THE ROLE OF CULTURAL AWARENESS IN BUILDING CHINESE HEALTH FOOD BRANDS Using Netnography in Searching Cultural Arguments to Be Used for Marketing Health Foods in China

Despite the complexity of the Chinese culture consumer product businesses should apply them in building brands for Chinese markets. There are reasons to believe that cultural values and attitudes affect the buying behavior of Chinese consumers. Companies that wish to create brands in China should therefore be aware of the prevailing cultural values and consumer attitudes. This thesis will examine which values and attitudes mostly affect Chinese consumers of health food products. The study will be done by conducting a netnography. Because netnography is actually a collection methods rather than a single method, other auxiliary methods will also be applied. These methods are emotion, language and sentiment analysis (ELS analysis). Emotion analysis will be conducted because cultural values are mostly built on emotional basis. Sentiment analysis will assist in recognizing the key factors that help to locate values and attitudes. Because the netnography will be conducted in Chinese web forums by a non-native researcher, linguistic aspects should also be analyzed in parallel with emotions and sentiment analysis. The study shows that the Chinese consumers of health food products put much importance on functional, analytical and collectivistic attitudes as well as social and psychological values. Of all the twelve cultural values defined, the role of family rose above all. Also perseverance, frugality, guanxi and harmony were highly presented. The attitudes were found by recognizing certain attitude factors. Of all the factors, health foods’ functional benefits and aesthetic content together with consumers’ value consciousness surpassed other factors. Besides these results that can be applied by foreign health food companies willing to enter Chinese consumer markets, also academia can benefit this new approach for conducting ethnographies online.

The Impact of Event Marketing on Brand Awareness in eSport Industry

The purpose of this qualitative research is to study what is the impact of event marketing on brand awareness in the context of electronic sport industry. Based on the research questions, the theoretical framework will be developed. This research will analyze earlier theories, and also searching more fresh literature to explain the current phenomenon in the eSport industry. In the empirical part, there were total of five case companies interviewed. The context of this research is eSport, which has its own chapter. The theoretical part of the thesis focuses on event marketing and brand awareness. In this research, event marketing is analyzed from the event organizers perspective. In some occasions, event exhibitors’ perspective is also analyzed. In brand awareness, the focus is how to create a brand recognizable, recalled and from there top of mind in consumers’ minds. The results of this research revealed that many companies’ struggles on getting their brand recognizable. Some of the case companies lacks a strategy and don’t exactly know the core values of their customers. However some of the case companies were opposite. One reason behind this is that some of them has experience on the field and the companies have resources that covers them. Also the current strong brand has clearly a positive affect on their business.

Situational awareness concept in a multinational collaboration environment : challenges in the information sharing framework

Technological capabilities are built to support different types of collaboration, and this gives the justification to widely observe, how activity environments are influenced by technology. Technology as an enabler can be addressed from different perspectives, other than merely technological. Dynamic, evolving environment is at the same time interesting but also challenging. As a multinational collaboration environment, the maritime surveillance is an good example of time critical and evolving environment, where technological solutions enable new ways of collaboration. Justification for the inspiration to use maritime environment as the baseline for understanding the challenges in creating and maintaining adequate level of situational awareness, derives from the complexity of the collaboration and information sharing environment elements, needed to be taken into account, when analyzing criticalities related to decision making. Situational awareness is an important element supporting decision making, and challenges related to it can also be observed in the maritime environment. This dissertation describes the structures and factors involved in this complex setting, found from the case studies that should be taken into account when trying to understand, how these elements affect the activities. This dissertation focuses on the gray area that is between a life threatening situation and normal everyday activities. From the multinational experimentation series case studies, MNE5 and MNE6 it was possible to observe situations that were not life threatening for the participants themselves, but not also basic every day activities. These case studies provided a unique possibility to see situations, where gaining of situational awareness and decision making are challenged with time critical crisis situations. Unfortunately organizations do not normally take the benefit from the everyday work to prepare themselves for possible emerging crisis situations. This dissertation focuses on creating a conceptual model and a concept that supports organizations – also outside the maritime community – to improve their ability to support gaining of situational awareness from the individual training level, all the way to changes in organizational structures in aiming for better support for decision making from the individual level to the highest decision making level. Quick changes and unpredictability are reality in organizations and organizations do not have the possibility to control all the factors that affect their functioning. Since we cannot be prepared for everything, and predict every crisis, individual activities inside teams and as a part of organizations, need to be supported with guidance, tools and training in order to support acting in challenging situations. In fact the ideology of the conceptual model created, lies especially in the aim of not controlling everything in beforehand, but supporting organizations with concrete procedures to help individuals to react in different, unpredictable situations, instead of focusing on traditional risk prevention and management. Technological capabilities are not automatically solutions for functional challenges; this is why it is justified to broaden the problem area observation from the technological perspective. This dissertation demonstrates that it is possible to support collaboration in a multinational environment with technological solutions, but it requires the recognition of technological limitations and accepting the possible restrictions related to technological innovations. Technology should not be considered value per se, the value of technology should be defined according to the support of activities, including strategic and operational environment evaluation, identification of organizational elements, and taking into account also the social factors and their challenges. Then we are one step closer to providing technological solutions that support the actual activities by taking into account the variables of the activity environment in question. The multidisciplinary view to approach the information sharing and collaboration framework, is derived especially from the complexity of decision making and building of situational awareness, since they are not build or created in vacuity, but in the organizational framework by the people doing it with the technological capabilities, enabled by the organizational structures. Introduced case studies were related to maritime environment, but according to the research results, it is valid to argue, that based on the lessons learned it is possible to create and further develop conceptual model and to create a general concept to support a wider range of organizations in their attempt to gain better level of situational awareness (SA) and to support decision making. To proof the versatile usage of the developed concept, I have introduced the case study findings to the health care environment and reflected the identified elements from the trauma center to the created concept. The main contribution to complete this adventure is the presented situational awareness concept created in the respect to NATO concept structure. This has been done to tackle the challenge of collaboration by focusing on situational awareness in the information sharing context by providing a theoretical ground and understanding, of how these issues should be approached, and how these elements can be generalized and used to support activities in other environments as well. This dissertation research has been a several year evolving process reflecting and affecting presented case studies and this learning experience from the case studies has also affected the goals and research questions of this dissertation. This venture has been written from a retro perspective according to ideology of process modeling and design rationale to present to the reader how this entire journey took place and what where the critical milestones that affected the end result, conceptual model. Support in a challenging information sharing framework can be provided with the right type of combination of tools, procedures and individual effort. This dissertation will provide insights to those with a new approach to war technology for the organizations to gain a better level of awareness and to improve the capabilities in decision making. This dissertation will present, from the war technology starting point, a new approach and possibility for the organizations to create a better level of awareness and support for decision making with the right combination of tools, procedures and individual effort.

Creating Brand Awareness for a B2B Professional Services Subsidiary

Tutkielman tavoitteet: Tutkielman tavoitteena oli selvittää miten branditunnettuutta voidaan kasvattaa yritysasiantuntijapalveluiden markkinoilla toimivassa tytäryhtiössä yleensä, ja erityisesti case yrityksessä. Vaikka yritysasiantuntijapalvelualan markkinointia on tutkittu melko paljon, ovat tutkimukset keskittyneet pääasiallisesti henkilökohtaiseen myyntityöhön ja suhdemarkkinointiin. Myös branditunnettuuden kehittämistä on tutkittu, mutta enimmäkseen kuluttajamarkkinoilla. Tutkimusmetodologiat: Tutkimus on toteutettu kvalitatiivisena deskriptiivis-analyyttisenä case-tutkimuksena. Tutkimuksen teoriaosuus perustuu kirjallisuuskatsaukseen ja empiirinen tutkimus puolistrukturoituun teemahaastatteluun.. Haastateltaviksi valittiin tutkittavan case organisaation ylin johto, sekä viestinnästä ja markkinoinnista vastaava henkilö. Tutkimustulokset ja päätelmät: Tutkimuksen tuloksena syntyi ehdotus siitä, millä tavoin case-yritys voisi kasvattaa branditunnettuuttaan potentiaalisten asiakkaidensa keskuudessa. Ehdotus etenee teoriarakenteen mukaisesti muodostaen mallin jossa kaikki viestintäprosessin oleelliset vaiheet on käyty läpi. Branditunnettuus rakennetaan viestintäprosessissa johon kuuluu: kohdeyleisönidentifiointi, viestinnän tavoitteiden asettaminen, viestin suunnittelu, viestintäkanavien valinta ja toimenpiteiden suunnittelu.

Animals in an Urban Context. A Zooarchaeological study of the Medieval and Post-Medieval town of Turku

The aim of this study is to explore the role and importance of different animal species in Turku through an analysis of osteological data and documentary evidence. The osteological material used in this study is derived from two town plots in Turku dating from the 13th century to the 19th century. The osteological material deposited in Turku represents animals bred both in the town and in the surrounding landscape. Animal husbandry in SW-Finland can also be examined through a number of historical documents. The importance of animals in Turku and its hinterland are closely connected and therefore the roles of the animals in both urban and rural settings are examined. The study has revealed the complexity of the depositional patterns in medieval and post-medieval Turku. In the different areas of Turku, characteristic patterns in the osteological material and different deposit types were evident. These patterns are reflections of the activities and therefore of the lifestyles practiced in Turku. The results emphasise the importance of context- awareness in the study of material culture from archaeological sites. Both the zooarchaeological and historical sources indicate that cattle were important in animal husbandry in Turku from the Middle Ages up to the 19th century. Sheep were the second most common species. When taking into consideration the larger size of cattle, the dominance of these animals when it come to meat consumption seems clear even in those phases where sheep bones are more abundant. Pig is less abundant in the material than either cattle or sheep and their importance for subsistence was probably fairly modest, albeit constant. Goats were not abundant in the material. Most of the identified goat bones came from low utility body parts (e.g. skulls and lower extremities), but some amount of goat meat was also consumed. Wild species were of minor importance when it came to consumption practices in Turku. The changes in Turku’s animal husbandry patterns between the medieval and post medieval periods is reflected in the change in age of the animals slaughtered, which was part of a wider pattern seen in North- and Central Europe. More mature animals are also present in the assemblages. This pattern is related to the more pronounced importance of cattle as a manure producer and a draught animal as a result of the intensification of crop cultivation. This change seems to occur later in Finland than in the more Southerly regions, and indeed it did not necessarily take hold in all parts of the country.

Risk Management in Sustainable Supply Chain

Growing awareness in corporate responsibility and issues related to sustainability is seen to increase innovativeness in a company as well as in its supply chain. The stakeholders’ awareness on sustainability has increased, and they demand the companies to identify sustainability risks and adapt procedures for mitigating them. The purpose of this thesis is to examine how risks are managed in sustainable supply chain. Definition of sustainability risks and risk management procedures construct the framework of the study. It is done through an empirical study conducted on 95 Finnish companies operating in the manufacturing industry. The data is acquired via an online questionnaire. The research has been conducted as a quantitative study utilizing the methods of statistical analysis, such as correlation analysis and factor analysis. The essential results of this thesis are identified risk-procedure connections, and the importance of different risks and procedures in the respondent companies.

Situational awareness for critical infrastructure protection

Postgraduate seminar series with a title Situational Awareness for Critical Infrastructure Protection held at the Department of Military Technology of the National Defence University in 2015. This book is a collection of some of talks that were presented in the seminar. The papers address designing inter-organizational situation awareness system, principles of designing for situation awareness, situation awareness in distributed teams, vulnerability analysis in a critical system context, tactical Command, Control, Communications, Computers, & Intelligence (C4I) systems, and improving situational awareness in the circle of trust. This set of papers tries to give some insight to current issues of the situation awareness for critical infrastructure protection. The seminar has always made a publication of the papers but this has been an internal publication of the Finnish Defence Forces and has not hindered publication of the papers in international conferences. Publication of these papers in peer reviewed conferences has indeed been always the goal of the seminar, since it teaches writing conference level papers. We still hope that an internal publication in the department series is useful to the Finnish Defence Forces by offering an easy access to these papers.

Expressing the self in postmodern travel consumption: a case study of students

The study approaches student travel from the perspective of postmodern consumption. The background is in the observation that the student travel market has a vast potential, but it is not necessarily capitalized upon to the extent it could. This might partly have to do with the peculiarities of postmodernity: consumption is characterized by unpredictability and abstract motives. The research questions are built around what constitutes student travel consumption and how can students be categorized according to motivation, behaviour and values. Also identity and expressiveness are present and it is evaluated, if travel services facilitate these background is the observation that the student travel market has a vast potential, but it is not necessarily capitalized upon to the extent it could be. This might partly have to do with the peculiarities of postmodernity: consumption is characterized by unpredictability and abstract motives. The research questions are built around what constitutes student travel consumption and how can students be categorized according to motivation, behaviour and values. Also identity and expressiveness are present and it is evaluated whether travel services facilitate these constructs. The topic is approached by discovering the key concepts such as self-identity. This was done in order to create survey questions that reflect the underlying theories. The survey was sent to chosen student groups of Turku School of Economics. The data was analyzed using statistical methods, mainly principal component analysis, in order to categorize students’ motives and behaviour into distinct profiles. The findings indicate that students have a high level of awareness in their travel consumption choices. Travel services seem to facilitate identity and lifestyle expressiveness, one central dimension of postmodernity. Psychographics such as motivation seem to work well as a segmentation criteria when it comes to the student traveler market. Travel offers students an opportunity for relaxation, escape, enjoyment and gaining new experiences and social contacts. Furthermore, the enjoyment of the travel experience extends to the pre- and post-trip time.

Luovuus ja itsetuntemus ohjaajantyössä

This research deals with obstacles and opportunities with respect to creativity. It mainly focuses on the author's most meaningful discoveries as an individual and a professional in the field of theatre during the past two years of her education. The research is a description of that transitional phase in her life. Firstly, the research discusses creativity and presence. Secondly, it describes the author personally and professionally and compares her earlier and current ways of working. It contemplates the obstacles and opportunities considering her self-knowledge and creativity, and disucsses the problems she has faced on the way to freedom and well-being. Following this, the author presents the tools for increasing her creativity, self-knowledge and body awareness in theatre work: the Gestalt Method, Acting with the Inner Partner and the Authentic Movement. She discusses the relativity between overall well-being in life and the quality of theatre work. The final section of the present research discusses the process of directing the play Suurin on rakkaus in 2006. It deals with issues such as self-knowledge in directing, group management, the importance of terror and excitement in directing and ways of enduring both. The conclusion explanes the reasons behind the author's capability of working with small groups, with creative and passionate theatre workers. It also lists the benefits of exploring one's passions, cooperating with enthusiastic and creative artists and the pursuit for balance in art and in everyday life.

Aikuisten mediatajun jäljillä

Summary: Tracing media awareness in adults

Kemikaalien ja aineiden käyttöön liittyvä lainsäädäntö tuotteiden elinkaaren eri vaiheissa ja sen vaikutukset suomalaisten teknologiateollisuusyritysten liiketoiminnan kehittämiseen

Työn tavoitteena oli tuottaa tietoa ja esimerkkejä siitä, miten suomalaisten teknologiateollisuusyritysten tulisi suhtautua kemikaalilainsäädännön vaatimuksiin. Aihetta tarkasteltiin elinkaari- ja toimitusketjunäkökulmasta ja mallinnettiin erilaisia toimitusketjuja. Lisäksi tarkasteltiin yritysten lainsäädäntöosaamiseen vaikuttavia tekijöitä uuden nk. tietoisuuskolmiomallin avulla. Käytännössä aihetta havainnollistettiin kolmen esimerkkisäädöksen, REACH- ja CLP-asetuksen ja RoHS-direktiivin, sekä neljän esimerkkiyrityksen ja -tuotteen avulla. Yritysten tehtäviä esimerkkituotteen toimitusketjussa ja yritysten tietoisuutta esimerkkisäädösten vaatimuksista tarkasteltiin kyselyn avulla. Tulokseksi saatiin, että yritysten lainsäädäntöosaamisen ja -tietoisuuden tasoon vaikuttavat erityisesti lainsäädännön seurantaan käytetyt resurssit ja verkostoituminen. Kemikaalilainsäädäntö edellyttää yrityksiltä tuotteen elinkaaren hallintaa sekä siihen liittyvien ainevirtojen ja toimitusketjun hallintaa. Tuotteet on kyettävä pilkkomaan raaka-aineisiinsa ja yritysten on tunnistettava toimitusketjurooleihinsa liittyvät velvoitteet. On tiedostettava paitsi esimerkkisäädösten, myös muun, alati lisääntyvän kemikaali- ja ympäristösääntelyn vaatimukset, joihin on yrityksissä syytä varautua riittävin resurssein.

Critical infrastructure protection against cyber threats

A postgraduate seminar series with a title Critical Infrastructure Protection against Cyber Threats held at the Department of Military Technology of the National Defence University in the fall of 2013 and 2014. This book is a collection of some of talks that were presented in the seminar. The papers address origin of critical infrastructure protection, wargaming cyberwar in critical infrastructure defence, cyber-target categorization, supervisory control and data acquisition systems vulnerabilities, electric power as critical infrastructure, improving situational awareness of critical infrastructure and trust based situation awareness in high security cloud environment. This set of papers tries to give some insight to current issues of the network-centric critical infrastructure protection. The seminar has always made a publication of the papers but this has been an internal publication of the Finnish Defence Forces and has not hindered publication of the papers in international conferences. Publication of these papers in peer reviewed conferences has indeed been always the goal of the seminar, since it teaches writing conference level papers. We still hope that an internal publication in the department series is useful to the Finnish Defence Forces by offering an easy access to these papers.

Strategiatietoisuus ja ilmentymät organisaation toiminnassa – Case Evli Pankki Oyj

Tutkielman tarkoituksena on tutkia strategiatietoisuutta eri organisaatiotasoilla ja sen ilmentymistä toiminnassa. Tutkielman tavoitteena on kartoittaa yksilön subjektiivista tietoisuutta strategiasta, sen muodostumista sekä miten tiedostaminen ilmenee päivittäisessä strategisessa toiminnassa. Tutkimusaihetta on innoittanut havainnot, että strategiaa ei aina laaja-alaisesti tiedosteta organisaatioiden operatiivisessa toiminnassa. Tutkielma asemoituu strategisen johtamisen tutkimuskenttään ja vastaa tutkimusaukkoon strategian jaetun ymmärryksen tasosta ylimmän johdon ulkopuolelta. Tutkimus on suoritettu kvalitatiivisena tapaustutkimuksena Evli Pankki Oyj:ssä, jonka empiirinen aineisto on kerätty teemahaastatteluin ja analysoitu Grounded Theory –menetelmällä. Teoreettisena ohjaavana viitekehyksenä on käytetty Strategy-as-Practice lähestymistapaa ja metodologisena taustaoletuksena sosiaalista konstruktionismia. Tutkielman tulokset esittävät strategiatietoisuuden olevan suhteellisen korkealla tasolla. Merkittävimmät strategiatietoisuutta muodostavat käytännöt ovat diskursiiviset ja vuorovaikutuksen mahdollistavat käytännöt. Tietoisuus ilmenee käytännön toiminnassa asiakaskeskeisyyden, itseohjautuvuuden ja merkityksentunnun kautta organisaation toimintaa kohtaan.

FUTURES OF FINNISH FOOD SYSTEM BY 2050. The perspective of resilience

Modern food systems face complex global challenges such as climate change, resource scarcities, population growth, concentration and globalization. It is not possible to forecast how all these challenges will affect food systems, but futures research methods provide possibilities to enable better understanding of possible futures and that way increases futures awareness. In this thesis, the two-round online Delphi method was utilized to research experts’ opinions about the present and the future resilience of the Finnish food system up to 2050. The first round questionnaire was constructed based on the resilience indicators developed for agroecosystems. Sub-systems in the study were primary production (main focus), food industry, retail and consumption. Based on the results from the first round, the future images were constructed for primary production and food industry sub-sections. The second round asked experts’ opinion about the future images’ probability and desirability. In addition, panarchy scenarios were constructed by using the adaptive cycle and panarchy frameworks. Furthermore, a new approach to general resilience indicators was developed combining “categories” of the social ecological systems (structure, behaviors and governance) and general resilience parameters (tightness of feedbacks, modularity, diversity, the amount of change a system can withstand, capacity of learning and self- organizing behavior). The results indicate that there are strengths in the Finnish food system for building resilience. According to experts organic farms and larger farms are perceived as socially self-organized, which can promote innovations and new experimentations for adaptation to changing circumstances. In addition, organic farms are currently seen as the most ecologically self-regulated farms. There are also weaknesses in the Finnish food system restricting resilience building. It is important to reach optimal redundancy, in which efficiency and resilience are in balance. In the whole food system, retail sector will probably face the most dramatic changes in the future, especially, when panarchy scenarios and the future images are reflected. The profitability of farms is and will be a critical cornerstone of the overall resilience in primary production. All in all, the food system experts have very positive views concerning the resilience development of the Finnish food system in the future. Sometimes small and local is beautiful, sometimes large and international is more resilient. However, when probabilities and desirability of the future images were questioned, there were significant deviations. It appears that experts do not always believe desirable futures to materialize.