Customer knowledge processing in key account management

The ability of the supplier firm to generate and utilise customer-specific knowledge has attracted increasing attention in the academic literature during the last decade. It has been argued the customer knowledge should treated as a strategic asset the same as any other intangible assets. Yet, at the same time it has been shown that the management of customer-specific knowledge is challenging in practice, and that many firms are better at acquiring customer knowledge than at making use of it. This study examines customer knowledge processing in the context of key account management in large industrial firms. This focus was chosen because key accounts are demanding and complex. It is not unusual for a single key account relationship to constitute a complex web of relationships between the supplier and the key account – thus easily leading to the dispersion of customer-specific knowledge in the supplier firm. Although the importance of customer-specific knowledge generation has been widely acknowledged in the literature, surprisingly little attention has been paid to the processes through which firms generate, disseminate and use such knowledge internally for enhancing the relationships with their major, strategically important key account customers. This thesis consists of two parts. The first part comprises a theoretical overview and draws together the main findings of the study, whereas the second part consists of five complementary empirical research papers based on survey data gathered from large industrial firms in Finland. The findings suggest that the management of customer knowledge generated about and form key accounts is a three-dimensional process consisting of acquisition, dissemination and utilization. It could be concluded from the results that customer-specific knowledge is a strategic asset because the supplier’s customer knowledge processing activities have a positive effect on supplier’s key account performance. Moreover, in examining the determinants of each phase separately the study identifies a number of intra-organisational factors that facilitate the process in supplier firms. The main contribution of the thesis lies in linking the concept of customer knowledge processing to the previous literature on key account management. Moreover, given than this literature is mainly conceptual or case-based, a further contribution is to examine its consequences and determinants based on quantitative empirical data.

The relationship between first-order capabilities and online innovations. A comparative case study on the publishing sector.

The objective of this thesis was to study the relationship between firstorder capabilities and online innovations. First-order capabilities can be divided into market and technology capabilities, and they play an important role in the production of innovations. The study was carried out in publishing industry, where many changes have taken place in the online environment during the last few years. In the empirical research, four companies were studied, two magazine publishers and two newspaper publishers. The analysis was done in two phases; first every case was analyzed alone and then the cases were compared in cross-case analysis. The most important finding was the positive impact of market capability to the production of online innovations. The study also increased understanding about the relationship between market and technology capabilities and online innovations in general.

Standardikustannusten ja toteutuneiden kustannusten erotus

Työn tarkoituksena oli selvittää, eroavatko toteutuneet kustannukset standardikustannuksista sähkötarviketeollisuudessa. Kustannusten eroa, varianssia, pyrittiin analysoimaan mahdollisimman tarkasti, jotta varianssien tyyppi ja niiden lähteet selviäisivät. Tavoitteena oli myös selvittää, miten varianssi vaikuttaa standardien laskentaan ja siirtohinnoitteluun. Tutkimus tehtiin tapaustutkimuksena eräästä sähkötarviketeollisuuden yrityksestä. Toteutuneet kustannukset saatiin suoraan kirjanpidosta ja niitä verrattiin standardikustannuksiin. Standardikustannukset jaettiin eri kustannuskomponentteihin, jotka otettiin kohdeyrityksen toiminnanohjausjärjestelmästä. Kustannuskomponenttitasoista tietoa muokattiin tuloslaskentamuotoiseen muotoon, jotta toteutuneita kustannuksia voitiin verrata kerättyyn tietoon. Varianssianalyysistä selvisi, että toteutuneiden kustannusten ja standardikustannusten välillä on varianssia. Se jakautuu materiaalivarianssiin, työvarianssiin, ja yleiskustannuslisävarianssiin. Varianssien perusteella analysoitiin vaikutuksia standardien ja siirtohintojen laskentaan. Näiden tietojen perusteella työn lopuksi on mietitty parantamistoimenpiteitä varianssien ehkäisemiseksi.

Nursing Ethics Education in Finland from the Perspective of Codes of Ethics

The purpose of this study was to analyze nursing ethics education from the perspective of nurses’ codes of ethics in the basic nursing education programmes in polytechnics in Finland with the following research questions: What is known about nurses’ codes in practice and education, what contents of the codes are taught, what teaching and evaluation methods are used, which demographic variables are associated with the teaching, what is nurse educators’ adequacy of knowledge to teach the codes and nursing students’ knowledge of and ability to apply the codes, and what are participants’ opinions of the need and applicability of the codes, and their importance in nursing ethics education. The aim of the study was to identify strengths and possible problem areas in teaching of the codes and nursing ethics in general. The knowledge gained from this study can be used for developing nursing ethics curricula and teaching of ethics in theory and practice. The data collection was targeted to all polytechnics in Finland providing basic nursing education (i.e. Bachelor of Health Care). The target groups were all nurse educators teaching ethics and all graduating nursing students in the academic year of 2006. A total of 183 educators and 214 students from 24 polytechnics participated. The data was collected using a structured questionnaire with four open-ended questions, designed for this study. The data was analysed by SPSS (14.0) and the open-ended questions by inductive content analysis. Descriptive statistics were used to summarize the data. Inferential statistics were used to estimate the differences between the participant groups. The reliability of the questionnaire was estimated with Cronbach’s coefficient alpha. The literature review revealed that empirical research on the codes was scarce, and minimal in the area of education. Teaching of nurses’ codes themselves and the embedded ethical concepts was extensive, teaching of the functions of the codes and related laws and agreements was moderate, but teaching of the codes of other health care professions was modest. Issues related to the nurse-patient relationship were emphasised. Wider social dimensions of the codes were less emphasized. Educators’ and students’ descriptions of teaching emphasized mainly the same teaching contents, but there were statistically significant differences between the groups in that educators assessed their teaching to be more extensive than what students had perceived it had been. T he use of teaching and evaluation methods was rather narrow and conventional. However, educators’ and students’ descriptions of the used methods differed statistically significantly. Students’ knowledge of the codes and their ability to apply them in practice was assessed as mediocre by educators and by students themselves. Most educators assessed their own knowledge of the codes as adequate to teach the codes, as did most of the students. Educators who regarded their knowledge as adequate taught the codes more extensively than those who assessed their knowledge as less adequate. Also students who assessed their educators’ knowledge as adequate perceived the teaching of the codes to be more extensive. Otherwise educators’ and students’ demographic variables had little association with their descriptions of the teaching. According to the participants, nurses need their own codes, and they are also regarded as applicable in practice. The codes are an important element in nursing ethics education, but their teaching needs development. Further research should focus on the organization of ethics teaching in the curricula, the teaching process, and on the evaluation of the effectiveness of ethics education and on educators’ competence. Also the meaning and functions of the codes at all levels of nursing deserve attention. More versatile use of research methods would be beneficial in gaining new knowledge.

Diagnosing and developing knowledge management capability –Knowledge management capability in UPM-Kymmene Wood Oy

The purpose of this case study is to clarify how KM (knowledge management) capability is constructed through six different activities and to explore how this capability can be diagnosed and developed in the three case organizations. The study examines the knowledge management capability of the three factories in UPM-Kymmene Wood Oy, a major Finnish plywood producer. Forest industry is usually considered to be quite hierarchical. The importance of leveraging employee skills and knowledge has been recognized in all types of organizations – including those that mainly deal with tangible resources. However, the largest part of empirical knowledge management literature examines KM in so called knowledge-intensive or knowledge-based organizations. This study extends existing literature by providing an in depth case study into assessment and development of KM activities in these three organizations with little awareness of the KM discourse. This subject is analyzed through literature review, theoretical analysis and empirical research in the case organizations. The study also presents a structured method for evaluating KM activities of a company and for diagnosing the main weaknesses that should be developed in order to achieve KM excellence. The results help in understanding how knowledge management capability is constructed and provide insight into developing and exploiting it within an organization.

Commercializing technology in transitional economies. Case: Nanotechnology in Russia

The aim of the study is to find out “What are the challenges to overcome for the successful nanotechnology commercialization in Russia?” Working closely with the case country was definitely an advantage when it comes to the understanding of the research subject. The thesis is divided to two parts: first part examines the concept of technology commercialization and identifies unique aspects of the process in context of nanotechnology. Second part is dedicated to an empirical research, investigating current status of nanotechnology commercialization in Russia. For the purpose of this study, Russian and international scientists, researchers, entrepreneurs, industry and government representatives were interviewed systematically during 2007 – 2009. Based on the research done it can be concluded that immense public funding provides necessary support for the development of Russian nanotechnology industry. However, investments alone do not address important structural shortcomings of a national innovation system, which in turn slow down the progress. Taking into consideration gap between science and business and challenging IPR legislation, expected significant economic impact in Russia may be overestimated. Nevertheless it should be noted that development of nanotechnology is advancing rapidly and therefore, the state of commercialization is changing accordingly, even while this lines are written.

Internet pankkipalveluiden markkinointi ja laatuarviointi pk-yritysten näkökulmasta - Case: Handelsbanken

Internet pankkipalveluiden laatuun kiinnitetään yhä enemmän huomiota. Pankkipalveluiden siirtyessä Internetiin pankit pitävät Internet pankkipalveluiden laatua yhä tärkeämpänä kilpailuelementtinä. Vuosittain tehtävät tutkimukset ja niiden tutkimustulokset Internet pankkipalveluiden laadusta kuvaavat palveluiden kehitystä ja tämänhetkistä tilannetta. Pk-yritysten saaman palvelun laadun arviointi onkin erittäin tärkeää tuottoisan asiakassegmenttinsä ansiosta. Tämän tutkielman tarkoituksena on selvittää Handelsbankenin Internet pankkipalveluiden laatu ja sen ulottuvuudet pk-yrityksille, palvelun markkinoinnin viitekehyksessä. Tutkielman teoreettinen osa perustuu Internet pankkipalveluiden laatua ja toimivuutta käsittelevään tieteelliseen kirjallisuuteen ja artikkeleihin. Empiirisessä osassa tutkitaan sitä, mistä ulottuvuuksista palvelun laatu markkinoinnin kontekstissa muodostuu ja mikä on laadun ulottuvuuksien suhde asiakastyytyväisyyteen ja kehitysmahdollisuuksiin. Empiiriseen tutkimukseen kuuluu kaksi eri osa-aluetta, haastattelututkimus sekä elektronisella kyselylomakkeella toteutettu kyselytutkimus, jossa muun muassa selvitettiin pk-yritysten käsityksiä eri laadun ulottuvuuksista sekä heidän kokemuksiaan palvelun laadusta. Tutkimusote on kvantitatiivinen ja osin myös kvalitatiivinen. Perinteisten pankkipalveluiden laadun ulottuvuuksien lisäksi tutkimuksen tuloksista havaittiin, että Internet pankkipalveluiden laadun uusia ulottuvuuksia ovat palvelualttius, yksilöllinen ja kehittyvä palvelu, palvelun luotettavuus, käytettävyys, saavutettavuus, ”rahoille vastinetta” ja turvallisuus. Tutkimustulokset osoittavat, että Internet pankkipalveluiden laadulla ja etenkin havaituilla uusilla ulottuvuuksilla on yhteys pk-yritysten asiakastyytyväisyyteen.

Conditions for EFL learning and professional development : Finland-Swedish learner and teacher perspectives

Engelskans dominerande roll som internationellt språk och andra globaliseringstrender påverkar också Svenskfinland. Dessa trender påverkar i sin tur förutsättningarna för lärande och undervisning i engelska som främmande språk, det vill säga undervisningsmålen, de förväntade elev- och lärarroller, materialens ändamålsenlighet, lärares och elevers initiala erfarenheter av engelska och engelskspråkiga länder. Denna studie undersöker förutsättningarna för lärande och professionell utveckling i det svenskspråkiga nybörjarklassrummet i engelska som främmande språk. Utgångsläget för 351 nybörjare i engelska som främmande språk och 19 av deras lärare beskrivs och analyseras. Resultaten tyder på att engelska håller på att bli ett andraspråk snarare än ett traditionellt främmande språk för många unga elever. Dessa elever har också goda förutsättningar att lära sig engelska utanför skolan. Sådan var dock inte situationen för alla elever, vilket tyder på att det finns en anmärkningsvärd heterogenitet och även regional variation i det finlandssvenska klassrummet i engelska som främmande språk. Lärarresultaten tyder på att vissa lärare har klarat av att på ett konstruktivt sätt att tackla de förutsättningar de möter. Andra lärare uttrycker frustration över sin arbetssituation, läroplanen, undervisningsmaterialen och andra aktörer som kommer är av betydelse för skolmiljön. Studien påvisar att förutsättningarna för lärande och undervisning i engelska som främmande språk varierar i Svenskfinland. För att stöda elevers och lärares utveckling föreslås att dialogen mellan aktörer på olika nivå i samhället bör förbättras och systematiseras.

Social capital and health : variations, associations and challenges

Although social capital and health have been extensively studied during the last decade, there are still open issues in current empirical research. These concern for instance the measurement of the concept in different contexts, as well as the association between different types of social capital and different dimensions of health. The present thesis addressed these questions. The general aim was to promote the understanding of social capital and health by investigating the oldest old and the two major language groups in Finland, Swedish- and Finnish-speakers. Another aim was to contribute to the discussion on methodological issues in social capital and health research. The present thesis investigated two empirical data sets, Umeå 85+ and Health 2000. The Umeå 85+ study was a cross-sectional study of 163 individuals aged 85, 90, and 95 or older, living in the municipality of Umeå, Sweden, in the year of 2000. The Health 2000 survey was a national study of 8,028 persons aged 30 or above carried out in Finland in 2000-2001. Different indicators of structural (e.g. social contacts) and cognitive (e.g. trust) social capital, as well as health indicators were used as variables in the analyses. The Umeå 85+ data set was analyzed with factor analysis, as well as univariate and multivariate analysis of variance. The Health 2000 data was analyzed with logistic regression techniques. The results showed that the Swedish-speakers in the Finnish data set Health 2000 had consistently higher prevalence of social capital compared to the Finnish-speakers even after controlling for central sociodemographic variables. The results further showed that even if the language group differences in health were small, the Swedishspeakers experienced in general better self-reported health compared with the Finnish-speakers. Common sociodemographic variables could not explain these observed differences in health. The results imply that social capital is often, but not always, associated with health. This was clearly seen in the Umeå 85+ data set where only one health indicator (depressive symptoms) was associated with structural social capital among the oldest old. The results based on the analysis of the Health 2000 survey demonstrated that the cognitive component of social capital was associated with self-rated health and psychological health rather than with participation in social activities and social contacts. In addition, social capital statistically reduced the health advantage especially for Swedish-speaking men, indicating that high prevalence of social capital may promote health. Finally, the present thesis also discussed the issue of methodological challenges faced with when analyzing social capital and health. It was suggested that certain components of social capital such as bonding and bridging social capital may be more relevant than structural and cognitive components when investigating social capital among the two language groups in Finland. The results concerning the oldest old indicated that the structural aspects of social capital probably reflect current living conditions, whereas cognitive social capital reflects attitudes and traits often acquired decades earlier. This is interpreted as an indication of the fact that structural and cognitive social capital are closely related yet empirically two distinctive concepts. Taken together, some components of social capital may be more relevant to study than others depending on which population group and age group is under study. The results also implied that the choice of cut-off point of dichotomization of selfrated health has an impact on the estimated effects of the explanatory variables. When the whole age interval, 35-64 years, was analyzed with logistic regression techniques the choice of cut-off point did not matter for the estimated effects of marital status and educational level. The results changed, however, when the age interval was divided into three shorter intervals. If self-rated health is explored using wide age intervals that do not account for age-dependent covariates there is a risk of drawing misleading conclusions. In conclusion, the results presented in the thesis suggest that the uneven distribution of social capital observed between the two language groups in Finland are of importance when trying to further understand health inequalities that exist between Swedish- and Finnish-speakers in Finland. Although social capital seemed to be relevant to the understanding of health among the oldest old, the meaning of social capital is probably different compared to a less vulnerable age group. This should be noticed in future empirical research. In the present thesis, it was shown that the relationship between social capital and health is complex and multidimensional. Different aspects of social capital seem to be important for different aspects of health. This reduces the possibility to generalize the results and to recommend general policy implementations in this area. An increased methodological awareness regarding social capital as well as health are called for in order to further understand the cfomplex association between them. However, based on the present data and findings social capital is associated with health. To understand individual health one must also consider social aspects of the individuals’ environment such as social capital.

Integrating environmental education in primary school education in Tanzania : teachers’ perceptions and teaching practices

The study focuses on primary school teachers’ perceptions of environmental education, its integration into primary school education and teachers’ teaching practices in Tanzania. The thesis is based on empirical research. The theoretical underpinnings of the study are based on Palmer’s (1998) model of environmental education. According to the model, meaningful environmental education should include education about, in or through and for the environment. The study is supported by national and international literature from research done on environmental education and education for sustainable development and policy statements. The study is qualitative in nature, adopting phenomenography and phenomenology as points of departure. The empirical data was collected from four primary schools in Morogoro region in Tanzania. The study sample consisted of 31 primary school teachers. Data was collected through interviews and lesson observations. According to the results of the study, primary school teachers expressed variations in their perceptions of environmental education and education for sustainable development. Most of the teachers focused on the aspect of knowledge acquisition. According to Tanzanian education and training policy, environmental education has to be integrated into all subjects. Although there is environmental education in the primary school curriculum, it is not integrated on an equal footing in all subjects. Some subjects like science, social studies and geography have more environmental content than other subjects. Teachers claim that the approach used to integrate environmental education into the school curriculum was not favoured because many claimed that what is to be taught as environmental education in the various subjects is not shown clearly. As a result, many teachers suggested that to ensure that it is taught properly it should be included in the curriculum as an independent subject or as specific topics. The study revealed that teachers’ teaching practices in integrating environmental education varied from one subject to another. Although most of the teachers said that they used participatory methods, lesson observations showed that they limited themselves to question and answer and group discussion. However, the teachers faced a number of barriers in the teaching of environmental education, some of which include lack of teaching and learning resources, time and large class size. The role of teachers in the implementation of environmental education in developing an environmentally literate citizenry is of great significance. The responsibility of the government in developing a curriculum with clear goals and content, developing teachers’ capacity in the teaching of environmental education and provision of teaching and learning materials needs to be taken seriously by the government in educational plans and programs.

Palveluyrityksen brändin vaikutus ostopäätökseen b2b-markkinoilla

Tutkimuksen tavoitteena on kuvata brändin olemusta ja menestystekijöitä ja ymmärtää palveluyrityksen brändin vaikutus ostotilanteessa b2b-markkinoilla. Tutkittavaa ongelmaa lähestytään teoreettisen ja empiirisen tutkimuksen kautta. Empiirisen näkökulman tutkimukseen tuo case-yritys, monipalveluyhtiö Barona, jonka brändin merkitystä ostotilanteessa b2b-markkinoilla tutkimuksessa arvioidaan. Tutkimuksen pääongelma on seuraava: Miten palveluyrityksen brändi vaikuttaa ostopäätökseen b2b-markkinoilla? Tutkimuksen lähestymistapa on kvalitatiivinen eli laadullinen. Tutkimusstrategia on case- eli tapaustutkimus ja tutkimusmenetelmänä on käytetty teemahaastattelua. Brändikokemuksen syntymistä ja sen vaikutusta ostopäätökseen tarkastellaan empiriaosiossa asiakkaan ja brändin hallinnoijan, eli Baronan, näkökulmasta. Tutkimuksen tulokset tukevat sitä olettamusta, että palveluyrityksen brändillä on vaikutusta ostopäätöksessä myös b2b-markkinoilla. Brändit b2b-markkinoilla ovat saaneet kuluttajamarkkinoita vähemmän huomiota, sillä brändien vaikutus ostopäätöksessä koetaan irrationaaliseksi tekijäksi, ja yritysmarkkinoilla ostajien on ajateltu tekevän päätökset täysin rationaalisin perustein. Myös b2b-markkinoilla on päätöksentekijänä kuitenkin yksilö, ei organisaatio. Palvelua ostaessaan ostaja perustelee valintansa järkisyillä, kuten laadulla. Todelliset syyt hankintaan voivat kuitenkin olla hyvin toisenlaiset, kuten brändin status, menestys tai arvostus. Brändi on merkittävässä asemassa myös b2b-asiakkaan ostopäätösprosessissa, varsinkin silloin, kun erottautuminen on vaikeaa. Siinä missä palvelu itsessään lunastaa lupaustaan käyttäjälle, brändi tuottaa lisäarvoa yli palvelun toiminnallisen tarkoituksen. Brändi saa palvelun vaikuttamaan paremmalta. Tietynmerkkisen palvelun nähdessään asiakas odottaa sen tarjoavan tietyt asiat. Asiakas haluaa luottaa siihen, että laatu pysyy samana, eikä palvelua tarvitse joka kerta arvioida erikseen. Asiakas ostaa brändiin sisältyviä laatulupauksia omien tarpeidensa täyttämiseksi tehden valintansa sen perusteella, mitä hyötyä ja arvoa hän odottaa saavansa rahojensa vastineeksi.

Asiakasräätälöidyn tuotteen vaihtoprojektin kehittäminen palvelutuotannossa

Työ on tehty Lindström Oy:lle tavoitteena löytää tuotevaihtoprojektien kulminaatiopisteet, joissa prosessin sujuvuutta, tiedonhallintaa ja toimintamalleja voitaisiin kehittää. Tavoitteena oli hyödyntää teoriatiedon ja empiirisen tutkimuksen tietämys toimintamalleiksi asiakasräätälöityjen tuotteiden vaihtoprojektissa. Tarkoituksena on ollut huomioida elinkaarihallinta osana tuotekehitystä sekä tuotetiedon hallinta ja sen ohjaava vaikutus projektin eri vaiheissa. Asiakaslähtöisyys ja elinkaarihallinta sekä tietojohtaminen ovat olleet tutkimuksen näkökulmina. Työssä yhdistettiin teorian pohjustama tuotetieto, tuotekehityksen prosessit sekä projektihallinta empiirisen tutkimustuloksen luomiksi kehittämisehdotuksiksi. Tuotevaihtoprojekteihin luotiin kaksi toimintamallia, joissa hyödynnetään tiedon kerääntymistä tietojärjestelmiin. Tuloksissa elinkaarihallinta ehdotetaan linkitettäväksi osaksi tuotekehitysprosessia, jolloin asiakkaan saama arvon lisäys on suoraan taloudellisestikin mitattavissa. Lisäksi työn tuloksena ehdotetaan, että tuotekehityksen systemaattista tiedon keruuta alkuvaiheessaan kehitetään sekä asiakkaan tarvetiedon tarkempaa ja määritellympää tiedon kirjaamista lisätään, tietojärjestelmien suomin mahdollisuuksin.

Asiantuntijapalveluorganisaation toiminnan kehittäminen

Teknologiateollisuuden asiantuntijapalveluorganisaatiot joutuvat nopeasti muuttuvan toimintaympäristön vuoksi aika ajoin toteuttamaan strategisen muutoksen toimintansa kehittämiseksi. Tämän työn tavoitteena oli selvittää, millä tavoin asiantuntijapalveluorganisaatio voi toimintaansa kehittää. Tutkimuksessa keskityttiin kartoittamaan strategista muutosta palveluprosessien, palvelukonseptien sekä palvelujärjestelmän osalta teoreettisesti sekä kohdeyrityksenä toimineen asiantuntijapalveluorganisaation kannalta. Teoreettinen osuus perustuu alan kirjallisuuteen sekä verkkolähteisiin. Kohdeyrityksen osalta tutkimusta tehtiin pääosin perustuen yrityksen henkilöstölle tehtyihin kvalitatiivisiin sekä vapaamuotoisiin teemahaastatteluihin sekä yrityksen sisäisiin dokumentteihin. Tutkimuksen tuloksena todettiin tärkeiden kehityskohteiden olevan henkilöstön koulutus, motivointi sekä tehokas allokointi; toimintatapojen standardointi asiakaslähtöisyys säilyttäen; ydin- ja lisäpalveluajattelun lisääminen markkinatilanteen mukaisesti; asiakasstrategian luominen sekä organisaatiorakenteen sovittaminen henkilöstöresursseja parhaiten tukevaksi.

Efficient installed base information management and utilization in global after sales service business

This Master´s thesis explores how the a global industrial corporation’s after sales service department should arrange its installed base management practices in order to maintain and utilize the installed base information effectively. Case company has product-related records, such as product’s lifecycle information, service history information and information about product’s performance. Information is collected and organized often case by case, therefore the systematic and effective use of installed base information is difficult also the overview of installed base is missing. The goal of the thesis study was to find out how the case company can improve the installed base maintenance and management practices and improve the installed base information availability and reliability. Installed base information management practices were first examined through the literature. The empirical research was conducted by the interviews and questionnaire survey, targeted to the case company’s service department. The research purpose was to find out the challenges related to case company´s service department’s information management practices. The study also identified the installed base information needs and improvement potential in the availability of information. Based on the empirical research findings, recommendations for improve installed base management practices and information availability were created. Grounding of the recommendations, the case company is suggested the following proposals for action: Service report development, improving the change management process, ensuring the quality of the product documentation in early stages of product life cycle and decision to improve installed base management practices.

Network effects: Scale development and implications for new product performance

More and more innovations currently being commercialized exhibit network effects, in other words, the value of using the product increases as more and more people use the same or compatible products. Although this phenomenon has been the subject of much theoretical debate in economics, marketing researchers have been slow to respond to the growing importance of network effects in new product success. Despite an increase in interest in recent years, there is no comprehensive view on the phenomenon and, therefore, there is currently incomplete understanding of the dimensions it incorporates. Furthermore, there is wide dispersion in operationalization, in other words, the measurement of network effects, and currently available approaches have various shortcomings that limit their applicability, especially in marketing research. Consequently, little is known today about how these products fare on the marketplace and how they should be introduced in order to maximize their chances of success. Hence, the motivation for this study was driven by the need to increase our knowledge and understanding of the nature of network effects as a phenomenon, and of their role in the commercial success of new products. This thesis consists of two parts. The first part comprises a theoretical overview of the relevant literature, and presents the conclusions of the entire study. The second part comprises five complementary, empirical research publications. Quantitative research methods and two sets of quantitative data are utilized. The results of the study suggest that there is a need to update both the conceptualization and the operationalization of the phenomenon of network effects. Furthermore, there is a need for an augmented view on customers’ perceived value in the context of network effects, given that the nature of value composition has major implications for the viability of such products in the marketplace. The role of network effects in new product performance is not as straightforward as suggested in the existing theoretical literature. The overwhelming result of this study is that network effects do not directly influence product success, but rather enhance or suppress the influence of product introduction strategies. The major contribution of this study is in conceptualizing the phenomenon of network effects more comprehensively than has been attempted thus far. The study gives an augmented view of the nature of customer value in network markets, which helps in explaining why some products thrive on these markets whereas others never catch on. Second, the study discusses shortcomings in prior literature in the way it has operationalized network effects, suggesting that these limitations can be overcome in the research design. Third, the study provides some much-needed empirical evidence on how network effects, product introduction strategies, and new product performance are associated. In general terms, this thesis adds to our knowledge of how firms can successfully leverage network effects in product commercialization in order to improve market performance.