MARKETING COMMUNICATIONS IN B2B COMPANIES – The Roles of Marketing Communication Tools in the Digital Age

Marketing communications has gone through significant changes during the last decades and new online tools have been leading this change for the last decade. Now, in the digital age, if wanting to be successful companies need to experiment new things and seize the opportunities online provides and adapt to the new environment. However, during this time the marketing communication mix and the meanings given to the various components of it have not changed dramatically, and personal selling, direct marketing, sales promotion, advertising and public relations activities are still regarded as important tools in the marketing communications mix. The purpose of this study was to examine business-to-business marketing communications and the tools used by companies in their marketing communications efforts in the digital age and in a global environment. The research questions dealt with the marketing communication tools and their roles as well as the role of online marketing communication and the way it has shaped the field of b2b marketing communications. In order to answer these questions, qualitative approach was chosen and the data was collected by theme interviews with six representatives of Finnish global companies from the b2b sector being interviewed. The theoretical framework covers the general field of b2b marketing communications and its main elements. The online environment as well as the concept of a global marketplace and integrated approach to marketing communication activities is also discussed. The theory was supported by the interviews regarding the activities and roles of the marketing communication tools and both theory as well as the interviews found personal selling to be a vital tool. However, the importance of online has grown and online marketing activities have risen right next to personal selling. The use of analytics and marketing automation was found to be of great interest in the interviews and they were seen as a growing domain in b2b marketing communications. The importance of targeted and personalised messages from relevant medias was a repeating theme as was the customer-centric approach in marketing communication activities. Also, offline and online tools and channels were seen as something that should be treated together as an entity rather than as separate activities. Relevant content created according to the needs of the customer with the gathered data from analytics were seen as the future of b2b marketing communications. Online has added its input to the more traditionally perceived tools and they are executed within the framework of the digital age. Nevertheless, even though online has increased its presence in the b2b marketing communications mix, the more traditionally perceived marketing communication tools, especially personal selling, have not lost their meaning or place in the b2b marketing communication mix.

Critical success factors for improving societal effectiveness of transport sector's R&D

This study investigates societal effectiveness of transport sector’s Research & Development (R&D) operations. In this study effectiveness refers to organization’s capability to produce the intended and desired impacts through its operations. The aim of this study is to identify the motives for evaluating societal effectiveness and recognize the critical success factors for improving effectiveness. The theoretical framework focuses first in the policy context of effectiveness evaluation in public sector and secondly the framework introduces the concept and process of effectiveness evaluation. The empirical part is carried out as a case study, which investigates societal effectiveness of Finnish Transport Agency’s (FTA’s) R&D. The aim is to recognize FTA’s critical success factors for improving R&D operations’ societal effectiveness. Based on these factors, the organization is able to define indicators for measuring effectiveness in the future operations. In this study societal effectiveness is investigated from R&D purchasers’ and R&D end- users’ points of views according to Purchaser-Provider-model. The results indicate that societal effectiveness evaluation is important part of R&D operations, but the implementation of the evaluation as part of daily operations is challenging. Because of limited resources, the organization is forced to strong priorization and therefore R&D tasks are secondary after the operational tasks. Based on the results the critical success factors can be recognized as resources and priorization, clear strategy and objectives, internal communications, cooperation between public and private sector and R&D implementation and dissemination.

Étude longitudinale du lien entre la justice organisationnelle et le niveau d’engagement organisationnel chez les travailleurs du secteur des technologies de l’information et des communications

L’objectif de ce mémoire est de comprendre l’impact de la justice organisationnelle sur l’engagement organisationnel des travailleurs du secteur des technologies de l’information et des communications (TIC). Afin d’étudier ce sujet, trois hypothèses de recherche ont été formulés à partir des théories suivantes : 1- la théorie des attentes d’Adams (1965), 2- la théorie de l’échange social de Blau (1964) et 3- la théorie de Leventhal (1980). La première hypothèse stipule que, toutes choses étant égales par ailleurs, la justice distributive fait augmenter l’engagement affectif des travailleurs du secteur des TIC. La seconde hypothèse indique que toutes choses étant égales par ailleurs, la justice procédurale fait augmenter l’engagement affectif des travailleurs du secteur des TIC. La dernière hypothèse énonce que toutes choses étant égales par ailleurs, la justice procédurale a un impact plus important sur l’engagement affectif des travailleurs du secteur des TIC que la justice distributive. Les données utilisées proviennent d’une enquête par questionnaires électroniques auprès de l’ensemble des nouveaux employés d’une entreprise d’envergure internationale du secteur des TIC ayant un établissement à Montréal. Les employés ont été sondés à trois reprises. Les résultats indiquent que la justice distributive fait augmenter l’engagement affectif auprès des travailleurs, ce qui appuie la première hypothèse. Ils démontrent également qu’il n’existe aucune relation statistiquement significative entre la justice procédurale et l’engagement affectif. Seule la justice distributive a un effet sur l’engagement affectif du travailleur. Les résultats montrent l’existence de relations significatives et positives entre trois des variables de contrôle et l’engagement affectif. Il s’agit de : 1- travail sous supervision, 2- soutien organisationnel perçu et 3- satisfaction intrinsèque.

A study of industrial co-operatives in kerala with special reference to modern small scale sector

The report of the Steering Committee of the Kerala State Planning Board for the preparation of the VIII five Year Plan on Industry and Hiningzslisted several factors inhibiting and promoting growth of small industrial units. Kerala's educated manpower, the native intelligence of the Keralites best suited for taking up logic—based professions and availability of a Hell—developed and broad~based physical infrastructure particularly in the transport and communications sectors, are a few of the positive factors identified. On the negative side, may be mentioned high wage rates, preference on the part of the educated for white collar Jobs, lack of entrepreneurship, paucity of essential resources for industrial use, high density of population and the distance factor which places Kerala away from the major domestic markets. In this context, it would appear that the industrial co-operative movement could possibly play a vital role in accelerating-the momentum of small industrial development of Kerala which has a Health of highly educated and skilled manpower. However, in spite of the encouragement extended by the Government, the movement does not seem to have.been picking up in the modern small scale sector. The present study is an attempt to analyse the factors that have affected the performance of the industrial co—operatives in the small scale industrial sector of Kerala.

Regulatory governance in the latinamerican telecommunications sector

Empezando con Chile a comienzos de 1980, los países de América Latina han profundizado la reforma a las telecomunicaciones para crear un entorno regulatorio que incentive la inversión privada, en particular la inversión extranjera. En este artículo, trabajo las tendencias regulatorias en el sector telecomunicaciones de 24 países latinoamericanos y del caribe durante el período 1980-1997 y construyo un índice basado en : autonomía, rendición de cuentas, claridad de las funciones y objetivos, transparencia y participación, y el tipo de mandato legal que crea el ente regulador. El índice muestra que, en promedio, la mayoría de los países llevaron a cabo fuertes reformas regulatorias en la dirección sugerida por expertos e investigadores. El índice también se correlación bien con varias variables políticas, de riesgo, económicas y de telecomunicaciones.

La Ley de Tecnologías de la Información y las Comunicaciones (L1341/09). Actualización de un marco legal para un sector en constante evolución

La necesidad de preparar al sector de tecnologías de la información y las comunicaciones para hacer frente a los desafíos que trae consigo el desarrollo de la convergencia en todas sus dimensiones, implicaba plantear un nuevo equilibrio entre la promoción del desarrollo competitivo del sector y el cumplimiento de los compromisos sociales de cobertura derivados de la naturaleza de servicio público que ostentan las telecomunicaciones. En consecuencia, desde comienzos de 2007 se trabajó, con una permanente retroalimentación intragubernamental y sectorial, en la estructuración de los pilares del Proyecto de Ley 112/07 Cámara - 340/08 Senado, que culminó en la sanción presidencial de la Ley 1341 el30 de julio de 2009. Este nuevo marco legal para un sector en constante evolución constituye un hito sin precedentes, que rompe con la tradición de más de diez años y seis intentos fallidos de ajuste legislativo e institucional.

Real Estate & the New Economy: The Impact of Information and Communications Technology

Private sector commercial property represents some #400 bn, or 34% of total UK business assets and is a vital fabric for housing commercial enterprise. Yet social and economic forces for change, linked with new technology, are making owners and occupiers question the very nature and purpose of property and real estate.

Future cenario planning in Brazilian logistics and transportation sector

Nas últimas décadas o setor de logística passou por grandes transformações pelo mundo. Assim, a eficiência do sistema logístico é importante para o crescimento econômico, a diversificação, redução dos custos operacionais e da pobreza. Segundo o Banco Mundial, o Brasil tornou-se uma das maiores economias do mundo, mas os custos logísticos elevados colocam em risco esse crescimento. Estes custos são em grande parte o resultado de diferenças em infraestrutura de cada região, juntamente com os encargos do setor rodoviário, que corresponde por 60% do total do transporte de carga do país. Entretanto, a logística brasileira está às portas de uma nova revolução, em práticas de negócios e eficiência, e também na qualidade e disponibilidade da infraestrutura de transportes e comunicações, e novos projetos e práticas para superar a situação. O objetivo deste estudo não é analisar o presente e as atuais tendências de logística do Brasil e do setor de transporte, mas sim modelar possíveis cenários futuros para os próximos anos. Em outras palavras, este trabalho mostra diferentes possibilidades de como o setor de logística e transporte poderá ser no futuro. Para isso, este trabalho irá utilizar a metodologia de cenários prospectivos e entrevistas com especialistas relacionados da área.

The tourism sector and the global economic crisis: development implicatins for the Caribbean

Over the past two years the global economy has experienced substantial economic turmoil, resulting in severe economic contraction. While there has been a recent return to growth, this situation has impacted all economic sectors worldwide. In the highly tourism-dependent region of the Caribbean, the impact of the global economic crisis has been most notable on the tourism sector, which, from the early 1990s, became the key driver of economic growth for the region. The eventual emergence of this sector reflects an economic development history which was previously underpinned by the export of agricultural commodities, and subsequently by the adoption of the import substitution industrialization model as promulgated by Arthur Lewis. This was further stimulated by spectacular economic contraction in Caribbean economies during the 1980s as a result of changes in the global terms of trade for commodities, generally low levels of competitiveness for manufactured goods, as well as weak institutional and governance frameworks. Ultimately, many economies began to reflect fiscal and balance of payments constraints. By the end of the 1990s, too, evidence of declining competitiveness even in the tourism sector began to become apparent particularly when evaluated under the framework of the Butler Tourism Area Life- Cycle (TALC) model. The recent economic crisis, therefore, provides an opportunity to reflect on the overall approach to economic development in the Caribbean, and to assess the implications of the region’s response to the crisis. This analysis makes the case for the future development of the sector to be based on two broad strategies. The first is to deepen the integration of the tourism sector into the broader economy through the diversification of the regional tourism product, as well as the enhancement of linkages with other sectors, while the second is to expand the tourism sector into a total service economy through the introduction of new services. Considering linkages, the development of clusters and value chains to support the tourism sector is identified with respect to agriculture and food, handicraft, and furnishings. Among the new services identified are education, wellness, yachting and boating, financial services, and information and communications technologies (ICT). This overall strategy is deemed to be better suited to the macroeconomic realities of the Caribbean, where high labour costs and other structural rigidities require a high-valued specialty tourism product in order to sustain the sector’s global competitiveness.

The Law of the WTO and the Communications Law of the EC : On a Path of Harmony or Discord?

This paper presents an overview of the law of the World Trade Organization (WTO) relevant to telecommunications services and correlates this body of law with the current regulatory framework for electronic communications networks and services in the European Community. The latter has been adapted to meet the challenges of technological and market developments in communications, epitomized by the processes of digitization, enhanced transport networks and convergence. The novel solutions embodied in the EC electronic communications regime, notably, a new design of the Significant Market Power mechanism, a projected withdrawal of sector specific regulation and an affirmation of the principle of technological neutrality, pose interesting questions as to the conformity of this reformed EC communications law with the WTO rules on telecommunications services and the obligations of the European Communities and their Member States. Looking beyond the WTO legal compatibility test, essential questions regarding the need for evolution of the WTO telecommunications rules are raised. The present paper contributes to the ongoing debate in that context in light of the EC experience.

Regulatory Objectives for Contemporary Electronic Communications : Talking Business or Talking Culture?

The common mantra in telecommunications regulatory fora (be it national, regional or international) now goes along the lines of 'deregulation-good; regulation-bad' and competition is said to be the ultimate answer to basically every question. A generalised dictum like this is in itself suspicious and even more so, when it refers to a sector such as telecommunications, which has a history of heavy regulation and has been the very epitome of state intervention. In the contemporary environment of vibrant communications, subcribing to a purely 'black-or-white' aproach may be, to put it mildly, unsafe. Before answering the question of appropriate regulatory model for communications markets, it is essential to figure out what goals are to be pursued in order to consider what kind of measures could bring about their attainment. In the words of Robert Bork, 'only when the issue of goals has been settled is it possible to frame a coherent body of substantive rules'. Against this backdrop, the present paper looks into the goals and objectives of telecommunications regulation, their complexity and inherent tension between commercial and public interests.

Typology of the Tools of EC Communications Regulation

The present article is an abridged version of a chapter to the book EC Electronic Communications and Competition Law (London: Cameron May 2007). It explores in a neutral manner the pros and cons of the currently applied toolkit of European Community communications law, i.e. the generic competition law rules and the sector specific regulatory framework. A number of criteria are introduced and these tools are then tested as to their efficiency and efficacy.

Estudio del Fenómeno Social Media en las grandes corporaciones del sector TIC

Este trabajo trata el estudio de la implementación y desarrollo de las diversas plataformas del social media: redes sociales y del conocimiento, blogs y herramientas colaborativas en el ámbito corporativo de la empresa. El estudio recopila información de consultoras tecnológicas, de artículos y de diversas plataformas social media y se realiza una investigación sobre el tema planteado. Se incluye el análisis de 42 encuestas a profesionales de dos grandes empresas de las telecomunicaciones en España. Estas dos empresas cuentan una con cerca de 28000 empleados y la otra con más 300 empleados en sus filiales españolas. Ambas tienen una importante presencia internacional. Estas dos empresa se diferencian de otras empresas del sector de las telecomunicaciones en que están apostando en la implementación del social media en sus procesos internos. Además se incluye el estudio y análisis de las estadísticas de uso y de una series de encuestas realizadas en el muro de la red social corporativa de una multinacional de las telecomunicaciones durante tres meses. Se presenta una nueva cultura social de empresa innovadora en áreas como la gestión del conocimiento, comunicación interna, formación e innovación. Y se ofrece una visión cuantitativa y de la implantación del social media en los procesos de una empresa. Se desarrolla una exposición donde se detalla el proceso de estudio de las diferentes plataformas social media y áreas de aplicación en la empresa, el estudio de los aspectos legales de su aplicación y uso y la implementación y desarrollo. Asimismo se expone un análisis teórico-práctico del cálculo del retorno de la inversión (ROI) y por último un análisis de la información recopilada en las encuestas y en el estudio estadístico de la red social corporativa. Los datos de las encuestas fueron analizados mediante estadística descriptiva basada en gráficos y tablas de contingencia donde se calculan residuos y porcentajes totales para analizar la dependencia entre el social media, eficiencia, productividad y cuenta de resultados, además del análisis de la aportación del social media a la misión, comunicación interna y gestión del conocimiento en la empresa. También se realizan cálculos de distribuciones Chi-cuadrado para demostrar la dependencia del social media-productividad y del GAP que relaciona la importancia y el nivel de satisfacción del social media. En el análisis teórico-práctico se toman como parámetros los beneficios, costes, flexibilidad y riesgo. Los beneficios van ligados a la productividad, gestión del conocimiento, capital humano y procesos internos. Los costes a las licencias de software, administración, implementación y formación. A partir de estos parámetros se realizó el estudio de un modelo de empresa que representa a una gran empresa de las TIC en España. Los datos para el estudio son estimativos dentro de la realidad, debido a que la intención no es saber estos valores reales sino el estudio teórico-práctico del método y su aplicación para el calculo del ROI. El estudio estadístico del la red social se realizo durante tres meses y se obtuvo el progreso de uso de la red social en eventos tales como: número de participantes activos, mensajes publicados, archivos subidos, grupos activos y tipos y plataformas de acceso. Del estudio de los datos estadísticos de estos eventos se obtuvieron indicadores de participación, actividad y conocimiento de la red social que son útiles par el calculo del ROI. En conclusión, se demuestran las mejoras que ofrece el social media en campos como la comunicación interna, gestión del conocimiento, formación e innovación. Y gracias a estas mejoras el aumento de la productividad y eficiencia del profesional y asimismo un potencial retorno de la inversión (ROI). ABSTRACT. This paper deals with the study of the implementation and development of the different platforms of social media: social networks and knowledge, blogs and collaborative tools in the corporate enterprise level. The study collects information technology consulting, articles and several social media platforms and an investigation into the question raised is performed. Analysis of 42 surveys of professionals from two big companies telecommunications in Spain are included. These two companies have one about 28000 employees and another with more than 300 employees at its Spanish subsidiaries. Both have a strong international presence. These two companies differ from other companies in the telecommunications sector they are betting in the implementation of social media in their internal processes. Furthermore, the study and analysis of usage statistics and a series of surveys on the wall of the corporate social network of a multinational telecommunications is included for three months. A new social culture enterprise is presented innovative in areas such as knowledge management, internal communications, training and innovation. And a quantitative vision into implementation of social media in the processes of a company is offered. They develops an exhibition where shown the process of studying the different social media platforms and application areas in the company, the study of the legal aspects of your application and use and implementation and development. A theoretical and practical analysis also exposed of calculation of return on investment (ROI) and finally an analysis of the information collected in surveys and statistical study of corporate social network. The survey data were analyzed using descriptive statistics based on graphs and contingency tables where waste and total percentages are calculated for analyze the dependence between the social media, efficiency, productivity and income statement, plus analysis of the contribution of social media on the mission, internal communication and knowledge management in the company. Also Calculations of chi-square distributions are conducted to demonstrate the dependence between of productivity and social media and the GAP that relates the importance and satisfaction level in social media. The theoretical and practical analysis parameters are the benefits, costs, flexibility and risk. The benefits are linked to productivity, knowledge management, human capital and internal processes. The costs are linked the software licensing, management, implementation and training. Based on these parameters was performed the study of a business model that represents a large ICT company in Spain. The data for the study are estimates within the reality, because the intention is not to know these real values but the theoretical and practical study and application of the method for calculating the ROI. Statistical analysis of the social network was made during or three months and was obtained the progress of social network use at events such as: number of active participants, messages posted, files uploaded, active groups and types and access platforms. Into study of statistical data of these events were obtained indicators of participation, activity and knowledge of the social network that are useful for calculating the ROI. In conclusion, the improvements offered by the social media in areas such as internal communication, knowledge management, training and innovation are shown. And thanks to these improvements increase the productivity and efficiency of professional and also a potential return on investment (ROI).

Estudio del fenómeno Social Media en la pequeña empresa del sector TIC español

En un mundo en el que cada vez son más las personas que utilizan Internet para llevar a cabo sus comunicaciones y relaciones, tanto a nivel personal como profesional, las Redes Sociales se han convertido en una herramienta, para muchos imprescindible, de interacción social. A lo largo de este proyecto se realizará un análisis exhaustivo de las características del ya conocido como Fenómeno Social Media, para posteriormente centrar toda la atención en las ventajas y desventajas de dicha actividad en el ámbito empresarial. Dado que hasta el momento no se ha encontrado ningún otro estudio que trate el Fenómeno Social Media en la Pequeña Empresa del sector TIC español, el objetivo principal del proyecto se centra en conocer la influencia que las Redes Sociales están generando en la estrategia empresarial de dicho sector de empresas, cuyas características y particularidades hacen de ellas un modelo de negocio único y diferente y cuyo número se ha visto incrementado en los últimos años, debido quizás, a la situación de crisis que atraviesa el país. Para ello, se analizarán las ventajas e inconvenientes que se derivan de su uso, como afecta a la creación de valor, y, finalmente, cual es el nivel de implicación y/o inversión que la Pequeña Empresa ha adoptado al respecto. Dentro de este marco, se pretende realizar un énfasis especial en el concepto de cocreación de valor y sus variantes (Crowdsourcing, Open Innovation e Innovación Orientada por las Personas), que permita determinar el grado de importancia del usuario como generador de valor. Posteriormente, en la parte práctica, se llevará a cabo un amplio estudio de mercado, a partir de una encuesta online realizada a un conjunto de empresas, cuidadosamente seleccionadas de entre más de 100.000 compañías, según su sector de actividad, número de empleados y volumen de negocios anual, y cuyos resultados serán analizados con la intención de obtener una visión clara del comportamiento global de las empresas seleccionadas. Por último, tomaremos de referencia las dos últimas publicaciones anuales del “Observatorio sobre el uso de las Redes Sociales en las Pymes españolas” (2011 y 2013), estudios dedicados íntegramente a Redes Sociales y Pymes, y cuya información, junto con los resultados obtenidos de nuestro estudio, nos permitirán determinar la tendencia actual y futura, y en consecuencia, obtener las conclusiones oportunas que nos permitan dar respuesta a las cuestiones planteadas durante la realización del proyecto, y determinar si nos encontramos o no ante una verdadera fuente de éxito empresarial. ABSTRACT. In a world where more and more people are using the Internet to perform their communications and relationships, both personally and professionally, Social Networks have become a social interaction tool, indispensable for many people. Throughout this project we will perform a thorough analysis of the characteristics of the Social Media Phenomenon, focusing on the advantages and disadvantages of such activity in a business scope. Given that we have not found no study on the Social Media Phenomenon in Small Business of the Spanish ICT sector, the main objective of this project is to establish the influence that Social Networks are generating in the business strategy of this business sector, the characteristics and peculiarities that make them a unique and different business model and whose number has increased in recent years, perhaps due to the crisis the country is facing. To do this, we will discuss the advantages and disadvantages derived from its use, how it affects value creation, and finally, what is the level of involvement and / or investment that the Small Business has taken in this regard. In this context, we intend to make a special emphasis on the concept of value co-creation and its variants (Crowdsourcing, Open Innovation and People Oriented Innovation), to determine the degree of importance of the user to value generator. Subsequently, on the practical section, out a comprehensive market study will be carried, based on an online test to a group of enterprises, carefully selected from more than 100,000 companies, according to their sector of activity, number of employees and annual turnover, and the results will be analyzed with the intention to get a clear view of the selected company's overall performance. Finally, we will take as reference the last two annual publications of the "Observatory on the use of Social Networks in Spanish SMEs" (2011 and 2013), entirely dedicated to Social Media and SMEs studies, and whose information, together with the results obtained in our study will allow us to determine the current and future trends, and consequently, obtain the appropriate conclusions to respond to the raised questions throughout the project, and determine whether or not they are a real source of business success.

Étude longitudinale de l’impact de la satisfaction envers les avantages sociaux novateurs sur l’intention de rester chez les travailleurs du secteur des technologies de l’information et des communications

The objective of this thesis is to understand the impact of satisfaction with innovative benefits on the intention to stay of the information and communications technology industry (ICT) workers. In order to investigate this question, a general research hypothesis was presented based on a literature review and on Blau’s social exchange theory (1964) and Maslow’s theory of needs (1943). The general research hypothesis states that satisfaction with innovative benefits increases intention to stay through time. The data used in this thesis were collected as part of a larger research on the relationships between compensation, training and skills development and attracting and retaining key employees. The longitudinal data come from an office located in Montreal of a major international company from the ICT sector. The study population consists of workers newly hired between April 1st, 2009 and September 30th, 2010. The results confirm the research hypothesis showing that satisfaction with innovative benefits increase intention to stay through time. Among the various innovative benefits studied, the results indicate that it is the satisfaction with the gym at work that best predicts intention to stay of workers. Other innovative benefits significantly related to intention to stay are the games library, the lounge, the medical clinic and the library in the workplace. Also, longitudinal analyses reveal that it is mainly the differences between the individual characteristics of the employees who best explain intention to stay than the differences across time of the same worker. This thesis concludes by discussing the best way for industrial relations managers to use the results in order to retain their employees. Then, the limits of the study and some directions for further research are also presented.