How to increase brand quality perception with audiovisual content? : Exploring the role of emotions in B2C and B2B contexts

This study discusses how audiovisual content can influence brand quality perceptions. The purpose of this study is to explore how audiovisual content creation can increase brand quality perceptions. This research problem is addressed with three sub questions, which aim at clarifying the role of emotions between content marketing and brand quality perception, explaining how different functions of audiovisual content can increase brand quality perception, and by identifying and comparing the key differences in content creation in business-to-consumer and business-to-businesscontexts. The theoretical background of the study is in brand personality, consumer emotions, consumerbrand relationships, content marketing and B2B branding literature. The empirical research part includes a single-case study. The case company was a Swiss startup that wished to build a highquality brand for both B2C and B2B segments. The empirical data was collected in September 2014. Eight interviews were conducted; seven with target segment representatives and one with an existing customer of the case company. The empirical findings were analyzed with thematic analysis and finally a 5-stage framework was created based on the findings of the research, offering a guideline for high-quality content creation. This study finds that emotions play an important role in brand quality perceptions. Psychological processes, emotion, cognition and conation, influence the engagement process of the target segment which ultimately can lead to activation and electronic word-of-mouth. Brand quality perception is the result of the overall emotion of the brand. The overall emotion derives from brand personality, brand concept, product attributes and utilitarian benefits of the brand. The entertaining and educational functions of the audiovisual content can target and evoke these emotional processes, and result in increased quality perceptions. In the B2B context, emotions are found to play a relatively smaller role in the quality perception processes. However, the significance of emotions cannot be ignored, since they can emphasize the value for the buying organization, and build on the trust and loyalty among the potential customers. The final framework presents five stages of content creation that ultimately improve brand quality perceptions. These stages help marketers to design and implement their content and evoke positive emotions in their target segment as part of a quality-based marketing strategy. Further research is warranted to quantitatively test the generalizability of the framework. Further research is also suggested to make the framework adaptable to different stages of the brand life cycle.

Metsäkoneiden panssareiden ja pohjan luukkujen laadun kehittäminen

Tutkimuksen tarkoituksena oli selvittää, mitkä asiat tutkimuksen toimeksiantavan yrityksen, John Deere Forestry Oy:n metsäkoneiden panssareiden ja luukkujen kanssa työskentelevä henkilöstö kokee oleellisimmiksi pohjan suojien asennettavuuden, käytettävyyden, kestävyyden ja laadun kehittämisessä. Tutkimuksella haluttiin myös selvittää, mitä hyödynnettävää tietoa yrityksen sisältä jo löytyy, mitä hiljaista tietoa henkilöstöllä on ja miten tätä kaikkea voidaan hyödyntää jatkossa suunnittelun tukena. Pääasiallisina tutkimusmenetelminä käytettiin strukturoitua kyselytutkimusta, toimeksiantavan yrityksen sekä kilpailijoiden rakenneratkaisujen tarkastelua sekä lujuuslaskentaa. Kyselytutkimuksen aineisto kerättiin loppukesästä 2014. Otanta koostui 149:stä eri toimipaikkojen työntekijästä. Aineisto käsiteltiin pääasiassa kvantitatiivisesti käyttämällä ristiintaulukointia. Kyselytutkimuksen tulosten perusteella syvennyttiin tarkastelemaan pohjan suojausta myös koneteknillisellä lähestymistavalla. Tarkastelun kohteeksi valitulle panssarille tehtiin lujuuslaskentoja kyselyn vastausten varmentamiseksi ja ongelmien tarkentamiseksi, parannusehdotuksien tueksi. Aihetta tarkasteltiin asennusergonomian, työturvallisuuden ja vaurioitumismekanismien valossa. Tulosten analysoinnin yhteydessä esitettiin ratkaisuehdotuksia yleisimpiin ongelmiin laadun kehittämiseksi. Keskeisimmät ratkaisuehdotukset liittyvät panssareiden rakenteellisen stabiiliuden parantamiseen. Käytännön toimenpide-esityksinä esimerkiksi jäykisteet, tuennat, materiaalivalinnat, uudelleenmuotoilu, apuasennustyökalut, turvavarustelut ja avautumissuunnat olisivat huomion arvoisia asioita. Tutkimuksessa kerätty tieto kootaan sovellettavaksi käytäntöön laadun kehittämiseksi tekemällä toimeksiantavalle yritykselle metsäkoneiden panssareiden ja pohjan luukkujen suunnitteluohje. Tällä pyritään jatkossa parantamaan kilpailukykyä.

Foreign companies’ strategies on the Russian market during the crisis

Concept of crisis is the subject of many studies and publications in specialized articles and in journalistic publications. The thesis includes next key objectives: concept of the crisis is defined, disclosed external and internal factors affected company’s strategy, shown specific characteristics of Russian market and their influence on the foreign companies. The Master’s Thesis identifies successful foreign companies’ strategies on the Russian market during crises in 2008 and 2014. The study is qualitative and it is based on integrative analysis of literature, secondary data and results of the interview, conducted among foreign companies that operates on the Russian market Findings of the thesis show an effect of the crisis on the company’s strategy. It provides information about specific external and internal factors that affects on company’s strategy during the crisis. Theoretical findings help to understand complex concept of crisis and its main aspects in context of strategy. Analysis of specific characteristics of Russian market provides a base for assessment of efficiency of chosen strategy. Comparison between Russian cresses and companies behaviors in these periods shows how different is strategy because of the nature of the crisis. Results of the thesis could be used as a guideline for foreign companies in Russian market during the crisis period

How Lean Six Sigma and Agile principles optimize ITIL-based processes

Imagine the potential implications of an organization whose business and IT processes are well aligned and are capable of reactively and proactively responding to the external and internal changes. The Philips IT Infrastructure and Operations department (I&O) is undergoing a series of transformation activities to help Philips business keeping up with the changes. I&O would serve a critical function in any business sectors; given that the I&O’s strategy switched from “design, build and run” to “specify, acquire and performance manage”, that function is amplified. In 2013, I&O’s biggest transforming programme I&O Futures engaged multiple interdisciplinary departments and programs on decommissioning legacy processes and restructuring new processes with respect to the Information Technology Internet Library (ITIL), helping I&O to achieve a common infrastructure and operating platform (CI&OP). The author joined I&O Futures in the early 2014 and contributed to the CI&OP release 1, during which a designed model Bing Box and its evaluations were conducted through the lens of six sigma’s structured define-measure-analyze-improve-control (DMAIC) improvement approach. This Bing Box model was intended to firstly combine business and IT principles, namely Lean IT, Agile, ITIL best practices, and Aspect-oriented programming (AOP) into a framework. Secondly, the author implemented the modularized optimization cycles according to the defined framework into Philips’ ITIL-based processes and, subsequently, to enhance business process performance as well as to increase efficiency of the optimization cycles. The unique of this thesis is that the Bing Box model not only provided comprehensive optimization approaches and principles for business process performance, but also integrated and standardized optimization modules for the optimization process itself. The research followed a design research guideline that seek to extend the boundaries of human and organizational capabilities by creating new and innovative artifacts. The Chapter 2 firstly reviewed the current research on Lean Six Sigma, Agile, AOP and ITIL, aiming at identifying the broad conceptual bases for this study. In Chapter 3, we included the process of constructing the Bing Box model. The Chapter 4 described the adoption of Bing Box model: two-implementation case validated by stakeholders through observations and interviews. Chapter 5 contained the concluding remarks, the limitation of this research work and the future research areas. Chapter 6 provided the references used in this thesis.

Analysis and guidelines for implementation of EN 1090-2 Standard to assist execution class assignment of steel structures

Finnish design and consulting companies are delivering robust and cost-efficient steel structures solutions to a large number of manufacturing companies worldwide. Recently introduced EN 1090-2 standard obliges these companies to specify the execution class of steel structures for their customers. This however, requires clarifying, understanding and interpreting the sophisticated procedure of execution class assignment. The objective of this research is to provide a clear explanation and guidance through the process of execution class assignment for a given steel structure and to support the implementation of EN 1090-2 standard in Rejlers Oy, one of Finnish design and consulting companies. This objective is accomplished by creating a guideline for designers that elaborates on the four-step process of the execution class assignment for a steel structure or its part. Steps one to three define the consequence class (projected consequences of structure failure), the service category (hazards associated with the service use exploitation of steel structure) and the production category (manufacturing process peculiarities), based on the ductility class (capacity of structure to withstand deformations) and the behaviour factor (corresponds to structure seismic behaviour). The final step is the execution class assignment taking into account results of previous steps. Main research method is indepth literature review of European standards family for steel structures. Other research approach is a series of interviews of Rejlers Oy representatives and its clients, results of which have been used to evaluate the level of EN 1090-2 awareness. Rejlers Oy will use the developed novel coherent standard implementation guideline to improve its services and to obtain greater customer satisfaction.

Design and Simulation of High-Speed Rotating Electrical Machinery

Global energy consumption has been increasing yearly and a big portion of it is used in rotating electrical machineries. It is clear that in these machines energy should be used efficiently. In this dissertation the aim is to improve the design process of high-speed electrical machines especially from the mechanical engineering perspective in order to achieve more reliable and efficient machines. The design process of high-speed machines is challenging due to high demands and several interactions between different engineering disciplines such as mechanical, electrical and energy engineering. A multidisciplinary design flow chart for a specific type of high-speed machine in which computer simulation is utilized is proposed. In addition to utilizing simulation parallel with the design process, two simulation studies are presented. The first is used to find the limits of two ball bearing models. The second is used to study the improvement of machine load capacity in a compressor application to exceed the limits of current machinery. The proposed flow chart and simulation studies show clearly that improvements in the high-speed machinery design process can be achieved. Engineers designing in high-speed machines can utilize the flow chart and simulation results as a guideline during the design phase to achieve more reliable and efficient machines that use energy efficiently in required different operation conditions.

Teollisuusjätteen käyttö kiinteytys-stabiloinnin sideaineena ja haitta-aineiden stabiloinnin tehostamisessa

Tässä kanditaatintyössä selvitettiin kuinka erilaiset sideaineseokset soveltuvat raskas-metallien sitomiseen 28 vuorokautta stabiloiduissa näytteistä. Työssä oletettiin teollisten jätefraktioiden käytön tehostavan eräiden metallien, kuten kupari ja sinkki, immobilisointia lievästi pilaantuneista maa-aineksista. Kokeellisessa osassa stabiloitiin Kokkolan satamasta ruopattua sedimenttiä, jonka sinkkipitoisuudet olivat ylittäneet saastuneen sedimentin ohjearvon (≥400 mg/kg). Sedimenttiin lisättiin eri sideaineseoksia ja näytteiden annettiin stabiloitua 28 vuorokautta, minkä jälkeen niistä testattiin liukenevat raskasmetallit muokatulla ravistelutestillä. Eri sideaineseoksilla saatuja tuloksia verrattiin pelkän yleissementin käyttöön. Lisäksi erillisistä näytteistä otettiin pyyhkäisyelektronimikros-koopilla (SEM) kuvia havainnollistamaan stabiloitumista. Näissä näytteissä käytettiin samoja sideaineita kuin tehdyissä kokeissa. Liukoisuustestien tuloksista voidaan huomata näytteissä ongelmalliseksi raskasmetalliksi identifioidun sinkin sitoutuvan parhaiten sementin ja kipsin sekoituksella. Myös tuhkaa sisältävät sideainesekoitukset pienensivät sinkin liukoisuutta verrattuna pelkkään yleis-sementtiin. Jatkotutkimuksissa voitaisiin testata erilaisia sideainesekoituksia betonira-kentamisessa, joilla saadaan ainakin 25 MPa lujuusarvo, pilaantunutta sedimenttiä tai maa-ainesta käyttäen.

Paremman asiakaskokemuksen ja käytettävyyslähteisen lisäarvon tuottaminen design muutoksilla - tapaustutkimus hyvis.fi järjestelmään

Työn tarkoituksena on antaa Etelä-Karjalan sosiaali- ja terveyspiirin (Eksote) Hyvis –palvelun nettiportaalille muutosehdoituksia koskien nettisivujen ulkoasua, käytettävyyteen liittyviä seikkoja sekä ideoita brändinrakentamiseen verrattuna maailmalta löytyneisiin palkittuihin terveysalan sivustoihin. Työn tavoitteena on löytää mahdollisimman hyvä ohjenuora nettisivujen toiminnallisiin ja ulkoisiin tapoihin sekä käytänteihin, joiden ansiosta brändille voidaan luoda lisäarvoa nettisivujen välityksellä. Työn tuloksina tuli esiin sivujen kategorioinnin tärkeys, jolla voidaan selkeyttää sivujen rakennetta sekä se helpottaa sivuilla navigointia ja tiedonhakua. Kuvien käyttäminen linkkien ja tekstien yhteydessä oli tulosten mukaan suotavaa. Jokainen tarkasteltava sivu sisälsi responsiivisuuden sekä mobiili- ja tablettioptimoinnin, joten se oli yksi tärkeimmistä tutkimuksessa saaduista tuloksista. Sosiaalinen media oli myös kovasti käytössä jokaisen tutkittavan sivun kohdalla.

Data and Inventory Management in Spare Part Business: Developing Operations in the Case Company

After sales business is an effective way to create profit and increase customer satisfaction in manufacturing companies. Despite this, some special business characteristics that are linked to these functions, make it exceptionally challenging in its own way. This Master’s Thesis examines the current situation of the data and inventory management in the case company regarding possibilities and challenges related to the consolidation of current business operations. The research examines process steps, procedures, data requirements, data mining practices and data storage management of spare part sales process, whereas the part focusing on inventory management is reviewing the current stock value and examining current practices and operational principles. There are two global after sales units which supply spare parts and issues reviewed in this study are examined from both units’ perspective. The analysis is focused on the operations of that unit where functions would be centralized by default, if change decisions are carried out. It was discovered that both data and inventory management include clear shortcomings, which result from lack of internal instructions and established processes as well as lack of cooperation with other stakeholders related to product’s lifecycle. The main product of data management was a guideline for consolidating the functions, tailored for the company’s needs. Additionally, potentially scrapped spare part were listed and a proposal of inventory management instructions was drafted. If the suggested spare part materials will be scrapped, stock value will decrease 46 percent. A guideline which was reviewed and commented in this thesis was chosen as the basis of the inventory management instructions.

NEGOTIATING IN FINNISH GROCERY RETAIL - Negotiation Narratives of S-group, Kesko and Lidl

In this research retail negotiations are explored through the question: What characteristics are distinctive to negotiating in Finnish grocery retail trade? To shed light on the research question I interviewed experienced retail negotiators and mapped out the most important characteristics of the retail negotiations. I described through examples the most prominent challenges negotiators face in their negotiations and elaborated what kind of tools the experienced negotiators use to overcome those challenges. The research results add up to a groundwork frame for retail negotiations with which further research can be more easily directed to any area of interest in the Finnish grocery retail negotiations. The framework can give ideas or frames for further research, or function as a general guideline of factors to consider when negotiating in Finnish retail field. The results were divided into 3 sections: Characteristics, Challenges and Tools. Different negotiation models help negotiators and researchers understand negotiation dynamics. This research adds to that pool by focusing on elements essential to consider specifically in the context of Finnish retail. Finland offered an exceptionally interesting setting to study negotiation, as grocery retail trade in Finland is highly centralized. Especially for those interested understanding a centralized setting such as Finland’s retail field, the framework presented in this research might provide a valuable spectrum of essential negotiation elements. Learning is a lifelong process, but that path can be evened by tuning in on what others have learned during their own endeavors in similar situations. Seasoned negotiators have many stories to tell about negotiating that can be drawn upon and by doing so, we can avoid having to spend time learning the same insights twice. This research drew on narrative, case-research and interviewing to find out how seasoned negotiators in the field of Finnish retail experienced negotiation, what challenges negotiations pose and what tools can be used to overcome them

An examination of grade three mathematics textbooks for problem solving strategies

Three grade three mathematics textbooks were selected arbitrarily (every other) from a total of six currently used in the schools of Ontario. These textbooks were examined through content analysis in order to determine the extent (i. e., the frequency of occurrence) to which problem solving strategies appear in the problems and exercises of grade three mathematics textbooks, and how well they carry through the Ministry's educational goals set out in The Formative Years. Based on Polya's heuristic model, a checklist was developed by the researcher. The checklist had two main categories, textbook problems and process problems and a finer classification according to the difficulty level of a textbook problem; also six commonly used problem solving strategies for the analysis of a process problem. Topics to be analyzed were selected from the subject guideline The Formative Years, and the same topics were selected from each textbook. Frequencies of analyzed problems and exercises were compiled and tabulated textbook by textbook and topic by topic. In making comparisons, simple frequency count and percentage were used in the absence of any known criteria available for judging highor low frequency. Each textbook was coded by three coders trained to use the checklist. The results of analysis showed that while there were large numbers of exercises in each textbook, not very many were framed as problems according to Polya' s model and that process problems form a small fraction of the number of analyzed problems and exercises. There was no pattern observed as to the systematic placement of problems in the textbooks.

Environmental assessment and biomonitoring of the Twelve Mile Creek watershed, Niagara Peninsula, Ontario

In light of the heavy reliance of the people of the Niagara Peninsula on the T\\'elve Mile Creek (TMC) watershed for recreational activities and for municipal and industrial uses ( e.g., drinking water, shipping and discharge of effluents), it was deemed prudent to assess the envirol1tnental health of the system by analysing the sediments total and exchangeable metal, and TPH contents. The MOEE has set guidelines with limits for the protection and management of aquatic sediments, and the sediments from the headwaters of the TMC have total metal and TPH (subset of O&G) contents well below the lower provincial limits. Areas of environmental concern where total metal contents in sediments, either individually or collectively, exceed the guideline, are the south side of Lake Gibson, the Old WeIland Canal, a segment of TMC just south of the QEW and Martindale Pond. The total metal content of sediments does not in all instances identify areas of biological concern. Instead, it has been found that the exchangeable metal fraction of sediments is a better indicator of metal availability and thus potential accumulation in organisms. In some instances, the exchangeable metal fraction agrees with the total metal fraction defining areas of environmental concern, but it does vary from site to site reflecting the natural variability of the ambient environment. Overall, the exchangeable metal fraction of sediments appears to be a better indicator of anthropogenic pollution and ecosystem impact. A histochemical study of Anodon.ta sp., Elliptio sp. and zebra mussels (Dreissena polyn'101pha) was done in conjunction with passive biomonitoring of zebra and quagga mussels (Dreissena bugensis) from the Twelve Mile Creek watershed and Lake 51. Clair (Jeanette's Creek, Chatham, Ontario). The highest concentrations of divalent metals such as Cu, Ni, Cd, and Zn, and trivalent Al appear to accumulate in gill and kidney tissues. Metal contents of organ tissues in Anodonta sp. vary with size class. Organ metal content varies among size classes, thus requiring consideration of size in biomonitoring studies. Shucked zebra and quagga mussel tissues, exhibited similar size class to Al content trends. In addition they reflected the Al content trends of top (approximately 10 cm) most sediments in the Twelve Mile Creek watershed. Quagga mussels appear to have higher Al concentrations than zebra mussels, thus suggesting that quagga mussels may be better passive biomonitors of AI. Cd content in zebra mussel tissues, seemed to increase with size class trends. This was not demonstrated in the quagga mussel tissues. This suggests that Cd may be regulated by quagga mussels and not by zebra mussels, and that zebra mussels may be better passivebiomonitors of Cd than are quagga mussels. Zebra mussel, quagga mussel, Anodonta sp., and Elliptio sp. were used in a two part, active (translocated) biomonitoring study of the Twelve Mile Creek watershed. There was no statistical difference in death rates between zebra and quagga mussels after 65 days of biomonitoring. However there does appear to be a difference of death rates between sites. Unfortunately the data base did not permit us to differentiate between sites. Relative to Port Colborne Harbour (Port Colborne, Ontario), the Twelve Mile Creek watershed appears to be elevated in bioavailable AI. An area near the terminus of the Twelve Mile Creek appears to be an area of environmental concern since mussels seemed to have accumulated relatively large concentrations of Cd, Zn, and Pb. In addition to possible metal loading from a nearby outfalls, or possible upstream outfalls, road salt runoff from storm sewers may have contributed to metal accumulation through cation exchanges processes. Similar trends in cumulative quagga mussel metal concentrations during the two time periods (65 and 159 days), suggest that quagga mussels may reach equilibrium within 65 days of translocation. Differences in bioaccumulated metal concentrations of the two dreissenid species demonstrate that active biomonitoring studies must use a variety of organisms to adequately assess the environmental situation of specific waterways and/or bodies.

Environmental assessment of Lake Gibson sediments, water quality, and soils of the Niagara Region

In light of the fact that literature on toxicity of heavy metals in non-acidified freshwater systems is sparse, this project was initiated to conduct an environmental assessment of Lake Gibson. Chemistry of soils from adjacent areas and vineyards in the region provide a comparative background database. Water quality determinations were used to identify and highlight areas of environmental concern within the Lake Gibson watershed. A Shelby Corer was used to obtain 66 sediment cores from Lake Gibson. These were sectioned according to lithology and color to yield 298 samples. A suite of 122 soil samples was collected in the region and vicinity of Lake Gibson. All were tested for metals and some for Total Petroleum Hydrocarbons (TPH). Evaluation of the results leads to the following conclusions: 1. Metal concentrations ofAI, Cd, Cu, Cr, Pb, Ni, Fe and Zn in soils from the Niagara Region are well below background limits set by the Ministry of the Environment and Energy (MOEE) for provincial soils. 2. There is a spatial and depth difference for some of the metals within the various soils. The Cr, Ni and Pb contents of soils vary throughout the region (pguideline specified by the MOEE for aquatic ecosystems. 4. All other metal contents exceed the LEL, and in some instances they also exceed the SEL (Severe Effect Level) guideline. In this instance acute toxicity testing of 11 the sediments is required to assess impact on the aquatic biota. 5. Specifically, effluents and discharges from outfalls, roadways, railways and industrial activities are all degrading the local ecosystem. 6. Mineral oil and greases are a major environmental concern in the sediments of Lake Gibson. Ofthe 240 samples tested for TPH, 200 samples exceed the MOEE Open Water Disposal Guideline of 1,500 mg/kg. 7. Four areas within Lake Gibson are especially degraded with respect to TPH. One area is just downstream from the Old WeIland Canal divergence point and waterfall. Other areas of concern are located just south of Beaverdams Road and just west ofthe Ontario Hydro control pipes; south ofthe Village ofBeaverdams. The fourth area of environmental concern and TPH impact is located between Highway 406 and Merrittville Highway.

Sociologie et histoire. À la recherche des fondements d'une distinction disciplinaire.

La ligne directrice de notre recherche est de questionner l'évidence d'une distinction disciplinaire entre la sociologie et l'histoire. Vue l'étendue du sujet, nous avons adopté une posture exploratoire en suivant deux pistes. La première consiste à interroger un critère de distinction courant et selon lequel la sociologie serait davantage explicative alors que l'histoire serait essentiellement descriptive. À la lumière d'une mise en débat des positions de Durkheim et Weber pour la sociologie et de celles de l'histoire traditionnelle et des Annales pour l'histoire, nous avons noté une tendance à la diversité des conceptions disciplinaires qui semblent confirmée par certains travaux de recherche des auteurs discutés. Constatant un décalage entre les discours de définition disciplinaire et les recherches à proprement parler, la seconde piste d'exploration s'attarde à l'analyse des disciplines à l'oeuvre. À travers une sélection de trois études d'histoire et trois études de sociologie, nous avons cherché à identifier ce qui pourrait être considéré comme des fondements d'une distinction disciplinaire. Loin de fournir une ligne de démarcation claire, les oeuvres analysées semblent plutôt indiquer que l'histoire et la sociologie participent à une pratique analytique commune guidée par un processus d'interrogation complexe. Nous avançons que l'analyse des distinctions disciplinaires devrait se poursuivre par la recherche de postures interrogatives propres à chacune de l'histoire et de la sociologie.

Le devoir fiduciaire d'agir dans le meilleur intérêt de la compagnie insolvable: comment concilier les intérêts de l'actionnaire et du créancier?

Le présent mémoire analyse l'impact du contexte d'insolvabilité sur le devoir fiduciaire d'agir dans le meilleur intérêt de la compagnie, devoir imposer aux administrateurs de compagnies par la législation corporative canadienne. L'objectif du mémoire est de déterminer un standard de conduite à être adopté par l'administrateur d'une compagnie insolvable en vue de répondre à ce devoir fiduciaire. Dans un premier temps, comment peut-on définir ce que constitue le « meilleur intérêt de la compagnie» ? L'auteur en vient à la conclusion que l'intérêt de la compagnie est au carrefour d'une communauté d'intérêts lui étant sous-jacents. L'intérêt de la compagnie, bien qu'indépendant de ces intérêts sous-jacents, ne peut s'analyser en faisant abstraction de ces derniers. La jurisprudence et la doctrine récentes laissent entrevoir que l'impact du contexte d'insolvabilité se fait sentir sur la détermination de ces intérêts sous-jacents à celui de la compagnie susceptibles d'être affectés par la finalité poursuivie par la compagnie, finalité axée sur la maximisation des profits à partir des opérations de l'entreprise exploitée par la compagnie. Dans un contexte d'insolvabilité, le créancier, à l'instar de l'actionnaire dans un contexte de solvabilité, supporte le risque commercial résiduel et doit recevoir une attention appropriée par les administrateurs. Par conséquent, dans la détermination de ce que constitue le meilleur intérêt de la compagnie, l'administrateur ne peut, lorsque la compagnie est insolvable, faire abstraction de l'intérêt des créanciers. Ainsi, dans un deuxième temps, qui sont les véritables bénéficiaires du devoir fiduciaire d'agir dans le meilleur intérêt de la compagnie dans un contexte d'insolvabilité? L'auteur en vient à la conclusion que le créancier est un bénéficiaire indirect de ce devoir fiduciaire lorsque la compagnie est insolvable. Tout comme l'actionnaire dans un contexte de solvabilité, le créancier doit être en mesure d'intenter un recours de nature dérivée en vue d'obtenir réparation, pour et au nom de la compagnie. Le contexte d'insolvabilité fait naître, à l'endroit des administrateurs, une obligation de nature fiduciaire de prendre en considération l'intérêt des créanciers tout en permettant à ces derniers d'intenter un tel recours dérivé en vue d'obtenir réparation à la suite d'une violation du devoir fiduciaire d'agir dans le meilleur intérêt de la compagnie. En plus d'être soutenue par une revue de la législation, de la jurisprudence et de la doctrine canadiennes, cette conclusion s'appuie sur une revue de la législation, de la jurisprudence et de la doctrine de certains pays du Commonwealth (Angleterre, Australie et Nouvelle-Zélande) et des États-Unis, juridictions avec lesquelles le Canada entretient des relations privilégiés, historiquement ou économiquement. Finalement, que doit faire l'administrateur d'une compagnie insolvable en vue de répondre à ce devoir fiduciaire d'agir dans le meilleur intérêt de la compagnie? L'auteur arrive à la conclusion que cette obligation de prendre en considération l'intérêt du créancier dans un contexte d'insolvabilité se traduit par un exercice de conciliation entre les intérêts du créancier et ceux des actionnaires. Les paramètres de cet exercice de conciliation sont déterminés en fonction du scénario envisagé par les administrateurs face à la situation d'insolvabilité. Plus le scénario se rapproche d'une liquidation plus ou moins formelle des actifs tangibles et facilement dissociables de la compagnie, moins cet exercice en sera un de conciliation et plus l'intérêt du créancier devra recevoir une attention prépondérante. À l'opposé, plus le scénario en est un de restructuration fondée sur une relance de l'entreprise exploitée par la compagnie insolvable, plus l'intérêt de l'actionnaire devra recevoir une attention particulière.