Image and value of product brand in industrial markets: Case Stora Enso Consumer Packaging Boards

TUTKIMUKSEN TAVOITTEET Tutkielman tavoitteena oli luoda ensin yleiskäsitys tuotemerkkimarkkinoinnin roolista teollisilla markkinoilla, sekä suhdemarkkinoinnin merkityksestä teollisessa merkkituotemarkkinoinnissa. Toisena oleellisena tavoitteena oli kuvata teoreettisesti merkkituoteidentiteetin rakenne teollisessa yrityksessä ja sen vaikutukset myyntihenkilöstöön, ja lisäksi haluttiin tutkia tuotemerkkien lisäarvoa sekä asiakkaalle että myyjälle. Identiteetti ja sen vaikutukset, erityisesti imago haluttiin tutkia myös empiirisesti. LÄHDEAINEISTO JA TUTKIMUSMENETELMÄT Tämän tutkielman teoreettinen osuus perustuu kirjallisuuteen, akateemisiin julkaisuihin ja aikaisempiin tutkimuksiin; keskittyen merkkituotteiden markkinointiin, identiteettiin ja imagoon, sekä suhdemarkkinointiin osana merkkituotemarkkinointia. Tutkimuksen lähestymistapa on kuvaileva eli deskriptiivinen ja sekä kvalitatiivinen että kvantitatiivinen. Tutkimus on tapaustutkimus, jossa caseyritykseksi valittiin kansainvälinen pakkauskartonki-teollisuuden yritys. Empiirisen osuuden toteuttamiseen käytettiin www-pohjaista surveytä, jonka avulla tietoja kerättiin myyntihenkilöstöltä case-yrityksessä. Lisäksi empiiristä osuutta laajennettiin tutkimalla sekundäärilähteitä kuten yrityksen sisäisiä kirjallisia dokumentteja ja tutkimuksia. TULOKSET. Teoreettisen ja empiirisen tutkimuksen tuloksena luotiin malli jota voidaan hyödyntää merkkituotemarkkinoinnin päätöksenteon tukena pakkauskartonki-teollisuudessa. Teollisen brandinhallinnan tulee keskittyä erityisesti asiakas-suhteiden brandaukseen – tätä voisi kutsua teolliseksi suhdebrandaukseksi. Tuote-elementit ja –arvot, differointi ja positiointi, sisäinen yrityskuva ja viestintä ovat teollisen brandi-identiteetin peruskiviä, jotka luovat brandi-imagon. Case-yrityksen myyntihenkilöstön tuote- ja yritysmielikuvat osoittautuivat kokonaisuudessaan hyviksi. Paras imago on CKB tuotteilla, kun taas heikoin on WLC tuotteilla. Teolliset brandit voivat luoda monenlaisia lisäarvoja sekä asiakas- että myyjäyritykselle.

Marketing in support of sales in industrial high technology company

The aim of this study is to find out how Metso Paper’s marketing could better support sales and how sales people are executing marketing during the sales processes. This study is done from sales people’s point of view. The study is limited to cover only company’s internal environment. This research was executed through literature review and qualitative theme interviews, where 20 of Metso Paper’s sales people were interviewed. The interviewees were asked to tell their opinions about marketing’s support, marketing materials, information and the relationship between sales and marketing. The results of this study show that the relationship between marketing and sales is rather good, but there is still a great need for improvements. It is hoped that marketing would take more part in the selling processes. In addition, more information about the launches and schedules were also hoped for. Marketing is told to be quite Finland centric and sales people are wishing for more adopted marketing materials and occasions. It came up during the interviews, that sales people are not so willing to give regular feedback to marketing and quite often they think that marketing’s role in Metso Paper is not important at all.

Biblioteca de l’Escola Tècnica Superior d’Enginyeria Industrial de Barcelona. Memòria 2014

Preprint

On Value Creation at an Industrial Intersection – Bioenergy in the Forest and Energy Sectors

The traditional forest industry is a good example of the changing nature of the competitive environment in many industries. Faced with drastic challenges forestindustry companies are forced to search for new value-creating strategies in order to create competitive advantage. The emerging bioenergy business is now offering promising avenues for value creation for both the forest and energy sectors because of their complementary resources and knowledge with respect to bioenergy production from forest-based biomass. The key objective of this dissertation is to examine the sources of sustainable competitive advantage and the value-creation opportunities that are emerging at the intersection between the forest and energy industries. The research topic is considered from different perspectives in order to provide a comprehensive view of the phenomenon. The study discusses the business opportunities that are related to producing bioenergy from forest-based biomass, and sheds light on the greatest challenges and threats influencing the success of collaboration between the forest and energy sectors. In addition, it identifies existing and potential bioenergy actors, and considers the resources and capabilities needed in order to prosper in the bioenergy field. The value-creation perspective is founded on strategic management accounting, the theoretical frameworks are adopted from the field of strategic management, and the future aspect is taken into account through the application of futures studies research methodology. This thesis consists of two parts. The first part provides a synthesis of the overall dissertation, and the second part comprises four complementary research papers. There search setting is explorative in nature, and both qualitative and quantitative research methods are used. As a result, the thesis lays the foundation for non-technological studies on bioenergy. It gives an example of how to study new value-creation opportunities at an industrial intersection, and discusses the main determinants affecting the value-creation process. In order to accomplish these objectives the phenomenon of value creation at the intersection between the forest and energy industries is theorized and connected with the dynamic resource-based view of the firm.

Modelling flexible asset management in industrial maintenance companies and networks

The tightening competition and increasing dynamism have created an emerging need for flexible asset management. This means that the changes of market demand should be responded to with adjustments in the amount of assets tied to the balance sheets of companies. On the other hand, industrial maintenance has recently experienced drastic changes, which have led to an increase in the number of maintenance networks (consisting of customer companies that buy maintenance services, as well as various supplier companies) and inter-organizational partnerships. However, the research on maintenance networks has not followed the changes in the industry. Instead, there is a growing need for new ways of collaboration between partnering companies to enhance the competitiveness of the whole maintenance network. In addition, it is more and more common for companies to pursue lean operations in their businesses. This thesis shows how flexible asset management can increase the profitability of maintenance companies and networks under dynamic operating conditions, and how the additional value can then be shared between the network partners. Firstly, I have conducted a systematic literature review to identify what kind of requirements for asset management models are set by the increasing dynamism. Then I have responded to these requirements by constructing an analytical model for flexible asset management, linking asset management to the profitability and financial state of a company. The thesis uses the model to show how flexible asset management can increase profitability in maintenance companies and networks, and how the created value can be shared in the networks to reach a win-win situation. The research indicates that the existing models for asset management are heterogeneous by nature due to the various definitions of ‘asset management’. I conclude that there is a need for practical asset management models which address assets comprehensively with an inter-organizational, strategic view. The comprehensive perspective, taking all kinds of asset types into account, is needed to integrate the research on asset management with the strategic management of companies and networks. I will show that maintenance companies can improve their profitability by increasing the flexibility of their assets. In maintenance networks, reorganizing the ownership of the assets among the different network partners can create additional value. Finally, I will introduce flexible asset management contracts for maintenance networks. These contracts address the value sharing related to reorganizing the ownership of assets according to the principles of win-win situations.

Industrial solution business – transition from product to solution offering

The business logic in the manufacturing industry has changed in the 21st century. In the current industrial market, manufacturers are driven to provide more comprehensive offerings that go beyond the traditional product-orientation by providing capacity and availability for their customers. From incidental merchandise, services have become the core of manufacturers’ offerings with long-lasting service agreements over the life-cycles of their products. This change is driven both by the need of providers to grow and gain competitive advantage and by increased customer demand caused by customers’ outsourcing trends. The three key drivers for manufacturers’ service strategies are outsourcing trends, saturation of the installed base, and commoditization in product markets. Thus, manufacturers focus on providing industrial solutions which are delivered through relational processes with customers by using solution-driven business models. In the management of marketing activities, this can be regarded as closer customer relationships, service-dominant business logic, and collaboration in solving customers’ problems. However, there are few studies on comprehensive conceptualizations of a solution offering that include different elements and their roles, especially in the context of capital goods industry. Also the transition process needs further studies in a real life context. This study explores the transition process of an industrial company from product to solution business and, as an aid to managing the solution business, explicates the structure and management of an industrial solution offering. There are two themes, the industrial transition process and industrial solution offering. Regarding the industrial transition process, the aim is to understand the supplier view on the process and its execution and to determine the challenges related to the transition process. The industrial solution offering is discussed by its elements and characteristics, as well as management. Furthermore, a special type of build-own-operate-transfer business model is presented and its suitability in the industrial context analyzed. The study includes findings achieved by qualitative methods and from four case companies. Based on the results, it is tentatively suggested that in the industrial solution business, the transition from product to solution business is not a linear project but an evolving process that varies according to customer needs, which suggests that companies need to possess an ability to develop new business models for different customer needs. The industrial solution offering is dynamic as it evolves in collaboration according to the prevailing and latent customer needs, which suggest restructuring of the organization from a product-centric to a customer-centric one. Furthermore, based on the findings, the concept of industrial solutions is defined as an ongoing relational process to satisfy a customer’s particular business or operational requirements, and the concept of industrial solution offering as an entity comprising the customized goods, services, collaboration, and finance needed to fulfill the industrial solution. Finally, the study offers several managerial implications for industrial managers involved in the transition and management of the solution business and its offering.

Mapping the Value Network Potential in Cross-sector Collaboration: Case welfare Services for Elderly in Finland

Value network has been studied greatly in the academic research, but a tool for value network mapping is missing. The objective of this study was to design a tool (process) for value network mapping in cross-sector collaboration. Furthermore, the study addressed a future perspective of collaboration, aiming to map the value network potential. During the study was investigated and pondered how to get the full potential of collaboration, by creating new value in collaboration process. These actions are parts of mapping process proposed in the study. The implementation and testing of the mapping process were realized through a case study of cross-sector collaboration in welfare services for elderly in the Eastern Finland. Key representatives in elderly care from public, private and third sectors were interviewed and a workshop with experts from every sector was also conducted in this regard. The value network mapping process designed in this study consists of specific steps that help managers and experts to understand how to get a complex value network map and how to enhance it. Furthermore, it make easier the understanding of how new value can be created in collaboration process. The map can be used in order to motivate participants to be engaged with responsibility in collaboration and to be fully committed in their interactions. It can be also used as a motivator tool for those organizations that intend to engage in collaboration process. Additionally, value network map is a starting point in many value network analyses. Furthermore, the enhanced value network map can be used as a performance measurement tool in cross-sector collaboration.

Dual light barrier method for six degrees of freedom tool center point calibration of an industrial robot

Tool center point calibration is a known problem in industrial robotics. The major focus of academic research is to enhance the accuracy and repeatability of next generation robots. However, operators of currently available robots are working within the limits of the robot´s repeatability and require calibration methods suitable for these basic applications. This study was conducted in association with Stresstech Oy, which provides solutions for manufacturing quality control. Their sensor, based on the Barkhausen noise effect, requires accurate positioning. The accuracy requirement admits a tool center point calibration problem if measurements are executed with an industrial robot. Multiple possibilities are available in the market for automatic tool center point calibration. Manufacturers provide customized calibrators to most robot types and tools. With the handmade sensors and multiple robot types that Stresstech uses, this would require great deal of labor. This thesis introduces a calibration method that is suitable for all robots which have two digital input ports free. It functions with the traditional method of using a light barrier to detect the tool in the robot coordinate system. However, this method utilizes two parallel light barriers to simultaneously measure and detect the center axis of the tool. Rotations about two axes are defined with the center axis. The last rotation about the Z-axis is calculated for tools that have different width of X- and Y-axes. The results indicate that this method is suitable for calibrating the geometric tool center point of a Barkhausen noise sensor. In the repeatability tests, a standard deviation inside robot repeatability was acquired. The Barkhausen noise signal was also evaluated after recalibration and the results indicate correct calibration. However, future studies should be conducted using a more accurate manipulator, since the method employs the robot itself as a measuring device.

Designing sustainable industrial ecosystems : the case of a biogas-for-traffic solution

This thesis focuses on the development of sustainable industrial architectures for bioenergy based on the metaphors of industrial symbiosis and industrial ecosystems, which imply exchange of material and energy side-flows of various industries in order to improve sustainability of those industries on a system level. The studies on industrial symbiosis have been criticised for staying at the level of incremental changes by striving for cycling waste and by-flows of the industries ‘as is’ and leaving the underlying industry structures intact. Moreover, there has been articulated the need for interdisciplinary research on industrial ecosystems as well as the need to extend the management and business perspectives on industrial ecology. This thesis addresses this call by applying a business ecosystem and business model perspective on industrial symbiosis in order to produce knowledge on how industrial ecosystems can be developed that are sustainable environmentally and economically. A case of biogas business is explored and described in four research papers and an extended summary that form this thesis. Since the aim of the research was to produce a normative model for developing sustainable industrial ecosystems, the methodology applied in this research can be characterised as constructive and collaborative. A constructive research mode was required in order to expand the historical knowledge on industrial symbiosis development and business ecosystem development into the knowledge of what should be done, which is crucial for sustainability and the social change it requires. A collaborative research mode was employed through participating in a series of projects devoted to the development of a biogas-for-traffic industrial ecosystem. The results of the study showed that the development of material flow interconnections within industrial symbiosis is inseparable from larger business ecosystem restructuring. This included a shift in the logic of the biogas and traffic fuel industry and a subsequent development of a business ecosystem that would entail the principles of industrial symbiosis and localised energy production and consumption. Since a company perspective has been taken in this thesis, the role of an ecosystem integrator appeared as a crucial means to achieve the required industry restructuring. This, in turn, required the development of a modular and boundary-spanning business model that had a strong focus on establishing collaboration among ecosystem stakeholders and development of multiple local industrial ecosystems as part of business growth. As a result, the designed business model of the ecosystem integrator acquired the necessary flexibility in order to adjust to local conditions, which is crucial for establishing industrial symbiosis. This thesis presents a normative model for the development of a business model required for creating sustainable industrial ecosystems, which contributes to approaches at the policy-makers’ level, proposed earlier. Therefore, this study addresses the call for more research on the business level of industrial ecosystem formation and the implications for the business models of the involved actors. Moreover, the thesis increases the understanding of system innovation and innovation in business ecosystems by explicating how business model innovation can be the trigger for achieving more sustainable industry structures, such as those relying on industrial symbiosis.

Identification of characteristics for successful university-company partnership development

The importance of university-company collaboration has increased during the last decades. The drivers for that are, on the one hand, changes in business logic of companies and on the other hand the decreased state funding of universities. Many companies emphasize joint research with universities as an enabling input to their development processes, which aim at creating new innovations, products and wealth. These factors have changed universities’ operations and they have adopted several practices of dynamic business organizations, such as strategic planning, monitoring and controlling methods of internal processes etc. The objective of this thesis is to combine different characteristics of successful university-company partnership and its development. The development process starts with identifying potential partners in the university’s interest group, which requires understanding the role of different partners in the innovation system. Next, in order to find a common development basis, matching the policy and strategy between partners is needed. The third phase is to combine the academic and industrial objectives of a joint project, which is a typical form of university-company collaboration. The optimum is a win-win situation where both partners, universities and companies, can get addedvalue. For the companies added value typically means access to new research results before their competitors. For the universities added value offers a possibility to carry on high level scientific work. The research output in the form of published scientific articles is evaluated by the international science community. Because the university-company partnership is often executed by joint projects, the different forms of this kind of projects is discussed in this study. The most challenging form of collaboration is a semi-open project model, which is not based on bilateral activities between universities and companies but on a consortium of several universities, research institutes and companies. The universities and companies are core actors in the innovation system. Thus the discussion of their roles and relations to public operators like publicly funded financiers is important. In the Finnish innovation system there are at least the following doers executing strategies and policies: EU, Academy of Finland and TEKES. In addition to these, Strategic Centres for Science, Technology and Innovation which are owned jointly by companies, universities and research organizations have a very important role in their fields of business. They transfer research results into commercial actions to generate wealth. The thesis comprises two parts. The first part consists of an overview of the study including introduction, literature review, research design, synthesis of findings and conclusions. The second part introduces four original research publications.

Scholarship as a Conversation: A Metaphor for Librarian-ESL Instructor Collaboration

Invoking the metaphor of scholarship as a conversation offers academic librarians an excellent way to connect information literacy to university ESL (English as a second language) classes. This article describes how this particular metaphor has appeared in the literature of librarianship, and it suggests that this metaphor offers a deeper way to understand and promote information literacy to ESL students. It connects this deeper understanding of information literacy to ESL writing and speaking instructional approaches. These approaches include understanding scholarship as both a formal written end product and as a writing process in the creation, production and dissemination of knowledge. In addition, understanding scholarship as a conversation is described as including recognition of both formal and informal means of communication. Practical examples of classroom activities are also offered that librarians can use to support these different ways of illustrating scholarship as a conversation. Collaboration between librarians and instructors is advocated in order to fully invoke this metaphor as a way to connect information literacy to ESL classrooms.

L’influence du développement durable à travers la formation universitaire en design industriel

Aujourd’hui, nous savons qu’environ 75 à 80% des impacts environnementaux des produits sont déterminés lors de la conception. Le rôle du designer industriel est donc crucial pour arriver à une forme de développement plus viable. Cette recherche tente de cibler les champs de connaissances qui devraient faire partie de la formation des professionnels du développement de produits pour y intégrer les aspects environnementaux. Après une recension de la littérature en design industriel, en pédagogie et en environnement, l’étude de terrain a été conduite en deux temps. Selon des critères prédéfinis, des programmes universitaires « spécialisés » en environnement/développement durable, au Québec, ainsi que des formations en éco-conception, offerts en France, ont été analysés. L’étude de terrain a été complétée par un entretien en profondeur semi-dirigé avec un consultant, qui aide des entreprises québécoises à intégrer l’environnement en développement de produits. L’analyse des informations recueillies met en évidence la nécessité de transformer rapidement les formations universitaires en conception de produits. Le nouveau cursus de design industriel devrait; 1. Intégrer les connaissances relatives aux impacts environnementaux; 2. Encourager le travail en équipes multidisciplinaires pour enrichir la collecte d’informations relative aux projets de développement; 3. Établir une collaboration étroite entre les établissements d’enseignement et les industries, ce qui est essentiel à la compréhension des enjeux de développement de produits et services (culture de l’entreprise, coût, délais, logistique, réglementation, etc.).

Le soutien scolaire aux élèves allophones et la collaboration école-organisme communautaire PROMIS

Mémoire numérisé par la Division de la gestion de documents et des archives de l'Université de Montréal

Travail en mode projet distribué géographiquement : mesure des compétences, de la collaboration et des performances individuelles selon le degré de virtualité

Dans un contexte où le monde du travail s’internationalise et où l’innovation est fondamentale, les organisations d’aujourd’hui doivent structurer le travail en tenant compte des distances géographiques et du besoin de bien performer dans les tâches reliées aux différents projets. Toutefois, le recours à des projets innovants et l’accès à des moyens de communication ne sont pas des conditions suffisantes pour assurer une performance adéquate. Différents facteurs, comme les compétences adaptées au travail virtuel et le degré de virtualité qui sépare les gens, doivent être pris en compte pour favoriser l’atteinte d’une bonne performance. De plus, afin de sélectionner les candidats qui seront en mesure de bien performer dans ce contexte, le recours à des outils d’évaluation appropriés et disponibles dans plusieurs langues est essentiel. Cette thèse présente en premier lieu un processus de traduction, d’adaptation et de validation en français et en anglais d’un outil en allemand visant l’évaluation des compétences requises lorsque le travail est organisé en mode distribué. Un premier article présente les limites fréquemment observées dans les études qui effectuent de telles adaptations. Un deuxième article met ensuite en lumière l’importance relative d’un ensemble de compétences liées à deux types de performances individuelles appropriées au travail en projet virtuel. Les résultats montrent que la créativité, l’autonomie, l’intégrité, la loyauté et la minutie sont directement liées à la performance proactive. Il est cependant nécessaire de prendre en compte l’effet positif de la perception de collaboration et l’effet négatif du degré de virtualité pour comprendre comment les compétences que constituent la motivation à apprendre, l’autonomie, l’intégrité, la loyauté et la minutie agissent sur la performance adaptative. En somme, cette thèse propose d’abord un processus rigoureux permettant l’adaptation, la traduction et la validation d’outils dans plusieurs langues. Ce processus permet d’éviter les limites auxquelles se buteraient des méthodes plus simples dans un contexte international où il est primordial d’avoir une très grande confiance en l’équivalence des instruments. Cette thèse représente également un avancement intéressant en ce qui a trait à la compréhension des différents déterminants de la performance individuelle lorsque le travail est organisé en projets virtuels. Des recommandations sont présentées afin de favoriser la performance individuelle, et des pistes de recherches futures sont également amenées pour continuer à approfondir les connaissances sur le sujet.

Réseaux, homophilie et discours de collaboration scientifique au Québec : étude comparée sur le capital social des chercheurs junior et senior (1990-2009)

Notre étude porte sur la manière dont les chercheurs universitaires junior et senior en sciences sociales au Québec établissent leurs réseaux de cosignataires et donnent une interprétation discursive à leurs activités de collaboration face à l'impact du changement institutionnel universitaire pendant la période 1990-2009. Plus spécifiquement, notre recherche s'intéresse à montrer que la création des réseaux et la collaboration scientifique par cosignature peuvent être identifiées comme des « ajustements professionnels » et se présenter aussi comme une ressource du capital social qui peut être mobilisé et qui peut produire des avantages aux chercheurs en accord avec leur statut junior ou senior. Il s’agit donc d’une recherche qui relève de la sociologie des sciences. Notre approche a été opérationnalisée à partir de l'étude de 15 membres d'un centre de recherche universitaire au Québec, et leur réseau de 447 cosignataires (y compris les chercheurs de l'étude), et à travers l'application de 7 entretiens auprès de chercheurs junior et senior du même centre. Dans le même plan opérationnel, depuis une perspective qualitative, la thèse permet d'identifier le sens discursif que les chercheurs fournissent à la collaboration et à la participation en réseaux de cosignatures. Ensuite, depuis l'analyse structurelle des réseaux, notre étude montre les connexions individuelles et leurs formes d'interprétation — spécialement la théorie des graphes et ses mesures de centralité (la centralité de degré, la centralité d’intermédiarité et la centralité de vecteur propre) — de même que l'homophilie par statut entre chercheurs. Enfin, depuis l'analyse statistique, elle montre la corrélation des périodes de l'étude et des attributs socioprofessionnels des chercheurs étudiés (sexe, statut universitaire, affiliation institutionnelle, discipline d’appartenance, pays, région du Canada et ville de travail). Notamment, les résultats de notre thèse montrent que chaque catégorie de chercheurs possède ses propres particularités structurelles et discursives en ce qui a trait à ses pratiques de collaboration en réseau, et vont confirmer que les chercheurs senior, plus que les chercheurs junior, grâce à leur capital social mobilisé, ont conservé et obtenu plus d'avantages de leur réseau de cosignataires afin de s'adapter au changement institutionnel et mieux gérer leur travail de collaboration destiné à l’espace international, mais surtout à l'espace local.