Customer reference marketing and utilization of social media as an integral part of customer references

The objective of this Bachelor's Thesis is to find out the role of social media in the B-to-B marketing environment of the information technology industry and to discover how IT-firms utilize social media as a part of their customer reference marketing. To reach the objectives the concepts of customer reference marketing and social media are determined. Customer reference marketing can be characterized as one of the most practically relevant but academically relatively overlooked ways in which a company can leverage its customers and delivered solutions and use them as references in its marketing activities. We will cover which external and internal functions customer references have, that contribute to the growth and performance of B-to-B firms. We also address the three mechanisms of customer reference marketing which are 'status transfer', 'validation through testimonials' and 'demonstration of experience and prior performance'. The concept of social media stands for social interaction and creation of user-based content which exclusively occurs through Internet. The social media are excellent tools for networking because of the fast and easy access, easy interaction and vast amount of multimedia attributes. The allocation of social media is determined. The case company helps clarify the specific characteristics of social media usage as part of customer-reference-marketing activities. For IT-firms the best channels to utilize social media in their customer reference marketing activities are publishing and distribution services of content and networking services.

Customer relationship management through life cycle analysis, case professional service firm in B2B market

The objective of this master’s thesis was to study how customer relationships should be assessed and categorized in order to support customer relationship management (CRM) in the context of business-to-business (B2B) and professional services. This sophisticated and complex market is utilizing possibilities of CRM only rarely and even then the focus is often on technology. The theoretical part considered first CRM from the value chain point of view and then discussed the cyclical nature of relationships. The case study focused on B2B professional service firm. The data was collected from company databases and included the sample of 90 customers. The research was conducted in three phases first studying the age, then the service type of relationships and finally executing the cluster analysis. The data was analysed by statistical analysis program SAS Enterprise Guide. The results indicate that there are great differences between developments of customer relationships. While some relationships are dynamically growing and changing, most of customers are remaining constant. This implies expectations and requirements of customers are similarly divergent and relationships should be managed accordingly.

Organizational learning from customer interaction

In the fierce competition of today‟s business world an organization‟s capacity to learn maybe its only competitive advantage. This research aims at increasing the understanding on how organizational learning from the customer happens in technology companies. In doing so it provides a synthesized definition of organizational learning and investigates processes of organizational learning within technology companies. A qualitative research method and in-depth interviews with different sized high technology companies, as applied here, enables in-depth study of the learning processes. Research contributes to the understanding of what type of knowledge firms acquire, how new knowledge is transferred and used in a learning firm‟s routines and processes. Research findings show that SMEs and large size companies also, depending on their position in the software value chain, consider different knowledge types as most important and that they use different learning methods to acquire knowledge from their customers.

Smart homes as service platforms. Research report of ÄLYKOP sub-project “Competitive advantage from customer value”

In this report, we summarize results of our part of the ÄLYKOP-project on customer value creation in the intersection of the health care, ICT, forest and energy industries. The research directs to describe how industry transformation and convergence create new possibilities, business opportunities and even new industries.The report consists of findings which are presented former in academic publications. The publication discusses on customer value, service provision and resource basis of the novel concepts through multiple theorethical frameworks. The report is divided into three maim sections which are theoretical background, discussion on health care industry and evaluations regarding novel smart home concepts. Transaction cost economics and Resource- Based view on the firm provides the theoretical basis to analyze the prescribed phenomena. The health care industry analysis describes the most important changes in the demand conditions of health care services, and explores the features that are likely to open new business opportunities for a solution provider. The third part of the report on the smart home business provides illustrations few potential concepts that can be considered to provide solutions to economical problems which arise from aging of population. The results provide several recommendations for the smart home platform developers in public and private sectors. By the analysis, public organizations dominate service provision and private markets are emergent state at present. We argue that public-private partnerships are nececssary for creating key suppliers. Indeed, paying attion on appropriate regulation, service specifications and technology standards would foster diffusion of new services. The dynamics of the service provision networks is driven by need for new capabiltities which are required for adapting business concepts to new competitive situation. Finally, the smart home framework revealed links between conventionally distant business areas such as health care and energy distribution. The platform integrates functionalities different for purposes which however apply same resource basis.

Diffusion of Smart Meters in Central East Europe

The present study deals with innovation diffusion as the central component of innovation process and takes smart meters as a concrete example from the electric power industry. Smart meters are seen as key enablers of the industry-wide shift towards smart grids and are recognized by the European Union as means of reaching its environmental and energy goals. However, the spread of smart meters through the market, especially in Central East Europe (CEE), is not corresponding to the expectations and identified benefits. The current work synthesizes available data for the under-researched geographical region of CEE and clarifies the process of smart meter diffusion and drivers behind it. In addition to innovation theories the methods applied are rate of adoption and thematic analysis. The results prove the large gap between optimal and actual diffusion as well as the lagging position of CEE in comparison to the EU’s market leaders. The smart metering market is driven from bottom-up and the majority of CEE countries have already carried out or started the initial activities. Therefore, in coming years more intensive smart meters deployment will be seen.

Liiketoimintamalli teollisuuden ylijäämälämmön hyödyntämisestä kaukolämpöverkoissa

Tässä työssä tarkastellaan teollisuuden ylijäämälämmön hyödyntämistä kaukolämpöverkoissa liiketoimintamallin näkökulmasta. Työn tilaaja on YIT Teollisuus Oy, joka haluaa osaltaan olla mukana ratkaisemassa ilmastonmuutoksesta ja hiilidioksidipäästöjen vähentämistarpeista aiheutuvia yhteiskunnan kehitystarpeita. Energiatehokkuuden parantaminen on yksi nopeimmista keinoista vähentää päästöjä. Teollisuuden energiatehokkuutta voidaan parantaa ottamalla talteen sähköntuotannossa ja tuotantoprosesseissa syntyvää ylijäämälämpöä. Aikaisempien tutkimusten perusteella tiedetään, että Suomessa syntyy vuosittain noin 4–6 TWh ylijäämälämpöä, joka voitaisiin hyödyntää jo olemassa olevien kaukolämpöverkkojen välityksellä rakennusten lämmittämiseen. Kuitenkin vuonna 2008 teollisuus myi ylijäämälämpöä kaukolämpöverkkoihin yhteensä vain 770 GWh, mikä vastaa noin 2,5 prosenttia kokonaiskaukolämmön tarpeesta. Tämän työn tuloksena syntyi liiketoimintamalli, joka esittelee ne palvelut, jotka YIT tuottaa asiakkailleen tilanteissa, joissa teollisuudessa syntyvää ylijäämälämpöä hyödynnetään kaukolämpöverkoissa. Jotta liiketoimintamalli toimisi käytännössä, on siitä oltava hyötyä kaikille osapuolille. Asiakkaan on siis voitava kattaa palvelusta ja sen rahoituksesta syntyvät kustannukset myydyn ylijäämälämmön tuotolla (teollisuuslaitos) tai säästyneistä energian hankintakustannuksista (kaukolämpöyhtiö). Eniten ylijäämälämmön käytöstä voivat hyötyä kaukolämpöyhtiöt, joiden tuotannosta korkeintaan pieni osa tulee yhteistuotannosta ja joilla uusiutuvien energialähteiden osuus on vähäinen. Lisäksi kaukolämpöverkon koon vuotuisena kulutuksena mitattuna on oltava riittävän suuri ja kaukolämmön hinnan suhteellisen korkea. Myös alueen ennustettu väestönkasvu ja uudet suunnitteilla olevat asuinalueet saattavat parantaa ylijäämälämmön hyödyntämisen houkuttelevuutta. YIT:n näkökulmasta ylijäämälämmön talteenottoprojektit ovat hyvä lisä sen nykyiseen palvelutarjontaan. Myös yhteiskunnallisella tasolla aihe on merkittävä. Vaikka nykytietämyksen mukaan energian käytön tehostaminen ja päästöttömän tuotannon lisääminen ovat molemmat yhtä merkittäviä keinoja ilmastotavoitteiden saavuttamisen kannalta, panostetaan Suomessa tällä hetkellä lähinnä tuotannon tukemiseen. Lähivuosien poliittiset ratkaisut vaikuttavatkin vahvasti siihen, kuinka paljon tulevaisuudessa ylijäämälämpöä hyödynnetään rakennusten lämmittämisessä.

Customer-related skills and capabilities in knowledge-intensive business services

The roles of knowledge and customer involvement form distinct features in providing knowledge-intensive business services. The objective of this study was to investigate the customer-related skills and capabilities of knowledge-intensive business services. The research was carried out as case study, involving two polar cases. The other case represented customized services, and the other standardized services. The research method was qualitative, and included focus group workshops, individual interviews and a survey. The capabilities of business services have been mainly studied on organizational level. This study provides valuable insight into the role of individual skills as a part of capabilities of knowledge-intensive business services. According to this study, the most important capabilities are related to acquiring and integrating of knowledge, resource management, managing the customer’s role as a co-producer of the service, and active and effective communication. The study indicates that the level of tacit knowledge is high in the needed individual skills. Based on the study, the needed capabilities and skills are affected by the level of customization of the service, the demand for customer knowledge, the demand for consultation and the stage of the service providing.

Kaukolämpöverkon paluuveden hyödyntäminen lämmityksessä

Tässä diplomityössä on määritetty paluuvesilämmityksen mahdollisuudet Savon Voima Oyj:n kaukolämpöpaikkakunnilla. Työssä tarkasteltiin paluuvesilämmityksen tuoman paremman kaukolämpöveden jäähtymän vaikutuksia kaukolämpöverkkoon ja energiantuotantoon sekä laskettiin esimerkkipaikkakunnilla kaukolämmön paluuveden lämpötilan alentumisen tuomat rahalliset hyödyt. Lisäksi tarkasteltiin paluuvesilämmityksen taloudellisuutta esimerkkipaikkakunnilla. Laskennassa saatiin paluuvesilämmityksen tuomaksi jäähtymähyödyksi pumppauskustannuksissa 0,7 – 0,8 €/MWh ja lämpöhäviöissä 1,5 – 2,9 €/MWh. Iisalmessa sähköntuotannon lisääntymisestä saadaan hyötyä 0,7 €/MWh. Suurin hyöty saadaan Pielaveden ja Suonenjoen biolämpökeskusten lämmöntalteenotolla varustetuista savukaasupesureista. Pielavedellä tämä hyöty on 6,4 €/MWh ja Suonenjoella 6,1 €/MWh. Paluuvesilämmityksen kannattavuus asuinkiinteistöissä vaatii lämmöntuotannon yhteydessä olevan savukaasupesurin tuoman rahallisen hyödyn. Esimerkiksi Iisalmessa asiakkaalle myönnettävissä oleva jäähtymähyvitys paluuvesilämmöstä ei riitä kattamaan paluuvesilämmityksen suurempia investointikuluja. Myös pesuripaikkakunnilla kannattavuus vaatii suuren vuosittaisen lämmönkäytön. Tavoiteltaessa 8 vuoden korollista takaisinmaksuaikaa vaatii kannattavuus kohteelta Pielavedellä 250 MWh:n ja Suonejoella 300 MWh:n vuosittaisen lämmönkäytön. Myös asiakkaan sijainnin sopivuus kaukolämpöverkossa paluuvesilämmitykseen täytyy tarkastella tapauskohtaisesti. Paluuvesilämmitys ei tule työn tulosten perusteella tulevaisuudessa yleisesti käyttöön, mutta yksittäisiä asiakkaita siihen voidaan liittää.

Integration of microgrids into electricity distribution networks

Existing electricity distribution system is under pressure because implementation of distributed generation changes the grid configuration and also because some customers demand for better distribution reliability. In a short term, traditional network planning does not offer techno-economical solutions for the challenges and therefore the idea of microgrids is introduced. Islanding capability of microgrids is expected to enable better reliability by reducing effects of faults. The aim of the thesis is to discuss challenges in integration of microgrids into distribution networks. Study discusses development of microgrid related smart grid features and gives estimation of the guideline of microgrid implementation. Thesis also scans microgrid pilots around the world and introduces the most relevant projects. Analysis reveals that the main focus of researched studies is on low voltage microgrids. This thesis extends the idea to medium voltage distribution system and introduces challenges related to medium voltage microgrid implementation. Differences of centralized and distributed microgrid models are analyzed and the centralized model is discovered to be easiest to implement into existing distribution system. Preplan of medium voltage microgrid pilot is also carried out in this thesis.

Microgeneration of electricity with producer gas in dual fuel mode operation

Among the alternatives to meet the increasing of world demand for energy, the use of biomass as energy source is one of the most promising as it contributes to reducing emissions of carbon dioxide in the atmosphere. Gasification is a technological process of biomass energy production of a gaseous biofuel. The fuel gas has a low calorific value that can be used in Diesel engine in dual mode for power generation in isolated communities. This study aimed to evaluate the reduction in the consumption of oil Diesel an engine generator, using gas from gasification of wood. The engine generator brand used was a BRANCO, with direct injection power of 7.36 kW (10 HP) coupled to an electric generator 5.5 kW. Diesel oil mixed with intake air was injected, as the oil was injected via an injector of the engine (dual mode). The fuel gas was produced in a downdraft gasifier. The engine generator was put on load system from 0.5 kW to 3.5 kW through a set of electrical resistances. Diesel oil consumption was measured with a precision scale. It was concluded that the engine converted to dual mode when using the gas for the gasification of wood decreased Diesel consumption by up to 57%.

Performance of small wind turbines: simulation of electricity supply to loads connected to the public or isolated grid

ABSTRACT The successful in the implementation of wind turbines depends on several factors, including: the wind resource at the installation site, the equipment used, project acquisition and operational costs. In this paper, the production of electricity from two small wind turbines was compared through simulation using the computer software HOMER - a national model of 6kW and an imported one of 5kW. The wind resources in three different cities were considered: Campinas (SP/BR), Cubatão (São Paulo/BR) and Roscoe (Texas/ USA). A wind power system connected to the grid and a wind isolated system - batteries were evaluated. The results showed that the energy cost ($/kWh) is strongly dependent on the windmill characteristics and local wind resource. Regarding the isolated wind system – batteries, the full supply guarantee to the simulated electrical load is only achieved with a battery bank with many units and high number of wind turbines, due to the intermittency of wind power.

Customer loyalty in DIY retailing in Russia: Innovative approaches for improving customer retention through technology

Customer satisfaction has been widely studied concept due to its importance on business performance. Customer satisfaction should ideally lead to customer loyalty and have a positive effect on business profitability and growth. This study investigates customer satisfaction and loyalty in the Do-It-Yourself retailing in Russian  market.  “K-rauta”  retail  chain  was  chosen  as  a  focus company for this study. Goal of the study was to investigate what creates customer satisfaction in this given market and what is the role of quality, trust and satisfaction for creating customer loyalty. The role of internet in consumer purchasing process was also investigated. Furthermore, consumer preferences towards new marketing solutions such as smart phone applications were briefly examined.

Ambidextrous leadership in customer contact centre organization

In a modern dynamic environment organizations are facing new requirements for success and competitive advantage. This also sets new requirements for leaders. The term of ambidexterity is used in relation with organizations that are able to manage short-term efficiency and long-term innovation simultaneously. Ambidextrous leaders have the same capability at an individual level. They are able to balance between efficiency and flexibility. This study examined the confrontation of these two competing concepts in the leadership perspective. The aim of the study was to understand this recently arisen concept and its antecedents and examine what is currently known about ambidextrous leadership. This was a case study with data collected through theme interviews in a result orientated customer centre organization that has a cultural change at hand when it comes to leadership and empowerment. Organization wants to be efficient and flexible at the same time (a.k.a. ambidextrous) and that requires new type of leadership. In this study the aim was to describe the capabilities and criteria for ambidextrous leader and examine the leadership roles related to ambidextrous leadership in different hierarchical levels. The case organization had also created systematic means to support this cultural change and the effects of the process related to leadership were studied. This study showed that the area is yet widely unexplored and contradictory views are presented. This study contributes to the deprivation of study of ambidexterity in leadership and individuals. The study presents a description of ambidextrous leadership and describes the capabilities of ambidextrous leader. Ambidextrous leaders are able to make cognitive decisions between their leadership style according to situation that requires either leadership related to efficiency such as transactional leadership or leadership related to flexibility such as transformational leadership. Their leadership style supports both short-term and long-term goals. This study also shows that the role of top management is vital and operational leaders rely on their example.