Yhdistyneiden kansakuntien päätöslauselman 1325 ”Naiset, rauha ja turvallisuus” täytäntöönpanolla halutaankin hyödyttää koko yhteiskunnan vakautta ja kehitystä. Suomen kansallisen toimintaohjelman ja Pääesikunnan normin mukaan Suomi tukee naisten kouluttautumista kohti vaativimpia tehtäviä ja esittää naisia kansainvälisiin johtotehtäviin. Suomi varmistaa, että kaikilla kriisinhallintatehtäviin lähtevillä on ihmisoikeus- ja tasa-arvokysymysten asiantuntemus sekä kyky tehdä yhteistyötä sisällyttämällä YK:n päätöslauselma 1325, kansainvälinen oikeus, kansainvälinen humanitaarinen oikeus sekä ihmisoikeusvelvoitteet kaikkeen kriisinhallintakoulutukseen. Suomi sisällyttää gender-näkökulman osak-si kriisinhallintajoukkojen operatiivista toimintaa huomioimalla gender-näkökulman operaatioiden suunnittelussa, toimeenpanossa ja raportoinnissa YK:n päätöslauselman 1325 ja operaatiokohtaisten määräysten mukaisesti. Tutkielman tarkoituksena oli tutkia puolustusvoimien virassa olevien naisupseerien motiiveja hakeutua kriisinhallintatehtäviin, naisten osallistumisen vaikutuksia kriisinhallintaoperaatioihin sekä gender-näkökulman huomioimista koulutuksessa ja kriisinhallintajoukon operatiivisessa toiminnassa. Tutkimusongelmana oli vähäinen aiempi tiedon määrä Suomen kansallisessa toimintaohjelmassa ja Pääesikunnassa määritetyn gender-toiminnan toteutumisesta. Päätutkimuskysymyksen avulla pyrittiinkin selvittämään, miten gender-toiminta on toteutu-nut sotilaallisen kriisinhallinnan rekrytoinnissa, koulutuksessa ja operatiivisessa toiminnassa. Tutkimusstrategiana sovellettiin monimenetelmäistä tiedonkeruutapaa määrällisen ja laadullisen aineiston saamiseksi. Tutkimusmenetelminä käytettiin survey-tutkimusta ja sisällönanalyysiä, joiden avulla pyrittiin kuvaamaan naisupseerien, operaatioista kotiutuneiden rauhanturvaajien sekä Afganistanin kriisinhallintaoperaatiossa (ISAF) palvelleiden SKJA:n komentajien ja naisupseerien käsityksiä, mielipiteitä ja asenteita tutkittavasta aiheesta. Tutkielman empiirinen osuus perustuu naisupseereille suunnattuun kyselyyn sekä SKJA:n komentajien ja naisupseerien sähköpostihaastatteluun. Tutkielmassa hyödynnettiin lisäksi Porin prikaatin kotiutuneille rauhanturvaajille teettämän tasa-arvokyselyn tuloksia. Tutkielman tuloksena ilmeni, että naisrauhanturvaajien kriisinhallintatehtäviin osallistumisen vaikutuksista merkittävimpiä olivat yhteyden saaminen paikalliseen naisväestöön. Myös miesten ja naisten työskentely yhdessä samoissa tehtävissä nähtiin tärkeänä esimerkkinä sukupuolten tasa-arvosta. Sukupuolen liiallinen korostaminen nähtiin haitalliseksi, ja tehtävän vaatimukset tuleekin asettaa tehtävässä tarvittavien ominaisuuksien, tietojen ja taitojen mukaisesti. Positiivisten vaikutusten saavuttamiseksi naisten määrän kriisinhallintatehtävissä tulisi kasvaa nykyisestä, mutta sen ei tule olla itseisarvo. Merkittävimmät naisupseerien kriisinhallintatehtäviin hakeutumattomuuden syyt olivat perheen perustamiseen liittyvät sosiaaliset syyt. Kriisinhallintatehtäviin hakeutumisen motivaatiota kasvattavista tekijöistä tärkeimpiä olivat ammattitaidon ja itsensä kehittäminen. Gender-koulutuksen osalta ilmeni, että Suomessa annetaan gender-peruskoulutus mutta operaatioalueella ei täydennyskoulutusta annettu. Gender-näkökulman huomioon ottaminen kriisinhallintajoukon operatiivisessa suunnittelussa, toimeenpanossa ja raportoinnissa ei myöskään tulosten perusteella toteutunut. Tutkielman johtopäätöksenä todetaan, että naisupseerit ovat pääosin halukkaita palvelemaan kriisinhallintatehtävissä, vaikka osallistuminen onkin henkilömäärältään vähäistä. Naisten mahdollisuuteen hakeutua kriisinhallintatehtäviin voidaan vaikuttaa laatimalla urasuunnitelma varhaisemmassa vaiheessa ja lisäämällä naisupseereille kohdennettua tietoa kriisinhallintatehtävistä. Kriisinhallintatehtäviin halukkaita naisia on enemmän kuin näyttäisi olevan mahdollista irrottaa kotimaan tehtävistä. Gender-koulutuksen todettiin olevan liian yleisellä tasolla eikä sitä kyetty konkreettisesti huomioimaan ja soveltamaan joukon operatiivisessa toiminnassa. Koulutuksen pääpainon tulisikin olla operatiivisessa vaikuttavuudessa osana kaikkea koulutusta. Gender-näkökulma tulisi saada integroitua osaksi kaikkea kriisinhallintajoukon toimintaa operaation vaikuttavuuden ja tavoitteiden täyttymisen näkökulmaa. Operaation tavoitteita asetettaessa tulisi muistaa, että kriisinhallintaoperaatioilla pyritään kokonaisvaltaisesti turvallisuusympäristön parantamiseen ja normaaliyhteiskunnan toimintojen ja palvelujen palauttamiseen. Gender-toiminnan kehittämisessä tärkeää onkin ymmärtää sen vaikutus ja kytkeminen nimenomaan paikallisväestön eri ihmisryhmien huomioimiseen ja tasavertaisuuteen ihmisoikeuksien näkökulmasta. Tutkielman tulosten mukaan kehityskohteita gender-toiminnan parantamiseksi on olemassa, ja mikäli kriisinhallintaoperaatioiden vaikuttavuutta halutaan tehostaa, näyttäisi siihen myös olevan keinoja.

The Impact of Foreign Direct Investment Inflows on the Economic Growth of Bangladesh. The Roles of Infrastructural Facilities

Foreign direct investment (FDI) inflow has been a key concern for Bangladesh to obtain additional support for the economic development. The Government of Bangladesh continuously competing with other South Asian countries and putting more effort to increase the number of FDI inflows in the country. From the country’s perspective, the constant increasing rate of economic growth shows a positive outcome of FDI inflow. However, the country still not performing up to the mark to pull enough FDI inflows to its potential. Thus, this study discusses about the major determinants and factors affecting FDI inflows in Bangladesh. Among those determinants and factors, infrastructural facility is considered as the most important to affect FDI inflows. FDI inflow is fundamentally depending upon infrastructural facilities to achieve its desire success. Foreign investors take this issue very seriously because based on this they can measure their ease of doing business in the host country. Despite of providing a large market size, due to having weak and lack of infrastructural facilities, Bangladesh is facing trouble in drawing attention of the foreign investors. In order to make the infrastructural facilities happen, it is highly required to organize each of the systems under of it. The body of this study discussed about the weak infrastructures in Bangladesh such as transport and communication, power and energy, education system, and governance services. Improvement in one of these systems cannot provide valuable positive changes on FDI inflows. It requires improvement in all the weak systems to grasp multinational companies and attract foreign investors. On the basis of this research problem, research questions are established. Both qualitative and quantitative methods are used to answer the research questions. Furthermore, several theories have been applied to justify possible scenarios from the research problem. In addition, the history in between Bangladesh, trade liberalization, and FDI inflows is presented briefly.

The Impact of Foreign Direct Investment Inflows on the Economic Growth of Bangladesh. The Roles of Infrastructural Facilities

Foreign direct investment (FDI) inflow has been a key concern for Bangladesh to obtain additional support for the economic development. The Government of Bangladesh continuously competing with other South Asian countries and putting more effort to increase the number of FDI inflows in the country. From the country’s perspective, the constant increasing rate of economic growth shows a positive outcome of FDI inflow. However, the country still not performing up to the mark to pull enough FDI inflows to its potential. Thus, this study discusses about the major determinants and factors affecting FDI inflows in Bangladesh. Among those determinants and factors, infrastructural facility is considered as the most important to affect FDI inflows. FDI inflow is fundamentally depending upon infrastructural facilities to achieve its desire success. Foreign investors take this issue very seriously because based on this they can measure their ease of doing business in the host country. Despite of providing a large market size, due to having weak and lack of infrastructural facilities, Bangladesh is facing trouble in drawing attention of the foreign investors. In order to make the infrastructural facilities happen, it is highly required to organize each of the systems under of it. The body of this study discussed about the weak infrastructures in Bangladesh such as transport and communication, power and energy, education system, and governance services. Improvement in one of these systems cannot provide valuable positive changes on FDI inflows. It requires improvement in all the weak systems to grasp multinational companies and attract foreign investors. On the basis of this research problem, research questions are established. Both qualitative and quantitative methods are used to answer the research questions. Furthermore, several theories have been applied to justify possible scenarios from the research problem. In addition, the history in between Bangladesh, trade liberalization, and FDI inflows is presented briefly

The roles and tasks of salespeople in Software-as-a-Service company's value-based sales process

Recent research in relationships marketing and sales and sales management emphasizes companies’ ability to create customer value as a core of all business-to-business relationships. The role of individual salespeople in business relation-ships is commonly acknowledged, but has been largely neglected in extant literature. This study offers especially more detailed perspective on salespeople’s roles and tasks in business-to-business value-based sales process. It focuses especially on Software-as-a-Service business environment. The objective of the study is to find out how salespeople can create value in Software-as-a-Service value-based sales process. It determines value-based sales process, salespeople’s roles and tasks in it, and combines value assessment in to process. The results indicate that salespeople have to adapt different selling roles and tasks in Software-as-a-Service value-based sales process to be able to support the customer’s value-in-use experience. The process itself is highly complex, consisting of multiple facets and selling behaviors, and involves relevant actors from both parties of relationship. The study concludes with a discussion of possibilities that provide interesting aspects for future research.

Quest/ion of Identities in African American Feminist Postmodern Drama: A Study of Selected Plays by Suzan-Lori Parks

Innovative and unconventional, Pulitzer Prize-winning playwright Suzan-Lori Parks belongs to the continuum of African American playwrights who have contributed to the quest/ion – the quest for and question – of identities for African Americans. Her plays are sites in which the quest/ion of identities for African Americans is pursued, raised and enacted. She makes use of both page and stage to emphasize the exigency of reshaping African Americans’ identities through questioning the dominant ideologies and metanarratives, delegitimizing some of the prevailing stereotypes imposed on them, drawing out the complicity of the media in perpetuating racism, evoking slavery, lynching and their aftereffects, rehistoricizing African American history, catalyzing reflections on the various intersections of sex, race, class and gender orientations, and proffering alternative perspectives to help readers think more critically about issues facing African Americans. In my dissertation, I approach three plays by Parks – The Death of the Last Black Man in the Whole Entire World (1990), Venus (1996) and Fucking A (2000) – from the standpoints of postmodern drama and African American feminism with a focus on the terrains that reflect the quest/ion of identities for African Americans, especially African American women. I argue that postmodern drama and African American feminism provide the ground for Parks to promote the development of a political agenda in order to call into question a number of dominant ideologies and metanarratives with regard to African Americans and draw upon the roles of those metanarratives as a powerful apparatus of racial and sexual oppressions. I also explore how Parks engages with postmodern drama and African American feminism to incorporate her own mininarratives in the dominant discourses. I argue that Parks in these plays uses postmodern drama and African American feminism to encourage reflections on intersectionality in order to reveal the concerns of African Americans, particularly African American women. Her plays challenge the dominant order of hierarchy and patriarchy, while in some cases urging unity and solidarity between African American men and women by showing how unity and solidarity can help them confront race, class and gender oppressions. Furthermore, I discuss how the utilization of postmodern techniques and devices helps Parks to transform the conventional features of playwriting, to create incredulity toward the dominant systems of oppression and to incorporate her mininarratives within the context of dominant discourses.