Markkinatutkimustiedon hyödyntäminen yrityksen myynnin ja markkinoinnin tarpeisiin

Tutkimuksen tavoitteena oli selvittää, miten yrityksessä käytetään markkinatutkimustietoa ja -työkaluja sekä miten markkinatutkimustiedon käyttöä yrityksessä voisi kehittää tukemaan myynnin ja markkinoinnin tarpeita. Tutkimus suoritettiin laadullisena case-tutkimuksena. Tutkimuksen teoreettinen lähdeaineisto kerättiin kirjallisuudesta sekä tieteellisistä artikkeleista ja empiirinen aineisto suorittamalla haastatteluja sekä kysely yrityksen työntekijöille. Tutkimuksen teoreettisena pohjana käytettiin liiketoimintatiedon, markkinatiedon ja kilpailijatiedon hallintaa sekä markkinatietoprosessia erityisesti tiedon käytön ja hyödyntämisen näkökulmasta. Empiirinen aineisto tutkimukseen kerättiin haastattelemalla sekä suorittamalla kysely yrityksen myynnin ja markkinoinnin parissa toimiville henkilöille. Niin teorialähteiden kuin kohdeyrityksessä kerätyn empiirisen materiaalin pohjalta voidaan todeta, että markkinatietoa käytetään asiakasrajapinnassa sekä yrityksen sisäisessä strategiatyössä. Markkinatutkimustyökalujen ja -tiedon käyttöön organisaatiossa kannustavat tiedon helppo saatavuus ja käyttö sekä ajankäytön resurssointi uuden oppimiseen. Myös tiedon tuoreus ja lyhyet yhteenvedot koettiin tärkeiksi tekijöiksi tiedon tehokkaamman hyödyntämisen edesauttajaksi.

Business Intelligencen hyödyntäminen autoalan liiketoiminnassa

Tämän pro gradu -tutkielman tavoitteena on selvittää, miten Business Intelligencea voidaan hyödyntää autoalan liiketoiminnassa Suomessa. Työssä tutkitaan erityisesti autoalan tietotarpeita, tietolähteitä, tiedon analysointia sekä tiedon hyödynnettävyyttä liiketoiminnan ohjaamisessa ja päätöksenteossa. Työn tutkimusstrategiana käytettiin tapaustutkimusta, jonka kohderyhmänä oli viisi suomalaista autoalan suuryritystä. Tutkimuksen empiirinen aineisto hankittiin haastattelemalla yritysten Business Intelligence -toiminnoista vastaavia henkilöitä. Tutkimuksen tulosten perusteella Business Intelligence merkitsi yrityksille ensisijaisesti toiminnanohjausta ja sen seurantaa, sekä korkealaatuisen tiedon tuottamista päätöksentekoa varten. Keskeisiksi tietotarpeiksi luokiteltiin asiakkaisiin, ajoneuvoihin, sisäisiin prosesseihin, liiketoimintatapahtumiin, kilpailijoihin, toimialaan ja asiakastyytyväisyyteen liittyvät tiedot. Tutkimuksen tulosten perusteella tiedon hankinnassa tulee huomioida sekä sisäisen liiketoimintatiedon analyyttinen hyödyntäminen että systemaattinen tiedon hankinta myös ulkoisista lähteistä. Yritykset kokivat Business Intelligence -toimintojen parantaneen tiedon laatua, tehostaneen toiminnanohjausta sekä mahdollistaneen yhteneväisen liiketoiminnan johtamisen organisaation eri tasoilla.

The consequences of e-HRM on line managers

The purpose of this research was to provide a deeper insight into the consequences of electronic human resource management (e-HRM) for line managers. The consequences are viewed as used information system (IS) potentials pertaining to the moderate voluntaristic category of consequences. Due to the need to contextualize the research and draw on line managers’ personal experiences, a qualitative approach in a case study setting was selected. The empirical part of the research is loosely based on literature on HRM and e-HRM and it was conducted in an industrial private sector company. In this thesis, method triangulation was utilized, as nine semi-structured interviews, conducted in a European setting, created the main method for data collection and analysis. Other complementary data such as HRM documentation and statistics of e-HRM system usage were utilized as background information to help to put the results into context. E-HRM has partly been taken into use in the case study company. Line managers tend to use e-HRM when a particular task requires it, but they are not familiar with all the features and possibilities which e-HRM has to offer. The advantages of e-HRM are in line with the company’s goals. The advantages are e.g. an transparency of data, process consistency, and having an efficient and easy-to-use tool at one’s disposal. However, several unintended, even contradictory, and mainly negative outcomes can also be identified, such as over-complicated processes, in-security in use of the tool, and the lack of co-operation with HR professionals. The use of e-HRM and managers’ perceptions regarding e-HRM affect the way in which managers perceive the consequences of e-HRM on their work. Overall, the consequences of e-HRM are divergent, even contradictory. The managers who considered e-HRM mostly beneficial to their work found that e-HRM affects their work by providing information and increasing efficiency. Those managers who mostly perceived challenges in e-HRM did not think that e-HRM had affected their role or their work. Even though the perceptions regarding e-HRM and its consequences might reflect the strategies, the distribution of work, and the ways of working in all HRM in general and can’t be generalized as such, this research contributed to the field of e-HRM and it provides new perspectives to e-HRM in the case study organization and in the academic field in general.

Policy Options for Improving the Functioning and Efficiency of the Digital Single Market in the Field of Copyright. CEPS Special Report No. 121, 19 November 2015

This study explores the existing policy problems and the possible options for reforming the EU copyright framework as provided by EU Directive 29/2001 on Copyright in the Information Society (InfoSoc Directive) and related legislation, with a specific focus on the need to strengthen the Internal Market for creative content. We find two main policy problems: i) the absence of a Digital Single Market for creative works; and ii) the increasing tension between the current system of exceptions and limitations and the legal treatment of emerging uses of copyrighted content in the online environment. Without prejudicing a future impact assessment that might focus on more specific and detailed policy options, our analysis suggests that ‘more Europe’ would be needed in the field of copyright, given the existing sources of productive, allocative and dynamic efficiency associated with the current system. Looking at copyright from an Internal Market perspective would, in this respect, also help to address many of the shortcomings in the current framework, which undermine legal certainty and industrial policy goals.

A Markovian model market-Akerlof`s lemons and the asymmetry of information

In this work we study an agent based model to investigate the role of asymmetric information degrees for market evolution. This model is quite simple and may be treated analytically since the consumers evaluate the quality of a certain good taking into account only the quality of the last good purchased plus her perceptive capacity beta. As a consequence, the system evolves according to a stationary Markov chain. The value of a good offered by the firms increases along with quality according to an exponent alpha, which is a measure of the technology. It incorporates all the technological capacity of the production systems such as education, scientific development and techniques that change the productivity rates. The technological level plays an important role to explain how the asymmetry of information may affect the market evolution in this model. We observe that, for high technological levels, the market can detect adverse selection. The model allows us to compute the maximum asymmetric information degree before the market collapses. Below this critical point the market evolves during a limited period of time and then dies out completely. When beta is closer to 1 (symmetric information), the market becomes more profitable for high quality goods, although high and low quality markets coexist. The maximum asymmetric information level is a consequence of an ergodicity breakdown in the process of quality evaluation. (C) 2011 Elsevier B.V. All rights reserved.

Reputation and honesty in a market for information

Previous works on asymmetric information in asset markets tendto focus on the potential gains in the asset market itself. We focus on the market for information and conduct an experimental study to explore, in a game of finite but uncertain duration, whether reputation can be an effective constraint on deliberate misinformation. At the beginning of each period, an uninformed potential asset buyer can purchase information, at a fixed price and from a fully-informed source, about the value of the asset in that period. The informational insiders cannot purchase the asset and are given short-term incentives to provide false information when the asset value is low. Our model predicts that, in accordance with the Folk Theorem, Pareto-superior outcomes featuring truthful revelation should be sustainable. However, this depends critically on beliefs about rationality and behavior. We find that, overall, sellers are truthful 89% of the time. More significantly, the observed frequency of truthfulness is 81% when the asset value is low. Our result is consistent with both mixed-strategy and trigger strategy interpretations and provides evidence that most subjects correctly anticipate rational behavior. We discuss applications to financial markets, media regulation, and the stability of cartels.

Performance of active portfolio management and the effect of stock market trend

Purpose of the study is to evaluate performance of active portfolio management and the effect of stock market trend on the performance. Theory of efficient markets states that market prices reflect all available information and that all investors share a common view of future price developments. This view gives little room for the success of active management, but the theory has been disputed – at least the level of efficiency. Behavioral finance has developed theories that identify irrational behavior patterns of investors. For example, investment decisions are not made independent of past market developments. These findings give reason to believe that also the performance of active portfolio management may depend on market developments. Performance of 16 Finnish equity funds is evaluated during the period of 2005 to 2011. In addition two sub periods are constructed, a bull market period and a bear market period. The sub periods are created by joining together the two bull market phases and the two bear market phases of the whole period. This allows for the comparison of the two different market states. Performance of the funds is measured with risk-adjusted performance by Modigliani and Modigliani (1997), abnormal return over the CAPM by Jensen (1968), and market timing by Henriksson and Merton (1981). The results suggested that in average the funds are not able to outperform the market portfolio. However, the underperformance was found to be lower than the management fees in average which suggests that portfolio managers are able to do successful investment decisions to some extent. The study revealed substantial dependence on the market trend for all of the measures. The risk-adjusted performance measure suggested that in bear markets active portfolio managers in average are able to beat the market portfolio but not in bull markets. Jensen´s alpha and the market timing model also showed striking differences between the two market states. The results of these two measures were, however, somewhat problematic and reliable conclusions about the performance could not be drawn.

A Markovian model market-Akerlof's lemons and the asymmetry of information

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Property rights and the rural land market in Latin America

Includes bibliography

An assessment of fiscal and regulatory barriers to deployment of energy efficiency and renewable energy technologies in Curaçao

The current energy systems within Curaçao depend primarily on high cost, imported fossil fuels, and typically constitute power sectors that are characterized by small, inefficient generation plants which result in high energy prices. As a consequence of its dependence on external fuel supplies, Curaçao is extremely vulnerable to international oil price shocks, which can impact on economic planning and foreign direct investment within their industrial sectors. The ability of the successive governments to source capital for economic stimulation and social investment is therefore significantly challenging. Additionally, there is over-dependence on two of the most climate-sensitive economic sectors, namely the tourism and fisheries sectors, but the vulnerabilities of the country to the effects of climate change make adaptation difficult and costly. It is within this context that this report focuses on identification of the fiscal and regulatory barriers to implementation of energy efficiency and renewable energy technologies in Curaçao with a view of making recommendations for removal of these barriers. Consultations with key Government officials, the private sector as well as civil society were conducted to obtain information and data on the energy sector in the country. Desktop research was also conducted to supplement the information gathered from the consultations. The major result of the assessment is that Curaçao is at an early stage in the definition of its energy sector. Despite some infrastructural legacies of the pre-independence era, as well as a number of recent developments including the modernization and expansion of its windfarms and completion of a modern Electricity Policy, there are still a number of important institutional and policy gaps within the energy sector in Curaçao. The most significant deficiency is the absence of a ministry or Government agency with portfolio responsibility for the energy sector as a whole; this has: limited the degree to which the activities of energy sector stakeholders are coordinated and retarded the development and implementation of a comprehensive national energy policy. The absence of an energy policy, which provides the framework for energy planning, increases investor risk. Also, the lack of political continuity that has emanated from the frequent changes in Government administrations is a concern among stakeholders and has served to reduce investor confidence in particular, and market confidence in general.

G82-621 Sources of Livestock and Poultry Market Information (Revised July 1994)

This NebGuide provides a list of various market information sources, each followed by a brief summary of issue schedules and contents. It provides a listing of widely used and readily available market information sources that contain information which may be useful to agricultural producers, lenders and agribusiness firms when making livestock and poultry marketing decisions. Most of the available market information and statistical data comes from the U.S. Department of Agriculture (USDA). Many now require an annual subscription fee.

Technical Efficiency and Stock Market Reaction to Horizontal Mergers

This study examines the relationship between stock market reaction to horizontal merger announcements and technical efficiency levels of the participating firms. The analysis is based on data pertaining to eighty mergers between firms in the U.S. manufacturing industry during the 1990s. We employ Data Envelopment Analysis (DEA) to measure technical efficiency, which capture the firms. competence to produce the maximum output given certain productive resources. Abnormal returns related to the merger announcements provide the investor.s re-evaluation on the future performance of the participating firms. In order to avoid the problem of nonnormality, heteroskedasticity in the regression analysis, bootstrap method is employed for estimations and inferences. We found that there is a significant relationship between technical efficiency and market response. The market apparently welcomes the merger as an arrangement to improve resource utilizations.

The relationship between market share and information in a high-tech industry

The role of information in high-technology markets is critical (Dutta, Narasimhan and Rajiv 1999; Farrell and Saloner 1986; Weiss and Heide 1993). In these markets, the volatility and volume of information present managers and researchers with the considerable challenge of monitoring such information and examining how potential customers may respond to it. This article examines the effects of the type and volume of information on the market share of different technological standards in the Local Area Networks (LAN) industry. We identify three different types of information: technological, availability and adoption. Our empirical application suggests that all three types of information have significant effects on the market share of a technological standard, but their direction and magnitude differ. More specifically, technology-related information is negatively related to market share as it demonstrates that the underlying technology is immature and still evolving. Both availability and adoption-related information have a positive effect on market share, but the former is larger than the latter. We conclude that high-tech firms should emphasize the dissemination of information, especially availability-related, as part of their promotional strategy for a new technology. Otherwise, they may risk missing an opportunity to achieve a higher share and establish their market presence.

The applied computer science of economic analyses: Internet prioritization and Internet pricing, and software engineering and software pricing for the mass market

This research examines evolving issues in applied computer science and applies economic and business analyses as well. There are two main areas. The first is internetwork communications as embodied by the Internet. The goal of the research is to devise an efficient pricing, prioritization, and incentivization plan that could be realistically implemented on the existing infrastructure. Criteria include practical and economic efficiency, and proper incentives for both users and providers. Background information on the evolution and functional operation of the Internet is given, and relevant literature is surveyed and analyzed. Economic analysis is performed on the incentive implications of the current pricing structure and organization. The problems are identified, and minimally disruptive solutions are proposed for all levels of implementation to the lowest level protocol. Practical issues are considered and performance analyses are done. The second area of research is mass market software engineering, and how this differs from classical software engineering. Software life-cycle revenues are analyzed and software pricing and timing implications are derived. A profit maximizing methodology is developed to select or defer the development of software features for inclusion in a given release. An iterative model of the stages of the software development process is developed, taking into account new communications capabilities as well as profitability. ^