Design yrityksen viestintäfunktiona – Designin rooli yrityksen identiteetin viestijänä, sidosryhmäviestinnän ja maineen rakentamisen välineenä

Designin rooli yhteiskunnallisessa keskustelussa on tullut vahvasti esiin viime vuosina. Suur-Helsingin (Helsinki, Espoo, Vantaa, Kauniainen ja Lahti) voittama World Design Capital 2012 -titteli on lisännyt osaltaan designiin kiinnittyvää huomiota. Designiin liittyvät ulottuvuudet ovat laajat ja sen tuoma lisäarvo yrityksille on mielenkiintoinen tutkimuskohde, johon voidaan yhdistää myös viestinnän näkökulma. Design on siis muutakin kuin esineiden muotoilua ja suunnittelua. Designia on tutkittu muun muassa artefaktien kautta kommunikaatiovälineenä, mutta designin roolia yritysviestinnässä ei ole juurikaan aikaisemmin tutkittu. Tämän pro gradu -työn tarkoituksena on selvittää, miten design voi toimia yrityksen viestintäfunktiona. Tämän päätutkimuskysymyksen selvittämiseksi etsitään vastaus kolmeen alakysymykseen, jotka perustuvat Joep Cornelissenin yritysviestinnän teorian kolmeen pääkäsitteeseen: yrityksen identiteettiin, sidosryhmäviestintään ja maineeseen. Joep Cornelissenin yritysviestintäteoria on myös tutkimuksen päälähde, jonka lisäksi muun muassa Pekka Aulan maineteorioilla on keskeiset roolinsa. Tutkimuksen aineisto on kerätty teemahaastatteluilla. Haastatteluja tehtiin yhteensä yksitoista ja ne on kerätty niin sanotulla lumipallo-otannalla. Kohderyhmänä olivat designalan ammattilaiset. Noin puolet haastateltavista tekee tutkimus- ja opetustyötä eri yliopistoissa, yksi kaupungin palveluksessa ja loput toimivat eri yrityksissä joissakin johtotehtävissä. Kolmen haastateltavan toimipaikka sijaitsee Lahdessa, yhden Espoossa ja muiden Helsingissä. Analyysimenetelmänä on käytetty niin ikään teemoittelua. Haastatteluaineistosta etsittiin kunkin yritysviestinnän teoriaan perustuvien teemojen yhteyttä designiin, ja yritettiin tulkita, millainen viestinnällinen rooli designilla voisi niissä olla. Haastateltavien näkemykset designista painottivat sen olevan muotoilun lisäksi luovaa ongelmanratkaisua, maineen-, brändinrakentamisen ja designammattilaisten väline, jolla asioista tehdään helpommin lähestyttäviksi ja hallittaviksi. Designilla on lisäksi strategista merkitystä ja se luo lisäarvoa yrityksille. Tutkimus osoittaa, että design toimii yrityksen viestintäfunktiona, kun se erilaisilla tavoilla ja keinoilla viestii yrityksen identiteettiä, toimii sidosryhmäviestinnän ja maineen rakentamisen välineenä. Erilaiset kansainväliset ja kansalliset muotoilupalkinnot ovat yritysten onnistuneen designtyön mittareita. Lisäksi tutkimusaineistosta nousi esiin kolme johtoteemaa designille, jotka ovat: designin viestintä-, väline- ja inhimillisyysteema. Pro gradu -työni antaa uutta kartoittavana tutkimuksena mielenkiintoista ja ajankohtaista tietoa designin roolista ja sen hyödyntämisestä yritysviestinnässä, mutta se ei anna konkreettisia esimerkkejä tai käytännön työkaluja sen toteuttamiseksi. Jatkotutkimuksen kannalta tätä ajatusta olisi mielekästä viedä eteenpäin.

Kaupunkimaineen rakentuminen. Lahden muotoilumaine epälineaarisena prosessina.

Tämän pro gradu -tutkimuksen aiheena on kaupunkimaineen tarkastelu epälineaarisena ja dynaamisena prosessina. Opinnäytteessä kaupunkimainetta tutkitaan dynaamisen onganisaatioviestinnän teorian näkökulmasta ja sen tarkoitus on hahmotella epälineaarisempaa näkemystä kaupunkimaineen rakentumisesta. Lisäksi työ siirtää kaupunkimainetutkimuksen fokusta maineen mittaamisesta sen leviämisen tutkimiseen. Tarkoituksena on siis hahmottaa sitä, miten kaupungin sisällä syntyvä maine yleisöissään leviää. Tutkimuksen tärkeimmiksi lähteiksi on valikoitu Pekka Aulan dynaamisen organisaatioviestinnän teoria sekä Aulan, Jouni Heinosen, Saku Mantereen sekä Erkki Karvosen mainenäkemykset. Lisäksi tutkimuksessa on hyödynnetty useiden kansainvälisten kaupunkitutkijoiden ajatuksia, joista tärkeimpinä lähteinä tutkimuksen kehittymisen kannalta ovat olleet Elaine Romanellin, Olga M. Khessinan sekä Patsy Healyn työt. Kaupunkia ja sen mainetta käsittelevissä osioissa tärkeään rooliin nousi myös Teppo Sintosen käsitys postmodernista organisaatiosta, jollaisena kaupunki tässä tutkimuksessa nähdään, itse tutkimuksen todellisuuskäsitys on konstruktivistinen - siinä todellisuus eli näin ollen myös kaupunki on yhteisesti rakennettua ja uusiutuu kirjoituksissa sekä puheissa. Lähteiden pohjalta on tutkimuksessa hahmoteltu ajatuksia dynaamisesta kaupunkimaineesta, joka vastaa niin maineteorioiden ajatuksiin, dynaamisen organisaatioviestinnän teorian prepositioihin kuin kriittiseen kaupunkimarkkinoinnin tutkimukseen. Työ onkin vahvasti poikkitieteellinen tutkimus, jonka takia sen teoreettinen osuus onkin erittäin laaja. Teoreettisen osuuden laajuus selittyy myös sillä, että tutkimuksessa lähestyttiin kaupunkimainetta uudesta, epälineaarisemmasta näkökulmasta. Työ on laadullinen tapaustutkimus, jossa maineen epälineaarista rakentumista on tutkittu tapauskaupunki Lahden ja tämän muotoilumaineen näkökulmasta. Tutkimus toteutettiin haastattelututkimuksena ja aineisto analysoitiin narratiiviparadigman teorian alle sijoittuvalla juonellistamisen menetelmällä. Asiantuntijahaastatteluista eritellystä aineistosta johdetut johtopäätökset osoittavat maineen rakentumiseen liittyviä epälineaarisia elementtejä sekä antavat tukea ajatukselle, jonka mukaan kaupunkimaineen tutkimuksessa saattaa olla vaatimuksia epälineaarisemmalle kaupunkimainekäsitykselle. Tutkimuksen johtopäätösten mukaan mainetta voidaan siis tarkastella epälineaarisena prosessina, joka muotoutuu vuorovaikutuksessa ympäristön ja kaupungin välillä, ja joka kehittyy ennustamattomien, luovien ja itseohjautuvien prosessien kautta.

Guidance for benthic habitat mapping: an aerial photographic approach

This document, Guidance for Benthic Habitat Mapping: An Aerial Photographic Approach, describes proven technology that can be applied in an operational manner by state-level scientists and resource managers. This information is based on the experience gained by NOAA Coastal Services Center staff and state-level cooperators in the production of a series of benthic habitat data sets in Delaware, Florida, Maine, Massachusetts, New York, Rhode Island, the Virgin Islands, and Washington, as well as during Center-sponsored workshops on coral remote sensing and seagrass and aquatic habitat assessment. (PDF contains 39 pages) The original benthic habitat document, NOAA Coastal Change Analysis Program (C-CAP): Guidance for Regional Implementation (Dobson et al.), was published by the Department of Commerce in 1995. That document summarized procedures that were to be used by scientists throughout the United States to develop consistent and reliable coastal land cover and benthic habitat information. Advances in technology and new methodologies for generating these data created the need for this updated report, which builds upon the foundation of its predecessor.

Residential Docks and Piers: Inventory of laws, regulations, and policies for the New England region

While the homes threatened by erosion and the developer illegally filling in marshlands are the projects that make the headlines, for many state regulatory programs, it’s the residential docks and piers that take up the most time. When is a dock too long? What about crossing extended property lines? And at what point does a creek have too many docks? There are no easy answers to these questions. At the request of the Georgia Coastal Management Program, the National Oceanic and Atmospheric Administration (NOAA) Coastal Services Center published in April 2003 an inventory of residential dock and pier management information for the southeastern U.S. This inventory builds upon that effort and includes five New England states and one municipality: Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and the Town of Falmouth, Massachusetts. Federal laws, state laws and regulations, permitting policies, and contact information are presented in a tabular format that is easy to use. (PDF contains 16 pages)

An integrated assessment of the continued spread and potential impacts of the colonial ascidian, Didemnum sp. A, in U.S. waters

Didemnum sp. A is a colonial ascidian or “sea squirt” of unknown geographic origin. Colonies of Didemnum sp. A were first documented in U.S. waters in 1993 at Damariscotta River, Maine and San Francisco Bay, California. An alarming number of colonies have since been found at several locations in New England and along the West Coast of the contiguous continental United States. Originally believed to be restricted to artificial structures in nearshore habitats, such as ports and marinas, colonies of Didemnum sp. A have also been discovered on a gravel-pavement habitat on Georges Bank at depths of 40-65m. The wide distribution of Didemnum sp. A, the presence of colonies on an important offshore fishing ground, and the negative economic impacts that other species of noninidigenous ascidians have had on aquaculture operations have raised concerns about the potential impacts of Didemnum sp. A. We reviewed the available information on the biology and ecology of Didemnum sp. A and potentially closely related species to examine the environmental and socioeconomic factors that may have influenced the introduction, establishment and spread of Didemnum sp. A in U.S. waters, the potential impacts of this colonial ascidian on other organisms, aquaculture, and marine fisheries, and the possibility that it will spread to other U.S. waters. In addition, we present and discuss potential management objectives for minimizing the impacts and spread of Didemnum sp. A. Concern over the potential for Didemnum sp. A to become invasive stems from ecological traits that it shares with other invasive species, including the ability to overgrow benthic organisms, high reproductive and population growth rates, ability to spread by colony fragmentation, tolerance to a wide range of environmental conditions, apparent scarcity of predators, and the ability to survive in human dominated habitats. At relatively small spatial scales, species of Didemnum and other nonindigenous ascidians have been shown to alter the abundance and composition of benthic assemblages. In addition, the Canadian aquaculture industry has reported that heavy infestations of nonindigenous ascidians result in increased handling and processing costs. Offshore fisheries may also suffer where high densities of Didemnum sp. A may alter the access of commercially important fish species to critical spawning grounds, prey items, and refugia. Because colonial ascidian larvae remain viable for only 12–24hrs, the introduction and spread of Didemnum sp. A across large distances is thought to be predominantly human mediated; hull fouling, aquaculture, and ballast water. Recent studies suggest that colony growth rates decline when temperatures exceed 21 ºC for 7 consecutive days. Similarly, water temperatures above 8 to 10 ºC are necessary for colony growth; however, colonies can survive extended periods of time below this temperature threshold as an unidentified overwintering form. A qualitative analysis of monthly mean nearshore water temperatures suggest that new colonies of Didemnum will continue to be found in the Northeast U.S., California Current, and Gulf of Alaska LMEs. In contrast, water temperatures become less favorable for colony establishment in subarctic, subtropical, and tropical areas to the north and south of Didemnum’s current distribution in cool temperate habitats. We recommend that the Aquatic Nuisance Species Task Force serve as the central management authority to coordinate State and Federal management activities. Five objectives for a Didemnum sp. A management and control program focusing on preventing the spread of Didemnum sp. A to new areas and limiting the impacts of existing populations are discussed. Given the difficulty of eradicating large populations of Didemnum sp. A, developing strategies for limiting the access of Didemnum sp. A to transport vectors and locating newly established colonies are emphasized. (PDF contains 70 pages)

A bioregional classification of the continental shelf of northeastern North America for conservation analysis and planning based on representation

Understanding how well National Marine Sanctuaries and other marine protected areas represent the diversity of species present within and among the biogeographic regions where they occur is essential for assessing their conservation value and identifying gaps in the protection of biological diversity. One of the first steps in any such assessment should be the development of clearly defined and scientifically justified planning boundaries representing distinct oceanographic conditions and faunal assemblages. Here, we propose a set of boundaries for the continental shelf of northeastern North America defined by subdivisions of the Eastern Temperate Province, based on a review and synthesis (i.e. meta-analysis) of the scientific literature. According to this review, the Eastern Temperate Province is generally divided into the Acadian and Virginian Subprovinces. Broad agreement places the Scotian Shelf, Gulf of Maine, and Bay of Fundy within the Acadian Subprovince. The proper association of Georges Bank is less clear; some investigators consider it part of the Acadian and others part of the Virginian. Disparate perspectives emerge from the analysis of different groups of organisms. Further, while some studies suggest a distinction between the Southern New England shelf and the rest of the Mid-Atlantic Bight, others describe the region as a broad transition zone with no unique characteristics of its own. We suggest there exists sufficient evidence to consider the Scotian Shelf, Gulf of Maine, Georges Bank, Southern New England, and Southern Mid-Atlantic Bight as distinct biogeographic regions from a conservation planning perspective, and present a set of proposed mapped boundaries. (PDF contains 23 pages.)

Quantitative composition and distribution of the macrobenthic invertebrate fauna of the Continental Shelf ecosystems of the Northeastern United States

From the mid-1950's to the mid-1960's a series of quantitative surveys of the macrobenthic invertebrate fauna were conducted in the offshore New England region (Maine to Long Island, New York). The surveys were designed to 1) obtain measures of macrobenthic standing crop expressed in terms of density and biomass; 2) determine the taxonomic composition of the fauna (ca. 567 species); 3) map the general features of macrobenthic distribution; and 4) evaluate the fauna's relationships to water depth, bottom type, temperature range, and sediment organic carbon content. A total of 1,076 samples, ranging from 3 to 3,974 m in depth, were obtained and analyzed. The aggregate macrobenthic fauna consists of 44 major taxonomic groups (phyla, classes, orders). A striking fact is that only five of those groups (belonging to four phyla) account for over 80% of both total biomass and number of individuals of the macrobenthos. The five dominant groups are Bivalvia, Annelida, Amphipoda, Echninoidea, and Holothuroidea. Other salient features pertaining to the macrobenthos of the region are the following: substantial differences in quantity exist among different geographic subareas within the region, but with a general trend that both density and biomass increase from northeast to southwest; both density and biomass decrease with increasing depth; the composition of the bottom sediments significantly influences both the kind and quantity of macrobenthic invertebrates, the largest quantities of both measures of abundance occurring in the coarser grained sediments and diminishing with decreasing particle size; areas with marked seasonal changes in water temperature support an abundant and diverse fauna, whereas a uniform temperature regime is associated with a sparse, less diverse fauna; and no detectable trends are evident in the quantitative composition of the macrobenthos in relation to sediment organic carbon content. (PDF file contains 246 pages.)

Seasonal, horizontal, and vertical distribution of phytoplankton chlorophyll a in the Northeast U.S. Continental Shelf Ecosystem

The broad scale features in the horizontal, vertical, and seasonal distribution of phytoplankton chlorophyll a on the northeast U.S. continental shelf are described based on 57,088 measurements made during 78 oceanographic surveys from 1977 through 1988. Highest mean water column chlorophyll concentration (Chlw,) is usually observed in nearshore areas adjacent to the mouths of the estuaries in the Middle Atlantic Bight (MAB), over the shallow water on Georges Bank, and a small area sampled along the southeast edge of Nantucket Shoals. Lowest Chlw «0.125 ug l-1) is usually restricted to the most seaward stations sampled along the shelf-break and the central deep waters in the Gulf of Maine. There is at least a twofold seasonal variation in phytoplankton biomass in all areas, with highest phytoplankton concentrations (m3) and highest integrated standing stocks (m2) occurring during the winter-spring (WS) bloom, and the lowest during summer, when vertical density stratification is maximal. In most regions, a secondary phytoplankton biomass pulse is evident during convective destratification in fall, usually in October. Fall bloom in some areas of Georges Bank approaches the magnitude of the WS-bloom, but Georges Bank and Middle Atlantic Bight fall blooms are clearly subordinate to WS-blooms. Measurements of chlorophyll in two size-fractions of the phytoplankton, netplankton (>20 um) and nanoplankton «20 um), revealed that the smaller nanoplankton are responsible for most of the phytoplankton biomass on the northeast U.S. shelf. Netplankton tend to be more abundant in nearshore areas of the MAB and shallow water on Georges Bank, where chlorophyll a is usually high; nanoplankton dominate deeper water at the shelf-break and deep water in the Gulf of Maine, where Chlw is usually low. As a general rule, the percent of phytoplankton in the netplankton size-fraction increases with increasing depth below surface and decreases proceeding offshore. There are distinct seasonal and regional patterns in the vertical distribution of chlorophyll a and percent netplankton, as revealed in composite vertical profiles of chlorophyll a constructed for 11 layers of the water column. Subsurface chlorophyll a maxima are ubiquitous during summer in stratified water. Chlorophyll a in the subsurface maximum layer is generally 2-8 times the concentration in the overlying and underlying water and approaches 50 to 75% of the levels observed in surface water during WS-bloom. The distribution of the ratio of the subsurface maximum chlorophyll a to surface chlorophyll a (SSR) during summer parallels the shelfwide pattern for stability, indexed as the difference in density (sigma-t) between 40 m and surface (stability 40. The weakest stability and lowest SSR's are found in shallow tidally-mixed water on Georges Bank; the greatest stability and highest SSR's (8-12:1) are along the mid and outer MAB shelf, over the winter residual water known as the "cold band." On Georges Bank, the distribution of SSR and the stability40 are roughly congruent with the pattern for maximum surface tidal current velocity, with values above 50 cms-1 defining SSR's less than 2:1 and the well-mixed area. Physical factors (bathymetry, vertical mixing by strong tidal currents, and seasonal and regional differences in the intensity and duration of vertical stratification) appear to explain much of the variability in phytoplankton chlorophyll a throughout this ecosystem. (PDF file contains 126 pages.)

Marine Flora and Fauna of the eastern United States: Acanthocephala

The phylum Acanthocephala (intestinal worm parasites of vertebrates) of the Atlantic coast of the United States comprises 43 species and 20 genera belonging to three orders: Echinorhynchida, Neoechinorhynchida, and Polymorphida. Adults are exclusively intestinal parasites of vertebrates. This study includes those species found in vertebrates of marine and estuarine environments along the North American Atlantic coast between Maine and Texas. Species that can be found within that geographical range and those that typically infect freshwater fishes but that are occasionally present in marine or estuarine hosts are also included. The taxonamy, anatomy, natural history, and ecology of the phylum Acanthocephala are discussed, and an illustrated key to the genera is presented. Techniques, an annotated systematic treatment of all 43 species, and a systematic index are included. No systematic decisions will be made at this time, but areas where such decisions are pending will be indicated and discussed for future reports. (PDF file contains 32 pages.)

Marine Flora and Fauna of the Eastern United States: Copepoda, Cyclopoida: Archinotodelphyidae, Notodelphyidae, and Ascidicolidae

This manual includes an introduction to the general biology, a selected bibliography, and an illustrated key to 11 genera and 17 species of copepods of the Crustacea, Subclass Copepoda, Order Cyclopoida, Families Archinotodelphyidae, Notodelphyidae and Ascidicolidae, associated with ascidians from the Atlantic Coast of the United States. Species distributed from the Gulf of Maine to Long Island Sound are emphasized. An annotated systematic list, with statements of the world distribution and new records of association with hosts, and a systematic index are also provided. (PDF file contains 44 pages.)

Benthic macrofauna and habitat monitoring on the Continental Shelf of the northeastern United States: I. Biomass

Information on long-term temporal variability of and trends in benthic community-structure variables, such as biomass, is needed to estimate the range of normal variability in comparison with the effects of environmental change or disturbance. Fishery resource distribution and population growth will be influenced by such variability. This study examines benthic macrofaunal biomass and related data collected annually between 1978 and 1985 at 27 sites on the continental shelf of the northwestern Atlantic, from North Carolina to the southern Gulf of Maine. The study was expanded at several sites with data from other studies collected at the same sites prior to 1978. Results indicate that although there was interannual and seasonal variability, as expected, biomass levels over the study period showed few clear trends. Sites exhibiting trends were either in pollution-stressed coastal areas or influenced by the population dynamics of one or a few species, especially echinoderms. (PDF file contains 34 pages.)

Nutrient distributions for Georges Bank and adjacent waters in 1979

In this report we describe the temporal and spatial distributions of inorganic nutrients over Georges Bank and in adjacent waters and discuss major features with respect to tbe nutrient environments of pbytoplankton. Nitrate and orthophosphorus were rapidly depleted from the surface layer of much of the study area in spring, but major differences were found between the shallow areas on Georges Bank and the surrounding stratified waters. In the "well-mixed" area of Georges Bank, the depletion encompassed the entire water column and ammonium became the dominant form of inorganic nitrogen throughout. Dissolved silicon was depleted slowly over central Georges Bank, reaching a minimum concentration in September while orthophosphorus gradually increased during the summer. The nutrient environment of phytoplankton over central Georges Bank may be described as vertically uniform but temporally changing in the relative availability of the various nutrients. In areas that undergo stratification (e.g., the central Gulf of Maine), a quasi-steady state was established as the surface water layer formed, consisting of declining nutrient gradients from below the euphotic layer to the top of the water column. These intergrading nutrient environments are relatively stable through time. Destratification reintroduced nutrients to depleted areas beginning in October; however, dissolved silicon was again depleted over shallow Georges Bank in late autumn though nitrate remained abundant. Slope water has been found to enter the bottom layer of the Gulf of Maine via the Northeast Channel. High nutrient concentrations observed in the bottom water of the Northeast Channel are consistent with this mechanism being the nutrient source for the Gulf of Maine. (PDF file contains 40 pages.)