Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy

Utilization of social media is increasingly common in B2B marketing. Social media is an efficient and cheap marketing and communication channel available for everyone, and thus extremely attractive marketing medium. The more companies get involved in social media the more failures are reported. It is not enough for a company to just be present in social media. Succeeding on it requires hard work, investing time and money, and ability to measure and to monitor performance. With an increasing number of companies failing in utilizing social media, together with lack of research on strategic utilization of social media focusing on B2B marketing, measuring, and monitoring create a purpose for this research. The aim of this research is to discover methods for measuring and monitoring effects of strategic utilization of social media in B2B marketing. Most relevant financial and non-financial indicators are discussed, and the methods by which these can be monitored and measured. In addition, effects of strategic utilization of social media on the case company are measured and analyzed. The research methodology used in this research is a participatory action research, which includes elements of both qualitative and quantitative research methods. The case company examined in the research provides a unique opportunity to follow through all phases of strategic utilization of social media for B2B marketing purposes concluding real effects of social media to the case company, and thus gain a deep understanding about this new marketing medium in the perspective of B2B marketing. Duration of the research period is seven months. During this time, information is collected, measured, and analyzed. Case company does not have any other marketing activities simultaneously which makes it possible to examine social media apart from effects of other visible marketing activities. Effects of strategic utilization of social media can be monitored and measured in many ways. Methods that should be used depend on goals set for social media. Fundamental nature of social media requires multidimensional assessment, and thus effects should be measured, and monitored considering both financial and non-financial indicators. The results implicates that effects of strategic utilization of social media are relatively wide ranged. According to the findings, social media affects positively on brand, number of web page visitors, visitor behavior, and on distribution of awareness. According to investment calculations social media is a legitimate investment for case company. Results also implicate that by using social media case company gains conversation, arouses interest, gets attention, and creates interactivity. In addition and as a side note, winter holiday season appears to have a great effect on social media activity of B2B companies’ representatives.

Genetic characterization of Brazilian bovine viral diarrhea virus isolates by partial nucleotide sequencing of the 5'-UTR region

Nineteen isolates of bovine viral diarrhea virus (BVDV) from Brazil were genetically characterized through partial nucleotide sequencing and analysis of the 5'UTR region. The isolates were grouped as BVDV-1 (11/19), BVDV-2 (6/19) or "atypical" pestivirus (2/19). Among the BVDV-1, eight isolates were classified as subgenotype BVDV-1a, whereas most (4 out of 6) BVDV-2 belonged to subgenotype 2b. Two isolates from aborted fetuses were not classified into any genetic group, being considered atypical BVDVs. Genetic diversity among Brazilian BVDV isolates may be responsible for vaccination and diag-nostic failure and therefore may influence the control strategies for BVDV infection in the country.

Marketers’ perception of the implementation of social media marketing: Evidence from large Finnish companies’ marketing campaigns

Social media is a multidimensional marketing and communications channel which can support and enhance a business’ reputation, sales and even longevity. Social media as a business tool encourages an interaction between customers and companies which gives opportunities for a company to better understand their customers, to target them more effectively and to collaborate and create dialogues with them which is not possible through traditional media channels. The aim of a social media strategy is to increase brand awareness, image, loyalty and recognition. The peer networks that social media creates allows a company to disseminate information through loyal customers to new and prospective customers to ultimately increase reach. The purpose of the study is to understand the marketer’s perspective of social media marketing use and how it is currently utilized in marketing and communications activities in Finland. Three companies were interviewed covering fourteen different implementations of social media marketing campaigns. These were then analysed to ascertain the utilization methods and experience gained on recent campaigns in the Finnish market The utilization of social media marketing was analysed using the methods of thematic analysis and inductive and abductive reasoning. Elements and themes were drawn out of the separate interviews to create a framework with which to explore, evaluate and match theories that define social media usage by companies. It became clear from all of the interviews that social media as a tool is most effective when it captures the viewer’s interest through rich and entertaining content. This directed the theoretical research towards Engagement Theory and Content Marketing which look to emphasize the importance of communities, collaboration, interaction, and peer-sharing as the key drivers of a social media marketing campaign.

Transmission of porcine circovirus 2 (PCV2) by semen and viral distribution in different piglet tissues

Porcine circovirus infections are caused by the porcine circovirus 2 (PCV2). Among six different clinical manifestations involving respiratory, enteric, nervous and reproductive signs, the postweaning multisystemic wasting syndrome (PMWS) is the most important and studied disease. However, reproductive failures associated with PCV2 have been increasingly reported. Some studies have shown the possible contamination of sows by semen of PCV2 positive boars. In order to investigate the transmission of PCV2 by contaminated semen and its ability to infect the sow and piglets, 20 PCV2 negative sows were inseminated, 10 with negative boar semen and 10 with previously nested-PCR tested positive boar semen. The sows were weekly monitored and blood samples were collected. Based on the results, 4 out 20 sows were selected (1 sow was PCR negative and inseminated with a negative semen, 2 sows were PCR negative and inseminated with a positive semen and 1 sow was PCR negative and inseminated with a positive semen, but became PCR positive around the 30 days of pregnancy). After weaning, 12 male piglets, 3 of each sow, were selected and maintained under isolation. In order to investigate which organs harbored the virus, the young pigs were necropsied around 9 months of age. Samples of serum collected monthly were tested by immunocitochemistry (ICC), and all 12 pigs serum converted. Samples of lymphoid, systemic and reproductive organs were analyzed by nested-PCR and immunohistochemistry (IHC). Evaluation of the samples by nested-PCR, revealed that several tissues were positive in 10 of 12 pigs, mainly the lymph nodes, bone marrow and spleen. Various samples were positive by IHC in 8 of 12 piglets, being the lymph nodes, tonsils and bulbourethral glands the most frequently positive. Thus, the results of testing different samples, in the 3 tests (ICC, nested-PCR and IHC) were complementary. These results show that PCV2 transmission through semen to the sows and piglets may occur and may also represent a potential risk for the herd.

Proteção fetal contra o vírus da diarréia viral bovina (BVDV) em vacas prenhes previamente imunizadas com uma vacina experimental atenuada

Esse artigo relata a avaliação da resposta sorológica e proteção fetal conferida por uma vacina experimental contendo duas amostras atenuadas do vírus da diarréia viral bovina tipos 1 (BVDV-1) e 2 (BVDV-2). Vacas foram imunizadas com a vacina experimental (n=19) e juntamente com controles não-vacinadas (n=18) foram colocadas em cobertura e desafiadas, entre os dias 60 e 90 de gestação, pela inoculação intranasal de quatro amostras heterólogas de BVDV-1 e BVDV-2. A resposta sorológica foi avaliada por testes de soro-neutralização realizados a diferentes intervalos após a vacinação (dias 34, 78 e 138 pós-vacinação [pv]). A proteção fetal foi monitorada por exames ultra-sonográficos e clínicos realizados durante o restante da gestação; e pela pesquisa de vírus e anticorpos no sangue pré-colostral coletado dos fetos abortados e/ou dos bezerros recém nascidos. No dia do desafio (dia 138 pv), todas as vacas vacinadas apresentavam anticorpos neutralizantes em títulos altos contra o BVDV-1 (1.280- >10.240) e, com exceção de uma vaca (título 20), todas apresentavam títulos médios a altos contra o BVDV-2 (80-1.280). O monitoramento da gestação revelou que, dentre as 18 vacas não-vacinadas, apenas três (16,6%) pariram bezerros saudáveis e livres de vírus. As 15 restantes (83,3%) apresentaram indicativos de infecção fetal e/ou falhas reprodutivas. Sete dessas vacas (38,8%) pariram bezerros positivos para o vírus, sendo que cinco eram saudáveis e sobreviveram (27,7%); e dois apresentavam sinais de prematuridade ou fraqueza e morreram três e 15 dias após o nascimento, respectivamente. As oito vacas controle restantes (44,4%) abortaram entre o dia 30 pós-desafio e às proximidades do parto, ou deram à luz bezerros prematuros, inviáveis ou natimortos. Por outro lado, 17 de 19 (89,4%) vacas vacinadas deram à luz bezerros saudáveis e livres de vírus. Uma vaca vacinada abortou 130 dias pós-desafio, mas o produto não pôde ser examinado para a presença de vírus. Outra vaca vacinada pariu um bezerro positivo para o vírus (5,2%). Em resumo, a vacina experimental induziu títulos adequados de anticorpos na maioria dos animais; e a resposta imunológica induzida pela vacinação foi capaz de conferir proteção fetal e prevenir as perdas reprodutivas frente ao desafio com um pool de amostras heterólogas de BVDV. Assim, essa vacina experimental pode representar uma boa alternativa para a redução das perdas reprodutivas associadas com a infecção pelo BVDV.

Monitoring bovine viral diarrhea virus (BVDV) infection status in dairy herds

This study was designed to assess the relationship between antibodies against bovine viral diarrhea virus (BVDV) determined in the bulk tank milk (BTM) and the within-herd seroprevalence. We also assessed the efficiency of measuring antibody levels in BTM samples to monitor BVDV infection status in a herd. In the 81 farms included in the study, BTM samples were obtained and blood samples withdrawn from all cattle older than one year. The infection status was then determined in serum and milk using a commercial blocking ELISA based on the detection of anti-p80 antibodies. Apart from these baseline serum and milk samples, another BTM sample was collected from each herd 9 months later, and a third BTM sample obtained 9 months after this. In these second and third milk samples, anti-BVDV antibodies were determined using the same ELISA kit. Statistical tests revealed good agreement between herd seroprevalences (% seropositive animals in the herd) and the antibody levels detected in the BTM samples. During the 18 months of follow-up, the farms with persistently infected cattle at the study outset (14.8% of the herds) showed a significant decrease in BTM antibody titers after virus clearance. Conversely, a significant increase in BTM antibody levels was observed in the herds infected with BVDV during the follow-up period. Our findings indicate that monitoring antibody levels in the BTM is a useful method of identifying changes in the BVDV infection status of a herd.

Genetic diversity of bovine viral diarrhoea virus (BVDV) from Peru and Chile

Twenty-five BVDV strains, detected in serum from persistently infected cattle from Peru (n=15) and Chile (n=10) were genetically characterized. The phylogenetic analysis based on the 5' UTR showed that all 25 strains belonged to genotype 1. Twenty-three of the strains could further be subdivided into subtype 1b, and two out of ten Chilean strains into subtype 1a. In conclusion, in total 23 out of 25 strains analyzed were of genotype 1, subtype 1b. This is the predominant BVDV subtype in many countries all over the world, including USA. The close homology with previously described strains reflects the influence of livestock trade on the diversity of BVDV circulating within and between countries and continents. Peru and Chile have imported large numbers of cattle from USA and Europe, mostly with insufficient or lacking health documentation.

The marketing communications industry in flux: Large B2C advertisers’ viewpoint

The recent digitization, fragmentation of the media landscape and consumers’ changing media behavior are all changes that have had drastic effects on creating marketing communications. In order to create effective marketing communications large advertisers are now co-operating with a variety of marketing communications companies. The purpose of the study is to understand how advertisers perceive these different companies and more importantly how do advertisers expect their roles to change in the future as the media landscape continues to evolve. Especially the changing roles of advertising agencies and media agencies are examined as they are at the moment the most relevant partners of the advertisers. However, the research is conducted from a network perspective rather than focusing on single actors of the marketing communications industry network. The research was conducted using a qualitative theme interview method. The empirical data was gathered by interviewing representatives from nine of the 50 largest Finnish advertisers measured by media spending. Thus, the research was conducted solely from large B2C advertisers’ perspective while the views of their other relevant actors of the network were left unexplored. The interviewees were chosen with a focus on variety of points of view. The analytical framework that was used to analyze the gathered data was built the IMP group’s industrial network model that consists of actors, their resources and activities. As technology driven media landscape fragmentation and consumers’ changing media behavior continue to increase the complexity of creating marketing communications, advertisers are going to need to rely on a growing number of partnerships as they see that the current actors of the network will not be able to widen their expertise to answer to these new needs. The advertisers expect to form new partnerships with actors that are more specialized and able to react and produce activities more quickly than at the moment. Thus, new smaller and more agile actors with looser structures are going to appear to fill these new needs. Therefore, the need of co-operation between the actors is going to become more important. These changes pose the biggest threat for traditional advertising agencies as they were seen as being most unable to cope with the ongoing change. Media agencies are in a more favorable position for remaining relevant for the advertisers as they will be able to justify their activities and provided value by leveraging their data handling abilities. In general the advertisers expect to be working with a limited number of close actors and in addition having a network of smaller actors, which are used on a more ad hoc basis.

Excreção e transmissão do vírus da diarréia viral bovina por bezerros persistentemente infectados

Bezerros persistentemente infectados (PI) nascidos de vacas infectadas com amostras não-citopáticas do vírus da diarréia viral bovina (BVDV) se constituem nos principais reservatórios do vírus na natureza. Este trabalho relata uma investigação do padrão de excreção e transmissão viral por cinco bezerros PI produzidos experimentalmente pela inoculação de vacas prenhes com isolados brasileiros do BVDV. Cinco bezerros que sobreviveram a infecção intrauterina nasceram saudáveis, soronegativos e com a presença de vírus no sangue. Após o desmame - e desaparecimento dos anticorpos colostrais - os bezerros PI foram monitorados semanalmente durante 150 dias para a presença de vírus e títulos virais no soro e em secreções (ocular, oral, nasal e genital). Os títulos virais no soro de cada animal apresentaram pequenas variações durante o período (com exceção de um animal que apresentou um aumento de título tardiamente), mas os títulos variaram amplamente entre os animais (entre 10² e 10(6)TCID50/ml). O vírus também foi excretado continuamente nas secreções de todos os animais, com pequenas variações de título entre as coletas. Os maiores títulos virais foram geralmente detectados nas secreções nasais e oculares (títulos de 10(4) a 10(6)TCID50/mL), enquanto as secreções orais e genitais usualmente continham títulos virais baixos (10² a 10³TCID50/mL). Com o objetivo de avaliar a dinâmica de transmissão viral, um bezerro PI foi introduzido em um grupo de 10 bezerros soronegativos, mantido com uma alta densidade animal e submetido a manejo diário para simular as condições de manejo semi-intensivo. Após 30 dias de convívio com o bezerro PI, todos os demais animais haviam soroconvertido ao BVDV. Para investigar a transmissão viral sob condições extensivas, outro bezerro PI foi incorporado a um rebanho de 48 animais mantido a campo, com baixa densidade animal e submetido a manejo extensivo. Dentre estes animais, 8/48 (16,6%) foram soropositivos para anticorpos no dia 10, 26/48 (54,1%) no dia 40 e 37/48 (77%) haviam soroconvertido no dia 100, quando encerrou-se o monitoramento. Estes resultados demonstram que a viremia e excreção viral contínua em altos títulos por animais PI assegura a transmissão rápida do BVDV a animais mantidos em contato, sendo a transmissão notadamente mais rápida em condições intensivas e de alta densidade animal.

Ocorrência de animais persistentemente infectados pelo vírus da diarréia viral bovina em rebanhos bovinos nos Estados de Minas Gerais e São Paulo

A pesquisa de animais persistentemente infectados (PI) pelo vírus da diarréia viral bovina (BVDV) foi realizada em 26 rebanhos bovinos, não vacinados contra o BVDV, localizados nos Estados de Minas Gerais e São Paulo, Brasil. Utilizando uma estratégia de amostragem, de cada rebanho foram obtidas cinco amostras de sangue de bezerros, entre 6 e 12 meses de idade, e os soros sanguíneos foram submetidos ao teste de virusneutralização (VN) para o BVDV-1 e o BVDV-2. Os rebanhos que apresentaram pelo menos três das cinco amostras reagentes a um dos genótipos do BVDV, e com títulos de anticorpos superiores a 128, foram selecionados para a pesquisa de animais PI. Em três rebanhos que apresentaram tal condição, foram colhidas amostras pareadas de sangue de todos os bovinos do rebanho, com intervalo de 30 dias entre as colheitas, e o soro sanguíneo foi submetido ao teste de VN para o BVDV-1 e o BVDV-2. Nas amostras não reagentes a pelo menos um dos genótipos do BVDV e naquelas provenientes de bovinos com menos de seis meses de idade, realizou-se a pesquisa do BVDV pela reação em cadeia da polimerase precedida pela transcrição reversa (RT-PCR). Dos rebanhos analisados, foram detectados dois animais PI a partir de amostras obtidas nas colheitas pareadas provenientes de um rebanho localizado no Estado de Minas Gerais.

Evidence of mixed persistent infections in calves born to cows challenged with a pool of bovine viral diarrhea virus isolates

Pregnant cows infected with noncytopathic (NCP) isolates of bovine viral diarrhea virus (BVDV) between days 40 and 120 days of gestation frequently deliver immunotolerant, persistently infected (PI) calves. We herein report the characterization of PI calves produced experimentally through inoculation of pregnant cows with a pool of Brazilian BVDV-1 (n=2) and BVDV-2 isolates (n=2) between days 60 and 90 of gestation. Two calves were born virus positive, lacked BVDV antibodies, but died 7 and 15 days after birth, respectively. Six other calves were born healthy, seronegative to BVDV, harbored and shed virus in secretions for up to 210 days. Analysis of the antigenic profile of viruses infecting these calves at birth and 30 days later with a panel of monoclonal antibodies indicated two patterns of infection. Whereas three calves apparently harbored only one isolate (either a BVDV-1 or BVDV-2), co-infection by two antigenically distinct challenge viruses was demonstrated in three PI calves. Moreover, testing the viruses obtained from the blood of PI calves by an RT-PCR able to differentiate between BVDV-1 and BVDV-2 confirmed the presence/persistence of two co-infecting viruses of different genotypes (BVDV-1 and BVDV-2) in these animals. These findings indicate that persistent infection of fetuses/calves - a well characterized consequence of fetal infection by BVDV - may be established concomitantly by more than one isolate, upon experimental inoculation. In this sense, mixed persistent infections with antigenically distinct isolates may help in understanding the immunological and molecular basis of BVDV immunotolerance and persistence.

Perfil genotípico e antigênico de amostras do vírus da diarréia viral bovina isoladas no Rio Grande do Sul (2000-2010)

Isolados do vírus da diarréia viral bovina (BVDV) apresentam grande diversidade genética e antigênica, o que pode dificultar o diagnóstico e a formulação de vacinas. O presente trabalho apresenta um perfil genotípico e antigênico de 20 amostras do BVDV isoladas no Estado do Rio Grande do Sul entre 2000 e 2010. As amostras foram oriundas de uma variedade de condições clínicas, que incluíam doença respiratória ou gastroentérica aguda ou crônica, lesões cutâneas, abortos, animais com crescimento retardado, além de animais persistentemente infectados (PI). A maioria das amostras (19 ou 95%) pertence ao biótipo não-citopático (NCP); enquanto um isolado apresentou uma mistura de vírus NCP e citopático (CP). O sequenciamento e análise filogenética de uma região de 270 nucleotídeos da região 5' não-traduzida do genoma viral permitiu identificar 9 isolados de BVDV-2 (45%) e 8 isolados de BVDV-2 (40%). Três amostras não agruparam filogeneticamente com nenhum dos genótipos, sendo classificados como pestivírus atípicos. Não foi possível associar os genótipos ou subgenótipos com as condições clínicas e, tanto os BVDV-1 quanto os BVDV-2 estavam envolvidos em diferentes síndromes clínico-patológicas. Análise de reatividade com um painel de 19 anticorpos monoclonais (AcMs) revelou uma variabilidade marcante na glicoproteína principal do envelope (E2) entre vírus do mesmo genótipo, e sobretudo, entre vírus de genótipos diferentes. Testes de neutralização viral (SN) com anti-soro de cepas de referência de BVDV-1 e BVDV-2 frente às amostras isoladas revelaram níveis variáveis de reatividade cruzada entre vírus do mesmo genótipo, e reatividade muito baixa ou ausente entre vírus de genótipos diferentes. Esses resultados indicam uma frequência semelhante de BVDV-1 e BVDV-2 na população estudada, confirmam a marcante variabilidade antigênica e reforçam a necessidade de se incluir vírus dos dois genótipos nas vacinas. Finalmente, indicam a presença de pestivírus atípicos circulantes na população bovina do RS.

Aspectos clínicos, patológicos, imuno-histoquímicos e virológicos em cinco bezerros persistentemente infectados com o vírus da diarreia viral bovina em uma propriedade do Rio Grande do Sul

O vírus da diarreia viral bovina (BVDV) é responsável por diferentes síndromes que afetam bovinos em todo o mundo, causando grandes perdas econômicas. O presente trabalho analisou as características clínicas, patológicas e imuno-histoquímicas e virais de cinco bovinos persistentemente infectados pelo BVDV de uma mesma propriedade, localizada no Município de Viamão, Rio Grande do Sul. Dentre os sinais clínicos verificados destacaram-se subdesenvolvimento, secreções nasais e oculares, além de catarata congênita unilateral em dois bovinos. As principais lesões observadas durante a necropsia consistiram de aumento dos linfonodos mesentéricos, evidenciação das placas de Peyer e pododermatite e lesões crostosas no plano nasal e na região periocular em um animal. Os achados microscópicos caracterizavam-se, principalmente, por infiltrado mononuclear na lâmina do intestino delgado e rarefação linfoide com infiltrado histiocitário nos centrofoliculares de linfonodos e nas placas de Peyer. Antígenos virais foram detectados por imuno-histoquímica principalmente em queratinócitos da epiderme, no epitélio de folículos pilosos e células mononucleares da derme de orelhas e pele; histiócitos e em linfócitos dos linfonodos; células foliculares da tireoide; no citoplasma de neurônios e, em menor escala, em células da micróglia no córtex cerebral e no hipocampo. O isolamento viral de amostras de sangue e órgãos dos animais confirmou a presença de BVDV não citopático. Também foi possível detectar a presença do genoma viral por RT-PCR no soro dos animais. A análise filogenética do fragmento parcial da região 5' não traduzida do genoma viral permitiu a classificação da amostra viral como BVDV tipo 2b. O presente estudo reforça a necessidade de investigar e caracterizar surtos de BVD e descrever suas diferentes for-mas de apresentação.

Testes de ELISA e vírus-neutralização na detecção de anticorpos contra o vírus da diarréia viral bovina no leite

O sucesso na estratégia de controle e erradicação do vírus da diarréia viral bovina (BVDV), passa necessariamente pela identificação e eliminação dos animais persistentemente infectados (PI). Como esses animais excretam continuamente o vírus em suas secreções e excreções, a prevalência de anticorpos no rebanho, frequentemente é alta e com altos títulos. Devido a essas características, amostras de tanques coletivos de leite, foram submetidas a duas técnicas sorológicas, a fim de estabelecer a mais adequada na realização de triagem de rebanhos. Para isso, 767 amostras coletivas de leite foram submetidas à análise por um kit ELISA indireto (teste referência) e pela técnica de vírus-neutralização (VNT) adaptada (teste proposto). Devido aos efeitos tóxicos do leite sobre o cultivo celular, a adaptação consistiu no aumento do volume final na etapa de incubação celular. Foram positivas, 177 e 139 amostras no ELISA e na VNT, respectivamente. Com isso, a VNT adaptada apresentou uma sensibilidade de 76,8% e uma especificidade de 99,5%. O índice Kappa (k) foi de 0,82, demonstrando uma ótima concordância entre as duas técnicas. A análise do coeficiente de correlação entre os valores de absorbância no ELISA (OD) e os títulos de anticorpos na VNT nas amostras positivas, demonstrou uma positividade moderada (r = 0,57) com p < 0,05. No entanto, várias amostras com títulos altos na VNT apresentaram ODs moderadas ou baixas. Por outro lado, algumas amostras com títulos neutralizantes baixos apresentaram ODs altas. Como a presença de animais PI é sugerida por títulos neutralizantes ≥ 80, conclui-se que a técnica de VNT adaptada é mais adequada para a realização de triagem em amostras coletivas de leite quando objetiva-se detectar rebanhos com altos títulos de anticorpos.

Exploring relationship between marketing and sales - a case study of B2B ICT solution sales

Following the current trend of companies in changing and developing their businesses from transactional approach to relationship and solution oriented approach has set new requirements to internal cooperation of companies too. The relationship between marketing and sales has been identified to be critical to company's success here, but surprisingly little is known about it. The purpose of this study was to deepen understanding of the relationship between sales and marketing in business-to-business sales from operative sales employees' perspectives in solution selling context. The aim was to develop an explorative analytical construction and framework of the interface. The study was conducted as a literature review and an empirical qualitative explorative single case study. The data was collected by conducting six thematic interviews with sales employees of the case company. Observing sales and marketing, written documents and other materials used in sales were used as secondary source of information. The data was analyzed using qualitative case study analysis methods. The findings of the study support previous research findings of the interface between marketing and sales but also bring new propositions as analytical framework to construct the interface. As such, the interface was found to be a multi-dimensional and complex dynamic construction. As results of this study, there was an exploratory framework constructed. The construction consists of three explorative contexts of the interface: internal context, relationship emphasizing context and solution selling context. These contexts are further divided into lower levels as an outcome of the analysis. In addition the identified contexts, there are also conceptual domains identified, which are common to all the contexts. The role of mutual, cross-functional knowledge creation was found to be central in the interface.