Developing a Brand Positioning Model for International Strategic Marketing

The target of this thesis is to develop a brand positioning process model for the case company’s international operations. The model will make the process more effective and decrease the risk of relevant aspects being forgotten. The focus is on the international operations although generally the brand positioning can be seen as a standardized subject and, thus, there is no need to distinguish market areas. Constructive research approach is chosen as a research method. Internal interviews are done in order to give the much needed insight about the case company’s current processes and circumstances. Based on theory, interviews as well as internal and external material the model is built. The most difficult part in building the model is to determine the order of each phase. Also, deciding the number of each phase can be problematic. The model should be brief and assertive in order to reduce the risk of misunderstanding between employees from different units. Based on the analysis of the interviews and the theory the brand positioning process model is presented with indication of the order of each phase. The model is divided to three main groups: Analyzing the Environment, Determining the Brand Position, and Documenting the BPS. The benefits of the model are that overlapping work can be reduced, too similar brands can be noticed and it is easier to train new employees.

ESTABLISH & DEPLOY DOWNSTREAM MARKETING CAPABILITIES: a case study research following the framework implementation journey

According to many academic researches, the development of marketing capabilities can enhance organizational performance. Similarly, downstream marketing capabilities have an important role in accomplishment the organizational goals. Particularly the downstream marketing capabilities identified in this research are the Marketing Communication, Selling, Marketing implementation, and Market information management. These four capabilities are summarized under the following abilities. First, the ability to manage customers’ opinion regarding the offered value from the organization. Second, the ability of the organization to obtain orders from new and established customers. Third, the ability of aligning and translate the marketing strategy into an operating action plan along with the deployment of the organizational resources. Forth, the continuous process of gathering and managing information about the markets. Moreover, the literature review of this research shed light on the elements that compose the downstream marketing capabilities. Specifically, this research examined the downstream processes and the required information required to control these processes based on the American Productivity and Quality Center’s Process Classification Framework. Furthermore, the literature review examined some of the technological tools that are used in marketing processes, and also some managerial implication regarding the management of the downstream marketing employees. Along with the investigation of downstream marketing capabilities, the literature review investigated the utilization and the benefits of Component Business Model and Process Classification Framework, as they are defined by the organizations that developed them. Besides this initial study, the research presents how the examined organization is using the two frameworks together by cross-referring them. Finally, the research presents the optimal deployment of the collected downstream capabilities elements in the current organizational structure. The optimal deployment has been grounded on the information collected from the literature review but also from internal documentation, provided from the examined organization. By comparing the optimal deployment and the current condition on the organization, the research exhibits some points for improvement, but also some of the projects that are currently in progress inside the organization and eventually will provide solutions to these downsides.

Business on demand and its mobile solution - study with SAP ByDesign

Business On-Demand solutions are widely used by SMEs in the world today. When I started working in SAP, SAP had just launched its first version mobile solutions for Business On-Demand solutions. SAP ByDesign mobile solution is great, but I believe we could do something even better on mobile phones. My job is focusing on mobile application development. Therefore, I have lots of thoughts about how we could make the mobile solutions better serve desktop solutions and how to distinguish the mobile solutions. Finally I decide to have a further research into this area. The purpose of this thesis is trying to find out how to improve the mobile solutions for Business On-Demand, find out its benefit and limits, and distinguish SaaS mobile solutions from desktop ones. In order to conduct this research, I had some online literature search to find out the Business On-Demand market and major players in this area. I compare the materials from public internet with the ones that are used internally in SAP. I had some interviews with SAP solution manager and SAP‟s potential customers. I finally made some pro-posals for mobile SaaS solutions which I believe will make the solutions better present and much helpful to the customers.

Qualitative Characteristics and Quantitative Measures of Solution's Reliability in Discrete Optimization: Traditional Analytical Approaches, Innovative Computational Methods and Applicability

The purpose of this thesis is twofold. The first and major part is devoted to sensitivity analysis of various discrete optimization problems while the second part addresses methods applied for calculating measures of solution stability and solving multicriteria discrete optimization problems. Despite numerous approaches to stability analysis of discrete optimization problems two major directions can be single out: quantitative and qualitative. Qualitative sensitivity analysis is conducted for multicriteria discrete optimization problems with minisum, minimax and minimin partial criteria. The main results obtained here are necessary and sufficient conditions for different stability types of optimal solutions (or a set of optimal solutions) of the considered problems. Within the framework of quantitative direction various measures of solution stability are investigated. A formula for a quantitative characteristic called stability radius is obtained for the generalized equilibrium situation invariant to changes of game parameters in the case of the H¨older metric. Quality of the problem solution can also be described in terms of robustness analysis. In this work the concepts of accuracy and robustness tolerances are presented for a strategic game with a finite number of players where initial coefficients (costs) of linear payoff functions are subject to perturbations. Investigation of stability radius also aims to devise methods for its calculation. A new metaheuristic approach is derived for calculation of stability radius of an optimal solution to the shortest path problem. The main advantage of the developed method is that it can be potentially applicable for calculating stability radii of NP-hard problems. The last chapter of the thesis focuses on deriving innovative methods based on interactive optimization approach for solving multicriteria combinatorial optimization problems. The key idea of the proposed approach is to utilize a parameterized achievement scalarizing function for solution calculation and to direct interactive procedure by changing weighting coefficients of this function. In order to illustrate the introduced ideas a decision making process is simulated for three objective median location problem. The concepts, models, and ideas collected and analyzed in this thesis create a good and relevant grounds for developing more complicated and integrated models of postoptimal analysis and solving the most computationally challenging problems related to it.

Viitearkkitehtuuri Windows-sovelluksen käyttöliittymän modernisoimiseksi web-sovellukseksi

IT-järjestelmillä on tärkeä rooli organisaation liiketoiminnassa. Koska organisaation liiketoimintavaatimukset ja strategia muuttuvat ympäröivän maailman mukaan, täytyy järjestelmän arkkitehtuurin sopeutua vallitsevaan tilanteeseen sekä mahdollisiin muutoksiin lyhyellä ja pitkällä aikavälillä. Modernin web-sovelluksen arkkitehtuuri sopeutuu organisaation liiketoiminnan haasteisiin. Erityisesti hallinnolliseksi ongelmaksi organisaatiossa muodostuvat Windows-sovellukset, koska niiden ylläpito sitoo henkilöresursseja ja niiden käyttökonteksti on rajallinen. Tästä syystä organisaatiot ovat käyneet etsimään ratkaisuja kuinka korvata Windows-sovellukset web-sovelluksilla. Kustannustehokas ratkaisu on modernisoida Windows-sovelluksen käyttöliittymä web-sovellukseksi. Tämän diplomityön tavoitteena oli laatia Logica Suomi Oy yritykselle viitearkkitehtuuri Win-dows-sovelluksen käyttöliittymän modernisoimiseksi web-sovellukseksi. Työ suoritettiin Proof of Concept projektissa, jossa modernisointiin Logican pääkäyttäjäsovellus. Työn tarkoituksena oli tunnistaa laajalti käytetyt arkkitehtuurimallit ja menetelmät jotka mahdollistavat modernisoinnin toteutuksen. Lisäksi tarkoitus oli tunnistaa menetelmät ja ohjelmistot jotka mahdollistavat kustannustehokkaan ja laadukkaan web-sovelluksen kehittämisen ja toteuttamisen. Työn osatavoitteena oli laatia modernisoitavan pääkäyttäjäsovelluksen kokonaisarkkitehtuuri. Työn tuloksena saatiin viitearkkitehtuuri jota voidaan käyttää ja hyödyntää ohjelmistokehitysprojekteissa, asiakkaan dokumentaatiossa, myynnissä ja markkinoinnissa. Viitearkkitehtuurissa on esitelty modernit web-teknologiat joilla on mahdollista toteuttaa web-sovellus jonka käyttökokemus vastaa Windows-sovellusta. Lisäksi tuloksena saatiin pääkäyttäjäsovelluksen kokonaisarkkitehtuuri, jonka tärkeimpiä tuloksia ovat modernisoinnin tavoitetila ja sovellusarkkitehtuuri. Tärkeimpiä jatkotoimenpiteitä ovat viitearkkitehtuuriin pohjautuvan modernisointiviitekehyksen laadinta sekä modernisointiprojektin arviointiin käytettävien mittareiden määrittely, suunnittelu ja toteutus. Relevanttien mittareiden avulla voidaan todeta, vastaako modernisoitu sovellus organisaation liiketoimintavaatimuksia ja strategiaa.

Induction of labor with titrated oral misoprostol solution versus oxytocin in term pregnancy: randomized controlled trial

PURPOSE: To evaluate the effectiveness and the safety of orally administered misoprostol in comparison to intravenously infused oxytocin for labor induction in term pregnant women. METHODS: Between 2008 and 2010, a total of 285 term pregnant women whom were candidate for vaginal delivery were assessed for eligibility to enter the study. Twenty five patients were excluded for different reasons; and 260 included women were randomly assigned to one of the two groups according to the method of treatment, misoprostol or oxytocin. The misoprostol group received 25 µg every 2 hours for up to 24 hours for induction. The oxytocin group received an infusion of 10 IU which was gradually increased. The time from induction to delivery and induction to the beginning of the active phase and successful inductions within 12, 18, and 24 hours were recorded. The trial is registered at irct.ir, number IRCT2012061910068N1. RESULTS: Failure of induction, leading to caesarean section was around 38.3% in the oxytocin group and significantly higher than that of the misoprostol group (20.3%) (p<0.001). Despite the more prevalent failure in the oxytocin group, the mean time intervals from induction to active phase and labor of this group were both significantly less than the misoprostol group (10.1±6.1 and 13.2±7.7 versus 12.9±5.4 and 15.6±5.1 hours respectively, both p-values were <0.05). Maternal and fetal complications were comparable between groups except gastrointestinal symptoms which were encountered more frequently in the misoprostol (10.9 versus 3.9%, p=0.03). CONCLUSIONS: Misoprostol is a safe and effective drug with low complications for the induction of labor. Failure is seen less with misoprostol and caesarean sections are less frequently indicated as compared to oxytocin.

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.

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.

Keskusteluja vuokratyöstä. Vuokratyön diskursiivinen rakentuminen Suomessa

1990-luvun alussa lainsäädäntö ja työmarkkinajärjestöt määrittelivät Suomessa, että vuokratyötä tuli käyttää vain tilapäiseen työvoimatarpeeseen, esimerkiksi sijaisuuksiin ja ruuhkahuippuihin. Joillakin aloilla vuokratyö oli työnantajien ja työntekijöiden yhteissopimuksella kielletty. Vaikka vuokratyösuhteet saivat jo 1980-luvulla niin Suomessa kuin kansainvälisestikin maineen työsuhdekeinotteluna, alkoi vuokratyön määrä Suomessa kasvaa 1990-luvun puolivälissä ja erityisesti tultaessa 2000-luvulle. Suomalaiset akateemiset tutkijat eivät ole juuri vuokratyöstä kiinnostuneet. Aiemmat, harvalukuiset tutkimukset ovat keskittyneet lähinnä työyhteisöjen ja työntekijöiden kokemuksiin sekä vuokratyön työehtoihin. Vuokratyö ymmärretäänkin edelleen lähinnä työntekijän subjektiivisena kokemuksena. Vuokratyössä on kuitenkin kysymys paitsi kokemuksista, myös yhteiskunnallisesta valtakamppailusta, jossa diskursiivisin keinoin pyritään vaikuttamaan ilmiöön nimeltä vuokratyö, laajemmin ilmiöön nimeltä työmarkkinat, sekä toisaalta kansalaisten käsityksiin työelämän ”normaalista”. Käsillä oleva tutkimus laajentaa ymmärrystä vuokratyöstä tarkastelemalla ilmiötä lainsäädännön, uutisoinnin ja markkinoinnin rakentamien julkisten käsitysten ja merkityksenantojen kautta. Teoreettisena viitekehyksenä käytän hallinnan ja työprosessin säätelyn teoriaperinteitä. Se, miten työmarkkinoiden muutosta ja uusia työsuhdemuotoja politiikassa, mediassa, lainsäädännössä, tai työpaikan kahvipöytäkeskusteluissa perustellaan ja tehdään ymmärrettäväksi, on samalla työelämään kiinnitettävien arvojen, merkitysten ja toimijuuksien luomista, rajaamista ja kuvailua. Työelämäpuheessa ei siis ole kyse vain talouden lainalaisuuksista, kansantalouden toimivuudesta, tai yritysten kilpailukyvystä, vaan myös ja erityisesti niiden toimijoiden luomisesta, määrittelemisestä ja legitimoimisesta, jotka työelämän kentällä saavat toimia ja tulevat palkituiksi. Säätelyn ja hallinnan näkökulmasta on relevanttia tarkastella millaisilla käsitteillä ja merkityksillä vuokratyötä ilmiönä rakennetaan . Tutkimuskysymyksinä esitän: 1) Miten ja millä perusteilla vuokratyöstä rakennettiin Suomessa legitiimi tapa työllistää ja työllistyä? 2) Millaisia työntekijäideaaleja vuokratyöhön liittyvissä keskusteluissa rakennetaan? Tutkimusaineistona tarkastelen lainsäädäntöön liittyviä dokumentteja, Helsingin Sanomien uutisointia, vuokratyöyritysten markkinointimateriaaleja, sekä vuokratyöyritysten edustajien haastatteluita. Analyysimenetelmänä käytän kriittistä diskurssianalyysia. Tämä menetelmä mahdollistaa puheen ja dokumenttien tarkastelun sosiaalisena toimintana, jolla eri toimijat pyrkivät osallistumaan yhteiskunnassa hyväksyttyjen ja tunnustettujen käsitysten ja toimintavaihtoehtojen rakentamis-, tulkinta- ja määrittelyprosesseihin. Tutkimukseni päätuloksena esitän, että vuokratyöstä muodostui legitiimi tapa työllistää Suomessa 1990-luvulla, koska vuokratyö käsitteellistettiin sekä lainsäädännön että median diskursseissa ennen kaikkea ratkaisuksi työttömyyteen. Toisaalta vuokratyö käsitteellistettiin vain marginaalisten työntekijäryhmien (naiset ja opiskelijat) rooliksi, jolloin se ei liittynyt miesvaltaisten työpaikkojen arkeen. Ratkaisuna työttömyyteen vuokratyö myös samalla luonnollistettiin osaksi yleisempää työmarkkinakehitystä, jolle ”kukaan ei voi mitään”. 2000-luvulla vuokratyö jatkoi voittokulkuaan ja rakentui pysyväksi ilmiöksi, koska työlainsäädännön uudistus institutionalisoi vuokratyön työehtosopimusmenettelyyn, jolloin sen ”salonkikelpoisuus” ja normaalius vahvistettiin. Vaikka työehtosopimusasia oli ratkaisuna merkittävä, nousi vuokratyön osalta itse työehtosopimus tärkeämmäksi kuin sen sisältö. Työehtosopimuksilla ei kuitenkaan pystytty vaikuttamaan esimerkiksi vuokratyöntekijän olemattomaan työsuhdeturvaan. Lisäksi työnantajapuhe käsitteellistää vuokratyön 2000-luvulla ennen kaikkea työmarkkinavaihtoehdoksi, vapautta ja monipuolisia työkokemuksia tarjoavaksi työmarkkinoiden katalysaattoriksi. Vuokratyö on tässä merkitysavaruudessa työntekijöille ”vain” yksi tapa työllistyä ja löytää oma tiensä työmarkkinoille, ei suinkaan työnantajien sanelema pakko. Työntekijöihin kohdistuva hallintapuhe niin mediassa kuin työnantajien haastatteluissakin pyrkii puolestaan rakentamaan ideaalityöntekijäkuvaksi yrittäjämäisen oman elämänsä toimitusjohtajan. Työnantajien diskursseissa kaikuvatkin työntekijään kohdistuva vaatimus itse itsensä ohjaamisesta sekä työntekijäidentiteetin muotoilemisesta joustavuutta, sopeutuvuutta, vaihtelua ja jatkuvaa muutosta vähintäänkin sietäväksi, mutta mieluiten näitä ominaisuuksia jopa aktiivisesti hakevaksi ja arvostavaksi. Työmarkkinoiden toimijana on nimenomaisesti yksilö, jonka mahdollisuudet menestyä ovat vain ja ainoastaan hänen omissa käsissään. Työntekijän roolin korostaminen aktiivisena toimijana ja vuokratyöstä ”oikeita”, norminmukaisia sisältöjä löytävänä pärjääjänä on diskursiivisesti hallittua yritystä ohjata työntekijöitä näkemään sekä itsensä tietynlaisina toimijoina että työmarkkinat tietyllä tavalla toimivina. Vuokratyössä ei ole kyse vain työntekijöiden yksilöllisistä tai yksittäisistä kokemuksista. Vuokratyö on yhteiskunnallisen merkityskamppailun tulos, jossa käyttövoimana ovat toimineet hallinnalliset ja säätelyyn pyrkivät käsitteellistykset työllisyydestä, yksilön valinnasta ja koko yhteiskunnan edusta. Hallinnan ja säätelyn näkökulmasta katsottuna vuokratyö on myös merkinnyt säätelyn liukumista tasa-arvoa, yhdenmukaista kohtelua ja työntekijän suojelua korostavasta viranomaisten ja poliittisten toimijoiden suorittamasta työmarkkinoiden kollektiivisesta säätelystä työnantajien ylläpitämään työntekijän persoonan ja käyttäytymisen hegemoniseen, yksilölliseen säätelyyn.

One chip solution for low-cost active magnetic bearing system

In this work the implementation of the active magnetic bearing control system in a single FPGA is studied. Requirements for the full magnetic bearing control system are reviewed. Different control methods for active magnetic bearings are described shortly. Flux and the current base controllers are implemented in a FPGA. Suitability of the con-trollers for a low-cost magnetic bearing application is studied. Floating-point arithmetic’s are used in the controllers to ease designing burden and improve calculation precision. Per-formance of the flux controller is verified with simulations.

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.

Inbound marketing in practice. Case study: Lainaaja.fi

The general purpose of the thesis was to describe and explain the particularities of inbound marketing methods and the key advantages of those methods. Inbound marketing can be narrowed down to a set of marketing strategies and techniques focused on pulling prospects towards a business and its products on the Internet by producing useful and relevant content to prospects. The main inbound marketing methods and channels were identified as blogging, content publishing, search engine optimization and social media. The best way to utilise these methods is producing great content that should cover subjects that interest the target group, which is usually a composition of buyers, existing customers and influencers, such as analysts and media The study revealed increase in Lainaaja.fi traffic and referral traffic sources that was firmly confirmed as statistically significant, while number of backlinks and SERP placement were clearly positively correlated, but not statistically significant. The number of new registered users along with new loan applicants and deposits did not show correlation with increased content producing. The conclusion of the study shows inbound marketing campaign clearly increasing website traffic and plausible help on getting better search engine results compared to control period. Implications are clear; inbound marketing is an activity that every business should consider implementing. But just producing content online is not enough; equal amount of work should be put into turning the visitors into customers. Further studies are recommended on using inbound marketing combined with monitoring of landing pages and conversion optimization to incoming visitors.