Venäjään liittyvän markkinatutkimustiedon markkinapotentiaali Suomessa

Tämän diplomityön tavoitteena on tehdä markkinatutkimus suomalaisista yrityksistä, jotka toimivat tai aikovat lähiaikoina aloittaa toiminnan Venäjän markkinoilla. Tutkimus tehdään kaksiosaisena kyselytutkimuksena ja sen avulla selvitetään, minkälaisia Venäjään liittyviä tietotarpeita eri toimialojen yrityksillä on. Tuloksien avulla työn teettäjä Tutkimus- ja Analysointikeskus TAK Oy pystyy kartoittamaan potentiaalisia uusia asiakasyrityksiä. Diplomityön alussa tutustutaan markkinatutkimukseen ja luodaan katsaus Venäjän markkinoiden erikoispiirteisiin sekä esitellään TAK Oy. Tämän jälkeen läpikäydään vaiheittain markkinatutkimus, jonka toteutus perustuu diplomityön alussa esiteltyihin taustatietoihin. Työn lopussa kerrotaan tutkimuksen tulokset sekä niiden pohjalta tehdyt johtopäätökset ja suositukset TAK Oy:lle. Viimeisenä osana tässä työssä on yhteenveto tutkimuksen keskeisimmistä asioista. Diplomityön tuloksena saatiin aikaiseksi tutkimus suomalaisten yritysten Venäjän kauppaan kohdistuvasta kiinnostuksesta ja Venäjän markkinoihin liittyvistä tietotarpeista. Lisäksi tutkimuksien perusteella saatiin laadittua lista yrityksistä, jotka voisivat olla kiinnostuneita TAK Oy:n tuottamista tutkimuspalveluista.

Developing the environmental marketing of an industrial company

The objective of this study was to examine how the customers of Larox Flowsys value environmental issues and how environmental issues affect their purchasing behaviour. A comparison between Larox peristaltic pumps and competing pump brands and types was also made in order to find out whether LPP pumps possess some more environmentally beneficial features that other pumps do not have. Finally, if the answers to the first two research questions show that a need for a new marketing message does exist, then the final stage is to select the most appropriate environmental arguments for Larox Flowsys. The empirical data in the study was collected from several different sources, but the main sources were the customer interviews and the outsourced market research. The data was analysed mainly by using content analysis, but theme formation and quantification were also utilized. The results showed that the customers do not consider environmental issues as a main purchasing criterion, but they may well be the criterion that differentiates the product from competing ones. The comparison proved that LPP pumps do possess some significant environmental benefits over competing pumps and therefore, the prerequisite for the use of environmental arguments exists. The final stage in the study was to select the proper environmental arguments for Larox Flowsys.

Liiketoimintastrategisten vaatimusten syntyminen ja niiden toteutumisen arviointi keskisuurten yritysten toiminnanohjausjärjestelmähankkeissa. Tapaustutkimus kolmesta teollisuusyrityksestä ja aineistolähtöinen teoria

Tietojärjestelmien strateginen kehittäminen on ollut niin liike-elämän kiinnostuksen kuin akateemisen tutkimuksenkin kohteena jo pitkään. Aihe on edelleen ajankohtainen, eikä ajankohtaisuus osoita laantumisen merkkejä. Valtaosa tutkimuksesta on kohdistunut suuryrityksiin ja jonkin verran pk-yrityksiin yhtenä ryhmänä. Tutkimus on kohdistunut aiheeseen tarkastelemalla onko tietojärjestelmien ja liiketoimintastrategian välillä yhteyttä, ja jos, onko sillä merkitystä yrityksen menestykselle. Tämän tutkimuksen tavoitteena oli pureutua syvemmälle siihen tapaan, jolla yritys kytkee liiketoimintastrategiansa tietojärjestelmähankintaan. Kohdetietojärjestelmäksi tutkimuksessa valittiin toiminnanohjausjärjestelmät ja yrityskooksi keskisuuret yritykset. Toiminnanohjausjärjestelmän valintaa voidaan perustella sen kattavuudella yrityksen toiminnassa eri sidosryhmien suunnasta katsottaessa. Keskisuuret yritykset valittiin osittain sen vuoksi, koska niistä ei ole paljoakaan omaa tutkimusta, osittain sen vuoksi, että niiden luonne kehityspolun epäjatkumokohdassa haluttiin nostaa esille. Tutkimuksen empiirinen osa pohjautuu kolmeen tutkimustapaukseen, kolmen keskisuuren yrityksen toiminnanohjaushankkeeseen. Tapausyritysten liiketoiminta- ja ITjohtoa haastateltiin, ja lisäksi käytettiin kaikkea saataville ollutta kirjallista arkistoaineistoa. Tutkimuksen päämenetelmä oli Grounded Theory (GT). Tutkimustavassa ei, poiketen useista muista laadullisista tutkimustavoista, ole ennalta määrättyä viitekehystä, vaan tutkimus lähtee liikkeelle ns. puhtaalta pöydältä ilman esioletuksia luoden tutkimusprosessin kuluessa uutta teoriaa. Tutkimustavan etuna voidaan pitää ennakkoluulottomuutta. Aikaisemman tutkimuksen rooli tässä tutkimuksessa oli ensinnäkin kartoittaa tutkimusaluetta ja olla johdantona tutkimukselle, toisaalta tuloksia vertailtiin aikaisempaan tutkimukseen. Tutkimusaineisto analysoitiin tarkasti. Ensin aineisto käytiin läpi koodaamalla se aineistosta esille nousseiden käsitteiden alle. Seuraavaksi saatu tulos luokiteltiin aineistosta nousseisiin luokkiin sekä muodostettiin käsitteiden ja luokkien väliset yhteydet. Lopuksi muodostumassa oleva teoria konkretisoitiin 18 hypoteesin ja hypoteesit yhdistävän mallin avulla. Tutkimuksessa saatiin uutta tietoa siitä, miten vaatimusprosessi etenee ja miten keskisuuren yrityksen ominaispiirteet vaikuttavat vaatimusprosessiin. Lisäksi saatiin uutta tietoa siitä, mitkä ovat kriittisiä menestystekijöitä keskisuuren yrityksen toiminnanohjaushankkeessa. Keskisuuretyritykset näyttävät tämän tutkimuksen aineiston perusteella osaavan asettaa vaatimuksia toiminnanohjausjärjestelmälle liiketoimintastrategian, prosessikuvausten ja toiminnanohjausjärjestelmien tarjoamien mahdollisuuksien suunnista. Vaatimusten toteutumisenarviointi on keskisuurilla yrityksillä epäsystemaattista, kuten aikaisemmassa tutkimuksessa on todettu olevan myös suurilla yrityksillä. Resurssivaje vaikeuttaa toiminnanohjausjärjestelmän liiketoimintastrategisten vaatimusten toteutumista. Tutkimusaineiston perusteella voidaan päätellä, että keskisuurissa yrityksissä – huolimatta siitä, että niissä on olemassa prosessikuvaukset – ei ole varsinaista prosessiajattelua tai prosessijohtamista. Keskisuuret yritykset eivät tämän tutkimuksen aineiston perusteella näytä muodostavan poikkeusta, vaan mittariston käyttö on epäkypsää, eikä mittaristoa pystytä hyödyntämään tietojärjestelmähankkeen tukena. Tulosten pohjalta voidaan arvioida, että strategisen johtamisen komponentit ovat keskisuuressa yrityksessä toisistaan irrallisia. Vaikka toiminnanohjaushankkeen vaatimuksia asetettaessa liiketoimintastrategia on vahvasti mukana, jää vaatimuksenasettelu karkealle tasolle, eikä konkretisoidu prosesseihin ja mittarointiin. Sen seurauksena toiminnanohjausjärjestelmästä ei saada kaikkea sitä hyötyä ja tukea liiketoimintastrategialle, mikä olisi mahdollista. Tutkimuksessa tuli myös esille resurssi- ja osaamispuutteen haittavaikutuksia keskisuurten yritysten toiminnanohjaushankkeiden vaatimusprosessissa. Puutteet yhdistettynä hajallaan oleviin strategisen johtamisen komponentteihin muodostavat yhdessä vaikean lähtökohdan strategiselle toiminnanohjaushankkeelle.

Trust in inter-organizational relationships

Trust in inter-organizational collaborative relationships has attracted substantial research interest among academics and practitioners. Previous studies have concentrated on the benefits of trust to business outcomes and economic performance, as it is considered to be a source of competitive advantage. Despite this increased level of interest, there is no consensus, much less overall agreement, about how it should be conceptualized or about the number of dimensions it incorporates. On the inter-organizational level there is an obvious challenge in defining both the trusting party and the objects of trust. Thus, the notion of trust as an under-theorized and poorly understood phenomenon still holds. Hence, the motivation of this study was fuelled by the need to increase our knowledge and understanding of the role and nature of trust in inter-organizational collaborative relationships. It is posited that there is a call for more understanding about its antecedents and consequences, as well as about the very concept in inter-organizational collaborative relationships. The study is divided into two parts. The first part gives a general overview, and the second part comprises four research publications. Both qualitative and quantitative research methodology is utilized. A multi-method research design was used because it provides different levels of data and different perspectives on the phenomenon. The results of this study reveal that trust incorporates three dimensions on both the individual and the organizational level: capability, goodwill, and self-reference. Trust develops from the reputation and behavior of the trusted party. It appears from this study that trust is clearly directed towards both individual boundary spanners and the counterpart company itself – i.e. not only to one or the other. The trusting party, on the other hand, is always an individual, and not the organization per se. Trust increases collaboration benefits and lowers collaboration drawbacks, thus having a positive effect on relationship performance. The major contribution of this study lies in uncovering the critical points and drawbacks in prior research and thereby in responding to the highlighted challenges. The way in which these challenges were addressed offers contributions to three major issues in the emerging theory of trust in the inter-organizational context: firstly, this study clarifies the trustor-trustee discussion; secondly, it conceptualizes trust as existing on both individual and organizational levels; and thirdly, it provides more information about the antecedents of trust and the ways in which it affects relationship performance.

”Kyllähän nyt pitäs olla jo semmonen aika, että pääsis niin kö keskustelemhan näistä asioista.” Tutkimus lappilaisten sotavankien, partisaanien uhrien ja huutolaisten elämänkulusta, voimavaroista, terveydestä ja sairauksista

Research into the course of life, mental stamina and health status of wartime prisoners, victims of Soviet partisan attacks, and paupers in Finnish Lapland The basis of this research comprised the issues raised during the interviews conducted in my work as a general practitioner in Lapland, regarding factors that have possibly affected the life stories and health conditions of Lappish people who had lived through the war as war prisoners, victims of partisan attacks, or paupers. The purpose of the study was to describe how the different life phases and experiences emerged from the interviewees’ stories and to identify their mental stamina. Another goal was to make observations on their health status, in which the main emphasis became to address mental symptoms. The cohort consisted of elderly Finns who lived in Lapland during the war and experienced war imprisonment, pauperism, or became victims of partisan attacks. All three groups consisted of 12 interviewees. The interview transcripts were read several times and then investigated using the content analysis methods applicable to the material. The research methodology was based on building awareness and understanding. Thematic tagging and data coding were used as structured analysis tools. In all three groups most of the interviewees clearly identified their mental stamina, the most fundamental of which were home, family and work. The war prisoners’ injuries and nervous sensibility symptoms had been shown in earlier studies on war prisoners, and on this basis they had been granted disability pensions. However, many of them had suppressed their traumatic experiences and mental difficulties, and they could not talk about these issues until at the time of these interviews held at old age. Four of them still suffered from a post-traumatic stress disorder. The victims of Soviet partisans had had to carry their mental load alone for decades before the cruel ravages on civilians in remote areas of Lapland became publicly known. Most of them still had disturbing nervous sensibility symptoms. Four interviewees had a post-traumatic stress disorder, and in addition to these, the mental symptoms of one had developed into a post-traumatic stress disorder during old age. Many of the interviewees who had been left paupers remembered their childhood as filled with grief and feelings of inferiority, and had nightmares relating to their wartime experiences. Yet none of them suffered from post-traumatic stress disorder. The results showed that the exceptional suffering caused by the war, the wartime imprisonment and the devastating attacks by Soviet partisans had led especially to mental difficulties. These were left almost completely unnoticed in the post-war conditions, and the war victims were unable to seek help on their own. Based on the results, our health care for the elderly should focus on familiarization with the individual experiences and life stories of each elderly person. This can facilitate geriatric diagnostics and individual therapy planning. Empathic familiarization with the life experiences of the elderly may strengthen their mental stamina and improve the quality of successful aging.

Managerial Careers in the IT Industry: Women in China and in Finland

This research focuses on the career experiences of women managers in the IT industry in China and Finland, two countries with different cultures, policies, size of population, and social and economic structures regarding work-life support and equal opportunities. The object of this research is to present a cross-cultural comparison of women’s career experiences and how women themselves understand and account for their careers. The study explores how the macro and the micro levels of cultural and social processes become manifested in the lives of individual women. The main argument in this thesis is that culture plays a crucial role in making sense of women’s career experiences, although its role should be understood through its interrelationship with other social processes, e.g., institutional relations, social policies, industrial structures and organizations, as well as globalization. The interrelationship of a series of cultural and social processes affects individuals’ attitudes to, and arrangement and organization of, their work and family lives. This thesis consists of two parts. The first part introduces the research topic and discusses the overall results. The second part comprises five research papers. The main research question of the study is: How do cultural and social processes affect the experiences of women managers? Quantitative and qualitative research methods, which include in-depth interviews, Q-methodology, interpretive analysis, and questionnaires, are used in the study. The main theoretical background is culturally sensitive career theory and the theory of individual differences. The results of this study are viewed through a feminist lens. The research methodology applied allows new explorations on how demographic factors, work experiences, lifestyle issues, and organizational cultures can jointly affect women’s managerial careers. The sample group used in the research is 42 women managers working in IT companies in China (21) and Finland (21). The results of the study illustrate the impact of history, tradition, culture, institutional relations, social politics, industry and organizations, and globalization on the careers of women managers. It is claimed that the role of culture – cultural norms within nations and organizations – is of great importance in the relationship of gender and work. Women’s managerial careers are affected by multiple factors (personal, social and cultural) reflecting national and inter-individual differences. The results of the study contribute to research on careers, adding particularly to the literature on gender, work and culture, and offering a complex and holistic perspective for a richer understanding of pluralism and global diversity. The results of the study indicate how old and new career perspectives are evidenced in women managers in the IT industry. The research further contributes to an understanding of women’s managerial careers from a cross-culture perspective. In addition, the study contributes to the literature on culture and extends understanding of Hofstede’s work. Further, most traditional career theories do not perceive the importance of culture in determining an individual’s career experience and this study richens understanding of women managers’ careers and has considerable implications for international human resource management. The results of this study emphasize the need, when discussing women managers’ careers, to understand the ways by which gendering is produced rather than merely examining gender differences. It is argued that the meaning of self-knowledge is critical. Further, the environment where the careers under study develop differs greatly; China and Finland are very different – culturally, historically and socially. The findings of this study should, therefore, be understood as a holistic, specific, and contextually-bound.

The Effect of Operational Disturbances on Reliability and Operation Time Distribution of NCmachine Tools in FMS

This thesis concentrates on studying the operational disturbance behavior of machine tools integrated into FMS. Operational disturbances are short term failures of machine tools which are especially disruptive to unattended or unmanned operation of FMS. The main objective was to examine the effect of operational disturbances on reliability and operation time distribution for machine tools. The theoretical part of the thesis covers the fimdamentals of FMS relating to the subject of this study. The concept of FMS, its benefits and operator's role in FMS operation are reviewed. The importance of reliability is presented. The terms describing the operation time of machine tools are formed by adopting standards and references. The concept of failure and indicators describing reliability and operational performance for machine tools in FMSs are presented. The empirical part of the thesis describes the research methodology which is a combination of automated (ADC) and manual data collection. By using this methodology it is possible to have a complete view of the operation time distribution for studied machine tools. Data collection was carried out in four FMSs consisting of a total of 17 machine tools. Each FMS's basic features and the signals of ADC are described. The indicators describing the reliability and operation time distribution of machine tools were calculated according to collected data. The results showed that operational disturbances have a significant influence on machine tool reliability and operational performance. On average, an operational disturbance occurs every 8,6 hours of operation time and has a down time of 0,53 hours. Operational disturbances cause a 9,4% loss in operation time which is twice the amount of losses caused by technical failures (4,3%). Operational disturbances have a decreasing influence on the utilization rate. A poor operational disturbance behavior decreases the utilization rate. It was found that the features of a part family to be machined and the method technology related to it are defining the operational disturbance behavior of the machine tool. Main causes for operational disturbances were related to material quality variations, tool maintenance, NC program errors, ATC and machine tool control. Operator's role was emphasized. It was found that failure recording activity of the operators correlates with the utilization rate. The more precisely the operators record the failure, the higher is the utilization rate. Also the FMS organizations which record failures more precisely have fewer operational disturbances.

Näkökohtia aloittavan yritysverkoston markkinointiin ja teknologiastrategiaan

Carelian EcoTec yritysverkosto on uusi käynnistymisvaiheessa oleva verkosto. Verkosto toimii pääosin Keski Karjalassa ja siinä on mukana 15 yritystä. Diplomityössä syvennytään kolmeen aihealueeseen: verkostoituminen, markkinatutkimus ja teknologiastrategia, yritysverkoston kannalta. Verkostoitumisen osalta arvioitiin verkoston nykytilaa, verkoston yritysten näkemystä verkostosta ja lisäksi tehtiin verkostolle SWOT analyysi. Verkostoitumisen osalta arvioitiin myös verkoston kehittämiskohteita tulevaisuudessa. Markkinaselvityksessä verkoston toimialat on segmentoitu ja näiden valittujen segmenttien markkinat on pyritty arvioimaan puhelinhaastatteluiden, koemarkkinoinnin, aiempien selvitysten ja tilastojen perusteella. Markkinaselvityksen perusteella muotoiltiin markkinointistrategia verkostolle. Teknologiastrategiassa pyrittiin rakentamaan verkostolle teknologiastrategia. Teknologiastrategian luomiseen käytettiin apuna kirjallisuudessa esitettyjä teknologiastrategian laadintamalleja. Teknologiastrategiassa määriteltiin kohteita, joihin verkoston tulisi teknologisesti keskittyä lähitulevaisuudessa.

The Management of Intellectual Capital in the Early Phases of Project Marketing

This study aims at enhancing understanding and deriving new constructs about the management of intellectual capital in the early phases of project marketing. The research methodology employed is deductive; conceptual reasoning is based on existing literature. The study's knowledge base is drawn from the bodies of literature dealing with project, relationship, and industrial marketing, as well as from the literature dealing with mechanical engineering, network approach, systems selling, R&D, project portfolio, strategic, financial, and knowledge management. As a result, three processes, 32 summaries and 19 conclusions give to the management of intellectual capital meaning in the context of project marketing. These conclusions and synthesis are proposed to improve the existing concepts and models in project marketing.

Johtoryhmätyöskentely pörssinoteeratussa kasvuhakuisessa logistiikkayhtiössä

Tutkimuksen tarkoituksena oli selvittää johtoryhmän tehtävän ja toiminnan tärkeys ja tarve.Tavoitteena oli saada selville johtoryhmän muodostumiseen vaikuttavia tekijöitä sekä johtoryhmän toimintaan vaikuttavia tekijöitä ja miten johtoryhmä vaikuttaa yrityksen tuloksellisuuteen.Tapaustutkimus toteutettiin teemahaastatteluilla,jotka analysoitiin aihepiireittäin.Tutkimustuloksen mukaan johtoryhmätyöskentely on yrityksissä tärkeä yrityksen tuloksellisessa toiminnassa sekä strategian muodostuksessa. Johtoryhmän muodostumiseen vaikuttavat yrityksen strategia, mutta johtoryhmän työ on tärkeää myös itse strategian muodostumiselle. Johtoryhmän kokoonpanoon vaikuttavat erityisesti johtajien kokemus ja koulutus. Hyvä luottamuksen taso johtoryhmässä vaikuttaa positiivisesti uusien ideoiden syntyyn, ja edesauttaa näin myös johtoryhmän voimavarojen keskittymistä yrityksen kannalta oleellisiin asioihin.

On Value Creation at an Industrial Intersection – Bioenergy in the Forest and Energy Sectors

The traditional forest industry is a good example of the changing nature of the competitive environment in many industries. Faced with drastic challenges forestindustry companies are forced to search for new value-creating strategies in order to create competitive advantage. The emerging bioenergy business is now offering promising avenues for value creation for both the forest and energy sectors because of their complementary resources and knowledge with respect to bioenergy production from forest-based biomass. The key objective of this dissertation is to examine the sources of sustainable competitive advantage and the value-creation opportunities that are emerging at the intersection between the forest and energy industries. The research topic is considered from different perspectives in order to provide a comprehensive view of the phenomenon. The study discusses the business opportunities that are related to producing bioenergy from forest-based biomass, and sheds light on the greatest challenges and threats influencing the success of collaboration between the forest and energy sectors. In addition, it identifies existing and potential bioenergy actors, and considers the resources and capabilities needed in order to prosper in the bioenergy field. The value-creation perspective is founded on strategic management accounting, the theoretical frameworks are adopted from the field of strategic management, and the future aspect is taken into account through the application of futures studies research methodology. This thesis consists of two parts. The first part provides a synthesis of the overall dissertation, and the second part comprises four complementary research papers. There search setting is explorative in nature, and both qualitative and quantitative research methods are used. As a result, the thesis lays the foundation for non-technological studies on bioenergy. It gives an example of how to study new value-creation opportunities at an industrial intersection, and discusses the main determinants affecting the value-creation process. In order to accomplish these objectives the phenomenon of value creation at the intersection between the forest and energy industries is theorized and connected with the dynamic resource-based view of the firm.

Knowledge Sharing in a Virtual Learning Community

The focus of this Master’s Thesis is on knowledge sharing in a virtual Learning community. The theoretical part of this study aims at presenting the theory of knowledge sharing, competence development and learning in virtual teams. The features of successful learning organizations as well as enablers of effective knowledge sharing in virtual communities are also introduced to the reader in the theoretical framework. The empirical research for this study was realized in a global ICT company, specifically in its Human Resources business unit. The research consisted of two rounds of online questionnaires, which were conducted among all the members of the virtual Learning community. The research aim was to find shared opinions concerning the features of a successful virtual Learning community. The analysis of the data in this study was conducted using a qualitative research methodology. The empirical research showed that the main important features of a successful virtual Learning community are members’ passion towards the community way of working as well as the relevance of the content in the virtual community. In general, it was found that knowledge sharing and competence development are important matters in dynamic organizations as well as virtual communities as method and tool for sharing knowledge and hence increasing both individual and organizational knowledge. This is proved by theoretical and by empirical research in this study.

Innovative Culture – Searching for Innovativeness in a Construction Company

The purpose of the thesis is to study innovativeness in a context of the construction industry especially the front-end of the innovation process. The construction industry is often considered an old-fashioned manufacturing industry. Innovations and innovativeness are rarely linked to the industry. The construction industry, as well as other industries in Finland, is facing challenges such as productivity, the climate change and internationalization. The meaning of innovations is greater than ever in continuously changing markets, for standing out from competitors or increasing the competitiveness. Traditional production methods, tight building regulations, unique buildings, one-of-a-kind project organizations and highlighting the cheapest price in building contracts are particular challenges in the construction industry. The research questions of the thesis were: - What kind of factors shift the existing company culture towards innovativeness? - What are the phases of the front-end of the innovation process? - What kind of tools and methods enable managing the front-end of the innovation process? The theoretical part of the thesis bases on the literature review. The research methodology of the empirical part was the action research and qualitative approach. Empirical data was collected by the theme interviews from three companies. The results were practical methods and experiences from innovation activities of the companies. The results of the thesis can be clarified as follows: enhancement of the innovation activities requires support and commitment of the top management, innovative culture and innovation strategy. Innovativeness can be promoted by systematical methods for example collecting ideas from employees. Controlling and managing the front-end phase is essential to succeeding. Despite that managing the front-end is the most challenging part of the innovation process, development and management of that save companies’ money, resources and prevents useless investments. Further clarification and studies are needed to find out furthermore functional tools and methods to manage innovations and implementing them to the culture of the companies.

Markkinatutkimustiedon hyödyntäminen yrityksen myynnin ja markkinoinnin tarpeisiin

Tutkimuksen tavoitteena oli selvittää, miten yrityksessä käytetään markkinatutkimustietoa ja -työkaluja sekä miten markkinatutkimustiedon käyttöä yrityksessä voisi kehittää tukemaan myynnin ja markkinoinnin tarpeita. Tutkimus suoritettiin laadullisena case-tutkimuksena. Tutkimuksen teoreettinen lähdeaineisto kerättiin kirjallisuudesta sekä tieteellisistä artikkeleista ja empiirinen aineisto suorittamalla haastatteluja sekä kysely yrityksen työntekijöille. Tutkimuksen teoreettisena pohjana käytettiin liiketoimintatiedon, markkinatiedon ja kilpailijatiedon hallintaa sekä markkinatietoprosessia erityisesti tiedon käytön ja hyödyntämisen näkökulmasta. Empiirinen aineisto tutkimukseen kerättiin haastattelemalla sekä suorittamalla kysely yrityksen myynnin ja markkinoinnin parissa toimiville henkilöille. Niin teorialähteiden kuin kohdeyrityksessä kerätyn empiirisen materiaalin pohjalta voidaan todeta, että markkinatietoa käytetään asiakasrajapinnassa sekä yrityksen sisäisessä strategiatyössä. Markkinatutkimustyökalujen ja -tiedon käyttöön organisaatiossa kannustavat tiedon helppo saatavuus ja käyttö sekä ajankäytön resurssointi uuden oppimiseen. Myös tiedon tuoreus ja lyhyet yhteenvedot koettiin tärkeiksi tekijöiksi tiedon tehokkaamman hyödyntämisen edesauttajaksi.

Network Structures and Modularity among Biofuel Heating System Manufacturers

The aim of this thesis was to study network structures and modularity among biofuel heating system manufacturers in the Finnish bioenergy sector by utilizing the perspectives of numerous Finnish bioenergy specialists. The study is qualitative due to the fact that the research material was gathered with semi-structured theme interviews during May and June 2010. The research methodology used in the thesis combines conceptual and action-oriented approach. Networks, value nets, and modularity were studied from different perspectives. Three network and platform strategies were discovered and a general network structure was formed. Moreover, benefits and disadvantages of networks and modularity among biofuel heating system manufacturers were illustrated. The analysis provides a comprehensive perception of the industry. The results of the research were constructed by implementing existing theories into practice. Also future recommendations for the biofuel heating system manufacturers were given. The results can be considered to be beneficial because the number of previous studies about the subject is relatively small. The reliability of the study is eminent because the number of the interviews was inclusive.