Selecting, testing and modifying a model for identifying potential key customers

Tämä työ tehtiin globaaliin elektroniikka-alan yritykseen. Diplomityö liittyy haasteeseen, jonka lisääntynyt globalisaatio ja kiristyvä kilpailu ovat luoneet: case yrityksen on selvitettävä kuinka se voi saavuttaa kasvutavoitteet myös tulevaisuudessa hankkimalla uusia asiakkaita ja olemalla yhä enenevissä määrin maailmanlaajuisesti läsnä. Tutkimuksen tavoite oli löytää sopiva malli potentiaalisten avainasiakkaiden identifiointiin ja valintaan, sekä testata ja modifioida valittua mallia case yrityksen tarpeiden mukaisesti. Erityisesti raakadatan kerääminen, asiakkaiden houkuttelevuuskriteerit ja kohdemarkkinarako olivat asioita, jotka tarvitsivat tutkimuksessa huomiota. Kirjallisuuskatsauksessa keskityttiin yritysmarkkinoihin, eri asiakassuhteenhallinnan lähestymistapoihin ja avainasiakkaiden määrittämiseen. CRM:n, KAM:n ja Customer Insight-ajattelun perusteet esiteltiin yhdessä eri avainasiakkaiden identifiointimallien kanssa. Valittua Chevertonin mallia testattiin ja muokattiin työn empiirisessä osassa. Tutkimuksen empiirinen kontribuutio on modifioitu malli potentiaalisten avainasiakkaiden identifiointiin. Se auttaa päätöksentekijöitä etenemään systemaattisesti ja organisoidusti askel askeleelta kohti potentiaalisten asiakkaiden listaa tietyltä markkina-alueelta. Työ tarjoaa työkalun tähän prosessiin sekä luo pohjaa tulevaisuuden tutkimukselle ja toimenpiteille.

Price differences between domestic and international air markets : an empirical application to routes from Gran Canaria

In this paper we examine whether airline prices on national routes are higher than those charged on international routes. Drawing on a database prepared specifically for this study, we estimate a pricing equation for all routes originating from Gran Canaria, Canary Islands, Spain; differentiating between national and international routes. A key difference between these two route types is that island residents benefit from discounts on domestic flights. When controlling for variables related to airline characteristics, market structure and demand, we find that national passengers who are non-residents on the islands are paying higher prices than international passengers.

Market orientation and performance in entrepreneurial SMEs

Market orientation is the organizational culture that creates the necessary behaviors for continuous additional value for customers and thus continuous superior performance for the business. The field of market orientation has been studied repeatedly during the past two decades. Yet research has concentrated on large firms in large domestic markets creating a need for diversifying research. The master’s thesis at hand examined the general incidence of market orientation among SMEs from five different industries as well as its consequences on SME performance. The empirical part of the thesis was conducted with a web-based survey that resulted in 255 responses. The data of the survey was analyzed by statistical analysis. The incidence of market orientation varied among dimensions and market orientation did not show any direct effect on firm performance. Customer orientation was the only dimension that showed a direct (positive) effect. On the contrary, moderating effects were found which indicate that the effect of market orientation in SMEs is influenced by other factors that should receive further attention. Also industry specific differences were discovered and should be further examined.

Standardinostureiden markkinatilanne Venäjällä

Tämä diplomityö on tehty Konecranes-konsernin standardinostolaitteiden liiketoiminta-alueelle. Diplomityön tavoitteena on selvittää standardinostureiden markkinatilannetta Venäjällä kilpailijoiden, asiakkaiden ja muun ympäristön suhteen. Lisäksi diplomityöhön sisältyy benchmarking-osuus, joka käsittelee kahden eri yrityksen markkinointia ja markkinatilannetta Venäjällä. Tärkeitä ja potentiaalisia asiakaskuntia ovat teräs- ja paperiteollisuus. Konecranesin tärkein tapa markkinoida Venäjällä on uusien potentiaalisten asiakkaiden jatkuva etsintä sekä asiakassuhteiden ylläpitäminen. Venäjällä toimii useita paikallisia kilpailijoita ympäri Venäjää. Konecranesin nosturit ovat yleisesti hieman kalliimpia kuin paikallisten kilpailijoiden, johtuen osittain Venäjän ja Suomen hintataso-eroista. Viime vuosien aikana hintatasoerot ovat kaventuneet, minkä vuoksi Venäjä on menettänyt kotimaisten tuotteidensa kilpailukykyä tuontituotteisiin verrattuna. Suurin Konecranesin kansainvälinen kilpailija Venäjän markkinoilla on saksalainen Demag. Venäjän talouskasvu on ollut voimakasta viime vuosina. Tulevaisuuden arviointi on kuitenkin vaikeaa meneillään olevan talouskriisin vuoksi. Myös muut yritykset panostavat Venäjällä henkilökohtaisten suhteiden ylläpitämiseen. Markkinointi lehdistön, asiakastilaisuuksien ja Internetin avulla ovat myös merkittävässä asemassa markkinoidessa eri teollisuuden aloja Venäjällä.

Supporting the Management of the Knowledge Flow from the Customers in CRM through a VCE

Knowledge flow from the customers is an important resource for a company and therefore it should engage its customers in knowledge co-creation. Through providing a virtual customer environment (VCE) as knowledge creation and sharing platform a company can obtain this type of knowledge, which is important for strategic purposes. In the VCE the members of the virtual customer community (VCC) create and share knowledge individually and collectively in diverse roles, utilizing many interaction facilities. Creating a functional VCE is not either easy or quick task and a company needs to analyze various issues carefully. Providing such a VCE in which customers want to share their experiences and insights is however worth of considering, since it brings many benefits for the company. In this research the main benefit is stated as the supportative role of the VCE in the better management of the knowledge flow from the customers.

Preliminary study of insect attraction by a mixture of semiochemicals containing 1,2,4-Trimethoxybenzene in domestic citric-culture

In this work we describe a new efficient strategy for the preparation of 1,2,4-trimethoxybenzene (3) in 56% overall yield. The compound 3 was used in a preliminary study of insect attraction by a mixture of semiochemicals called TIV, composed of indol (1), vanillin (2) and 1,2,4-trimethoxybenzene (3), in eight Mc Phail style traps installed at a domestic orchard of citric-culture, containing 120 trees not infected by plagues in Bom Jesus Farm, located next to a patch of the Atlantic Forest, at Silva Jardim, Rio de Janeiro, Brazil.

TiO2 photocatalytic inactivation under simulated solar light of bacterial consortia in domestic wastewaters previously treated by UASB, duckweed and facultative ponds

In this work, TiO2 photocatalysis was used to disinfect domestic wastewaters previously treated by different biological treatment systems: Upward-flow Anaerobic Sludge Blanket (UASB), facultative pond, and duckweed pond. The microorganisms monitored were E. coli, total coliforms, Shigella species, and Salmonella species. Photocatalytic experiments were carried out using two light sources: a solar simulator (UV intensity: 68-70 W m-2) and black-light lamps (BLL UV intensity: 17-20 W m-2). Samples were taken after each treatment stage. Results indicate that bacterial photocatalytic inactivation is affected by characteristics of the effluent, including turbidity, concentration of organic matter, and bacterial concentration, which depend of the type of biological pretreatment previously used.

Treated domestic sewage: kinetics of Escherichia coli and total coliform inactivation by oxidation with hydrogen peroxide

Hydrogen peroxide has been used for decades in developed countries as an oxidizing agent in the treatment of water, domestic sewage and industrial effluents. This study evaluated the influence of the concentration of H2O2 and pH on the inactivation of Escherichia coli cells and the disinfection of sewage treated. The results showed that the inactivation rate increased with pH and H2O2. The presence of other contaminants dissolved in the effluent is probably the cause of these differences, because E. coli inactivation in synthetic wastewater was found to be much faster than in the real treated domestic sewage.

Segmentation of Industrial Customers – Case: Finnish Mechanical Engineering Companies

Segmentointi on perinteisesti ollut erityisesti kuluttajamarkkinoinnin työkalu, mutta siirtymä tuotteista palveluihin on lisännyt segmentointitarvetta myös teollisilla markkinoilla. Tämän tutkimuksen tavoite on löytää selkeästi toisistaan erottuvia asiakasryhmiä suomalaisen liikkeenjohdon konsultointiyritys Synocus Groupin tarjoaman case-materiaalin pohjalta. K-means-klusteroinnin avulla löydetään kolme potentiaalista markkinasegmenttiä perustuen siihen, mitkä tarjoamaelementit 105 valikoitua suomalaisen kone- ja metallituoteteollisuuden asiakasta ovat maininneet tärkeimmiksi. Ensimmäinen klusteri on hintatietoiset asiakkaat, jotka laskevat yksikkökohtaisia hintoja. Toinen klusteri koostuu huolto-orientoituneista asiakkaista, jotka laskevat tuntikustannuksia ja maksimoivat konekannan käyttötunteja. Tälle kohderyhmälle kannattaisi ehkä markkinoida teknisiä palveluja ja huoltosopimuksia. Kolmas klusteri on tuottavuussuuntautuneet asiakkaat, jotka ovat kiinnostuneita suorituskyvyn kehittämisestä ja laskevat tonnikohtaisia kustannuksia. He tavoittelevat alempia kokonaiskustannuksia lisääntyneen suorituskyvyn, pidemmän käyttöiän ja alempien huoltokustannusten kautta.

SME internationalisation from a network perspective : an empirical study on a Finnish-Greek business network

The study examines the internationalisation process of a contemporary SME firm and explores the impact of its business network on this development. The objective of the study is to understand SME internationalisation and its dynamics from a network perspective. The purpose of this research project is to describe and explore the development process of a firm and its business network by identifying the changes, critical events and influence factors that form this development. It is a qualitative case study, which focuses on a Finnish focal firm and its respective business network as it expands into the Greek market. It is a longitudinal research process, which covers a period of time from 1994 to 2004. The empirical study concentrates on the paper trading and converting business. The study builds on the network theory and the framework provided by Johanson and Mattsson's (1988) model on network internationalisation. The incremental internationalisation theories and network theories form the theoretical focus. The research project is organised according to a process view. The focal firm evolves from a domestically-oriented small subsidiary into an internationally experienced company, which has activities in several market areas and numerous business networks in various market segments and product categories. The findings illustrate the importance of both the domestic and foreign business network context in a firm's internationalisation process. The results of the study suggest theoretical modifications on a firm's internationalisation process by broadening the perspective and incorporating the strategic context of a firm. The findings suggest that internationalisation process is a non-linear process, which does not have a deterministic order in its development. The findings emphasise the significance of relational networks, both managerial and entrepreneurial, for establishing position in foreign markets. It implies that a firm's evolution is significantly influenced by its business network and by critical events. Business networks gain coherence due to common goals and they use accumulated capabilities to exploit market opportunities. The business network sets constraints and provides opportunities, which makes the related decision making strategically important. The firm co-evolves with its business network. The research project provides an instrumental case study with a description of an SME internationalisation process. It contributes to existing knowledge by illustrating dynamics in an international business network and by pinpointing the importance of suppliers, customers, partners, ownerships and competition to the internationalisation process.

Root system distribution of sugarcane irrigated with domestic sewage effluent aplication by subsurface drip system

Irrigation with domestic sewage effluent (DSE) has been recommended by subsurface dripping, as it can obtain a high rate of irrigation efficiency and faster use of salts in comparison with other irrigation methods. The study aimed at evaluating the area, the length and the effective depth of the root system of sugarcane irrigated with DSE by subsurface drip system and with different irrigation rates at depths of 0.00-0.20, 0.20-0.40, 0.40-0.60 and 0.60-0.80m. The experiment was carried out in the municipality of Piracicaba, in the state of São Paulo (SP), Brazil, in a sugarcane area irrigated with DSE in a completely randomized blocks set up in furrows, with three replications and four treatments, which are: one area without irrigation (AWI) and three irrigated areas meeting 50% (T50%), 100% (T100%) and 200% (T200%) of the crop's water need between each round of irrigation. T100% and T200% provided smaller areas and lengths of roots in the two deepest layers, as compared to AWI and T50%, which stimulated the development of deeper roots due to the water stress. TWI, T100% and T200% presented 80% of the roots up to a depth of 0.40m and T50% treatment presented 76.43% of roots total.

Irrigation with domestic treated sewage and nitrogen fertilizing in sunflower cultivation

The objective of this study was to evaluate the productive performance of sunflower plants irrigated with different levels of domestic treated sewage and groundwater well with different doses of nitrogen. It was used randomized blocks design in split-split plots with four replications. In the plots, we evaluated the effect of two types of irrigation water, in the subplots we evaluated the five irrigation levels expressed as 25, 50, 75, 100 and 125% of the Class A pan Evaporation (CAE), and in the sub subplots, we evaluated the effect of four different doses of nitrogen (25, 50, 75 and 100 kg ha-1). The irrigation of sunflower with domestic sewage produced greater yield potential of grain and oil. The use of water from treated wastewater can replace up to 50 kg N ha-1 without affecting productivity. It is recommended for the commercial production of sunflower the use of treated sewage water with irrigation depth relative to 100% of CAE (296.64 mm) and nitrogen of 25 kg ha-1.