Nokia- The surprising success of textbook wisdom

What is the secret behind Nokia’s phenomenal success in mobile phones? More generally, how to succeed in a turbulent high technology market? Historical and comparative studies bring understanding not only about past phenomena, but also insights about current and coming ones. In this paper we compare Ford and General Motors in the 1920s and 1930s with Motorola and Nokia in the 1980s and 1990s. The insight from this comparison is how reinvention of the product, category, relative to the market incumbent’s market conceptualization, is a recipe for success. Nokia’s success in the 1990s was based on following the guidelines pioneered by General Motors in the 1920s: market segmentation, embracing the latest technological advances, and brand management in the pursuit of consumer repurchases. The article tells how Nokia addresses both GM’s legacy and changes in the business environment. At the end of our paper, we disuss the generalizability of our findings.

Memoria de los consumidores expuestos a la publicidad

La psicología y la publicidad son dos disciplinas que se han complementado, la publicidad se ha visto beneficiada con esta alianza, ya que el principal aporte que le hace la psicología a la publicidad es poder determinar aquellos factores o estrategias que generan en el consumidor: atención, asociación entre marca y producto, para luego almacenarse en la memoria y así generar una posible conducta de compra en el individuo. Los medios de comunicación cumplen un papel importante en la transmisión de la información publicitaria, dependiendo del medio utilizado se enfoca la información teniendo en cuenta el campo perceptivo que recibirá la información, para lograr asociación y posterior almacenamiento en la memoria. Para poder medir la jerarquía del recuerdo en la memoria de los individuos ante la mención de una categoría de servicio de un producto, la publicidad y el mercadeo hacen uso de la prueba Top of Mind.

Il benessere del suino pesante italiano: esperienze di ricerca in allevamento, durante il trasporto e nella percezione dei consumatori

Questo elaborato contiene studi riguardanti il benessere del suino pesante italiano ed in particolare si sofferma su alcuni aspetti particolarmente significativi per il miglioramento del benessere. Gli aspetti in esame hanno riguardato la percezione da parte del consumatore italiano del benessere in azienda; inoltre sono stati studiati gli effetti sul benessere di alcune caratteristiche dell'allevamento e di aspetti multifattoriali riguardanti il trasporto al macello. Alla luce dei lavori contenuti in questo lavoro, emerge come una revisione della normativa, anche considerando la categoria dei suini pesanti, possa migliorare notevolmente le loro condizioni di benessere. I consumatori italiani, infatti, hanno confermato di essere attenti e interessati al benessere animale, oltre che disposti a spendere di più per gli animali derivanti da pratiche innovative e più rispettose del benessere, come l'immunocastrazione. Un altro criterio importante, soprattutto in questa categoria di prodotti, è la disponibilità di spazio. Le nostre evidenze sperimentali dimostrano che garantire a questa categoria di suini requisiti di spazio superiori a quelli richiesti dalla normativa migliora il comportamento degli animali e i parametri di produzione. Infine, in termini di trasporto, lo studio da noi condotto ha permesso di identificare parametri da utilizzare come indicatori del livello di stress degli animali, risultando in una buona correlazione con i parametri di stress ematobiochimico. A conclusione di queste variegate esperienze di ricerca, si evidenzia quindi come investire in ulteriori impegni da parte del settore suinicolo, perseguendo l'obiettivo di ridurre al minimo gli stress a cui sono sottoposti i suini pesanti nel corso della loro vita, dall'adozione di tecniche di castrazione meno invasive, il miglioramento delle condizioni di allevamento e di trasporto, dovrebbe essere l'obiettivo comune di tutti i protagonisti della filiera, anche con l’obiettivo di ottenere un prodotto finale con un valore etico che soddisfi le aspettative implicite del consumatore.

Characterization and management of particular classes of waste at a regional level. case study: Marche region

There are various methods to analyse waste, which differ from each other according to the level of detail of the compositio. Waste composed by plastic and used for packaging, for example, can be classified by chemical composition of the polymer used for the specific product. At a more basal level, before dividing a waste according to the specific chemical material of which it is composed it is possible and also important to classify it according to the material category. So, if the secondary aim is to consider the particular polymer that constitutes a plastic waste, or what kind of natural polymer composes a specific waste made of wood, the first aim is to classify the product category of the material that makes up the waste, so, if it is wood made, or plastic, or glass made or metal, or organic. There are not specific instruments to make this subdivision, not specific chemical tests, but only a manual recognition of the material that makes up the product or waste. The first steps of this study is a recognition of the materials of which the waste is composed, the second is a the quantification of differentiated and unsorted waste produced in the area under study, the third is a mass balance of the portions of waste sent for recovery in order to obtain information on quantities that can be effectively recovered and ready for new life cycle as raw material; the fourth and last step is an environmental assessment that provides information on the environmental cost of the recovery process. This process scheme is applied to various specific kinds of waste from separate collection generated in a specific area with the aim to find a model analysis appliable to other portions of territory in order to improve knowledge of recovery technologies.

How can clusters help in the product type choice? The case of a specialized retail store

This work project (WP) is a study about a clustering strategy for Sport Zone. The general cluster study’s objective is to create groups such that within each group the individuals are similar to each other, but should be different among groups. The clusters creation is a mix of common sense, trial and error and some statistical supporting techniques. Our particular objective is to support category managers to better define the product type to be displayed in the stores’ shelves by doing store clusters. This research was carried out for Sport Zone, and comprises an objective definition, a literature review, the clustering activity itself, some factor analysis and a discriminant analysis to better frame our work. Together with this quantitative part, a survey addressed to category managers to better understand their key drivers, for choosing the type of product of each store, was carried out. Based in a non-random sample of 65 stores with data referring to 2013, the final result was the choice of 6 store clusters (Figure 1) which were individually characterized as the main outcome of this work. In what relates to our selected variables, all were important for the distinction between clusters, which proves the adequacy of their choice. The interpretation of the results gives category managers a tool to understand which products best fit the clustered stores. Furthermore, as a side finding thanks to the clusterization, a STP (Segmentation, Targeting and Positioning) was initiated, being this WP the first steps of a continuous process.

“Private label products: A category analysis”

The presented dissertation was developed within a partnership between Nova School of Business and Economics and the Portuguese retailer Sonae MC. The main objective of the study was to develop an analysis for the confectionary category to identify potential development opportunities for new Private Label products. In order to do so, the starting point was to understand how the confectionery market was behaving, followed by and understanding of Continente’s performance in that market. Aiming to point out development opportunities, the analysis was split between the subcategories – Chocolate, Chewing Gums and Sweets. The Subcategory performance was assessed in terms of sales, number of SKU’s, Private Label weight and it market position in terms of share. For the potential development opportunities a comparison between the top selling Branded Product and the competitors’ position was developed, in order to establish a reasonable size and retail price for such products. Key Word: Private Label, Branded Products, Continente, Sonae MC, Retail, SKU’s, Sales, Price, Market Share,

How to increase brand value expanding the category and brand presence to the main meal occasion for Sumol- Compal

Having registered negative retail value growth of 4% in Portugal in 2014, the juice category is set to decline further by 5,5% until 2019. Manufacturers of juices and nectars are therefore increasingly looking for new categories in order to balance this negative forecast in their home territory. One apparent growth opportunity for Compal, the leading producer of juices and nectars, is to expand its commercial reach to new occasions of consumption. This report carefully analyzes the opportunities related to an expansion to the main meal occasion and introduces a complete marketing and communications plan for a possible new main meal juice, Compal à Mesa. The product concept represents a rather premium positioning for the main meal occasion, including new flavor mixes that are targeted at different occasions of meals. The justification of the introduced concept includes a discussion of the primary and secondary research that was performed

On the trace of an endofunctor of a small category

The trace of a square matrix can be defined by a universal property which, appropriately generalized yields the concept of "trace of an endofunctor of a small category". We review the basic definitions of this general concept and give a new construction, the "pretrace category", which allows us to obtain the trace of an endofunctor of a small category as the set of connected components of its pretrace. We show that this pretrace construction determines a finite-product preserving endofunctor of the category of small categories, and we deduce from this that the trace inherits any finite-product algebraic structure that the original category may have. We apply our results to several examples from Representation Theory obtaining a new (indirect) proof of the fact that two finite dimensional linear representations of a finite group are isomorphic if and only if they have the same character.

Psychosocial analysis of ETA's violence legitimation discourse

This study analyses the fundamental components shaping the violence legitimation discourse of ETA (Euskadi Ta Askasuna). With this aim, a category system has been built, which organizes the psychosocial processes identified in previous studies related to violence legitimation. Based on the proposed category system, a content analysis was conducted on 21 statements of ETA, released between 1998 and 2011. An intraobserver and inter-observer reliability analysis reveals high level stability and replicability of the categorization. The results show, firstly, that outgroup components have a predominant presence over ingroup components. Secondly, in the components hierarchy, we observe that elements referring to identity come in first place, followed in similar frequencies by those related to violence representation and the definition of the situation.

Psychosocial analysis of ETA's violence legitimation discourse

This study analyses the fundamental components shaping the violence legitimation discourse of ETA (Euskadi Ta Askasuna). With this aim, a category system has been built, which organizes the psychosocial processes identified in previous studies related to violence legitimation. Based on the proposed category system, a content analysis was conducted on 21 statements of ETA, released between 1998 and 2011. An intraobserver and inter-observer reliability analysis reveals high level stability and replicability of the categorization. The results show, firstly, that outgroup components have a predominant presence over ingroup components. Secondly, in the components hierarchy, we observe that elements referring to identity come in first place, followed in similar frequencies by those related to violence representation and the definition of the situation.

Standardizing Customized Features of a Configurable Product

Työn päätavoitteena on arvioida hissien automaattiovien usein toistuvien asiakaskohtaisesti räätälöityjen tuoteominaisuuksien vakioimisen kannattavuutta KONEen Hyvinkään tehtaalla. Työssä arvioidaan myös massaräätälöinnin periaatteiden soveltuvuutta erikoisovien toimitusprosessiin sekä toimintoperusteisen kustannustiedon tarpeellisuutta tuoteominaisuuksia koskevien päätösten teossa. Asiakaskohtaisesti räätälöity ovituotanto jaettiin kategorioihin, joiden volyymeja ja tuotemuutosten tekoon käytettyjä suunnittelutuntimääriä analysoimalla selvitettiin, muodostaako jokin räätälöitävä tuoteominaisuus riittävän suuren kappalemääräisen kysynnän tai suunnittelutuntien kulutuskohteen, jotta ominaisuuden vakiointi olisi kannattavaa. Ovien kustannusrakenne-esimerkkien avulla selvitettiin myös suunnittelun osuus kokonaiskustannuksista. Analyysien perusteella todettiin asiakaskohtaisten muutosten olevan hajanaisia ja vain muutaman ominaisuuden osalta muodostuvan tarpeeksi suuri ja yhtenäinen kokonaisuus, joka olisi taloudellisesti kannattavaavakioida. Monimutkaisen tuoterakenteen vuoksi massaräätälöinnin opit eivät ole suoraan kopioitavissa hissien erikoisovien toimitusprosessiin, mutta sisältävät hyödyllisiä toimintamalleja prosessin kehittämiseen.

Product placement in integrated marketing communications strategy

Perinteisten markkinointiviestintäkanavien menettäessä jatkuvasti tehoaan mediakentän ja kohderyhmien sirpaloituessa yhä pienempiin yksiköihin markkinointiorganisaatiot etsivät vaihtoehtoisia tapoja tavoittaakseen kohdeyleisönsä. Yksi vaihtoehtoinen markkinointiviestintäkeino on tuotesijoittelu (product placement), jossa (merkki)tuotteita sijoitetaan erilaisten viihdetuotantojen, kuten elokuvien, televisio-ohjelmien ja tietokonepelien, tarinan yhteyteen, jotta yhä medialukutaitoisempi kohdeyleisö ei pystyisi välttämään kaupallista viestiä esimerkiksi vaihtamalla televisiokanavaa tai kääntämällä lehden sivua. Koska tuote on sijoitettu kerrottavan tarinan sisään, markkinointiviestin — eli tuotteen havaitsemisen — välttäminen on huomattavasti vaikeampaa kuin perinteisten markkinointiviestintämenetelmien kohdalla. Lisäksi, sijoitellut tuotteet ovat tavallisesti kiinteässä yhteydessä tarinan juonen ja henkilöhahmojen kanssa siten, että tuote saa näistä yhteyksistä positiivista vahvistusta imagolleen. Pro Gradu-tutkielman tarkoituksena oli selvittää tuotesijoittelun käyttökelpoisuutta markkinointiviestinnässä sekä miten kulutushyödykemarkkinoijat voivat hyödyntää menetelmää markkinointiviestintästrategioissaan. Tuotesijoittelun poikkeava luonne markkinointiviestintävälineenä tuotti kysymyksen miten tuotesijoittelua voitaisiin hyödyntää yhteistyössä muiden markkinointiviestintäkeinojen kanssa. Tätä varten tutkimuksessa tuotesijoittelu yhdistettiin integroidun markkinointiviestinnän (IMC) viitekehykseen. IMC-konsepti syntyi markkinointiviestinnässä vastaamaan samaan tarpeeseen kuin tuotesijoittelukin: pirstaloitunut mediakenttä ja yksittäiset kohderyhmät vaativat kehittyneempää ja yhtenäisempää markkinointiviestinnän suunnittelua ja toteutusta. Tutkimuksen johtopäätöksenä tuotesijoittelu todettiin käyttökelpoiseksi markkinointiviestintäkeinoksi mikäli viestinnän tavoitteena on muu kuin tuotteen myyntiin suorasti vaikuttaminen. Tuotesijoittelu on sen sijaan erittäin tehokas tuotetietoisuuden lisäämisessä, erityisesti tunnistamisen kohdalla. Tuotesijoittelu voi myös tuottaa suoran ostotarpeen mutta tällöin viestin vastaanottajalla täytyy olla vallitseva tarve kyseisen tuoteryhmän osalta ennen altistumista ko. markkinointiviestille. Tuotesijoittelu voidaan sisällyttää IMC-suunnitteluprosessiin markkinointiviestintästrategian kiinteänä osana. Integraatio markkinointiviestinnässä siten, että tuotesijoittelua tuettaisiin muilla viestintäkeinoilla yhtenäisen kampanjan kehittämiseksi on kuitenkin paljon ennakoitua harvinaisempaa, johtuen ehkä eniten tuotesijoittelun poikkeuksellisesta luonteesta ja kyseisen viestintämuodon vaikeasta hallittavuudesta markkinoijan taholta. Tutkimus toteutettiin normatiivisena case-tutkimuksena pääasiassa sekundäärisiä tietolähteitä hyödyntäen. Case-tutkimuksia varten kerättiin primääristä tietoa kyselylomakkeella kahdesta tuotesijoittelua käyttävästä kansainvälisestä yhtiöstä, jonka lisäksi myös sekundäärisiä tietolähteitä hyödynnettiin case-osan tiedonkeruussa.

A Case Study of Agile Software Engineering Methods and Practices in the MeeGo Harmattan Open Source and Product Context

The aim of this master’s thesis is to study how Agile method (Scrum) and open source software are utilized to produce software for a flagship product in a complex production environment. The empirical case and the used artefacts are taken from the Nokia MeeGo N9 product program, and from the related software program, called as the Harmattan. The single research case is analysed by using a qualitative method. The Grounded Theory principles are utilized, first, to find out all the related concepts from artefacts. Second, these concepts are analysed, and finally categorized to a core category and six supported categories. The result is formulated as the operation of software practices conceivable in circumstances, where the accountable software development teams and related context accepts a open source software nature as a part of business vision and the whole organization supports the Agile methods.

Modal hedges in para-pharmaceutical product instructions: some examples from English and Serbian

[EN] The paper investigates how modal hedges (Coates 1983) understood as expressions of procedural meaning , i.e. expressions which instruct the addressee/reader how to process the propositional content of an utterance/statement (Watts 2004) are used in product descriptions, advertisements and consumer instructions leaflets for a number of products belonging to the Consumer Health Care category for the purposes of complying with consumer protection laws on the one hand and serving as an implicit disclaimer of manufacturer’s responsibility on the other. The analysis is carried out contrastively for two languages, English and Serbian. The results obtained are discussed and viewed as a matter of cultural variety and difference, especially taking into consideration the fact that consumer protection laws seem to be equally strict in US, UK and Commonwealth, Europe and Serbia.

Voluntary products standards : an index based on hazard category /

Mode of access: Internet.