Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

The Peace and Security Council of the African Union : its relationship with the United Nations, African Union and sub-regional mechanisms

Avhandlingen undersöker den Afrikanska Unionens freds- och säkerhetsråd och dess roll i framhävandet och upprätthållandet av fred, säkerhet och stabilitet i Afrika. Detta freds- och säkerhetsråd etablerades formellt 2004 och opererar under den Afrikanska Unionen (AU) som å sin sida upprättades 2002. Den Afrikanska Unionens freds- och säkerhetsråds roll i framhävandet av fred, säkerhet och stabilitet gör rådet till en hörnsten inom ramen för konfliktförebyggande och -hantering, samt konfliktlösning på den afrikanska kontinenten. Den Afrikanska Unionens freds- och säkerhetsråd spelar också en högst viktig roll i implementeringen av ansvaret att beskydda civilbefolkningen i konfliktsituationer. För uppfyllandet av sitt mandat att framhäva och upprätthålla fred, säkerhet och stabilitet i Afrika krävs det att freds- och säkerhetsrådet samarbetar med andra institutioner och mekanismer som handhar internationella och regionala freds- och säkerhetsärenden. Avhandlingen analyserar tre dimensioner av denna typ av relationer som freds- och säkerhetsrådet bör etablera med dessa organ och mekanismer för att kunna utföra sitt mandat effektivt. Först analyseras relationen mellan Afrikanska Unionens freds- och säkerhetsråd och Förenta Nationernas säkerhetsråd som också beskrivs i artikel 17 (1) i protokollet som förde till etablerandet av AU:s freds- och säkerhetsråd. Analysen understryker FN:s säkerhetsråd som det organ som bär det primära ansvaret i förhållande till fred och säkerhet, medan AU:s freds- och säkerhetsråd fungerar som en kompletterande komponent i sin roll som ett regionalt organ. Avhandlingen fortsätter med att analysera förhållandet mellan AU:s freds- och säkerhetsråd och andra organ inom AU, samt andra relevanta institutioner som framgår av artikel 10, 18 (1), 19 och 20 i protokollet för rådets etablerande. Avhandlingen diskuterar i detalj hur samarbetet mellan AU:s freds- och säkerhetsråd och dessa institutioner och organ kunde förstärkas till fördel för effektivt framhävande och upprätthållande av fred och säkerhet i Afrika. Slutligen analyserar avhandlingen samarbetet mellan AU:s freds- och säkerhetsråd och sub-regionala mekanismer etablerade under regionala ekonomiska gemenskaper som beskrivs i artikel 16 i protokollet för etablerandet av rådet. Avhandlingen diskuterar i detalj rollen för de sub-regionala mekanismerna i den afrikanska freds- och säkerhetsarkitekturen. Avhandlingen diskuterar vidare förhållandet mellan de sub-regionala mekanismerna och den afrikanska stand-by styrkan ASF och förutsättningarna för detta arrangemang att bemöta afrikanska konflikter. Avhandlingen fokuserar också på en harmoniserings- och samarbetsprocess i förhållande till de sub-regionala mekanismerna, de regionala ekonomiska gemenskaperna och den Afrikanska Unionens freds- och säkerhetsråd. Kort sagt beskriver avhandlingen hur förhållandet mellan AU:s freds- och säkerhetsråd och de ovan nämnda organ och mekanismer har en faktisk och potentiell möjlighet att effektivt bidra till fred, säkerhet och stabilitet i Afrika. Avhandlingen identifierar utmaningarna kring att göra detta till ett fungerande förhållande samtidigt som den genererar både generella och specifika rekommendationer om hur dessa utmaningar bäst kan bemötas. Några av dessa utmaningar utgörs av följande aspekter: konflikten mellan AU:s och FN:s reglemang i bemötandet av freds- och säkerhetsutmaningar; de olika metoderna i FN och AU vid implementeringen av principen av universell jurisdiktion; konflikten mellan de olika mandaten som AU:s freds- och säkerhetsråd och FN:s säkerhetsråd har i förhållande till implementeringen av principen om intervention; och konflikten mellan lagarna och metoderna i förhållande till AU:s freds- och säkerhetsråd och de regionala mekanismerna. En av de huvudsakliga rekommendationerna i avhandlingen i bemötandet av de ovan nämnda utmaningarna är att harmonisera de olika systemen för att försäkra att det föreligger ett samordnat bemötande av konflikter i Afrika. Efter att ha identifierat luckorna i AU:s freds- och säkerhetsprotokoll med speciell fokus på förhållandet mellan rådet och de relevanta organen och mekanismerna rekommenderar avhandlingen ett antal tillägg och modifieringar till instrumentet ifråga för att effektivera, stärka och upprätthålla detta förhållande. Avhandlingen föreslår att dessa tillägg och modifieringar skulle företas under 2014 då detta år markerar 10 år efter att AU:s freds- och säkerhetsråd etablerades. Idén bakom detta företagandet ligger i att 10 år torde vara en tillfredställande tidsperiod för att mäta hur freds- och säkerhetsrådet har fungerat och hur dess förhållande med de relevanta institutionerna och mekanismerna kunde förbättras. Avhandlingen representerar den bredaste och nyaste studien inom ramen för artikel 16, 17, 18, 19 och 20 i protokollet för AU:s freds- och säkerhetsråd och introducerar ett innovativt bemötande av utmaningar till fred, säkerhet och stabilitet på den afrikanska kontinenten. Avhandlingen bidrar till teorin och praxisen i AU:s freds- och säkerhetsråd vilket kan vara av intresse för både forskare och praktiker i folkrätt såväl som i internationella freds- och säkerhetsstudier, speciellt i Afrika.

Expectations of elderly people on the nurse-client relationship and interaction in home care : "When I see the nurse's smiling face it feels likes sunshine on a rainy and gloomy day"

The purpose of the thesis was to explore expectations of elderly people on the nurse-client relationship and interaction in home care. The aim is to improve the quality of care to better meet the needs of the clients. A qualitative approach was adopted. Semi-structured theme interviews were used for data collection. The interviews were conducted during spring 2006. Six elderly clients of a private home care company in Southern Finland acted as informants. Content analysis was used as the method of data analysis. The findings suggest that clients expect nurses to provide professional care with loving-kindness. Trust and mutual, active interaction were expected from the nurse-client relationship. Clients considered it important that the nurse recognizes each client's individual needs. The nurse was expected to perform duties efficiently, but in a calm and unrushed manner. A mechanic performance of tasks was considered negative. Humanity was viewed as a crucial element in the nurse-client relationship. Clients expressed their need to be seen as human beings. Seeing beyond the illness was considered important. A smiling nurse was described to be able to alleviate pain and anxiety. Clients hoped to have a close relationship with the nurse. The development of a close relationship was considered to be more likely if the nurse is familiar and genuine. Clients wish the nurses to have a more attending presence. Clients suggested that the work areas of the nurses could be limited so that they would have more time to transfer from one place to another. Clients felt that they would benefit from this as well. The nurses were expected to be more considerate. Clients wished for more information regarding changes that affect their care. They wished to be informed about changes in schedules and plans. Clients hoped for continuity from the nurse-client relationship. Considering the expectations of clients promotes client satisfaction. Home care providers have an opportunity to reflect their own care behaviour on the findings. To better meet the needs of the clients, nurses could apply the concept of loving-kindness in their work, and strive for a more attending presence.

Nursing student-patient relationship and associated factors

The purpose of this study was to analyse the nursing student-patient relationship and factors associated with this relationship from the point of view of both students and patients, and to identify factors that predict the type of relationship. The ultimate goal is to improve supervised clinical practicum with a view to supporting students in their reciprocal collaborative relationships with patients, increase their preparedness to meet patients’ health needs, and thus to enhance the quality of patient care. The study was divided into two phases. In the first phase (1999-2005), a literature review concerning the student-patient relationship was conducted (n=104 articles) and semi-structured interviews carried out with nursing students (n=30) and internal medicine patients (n=30). Data analysis was by means of qualitative content analysis and Student-Patient Relationship Scales, which were specially developed for this research. In the second phase (2005-2007), the data were collected by SPR scales among nursing students (n=290) and internal medicine patients (n=242). The data were analysed statistically by SPSS 12.0 software. The results revealed three types of student-patient relationship: a mechanistic relationship focusing on the student’s learning needs; an authoritative relationship focusing on what the student assumes is in the patient’s best interest; and a facilitative relationship focusing on the common good of both student and patient. Students viewed their relationship with patients more often as facilitative and authoritative than mechanistic, while in patients’ assessments the authoritative relationship occurred most frequently and the facilitative relationship least frequently. Furthermore, students’ and patients’ views on their relationships differed significantly. A number of background factors, contextual factors and consequences of the relationship were found to be associated with the type of relationship. In the student data, factors that predicted the type of relationship were age, current year of study and support received in the relationship with patient. The higher the student’s age, the more likely the relationship with the patient was facilitative. Fourth year studies and the support of a person other than a supervisor were significantly associated with an authoritative relationship. Among patients, several factors were found to predict the type of nursing student-patient relationships. Significant factors associated with a facilitative relationship were university-level education, several previous hospitalizations, admission to hospital for a medical problem, experience of caring for an ill family member and patient’s positive perception of atmosphere during collaboration and of student’s personal and professional growth. In patients, positive perceptions of student’s personal and professional attributes and patient’s improved health and a greater commitment to self-care, on the other hand, were significantly associated with an authoritative relationship, whereas positive perceptions of one’s own attributes as a patient were significantly associated with a mechanistic relationship. It is recommended that further research on the student-patient relationship and related factors should focus on questions of content, methodology and education.

Agile CRM System Implementation Project

The application of information technology (IT) in customer relationship management (CRM) is growing rapidly as many companies implement CRM systems to support their numerous customer facing activities. However, failure rates of CRM projects remain notably high as they deliver scant solutions and poor user acceptance. As a consequence, it is justified to study previously researched CRM success factors and apply them to CRM system implementation. The aim of this master’s thesis was to get acquainted with relevant academic theories, frameworks and practices concerning CRM and agile development, and use them to generate a modified CRM project strategy to support the successful execution of the case company’s, Process Vision Oy, CRM implementation project. The empirical CRM system implementation project was conducted simultaneously with writing this thesis. Its theoretical findings could be transferred into practice through active participation in the CRM system development and deployment work. The project’s main goal was to produce and take into use a functioning CRM system. The goal was met, since at the time of printing this thesis the first system release was successfully published to its users at Process Vision’s marketing and sales departments. The key success elements in the CRM project were cyclic, iterative system development, customer oriented approach, user inclusion and flexible project management. Implying agile development practices ensured being able to quickly respond to changes arising during the progress of the CRM project. Throughout modelling of the core sales process formed a strong basis, on which the CRM system’s operational and analytical functionalities were built. End users were included in the initial specification of system requirements and they provided feedback on the system’s usage. To conclude, the chosen theoretical CRM roadmaps and agile development practices proved as beneficial in the successful planning and execution of the agile CRM system implementation project at Process Vision.

The Dynamic Relationship between Finnish Stock Market and Commodities

Since different stock markets have become more integrated during 2000s, investors need new asset classes in order to gain diversification benefits. Commodities have become popular to invest in and thus it is important to examine whether the investors should use commodities as a part for portfolio diversification. This master’s thesis examines the dynamic relationship between Finnish stock market and commodities. The methodology is based on Vector Autoregressive models (VAR). The long-run relationship between Finnish stock market and commodities is examined with Johansen cointegration while short-run relationship is examined with VAR models and Granger causality test. In addition, impulse response test and forecast error variance decomposition are employed to strengthen the results of short-run relationship. The dynamic relationships might change under different market conditions. Thus, the sample period is divided into two sub-samples in order to reveal whether the dynamic relationship varies under different market conditions. The results show that Finnish stock market has stable long-run relationship with industrial metals, indicating that there would not be diversification benefits among the industrial metals. The long-run relationship between Finnish stock market and energy commodities is not as stable as the long-run relationship between Finnish stock market and industrial metals. Long-run relationship was found in the full sample period and first sub-sample which indicate less room for diversification. However, the long-run relationship disappeared in the second sub-sample which indicates diversification benefits. Long-run relationship between Finnish stock market and agricultural commodities was not found in the full sample period which indicates diversification benefits between the variables. However, long-run relationship was found from both sub-samples. The best diversification benefits would be achieved if investor invested in precious metals. No long-run relationship was found from either sample. In the full sample period OMX Helsinki had short-run relationship with most of the energy commodities and industrial metals and the causality was mostly running from equities to commodities. During the first sub period the number of short-run relationships and causality shrunk but during the crisis period the number of short-run relationships and causality increased. The most notable result found was unidirectional causality from gold to OMX Helsinki during the crisis period.