Uuden teknologian kaupallistaminen - elektroniikan ja optiikan integrointi 2k-ruiskuvaluprosessissa

Tutkimuksen tarkoituksena oli löytää keinoja uudella teknologialla valmistettujen tuotteiden kaupallistamiseen. Uudella teknologialla tarkoitetaan elektroniikan ja optiikan integrointia 2k-ruiskuvaluprosessissa. Työn teoreettisessa viitekehyksessä kuvattiin elektroniikan ja optiikan integrointi 2-komponenttiruiskuvalumenetelmällä. Toisena tarkastelun kohteena oli uuden teknologian kaupallistaminen. Empiirisessä osuudessa keskityttiin tarkastelemaan elektroniikan ja optiikan komponentteja sisältävän muovituotteen kaupallistamismahdollisuuksia Realplast Oy:ssa. Tutkimuksessa selvisi, kuinka ruiskuvalumuotin rungon tuotteistaminen alentaa muotista aiheutuvien kuoletusten osuutta tuotteen hinnassa. EEMO-teknologian vahvuudet ovat: edullisemmat valmistuskustannukset, tuotteiden vesitiiveys ja iskunkestävyys. Vahvuuksia kannattaa hyödyntää teknologian kaupallistamisessa. EEMO-teknologian kaupallistaminen kannattaa jakaa kolmeen vaiheeseen, koemarkkinointiin protomallien avulla, myyntiin teollisuus- ja kuluttaja-asiakkaille. Strateginen kumppani auttaa kaupallistamisessa etenkin kuluttaja-asiakkaiden tavoittelussa.

International Entrepreneurship in Bottom of the Pyramid Markets – Overcoming institutional constraints

Bottom of the pyramid (BoP) markets are an underserved market of approximately four billion people living on under $5 a day in four regional areas: Africa, Asia, Eastern Europe and Latin America. According to estimations, the BoP market forms a $5 trillion global consumer market. Despite the potential of BoP markets, companies have traditionally focused on serving the markets of developed countries and ignored the large customer group at the bottom of the pyramid. The BoP approach as first developed by Prahalad and Hart in 2002 has focused on multinational corporations (MNCs), which were thought of as the ones who should take responsibility in serving the customers at the bottom of the pyramid. This study challenges this proposition and gives evidence that also smaller international new ventures – entrepreneurial firms that are international from their birth, can be successful in BoP markets. BoP markets are characterized by a number of deficiencies in the institutional environment such as strong reliance on informal sector, lack of infrastructure and lack of skilled labor. The purpose of this study is to increase the understanding of international entrepreneurship in BoP markets by analyzing how international new ventures overcome institutional constraints in BoP markets and how institutional uncertainty can be exploited by solving institutional problems. The main objective is divided into four sub objectives. • To describe the opportunities and challenges BoP markets present • To analyze the internationalization of INVs to BoP markets • To examine what kinds of strategies international entrepreneurs use to overcome institutional constraints • To explore the opportunities institutional uncertainty offers for INVs Qualitative approach was used to conduct this study and multiple-case study was chosen as a research strategy in order to allow cross-case analysis. The empirical data was collected through four interviews with the companies Fuzu, Mifuko, Palmroth Consulting and Sibesonke. The results indicated that understanding of the wider institutional environment improves the survival prospects of INVs in BoP markets and that it is indeed possible to exploit institutional uncertainty by solving institutional problems. The main findings were that first-hand experience of the markets and grassroots levels of information are the best assets in internationalization to BoP markets. This study highlights that international entrepreneurs with limited resources can improve the lives of people at the BoP with their business operations and act as small-scale institutional entrepreneurs contributing to the development of the institutional environment of BoP markets.

Suomen asuntomarkkinoiden kehitys vuosina 2000-2016

Kandidaatintutkielman tarkoituksena on tutkia Suomen asuntomarkkinoiden kehitystä kuluttajamarkkinanäkökulmasta 2000-luvulta alkaen. Tutkimuksen päätavoitteena on selvittää ennalta valittujen tekijöiden avulla, kuinka nämä ovat vaikuttaneet asuntomarkkinoihin. Tekijöiden avulla pystytään selvittämään kysynnän ja tarjonnan vaikutukset asuntomyyntiin. Tutkielman teoreettisen viitekehyksen muodostavat hintakehitys ja 4C-malli. Lisäksi tutkimuksessa on selvitetty talouden heilahteluiden vaikutuksia asuntomarkkinoihin sekä rakennuslupa-asioita ja asuntotuotantoa. Aineistot koostuvat kolmesta eri haastattelusta, joita tukevat aiheeseen liittyvät tilastot ja muu kirjallisuus. Haastatteluiden analyysissä etsitään tärkeimpiä vaikuttajia asuntomarkkinoilla. Tutkimuksessa selviää kaupungistumisen aiheuttaneen suuren muuttoliikenteen kaupunkien lähettyville, minne on alkanut muodostua pienempiä kaupunkikeskuksia. Kuluttajat haluavat asunnon sijaitsevan julkisten liikenneyhteyksien ja palveluiden läheisyydessä. Asuntokoot ovat vuoden 2000 jälkeen pienentyneet, jolloin asuntotuotantoa on jouduttu sopeuttamaan. Asuntolainan koron laskun myötä asuntomyynnin kasvu ei ole ollut toivotulla tasolla. Taloudellisten heilahtelujen myötä kuluttajiin on iskenyt epävarmuus, joka vähentää ihmisten halukkuutta ostaa asuntoja.

Consumer Behavior in Mortgage Market: Evidence from Russia

The purpose of this master thesis is to identify behavioral patterns of potential borrower in mortgage market in crisis conditions and to link mortgage products available on Russian market with potential borrowers segments in dependence of detected patterns. Empirical results achieved through 172 answers of potential borrowers allowed to classify them in four groups in dependence of respondent perceptions about mortgage and future. On the basis of literature review and currently state of Russian mortgage market particular mortgage products were suggested to each of four clusters of potential borrowers. Then, recommendations for Russian banks how to apply received results were developed. Current master thesis has strong both academic and managerial contributions. It it adds significant value to existing consumer behavior studies; and provides practical recommendations for Russian banks how to understand mortgage borrower behavior in order to increase trust to mortgage among population.

Mapping out customer segments and marketing channels in the Finnish Homelift market

Työn tavoitteena oli saada selville ketkä ovat uuden tuotteen, eli kotihissin asiakkaat. Mitkä ovat tuotteen mahdollisuudet Suomen markkinoilla ja onko markkinoilla odotettavissa kasvua, sekä miten tähän mahdolliseen kasvuun päästäisiin käsiksi. Kotihissin ominaisuudet vaikuttavat siihen, että se on tarkoitettu asennettavaksi yksityisiin pientaloihin. Uuden tuotteen ansiosta KONE voi liittää nykyiseen vahvaan toimialaansa, eli kerrostaloihin, uuden aluevaltauksen; Pientalot. Tämä 'laajentuminen' tuo mukanaan kuluttajamarkkinoiden haasteet. Markkinatilanteen selvittämiseen käyttin jo olemassa olevaa tietoa hyväkseni; sanomalehdistä markkinatutkimuksiin. Asiakasryhmät kartoitin tutustumalla messutapahtumissa saatuihin kontakteihin. Päätutkimusmenetelmänä käytin haastatteluja. Niihin osallistui kaikkiaan 14 vastaajaa. He vasatsivat kysymyksiin ostomotiiveista ja tuotteesta. Eräs haastattelujen tärkeimmistä teemoista liittyi yhteydenpito- ja jakelukanaviin, joista 12 vastaajaa antoivat mielipiteitään. Työni tulokset viittaavat siihen, että markkinatilanne näyttää positiiviselta KONEen kannalta. Tutkimuksesta sain selville kotihissin asiakassegmentit ja myös miten nämä potentiaaliset asiakkaat saadaan tehokkaimmin tavoitettua.

Go-to-market strategy with pharmacies

The purpose of the research is to develop a go-to-market strategy with pharmacies. As it was agreed with the client of the study, Reckitt Benckiser, the focus is solely on non-prescription products. Therefore, prescription medicines are not considered in the study. The main objective of the research is to clarify consumer and pharmacy personnel behavior concerning non-prescription products. These issues are observed with surveys, which are provided to consumers and pharmacy personnel. The go-to-market strategy is based on the survey results and is comprised by utilizing the marketing-mix model. Legislation and the present state & trends are additional minor research problems of the study. The results of the research provide many descriptive insights about consumer and pharmacy personnel behavior. It is concluded that the consumers’ level of involvement with non-prescription products is low and the type of behavior is habitual. It is also demonstrated that several decision-making criteria are very different among different age groups and genders. Concerning pharmacy personnel, the factors that they base their product recommendations are revealed. In addition, the sources of medicine information for both consumers and pharmacy personnel are found out.

Consumer resistance to mobile commerce services

Oheinen opinnäytetyö on kvalitatiivinen tutkimus kuluttajavastarinnasta mobiilin kaupankäynnin palveluja kohtaan. Tutkimus kohdistuu läntisiin kulttuureihin, joissa kyseisen innovatiivisen palveluryhmän leviämistä tukevat monet aikaisemmat innovaatiot kuten matkapuhelin, Internet, digitaaliset pankkipalvelut. Tutkimus esittelee innovaatioiden vastarintatekijöitä ihmisen luonnollisena reaktiona tämän vakiintuneita elämäntapoja mullistavia keksintöjä kohtaan nimenomaan läntisissä kulttuureissa, joissa kuluttajat ovat perinteisesti hyvin teknologiamyönteisiä. Toisaalta tutkimusalueella on havaittavissa sosiaalisten ryhmien pirstoutuminen yhä pienemmiksi alaryhmiksi, mikä voi hidastaa sosiaalista oppimista. Tutkimus vastaa todelliseen tutkimusaukkoon. Aihe on samalla sekä ajankohtainen että relevantti vastatessaan nykyisin käytävään utopistiseen keskusteluun digitaalisen informaatioyhteiskunnan kehittymisestä ja merkityksestä modernille ihmiskunnalle. Tutkimuksen teoreettinen eksploratiivinen viitekehys rakentuu valikoiduista uusien tuotteiden ja palvelujen kehittämisen, palvelumarkkinoinnin ja sosiaalisen oppimisen teorioista sekä innovaatio- kommunikaatioteorioista. Empiirisen osan muodostavat kansainvälisten markkinatutkimuslaitosten ja haastateltujen asiantuntijoiden näkemykset alan kehityksestä. Tutkimus osoittaa, että kuluttajat eivät ole valmiita vastaanottamaan kehittyvien teknologioiden mahdollistamia mobiilin kaupankäynnin palveluita ennen kuin ne vastaavat kuluttajien perustarpeisiin ja rakenteelliset vastarintatekijät (alhainen käytettävyys, matala lisäarvo, koetut riskit, perinnevastarinta, palveluryhmän huono mielikuva) on poistettu. Tutkimus esittää, että mobiilin kaupankäynnin alalla toimivien yritysten tulisi työskennellä yhteistyössä keskenään ja kuluttajien kanssa luodakseen kuluttajien tarpeita ja toiveita vastaavia turvallisiksi koettuja mobiilin kaupankäynnin palveluita. Tutkimus ehdottaa, että kyselytutkimusten ohella käytettäisiin havaintomenetelmiä, jotta teknologiat voitaisiin valjastaa kuluttajien tarpeita ja kulutustottumuksia vastaaviksi.

Innovation process management of complex consumer products and services in new innovation paradigm – case location based business

Innovation is the word of this decade. According to innovation definitions, without positive sales impact and meaningful market share the company’s product or service has not been an innovation. Research problem of this master thesis is to find out what is the innovation process of complex new consumer products and services in new innovation paradigm. The objective is to get answers to two research questions: 1) What are the critical success factors what company should do when it is implementing the paradigm change in mass markets consumer business with complex products and services? 2) What is the process or framework one firm could follow? The research problem is looked from one company’s innovation creation process, networking and organization change management challenges point of views. Special focus is to look the research problem from an existing company perspective which is entering new business area. Innovation process management framework of complex new consumer products and services in new innovation paradigm has been created with support of several existing innovation theories. The new process framework includes the critical innovation process elements companies should take into consideration in their daily activities when they are in their new business innovation implementing process. Case company location based business implementation activities are studied via the new innovation process framework. This case study showed how important it is to manage the process, look how the target market and the competition in it is developing during company’s own innovation process, make decisions at right time and from beginning plan and implement the organization change management as one activity in the innovation process. In the end this master thesis showed that all companies need to create their own innovation process master plan with milestones and activities. One plan does not fit all, but all companies can start their planning from the new innovation process what was introduced in this master thesis.

Learning in Consumer Behaviour

Tämän kandidaatintyön tavoitteena on esittää kuvaus kulutusoppimisen teorioista ja tämän lisäksi kuvata käytännön sovelluksia liittyen kulutuskäyttäytymiseen ja mainontaan. On olemassa kaksi keskeistä ajattelutapaa liittyen oppimisen teorioihin. Ensimmäisen suuntauksen kannattajat näkevät oppimisen puhtaasti behavioristisena, eli että se on seurausta toistoista, ja siten ne näkevät yksilön "mustana laatikkona", jossa syötteenä on ärsyke ja suoritteena on tietty käytös. Toisen suuntauksen kannattajien mielestä oppiminen on kognitiivinen prosessi; kaikista yksinkertaisimmista tapauksista lähtien yksilö prosessoi informaatiota ratkaistakseen omia ongelmiaan. Käytännössä kumpaakin teoriaa tarvitaan selittämään oppimista ilmiönä, koska oppiminen on yhdistelmä toistoja ja kognitiivisia prosesseja. Työmme näyttää kuinka markkinoijat hyödyntävät näitä kahta teoriaa käytännössä mainonnassaan, tarkoituksenaan tuotemerkkinsä ja tuotteidensa asemointi markkinoilla suhteessa kilpailijoihinsa.

Predicting Market Crashes: An Examination of the Performance of Macroeconomic Indicators and Technical Analysis

The purpose of this study is to examine macroeconomic indicators‟ and technical analysis‟ ability to signal market crashes. Indicators examined were Yield Spread, The Purchasing Managers Index and the Consumer Confidence Index. Technical Analysis indicators were moving average, Moving Average Convergence-Divergence and Relative Strength Index. We studied if commonly used macroeconomic indicators can be used as a warning system for a stock market crashes as well. The hypothesis is that the signals of recession can be used as signals of stock market crash and that way a basis for a hedging strategy. The data is collected from the U.S. markets from the years 1983-2010. Empirical studies show that macroeconomic indicators have been able to explain the future GDP development in the U.S. in research period and they were statistically significant. A hedging strategy that combined the signals of yield spread and Consumer Confidence Index gave most useful results as a basis of a hedging strategy in selected time period. It was able to outperform buy-and-hold strategy as well as all of the technical indicator based hedging strategies.

Consumer Attitudes on Aroma Printing

Olfactory packaging is an emerging technology which uses the aromatic capsules to release various scents. Normally, manufacturers add these aromatic capsules in the printing ink, the label or packaging material itself. When the aromatic capsules meet suitable release triggers, the scents will be released. The common release triggers are external forces, temperature changes, humidity changes and so on. The aim for this Masters of Science Thesis is to understand the aroma printing technology from literature and make market research for this kind of technology. The main target is to collect the current technology principle of aroma packaging and figure out how they are implemented on products with those. In addition, an investigation is made about consumers' attitudes from Chinese and Finnish market through the questionnaire, and the market potential is analyzed as well. The key points researched in this work are: the general attitudes on aroma printing technology, market potential and economic possibilities. This thesis specifies the main technologies used in aroma printing, the solutions of products with aroma packaging and the original results of the questionnaires. It also includes analysis of the acceptance of Chinese and Finnish consumers, what are their opinions of the aroma printing technology and the products packed by aroma printing technology. In addition, various factors which impact the market is discussed in the thesis. At last, some comparisons are made from the point of views of similarities and differences between Chinese and Finnish market.

The purpose of consumer co-operation: implications for the management and governance of co-operatives

Extant research on consumer co-operation has acknowledged that the corporate purpose of consumer co-operatives deviates significantly from the purpose of investor-owned firms (IOFs – the dominant form in market economies and in theory development in the field of business economics) and also suggested that the management of consumer co-operatives differs from the management of IOFs. Despite this, there is a scarcity of research focusing on the management of consumer co-operatives in general and the ways this different purpose manifests in their management in particular. In other words, research on consumer cooperatives has only started to discover the importance of identifying the premises of these organizations and generating management and organization theories that take them into account. The overall objective of this study is to map out some of the implications that the purpose of consumer co-operation has for the management and governance of consumer co-operatives. To put it more precisely, by combining interview data gathered from Finnish consumer cooperatives (S Group, OP Bank Group and POP Bank) and extant literature, this study aims to generate or elaborate on definitions and outlines of the features that co-operative purpose poses for the strategic management, governance and managerial competence needed for consumer co-operatives. The study consists of two parts. The first part introduces the research topic, methods and publications, as well as discusses the overall outcomes. The second part consists of four publications that address the research questions from different viewpoints. The analyses of this study indicate that due to the purpose of consumer co-operation, the roles of locality and regionality become emphasized in their management. While locality and regionality are potential sources of competitive advantage for consumer co-operatives, geographic boundness sets significant boundary conditions for the strategic management of these organizations. Further, the purpose of consumer co-operation may pose several challenges to governance and set specific competence demands for the managers of these organizations. Associating the observations from various streams of research on management and governance with the purpose of consumer co-operation and examining these issues further, the thesis contributes to elaboration of theory in the field. While the thesis is by no means comprehensive (but instead reflects a co-operative research project in its early stages), it does shed light on some key ideas of management and governance and offers leads to theory and, thereby, will prove useful to elaborators, disseminators and appliers of knowledge on co-operation.

Launching the product innovation to a market: case study from a dairy industry

In the environment of ever-changing needs of customers, technologies and competitors, the survival of the company depends on how well it researches, develops and implements new products to the market. The need for development of new products relates to many factors: globalization, international competition which is now underway on a global scale, scientific advances and development of production, changes in consumer preferences and consumer behavior. In this study the focus is on the company form a dairy products industry. This study is aimed to defining the role of product innovation launch strategy in an overall enterprise strategy, and to select the optimal combination of its marketing tools. The main purpose of this study is to determine place and the role of innovative marketing based in the innovation process, and to determine launch and positioning strategies in the general concept of an innovative product. The object of the study is the Russian enterprise, which is aimed to achieve a competitive advantage through the continuous production of new products, upgrade existing ones and improve innovation management practices. Research showed that the differentiation strategy is suitable for launching the dairy industry product innovation to a market.

Target audience and message alignment for integrated marketing communication of luxury products: entering the Chinese market

The purpose of this study is to identify opportunities to match marketing communication message strategies with the target audience characteristics in the Chinese luxury market entry context. Therefore, consumer behaviour and psychographic marketing segmentation fields are being reviewed in a holistic view in order to identify the similarities and connection points. Through the analysis of the messages in advertisements placed in a certain luxury and fine living magazine, message creation strategies are being anticipated.