Corporate Brand Repositioning with CSR as the Differentiating Factor: A Study on Consumer Perceptions

Purpose – This research paper studies how the strategy of repositioning enables marketers to communicate CSR as their brand’s differentiating factor. It aims at understanding how consumer perceptions can be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor. The purpose of this paper is to answer the following research question: How can consumer perceptions be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor? The two research objectives were: 1. to build a model, which describes the different components of consumer perceptions involved in generation of brand value through repositioning when CSR is the differentiating factor, 2. to identify the most critical components in the context of the case company, IKEA for generation of brand value during the process of corporate brand repositioning Design/methodology/approach – This paper is based on the literature review covering the logic of brand value generation, repositioning strategy and consumer perceptions connected to CSR activities. A key concept of the positioning theory, the brand’s differentiating factor, was explored. Previous studies have concluded that desirability of the differentiating factor largely determines the level of brand value-creation for the target customers. The criterion of desirability is based on three dimensions: relevance, distinctiveness and believability. A model was built in terms of these desirability dimensions. This paper takes a case study approach where the predefined theoretical framework is tested using IKEA as the case company. When developing insights on the multifaceted nature of brand perceptions, personal interviews and individual probing are vital. They enable the interviewees to reflect on their feelings and perceptions with their own words. This is why the data collection was based on means-end type of questioning. Qualitative interviews were conducted with 12 consumers. Findings – The paper highlights five critical components that may determine whether IKEA will fail in its repositioning efforts. The majority of the critical components involved believability perceptions. Hence, according to the findings, establishing credibility and trustworthiness for the brand in the context of CSR seems primary. The most critical components identified of the believability aspect were: providing proof of responsible codes of conduct via conducting specific and concrete CSR actions, connecting the company’s products and the social cause, and building a linkage between the initial and new positioning while also weakening the old positioning. Originality/value – Marketers’ obligation is to prepare the company for future demands. Companies all over the globe have recognized the durable trend of responsibility and sustainability. Consumer´s worry about the environmental and social impact of modern lifestyles is growing. This is why Corporate Social Responsibility (CSR) provides brands an important source of differentiation and strength in the future. The strategy of repositioning enables marketers to communicate CSR as their brand’s differentiating factor. This study aimed at understanding how consumer perceptions can be managed to generate brand value through corporate brand repositioning when CSR is the differentiating factor.

Elämän ja entisyyden maisemat : Kolgujev nenetsien arjessa, muistelussa ja kerronnassa

The dissertation discusses the conceptions of place and landscape amongst Nenets living on the island of Kolguyev or being of Kolguyev descent. The conceptions are examined through the everyday life of the community, oral recollections and narration that unfold meanings related to the island. The research material has been collected in ethnographic fieldwork in 2000 2005. The duration of individual fieldworks varies from two weeks to three months and their total duration is nearly six months. The fieldwork has been conducted both on the island and in the city of Nar yan-Mar. The main methods have been participant observation and recorded and unrecorded informal interviews. In addition to the field work data, archive materials, travel accounts, and other historical texts by outsiders about Kolguyev or the Nenets living in the European side of Russia have been used as a research material. The analysis is based on the idea of the place as a meeting point of the physical features, experiences in them and collective narration about them. The concept sense of place is used to describe the interaction of these three. Lived space manifests individual s or collective sense of place. The places form different kinds of networks of meanings which are called landscapes. Hot spots are places where different meanings accumulate. Furthermore, the material is analysed using the concepts of Tale World and Story Realm by Katherine Young. The Tale World is a realm created during the Story Realm, i.e. the event of narrations. The Tale Worlds are true as such but become evaluated in the Story Realm. The Tale Worlds are seen to arise both from the physical features of a place and from oral tradition, but at the same time these worlds give meanings to the place. The Tale Worlds are one of the central ingredients for the sense of place. One of the most central hot spots in Kolguyev is the arok harbour, where most of the themes of the pre-Soviet Tale Worlds are placed: trade and interaction with the Russians, rituals of the popular religion and arrival of the first Nenets to the island. arok is also part of the landscape of the coast where the meetings of Nenets and the other(s) are generally connected. Furthermore, arok is connected to the network of amans graves but also more generally to the landscape of collective sacred and sacrificial places. Another hot spot is the population centre of Bugrino which unfolds through the evaluations of the Tale Worlds. It also is the centre of the everyday life of the community studied. The Tale Worlds of the radiant past fastens on the population centre which is described through the negative models within the genre of litany. Sacred places, that represent the possibility to meet the Otherworld or mark places were encounters with the Otherworld have taken place, generate many kinds of landscapes in the island. They fasten on the graves of the amans, sirtya tradition, and to collective sacred places with their associations. The networks are not closed systems but are given meanings and new associations continuously in narration and recollection. They form multi-level and significant landscapes which reflect the fastening of the Kolguyev Nenets in the tundra of the island. In the research material the holy places and the popular religiousness are emphasised which is one of the most significant research results. It can be seen to reflect collective resistance and the questioning of the atheistic propaganda of the Soviet years. The narration and the recollection often refer also to the discourse of the anti-religious propaganda or use its strategies. The centrality of the holy places is also based on the tenacity of the religious Tale Worlds and sense of place and to the collective significance of the religion in general.

"Kyl mä varmaan kohta ymmärrän." : Asunnon suunnittelu -opetusohjelma oppilaiden ajattelun ja oppimisen haastajana peruskoulun kotitalousopetuksessa

"I will soon understand." The House Planning Program as an Enhancer of Pupils´ Thinking Skills and Learning in Home Economics at Comprehensive School The aim of the research was to build a study program for home economics education in order to enhance pupils´ thinking skills. The program was based on the intervention programs or strategies known as Cognitive Acceleration (CA), which are founded on the theories of Jean Piaget, Lev Vygotsky, and Reuven Feuerstein. In addition, Carl Bereiter s theory of knowledge building was integrated to the research. The viewpoint of home economics was based on the multidimensional foundation of home economics science, particularly household technology and house planning. I first analyzed the kind of body of knowledge home economics science and home economics education provides for enhancing thinking skills in home economics. For the study, a CATE (Cognitive Acceleration through Technology Education) program was adapted and modified and a House Planning program was created for home economics classes. The house planning program consisted of five lessons during which pupils learned how to make functional floor plans as well as choose furniture, household appliances and materials for the home. In order to obtain the required data, various classroom experiments were arranged in 2005 with grade 9 pupils at a comprehensive school in Helsinki. All the experiments were videotaped, and five hours of the videotaped material was edited and transcribed for closer examination. The material consisted of all the video-recorded activity of the selected study group. Interaction study and content analysis were used to analyze the data. Following the experiments, a small survey was conducted to solicit pupils´ and teacher´s opinions of the program. The analysis sheds light on the nature of pupils´ interaction and knowledge building in small group activity. Special attention was given to tracking pupils´ interaction during the socalled construction zone activity. The models and qualities of teacher´s aid and support during the lessons were examined as well. The results revealed the versatility of the pupils social interaction and common knowledge building that occurred during the small group activity. The pupils discussions, including their arguments, their sharing of ideas, and the multiple perspectives that emerged reflected home economics knowledge building. The construction zone activity appeared through expressions of cognitive conflict and metacognition. Cognitive conflict was evident in the pupils´ words and involved questioning, doubting and disputing. The metacognitive activity emerged by thinking aloud, choosing the strategies, and negotiating the results. The pupils also coordinated their activity, allocated the responsibility, and systematized their work. The teacher assisted by preparing new themes for the pupils and by participating in the small group work. The teacher´s help during the small group sessions strengthened the pupils activity in the construction zone. The results showed that one can utilize the wide multidisciplinary basis of home economics, which includes scientific knowledge but also the knowledge derived from practical activity and experience. In this study practical activity was undertaken as a planning project the result of which was a plan or a new vision for the house planning situation. The study showed that the House Planning program was able to enhance the pupils´ social interaction and collaboration. The learning environment challenged the pupils in a way that could be a gateway to further developing their thinking skills. The method of analysis created in the study could be a potential tool for examining social interaction, construction zone activity, and knowledge building in other learning environments as well. Key words: home economics, house planning, classroom experiment, thinking skills,cognitive conflict, metacognition, social interaction, knowledge building

Constructing a Community : Myths and Realities of the Open Development Model

The open development model of software production has been characterized as the future model of knowledge production and distributed work. Open development model refers to publicly available source code ensured by an open source license, and the extensive and varied distributed participation of volunteers enabled by the Internet. Contemporary spokesmen of open source communities and academics view open source development as a new form of volunteer work activity characterized by hacker ethic and bazaar governance . The development of the Linux operating system is perhaps the best know example of such an open source project. It started as an effort by a user-developer and grew quickly into a large project with hundreds of user-developer as contributors. However, in hybrids , in which firms participate in open source projects oriented towards end-users, it seems that most users do not write code. The OpenOffice.org project, initiated by Sun Microsystems, in this study represents such a project. In addition, the Finnish public sector ICT decision-making concerning open source use is studied. The purpose is to explore the assumptions, theories and myths related to the open development model by analysing the discursive construction of the OpenOffice.org community: its developers, users and management. The qualitative study aims at shedding light on the dynamics and challenges of community construction and maintenance, and related power relations in hybrid open source, by asking two main research questions: How is the structure and membership constellation of the community, specifically the relation between developers and users linguistically constructed in hybrid open development? What characterizes Internet-mediated virtual communities and how can they be defined? How do they differ from hierarchical forms of knowledge production on one hand and from traditional volunteer communities on the other? The study utilizes sociological, psychological and anthropological concepts of community for understanding the connection between the real and the imaginary in so-called virtual open source communities. Intermediary methodological and analytical concepts are borrowed from discourse and rhetorical theories. A discursive-rhetorical approach is offered as a methodological toolkit for studying texts and writing in Internet communities. The empirical chapters approach the problem of community and its membership from four complementary points of views. The data comprises mailing list discussion, personal interviews, web page writings, email exchanges, field notes and other historical documents. The four viewpoints are: 1) the community as conceived by volunteers 2) the individual contributor s attachment to the project 3) public sector organizations as users of open source 4) the community as articulated by the community manager. I arrive at four conclusions concerning my empirical studies (1-4) and two general conclusions (5-6). 1) Sun Microsystems and OpenOffice.org Groupware volunteers failed in developing necessary and sufficient open code and open dialogue to ensure collaboration thus splitting the Groupware community into volunteers we and the firm them . 2) Instead of separating intrinsic and extrinsic motivations, I find that volunteers unique patterns of motivations are tied to changing objects and personal histories prior and during participation in the OpenOffice.org Lingucomponent project. Rather than seeing volunteers as a unified community, they can be better understood as independent entrepreneurs in search of a collaborative community . The boundaries between work and hobby are blurred and shifting, thus questioning the usefulness of the concept of volunteer . 3) The public sector ICT discourse portrays a dilemma and tension between the freedom to choose, use and develop one s desktop in the spirit of open source on one hand and the striving for better desktop control and maintenance by IT staff and user advocates, on the other. The link between the global OpenOffice.org community and the local end-user practices are weak and mediated by the problematic IT staff-(end)user relationship. 4) Authoring community can be seen as a new hybrid open source community-type of managerial practice. The ambiguous concept of community is a powerful strategic tool for orienting towards multiple real and imaginary audiences as evidenced in the global membership rhetoric. 5) The changing and contradictory discourses of this study show a change in the conceptual system and developer-user relationship of the open development model. This change is characterized as a movement from hacker ethic and bazaar governance to more professionally and strategically regulated community. 6) Community is simultaneously real and imagined, and can be characterized as a runaway community . Discursive-action can be seen as a specific type of online open source engagement. Hierarchies and structures are created through discursive acts. Key words: Open Source Software, open development model, community, motivation, discourse, rhetoric, developer, user, end-user

From Workstations to Workbenches: Towards Predicting Physicochemically Viable Protein-Protein Interactions Across a Host and a Pathogen

The understanding of protein-protein interactions is indispensable in comprehending most of the biological processes in a cell. Small-scale experiments as well as large-scale high-throughput techniques over the past few decades have facilitated identification and analysis of protein-protein interactions which form the basis of much of our knowledge on functional and regulatory aspects of proteins. However, such rich catalog of interaction data should be used with caution when establishing protein-protein interactions in silico, as the high-throughput datasets are prone to false positives. Numerous computational means developed to pursue genome-wide studies on protein-protein interactions at times overlook the mechanistic and molecular details, thus questioning the reliability of predicted protein-protein interactions. We review the development, advantages, and shortcomings of varied approaches and demonstrate that by providing a structural viewpoint in terms of shape complementarity and interaction energies at protein-protein interfaces coupled with information on expression and localization of proteins homologous to an interacting pair, it is possible to assess the credibility of predicted interactions in biological context. With a focus on human pathogen Mycobacterium tuberculosis H37Rv, we show that such scrupulous use of details at the molecular level can predict physicochemically viable protein-protein interactions across host and pathogen. Such predicted interactions have the potential to provide molecular basis of probable mechanisms of pathogenesis and hence open up ways to explore their usefulness as targets in the light of drug discovery. (c) 2014 IUBMB Life, 66(11):759-774, 2014

Optical-Phonon-Limited High-Field Transport in Layered Materials

An optical-phonon-limited velocity model has been employed to investigate high-field transport in a selection of layered 2-D materials for both, low-power logic switches with scaled supply voltages, and high-power, high-frequency transistors. Drain currents, effective electron velocities, and intrinsic cutoff frequencies as a function of carrier density have been predicted, thus providing a benchmark for the optical-phonon-limited high-field performance limits of these materials. The optical-phonon-limited carrier velocities for a selection of multi-layers of transition metal dichalcogenides and black phosphorus are found to be modest compared to their n-channel silicon counterparts, questioning the utility of biasing these devices in the source-injection dominated regime. h-BN, at the other end of the spectrum, is shown to be a very promising material for high-frequency, high-power devices, subject to the experimental realization of high carrier densities, primarily due to its large optical-phonon energy. Experimentally extracted saturation velocities from few-layer MoS2 devices show reasonable qualitative and quantitative agreement with the predicted values. The temperature dependence of the measured v(sat) is discussed and compared with the theoretically predicted dependence over a range of temperatures.

Educación y democracia

Resumen: Actualmente hay cierto consenso en la preferencia de la democracia sobre otros sistemas de gobierno; sin embargo, a la hora de cuestionarnos sobre su fundamento filosófico el consenso es más difícil de lograr. En la democracia se valora la participación activa de los ciudadanos y su derecho a una opinión libre, por lo cual algunos planteos consideran que el sistema democrático es incompatible con la defensa de verdades y valores absolutos. Ejemplo de ello es el planteo de Kelsen, quien sostiene que la democracia solo puede fundamentarse sobre una filosofía relativista. Sin embargo, posiciones como estas tropiezan con dificultades y contradicciones de orden lógico, gnoseológico, metafísico, antropológico, psicológico, ético y social. Acarrean consecuencias negativas también en el ámbito educativo. Para responder a estos planteos proponemos volver sobre algunas enseñanzas de Sócrates y repensar la relación entre democracia y educación, verdad y libertad.

Nueva lectura del concepto de ley natural en Tomás de Aquino : “nueva escuela del derecho natural” o “nueva teoría de la ley natural”

Resumen: La “Nueva Escuela del Derecho Natural” (NEDN) pretende ser una “recuperación” de la “Teoría clásica de la ley natural”. Sus principales representantes son G. Grisez, J. Finnis, J. Boyle, R. P. George y W. May. A ellos se agregan varios pensadores de Estados Unidos y Canadá como R. Shaw, R. Lawler, J. C. Ford, R. A. Connor, T. Kennedy, entre otros. Esta escuela se endilga la recuperación de la versión “auténtica” de Tomás de Aquino de la ley natural, por una reinterpretación de la misma, al entender que ella ha sido deformada por teólogos morales posteriores. En una primera etapa, el trabajo aborda las posiciones centrales de la NEDN, principalmente de Germain Grisez y John Finnis, sin desatender a sus seguidores y críticos. En segundo lugar, y por el planteo de la NEDN, se hace preciso el ocuparse de las fuentes del entredicho, a saber, el concepto de ley en Tomás de Aquino y su impostación en la naturaleza y en la racionalidad práctica.

La Iglesia y el movimiento independentista rioplatense: incertidumbres, aceptación y acompañamiento (1810-1816)

En torno al sexenio comprendido entre las dos fechas distintivas del Bicentenario argentino, 1810 y 1816, el autor se propone una lectura histórica sobre los hombres y las ideas que rodearon a la Primera Junta de gobierno, la función propagandista del clero, el cuestionamiento por parte de dos obispos de la legitimidad de la revolución y el apoyo de un obispo patriota, el período de “interregno episcopal” y la continuidad religiosa, la obra cultural de la Junta y la celebración del Congreso de la Independencia en Tucumán. Se afirma, a partir de las fuentes, el lugar de aceptación que tuvo la IglesiaCatólica en esta época.

Fiat lux: análise do sujeito na sermonística vieiriana

Este trabalho, em sua forma de tese de doutorado, pretende investigar as formulações discursivas do orador nos sermões do padre Antônio Vieira, partindo da problematização do conceito de sujeito vigente no século XVII. Entendendo que a noção de sujeito não é transistórica, e, sim, uma noção que veio sendo construída ao longo da história da humanidade, investigamos elementos formadores do que se entende hoje por eu. Nesse percurso analisamos, especialmente, os conceitos de cuidado de si e de livre-arbítrio. Não poderíamos deixar de estudar, ainda, as particularidades dos procedimentos das produções letradas do século XVII, fatores essenciais para a compreensão do lugar do eu que fala na elaboração dos sermões religiosos seiscentistas. Nesse sentido, a função que a imagem ocupava nos seiscentos vem a ser de suma importância para a compreensão do pensamento do período e, consequentemente, para o entendimento da figura do eu. Enveredamo-nos também pela teoria de Michel Foucault, investigando a função-autor exercida por Vieira em sua sermonística

Oásis no deserto da referencialidade: Arnaldo Antunes e Vilém Flusser

A presente dissertação pode ser compreendida como uma análise comparativa entre dois autores que, em distintos momentos nos últimos cinquenta anos e através de práticas de escrita e práticas artísticas diversas, se interessaram pelo questionamento acerca do tema da linguagem: sua natureza, o destino das questões por ela colocadas, assim como sua relação com o que chamamos comumente de realidade e com a poesia. Nosso objetivo era não somente identificar as reflexões concernentes aos diferentes aspectos estéticos do trabalho com a língua inerentes ao trabalho de Arnaldo Antunes em sua produção poética, cancionista e de artista visual, bem como as diferentes perspectivas oferecidas pela atividade filosófica de Vilém Flusser sobre o assunto, mas também especular quanto às implicações de como suas concepções de linguagem influenciaram sua obra e os diálogos que marcaram suas vidas. Não é de nosso interesse, portanto, definir a língua em termos teóricos e abstratos, antes, queremos pensar em como ela estrutura nossas vivências e conhecimento, e como diferentes articulações do tema da linguagem implicam transformações na própria forma como se vive a língua e como a língua se estrutura a si. Desnecessário dizer que acreditamos que tal questionamento tem bases de ordem estética, ética e epistemológica, o que quer dizer que a pesquisa se propõe como meio através do qual, pensar, em nossa modernidade, como o pensamento tem sido abordado

Uma crítica fenomenológica à tese de Kant sobre o Ser: da linguagem-utensílo à linguagem-constituição

Este trabalho visa realizar os primeiros passos de um projeto mais longo, cujo objetivo é determinar o sentido daquilo que entendemos como pergunta pelo sentido do ser; junto a isso, se tem aqui igualmente o propósito de pensar a metodologia que acaso venha a ser adequada, isto é, o tratamento específico que possa alguma vez dar a tal questionamento um desenvolvimento legítimo. O caminho por nós adotado partirá de Kant por motivos estratégicos, principalmente pela razão de encontrarmos aí uma tese declarada sobre ser, que lhe concede um sentido unitário: ao comentá-la, reconstruindo-a por meio da apresentação de alguns de seus momentos, estaremos nos utilizando da mesma para apontar aquilo que acreditamos constituir uma corrupção de sentido nas suas próprias bases, permitindo compreender as dificuldades lançadas pela questão que, assim nos parece, são as mesmas que terminam por gerar as confusões que perfazem a própria história da metafísica. Isto significa que nossa discussão do caso kantiano - embora vise diretamente a filosofia crítica e todo projeto de uma teoria das faculdades - deverá cunhar resultados mais amplos, já mesmo porque, a partir dela, viremos mesmo a afirmar a total inadequação de uma abordagem do sentido do ser sob o ponto de vista do comportamento teórico. Por oposição a ele, procuraremos demonstrar que ser só pode ser abordado no interior de um campo de sentido que se apresente como o que chamaremos de atividade descritiva ou, poderíamos igualmente dizer, uma atividade de mostração. Este último ponto, conclusivo somente quanto à parte do caminho que nosso projeto mais geral nos exige percorrer, será explicitado com a ajuda de alguns dos conceitos apresentados por Husserl em suas Investigações Lógicas.

Caminhos de Mia Couto: estratégias narrativas em torno da paisagem moçambicana

A obra romanesca de Mia Couto é o objeto da investigação desta tese, ponto de partida para tentar compreender a contribuição do autor na afirmação do romance africano e na reconstrução da identidade de seu país, Moçambique. Para tanto, o estudo discute a importância da revelação de uma paisagem oculta ao leitor, de matriz cultural e complexo entendimento. O capítulo que traz esta análise mostra como a obra retrata as condições históricas e políticas de dominação, desigualdade, identificando aqui e lá um tom levemente engajado na escrita miacoutiana, tanto quanto suas posições ideológicas, suas denúncias. Entre os temas mais destacados na obra está o animismo africano que dá origem a uma série de circunstâncias sobrenaturais nos enredos, como uma lembrança constante: em África, os espíritos estão por toda a parte, mantendo intensa relação com os vivos. Em torno da questão, a tese discute o fato de parte da crítica classificar a obra por gêneros como o Realismo Mágico, o Maravilhoso e o Fantástico. Também são investigadas as estratégias narrativas deste autor, suas opções regulares na composição de enredos, personagens, nomes de personagens e epígrafes. Com base nessas marcas e em outros traços comuns a todos os seus romances talvez presentes igualmente em seus contos descobre-se a adequação entre a criação de um sistema de pensamento dicotômico, que atravessa a obra, e estruturas frasais que revelam algo significativo: os romances de Mia Couto são propositivos, especialmente quando convidam o leitor ao movimento constante de questionamento de suas próprias certezas

Junto dum seco, fero e estéril monte: uma Canção de Camões

Tendo como incipt Junto dum seco, fero e estéril monte, a Canção V de Luís de Camões, presente no corpus mínimo proposto pelo Professor Leodegário de Azevedo Filho é tema deste estudo que se propõe a fazer uma análise literária à luz do Maneirismo, onde se buscam observar as principais características temáticas presentes na mesma. Dessa forma, temas como o desconcerto do mundo, a fugacidade do tempo e da vida e, consequentemente, o pessimismo e a ausência da amada serão relacionados à poesia. Há a preocupação de se atentar para a influência tardo-gótica no Maneirismo e como isso se dá nessa canção, o que faz com que se perceba não haver traços clássicos ou renascentistas na mesma. Faz-se necessário ainda que se analisem as referências geográficas, as construções e os recursos estilísticos utilizados pelo poeta, uma vez que estes são significativos para uma boa compreensão da canção, bem como para um possível questionamento acerca da obra de Camões ser considerada por alguns autores clássica

Vida como vontade de poder: perspectivismo, metafísica e niilismo no pensamento de Nietzsche

A presente dissertação tem como objetivo principal descrever, em suas especificidades e abrangência, o conceito de vontade de poder no pensamento nietzschiano, mostrando como a metafísica, em sua essência moral, pode ser entendida a partir desse pensamento. A partir do diálogo nietzschiano com pensadores da tradição, pretende-se analisar o conceito de metafísica e como ele possibilita o momento histórico denominado morte de Deus, que desencadeia a experiência do niilismo. Ao descrever o desenvolvimento do pensamento Ocidental, o texto busca evidenciar porque Nietzsche pode denominar a história da metafísica como vontade de verdade. A partir daí, se reconstrói a relação fundamental existente entre as noções de verdade e conhecimento nas nuances de cada época do pensamento metafísico, mostrando como tal processo culmina, no pensamento nietzschiano, com o questionamento acerca do próprio valor da verdade. Por outro lado, a dissertação pretende mostrar como a morte de Deus e o niilismo possibilitam, de certa maneira, o surgimento da própria filosofia nietzschiana, defendendo que o perspectivismo e a vontade de poder são pensamentos possibilitados pelo próprio desenvolvimento histórico da metafísica.