Identidad territorial y promoción turística: la organización de eventos como estrategia de creación, consolidación y difusión de la imagen de marca del territorio

Gertakizun baten antolaketa paradigmatikoa da in situ bizi izandako lurraldeirudien eraikuntza-prozesuan. Parte-hartzaileen imaginario kolektiboan finkatzeko helburuaz antolatutako gertakizunak direla eta, fabrikatutako lurralde-irudiek – turistikoak zein bestelakoak– sustapen turistikorako alternatiba bitxia planteatzen dute, gertakizunaren kudeaketa-estrategian bertan dagoena. Izan ere, gertakizunak, berez, lurraldearen sustapenerako estrategia garrantzitsua adierazten du; are gehiago, irudien katalizatzaile ere bihur daiteke, eta bere osotasunean hiri-marka bat finkatzeko gai diren imaginarioak sor ditzake. Artikulu honetan, identitate-posizionamenduari eta lurralde-sustapenari dagokienean, gertakizun baten antolaketak eskeintzen dituen aukerak ezagutarazten dira.

Pensamiento geográfico versus teoría de la comunicación. Hacia un modelo de análisis comunicativo del paisaje

The study of the communicative implications related to landscapes opens a wide range of possibilities concerning the treatment of the communication and landscape relationship. Issues such as the effects of the landscape on the processes of human communication (intrapersonal and interpersonal communication), the follow-up of the communicative processes by means of which the landscape becomes an object of trade (mass communication), the construction of individual and collective imaginaries arising from the citizenship and landscape exchange and, recently, the construction of territorial identities through the production of a brand image of a city or country (i. e., tourist promotion, city marketing and branding). All of them have important implications in the contemporary societies. For that reason, it appears almost essential to progress towards a communicative landscape model, a target which becomes possible if we interrelate geography and communication studies, two fields apparently unrelated one another concerning their origins and practice, although they are very close if we look at the recent evolution of their paradigms and the approach to certain concepts, such as space and landscape.

Competitive flexibility in systems supplier companies in mechanical engineering industry

Systems suppliers are focal actors in mechanical engineering supply chains, in between general contractors and component suppliers. This research concentrates on the systems suppliers’ competitive flexibility, as a competitive advantage that the systems supplier gains from independence from the competitive forces of the market. The aim is to study the roles that power, dependence relations, social capital, and interorganizational learning have on the competitive flexibility. Research on this particular theme is scarce thus far. The research method applied here is the inductive multiple case study. Interviews from four case companies were used as main source of the qualitative data. The literature review presents previous literature on subcontracting, supply chain flexibility, supply chain relationships, social capital and interorganizational learning. The result of this study are seven propositions and consequently a model on the effects that the dominance of sales of few customers, power of competitors, significance of the manufactured system in the end product, professionalism in procurement and the significance of brand products in the business have on the competitive flexibility. These relationships are moderated by either social capital or interorganizational learning. The main results obtained from this study revolve around social capital and interorganizational learning, which have beneficial effects on systems suppliers’ competitive flexibility, by moderating the effects of other constructs of the model. Further research on this topic should include quantitative research to provide the extent to which the results can be reliably generalized. Also each construct of the model gives possible focus for more thorough research.

Interaktiivisen asiakasrajapinnan mahdollistamat energiatehokkuutta tukevat toiminnot ja niiden kannattavuus

Automaattisen mittarinluvun yleistyminen ja asiakkaan verkkoliitynnässä käytettävän tekniikan kehittyminen luovat pohjan uudentyyppisen interaktiivisen asiakasrajanpinnan synnylle. Se voi osaltaan mahdollistaa asiakkaan entistä joustavamman sähköverkkoon liitynnän sekä nykyistä reaaliaikaisemmat ja tarkemmat mittaukset. Näiden pohjalle on mahdollista kehittää erilaisia energiatehokkuutta tukevia toimintoja ja niihin perustuvia palveluita. Tämän työn tarkoituksena on tutkia interaktiivisen asiakasrajapinnan mahdollistamia energiatehokkuutta tukevia toimintoja. Lupaavimpia toimintoja, niiden kannattavuutta ja potentiaalia energiatehokkuuden parantamisessa analysoidaan tarkemmin. Lisäksi tarkastellaan niihin tarvittavaa tekniikkaa, mittaustietoja ja tiedonsiirtoa. Nykyinen tekniikka mahdollistaa useiden erilaisten energiatehokkuutta tukevien toimintojen toteuttamisen. Tässä työssä käsiteltiin tarkemmin energiayhtiön AMR-pohjaista tasehallintaa ja sähkön pienkuluttajien hintaohjausta. AMR-pohjaisen tasehallinnan havaittiin olevan oikein kohdennettuna kannattavaa. Sähkön hintaohjaus voi laajassa mittakaavassa toteutettuna olla kannattavaa, mutta yksittäiskohteissa sen toteutuksen kustannukset ovat liian suuret. Suurimpia ongelmia energiatehokkuutta tukevien toimintojen toteutuksen kannalta muodostavat usein kiinteät kustannukset sekä yleisten rajapin-tavaatimusten ja toimintamallien puute. Tuotteiden standardointi, sarjatuotanto sekä tekniikan kehittyminen voivat mahdollistaa kiinteiden kustannusten huomattavan pienenemisen ja tätä kautta toimintojen kustannustehokkuuden paranemisen. Kehittämällä uusia yhteisiä toimintamalleja ja tuotteita voidaan käytettävissä olevaa tekniikkaa hyödyntää tehokkaammin. Myös uudet näköpiirissä olevat nopeammat ja luotettavammat tiedonsiirtotekniikat voivat mahdollistaa reaaliaikaisemmat mittaustietojen ja signaalien välitykset, mikä usein parantaa toimintojen tehokkuutta ja kannattavuutta.

Avaliação da concentração de retinol em leite UHT ("Ultra High Temperature") comercializado em Natal, Rio Grande do Norte

Deficiency of micronutrients is a public health problem. Cow milk is a source of retinol. The objective of this study is to evaluate the retinol concentration in milk commercialized in Natal/RN. Ten samples were taken of each brand of UHT milk. Vitamin content was determined by HPLC using the Shimadzu LC-10 AD Chromatograph, coupled to the Shimadzu SPD 10 A UV-VIS Detector and the Shimadzu C-R6A Chromatopac Integrator with Shim-pack CLC-ODS (M) column, measuring 4.6 mm x 25 cm. The mobile phase was 100% methanol, with a flow of 1 mL/min. The mean retinol concentration varied between 22.7 ± 4.9 µg/100 mL and 44.1 ± 4.1 µg/100 mL, with the differences statistically significant (p<0.001). Only one of the 7 brands had retinol concentration below the normal requirements for human consumption.

The Krem Trekker Diaries

The Krem Trekker Diaries is the first social polling made in modern China. The research was made at a Southern China university during two years and reveals the thoughts and attitudes of Chinese students, i.e. the future decision makers. The research is a treasury for every brand manager, businessman or politician interested in the inner world of the rising middle class of China.

Ikääntyvät työelämässä. Päihittääkö nuoruus ja koulutus aikuisuuden ja kokemuksen?

The Ageing in Working Life. Do Adolescence and Schooling Beat Adulthood and Experience? This study examines the changes in the work and the work organisations of employees in the fields of health care and retail trade who have turned 45 and their experience of change. In addition, the question of how ageing employees experience their status in post-modern working life is explored. Attention is also focused on the choices and decisions connected with staying at work and retiring. These views are examined in relation to professions and professional cultures. Thematic interviews (N=98) were used to gather the material. The effects of the market liberalistic turn in welfare policy are clearly seen in the everyday work of the health care professions. These changes were examined from the point of view of managing by outcomes and quality assurance, multi-professional cooperation, flexibility in the division of labour, and the spread of market-like procedures. The discourse of those in involved retail trade was dominated by extremely tight global market competition and control of outcomes, and by the structural changes taking place in the retail trade sector. This change discourse was to a large extent a reaction to those changes in the functional environment which were experienced as negative and to the conflict between their own professional identity and professional ethics on the one hand, and their functional environment on the other. There were also obstacles connected with professional culture: defending one's own station and power, guarding the 'frontier', showed up in attitudes towards new management and organisation models or towards structural and functional reforms. The deep structures of professional culture and the mindset of the actors change much more slowly than the functional practices of organisations. For those in a supervisory position, the loss of power due to becoming part of a chain or because of the introduction of a team organisation model was not an easy thing to accept. The nurses and others in related fields felt that they were forced to do work that was below their level of training and professional skill. For sales personnel and those who did assisting work in health care, power and the possibility of having an influence were not so important, as long as they were able to do their work in their own way and were trusted. This view is often completely forgotten, for example, in various organisation models in which power and the possibility of having an influence entwined with power are taken for granted as being clearly positive and desired aspects of job satisfaction. Up to date professional skills were experienced as being important from the point of view of professional identity and self-worth. Thus, training can be understood as a moral obligation, which in turn is intertwined with professional ideology. In the rhetoric of adult education, an adult is expected to be an active player who will seek training again and again if working life so requires. The dark side of this ideology, which leads to feelings of guilt, was apparent in the thoughts of the respondents. Am I never good enough at my job; why must I continually strive for better, additional qualifications? The majority of the respondents evaluated their expertise as being at quite a high level. This self-confidence did not extend to applying for a job. Job recruitment was seen as a situation in which age discrimination reached its peak. The interviewees were unanimous about the idea that society favours the young. Especially among those in the retail trade sector, there was a feeling that it would be difficult, if not impossible, to find a new job of the same level or a permanent post if they were made redundant. Age discrimination was also apparent in the retail trade field in the form of older employees being retired against their will or transferred to other tasks. It was felt that ruthless forced retirement of older workers was part of the personnel policy of some organisations. The importance of one's outward appearance was connected with the theme of discrimination. This phenomenon is described using the concept of the double standard of ageing in feminist research. An ageing woman is relegated to an inferior position due to both her age and her sex. A culture that would both make possible and allow various types of choices regardless of age, which is described as being characteristic of the post-modern era, does not seem to be very topical in the practice of working life. It is important for employees that the management and the personnel policy that is being implemented makes them feel like both their contribution and they as individuals are appreciated, that their opinions are listened to and that they are noticed as persons. The interviewees hoped for gratitude and a concern for the well-being of employees that shows in everyday life. They valued training and activities aimed at maintaining their work ability, but thought that better coping at work and a pleasant working environment cannot be achieved through such measures as along as the foundation is 'in a mess'. Development of the quality of working life is the only thing that can improve job satisfaction and get people to remain in the work force longer than at present. There should be a sufficient number of properly trained employees at the work place. It was important to the respondents that they be able to stay on their job to the end with honour, since compromising with their own quality standards or acting contrary to their ideal self-image in terms of professional ethics would strike a blow to their professional self-esteem. They called for the development of various types of workplace flexibility, and felt that they have the right to a lightened workload and to early retirement. Early retirement was even seen as an altruistic deed: it would free up a place for younger workers. Thoughts of retirements were explained by familiar factors such as health and finances, life situation, the enticement of free-time, as well as by various factors related to work. It is very important to ageing employees that their work has meaningful content. The values related to self-fulfilment are felt to be of great importance, and if they cannot be realised at work, the respondents wanted more free time, either through retirement or in the form of flexibility in working life.

Branding and Marketing Communications of Lifestyle Prescription Drugs in a Strict Legislative Environment

This thesis discusses the different possibilities to brand and promote a patented prescription lifestyle drug through different marketing communications practices. This thesis aims in explaining how branding procedures can be built in circumstances, where the legislative environment is strickt and furthermore, the environment consists of both B-to-B and B-to-C market characteristics simultaneously.

Sensory and Non-sensory Factors Behind the Liking and Choice of Healthy Food Products

A healthy and balanced diet can reduce health problems, such as overweight and metabolic syndrome. In general, people have a considerably good knowledge of what constitutes a healthy diet and how they could achieve it with their food choices. Besides, people argue that health is among their top five food choice motives. Nevertheless, the prevalence of overweight is increasing and other food choice motives, such as taste, seem to conflict with the health. Liking for food does not necessarily determine acceptance alone, thus several non-sensory factors, such as brand, country of origin and nutrition claim, can also influence. Moreover, consumers are individuals in how they prioritize sensory and nonsensory factors of foods, but e.g. increasing age, female gender and health concern have been connected to a more health-oriented dietary behaviour. To sum up, identifying different factors that can increase the liking and consumption of healthy food is essential in order to develop more attractive healthful food products. Adding vitamins, minerals, fibre or other ingredients to a food product can be used to enrich the nutritional quality of the products. However, this may be difficult in practice as regards the sensory quality and pleasantness of the foods. Generally, consumers are not willing to compromise on taste in food. On the other hand, consumers are very heterogeneous in their likings, and their personal values and attitudes may interact with preferences for specific sensory characteristics. The aims of this study were to investigate the effects of intrinsic product characteristics on sensory properties and hedonic responses; to determine the impact of few non-sensory factors; and to examine the interaction between sensory and non-sensory factors with consumers’ demographics, values and attitudes in liking of healthy model foods. The results showed that product composition influenced sensory quality and had an effect on hedonic responses. Adding flaxseed to bakery products showed a significant improvement in the nutritional quality without negative effects on sensory properties. On the other hand, the fortification of wellness beverages with vitamins and minerals may impart off-flavours. In general, sweetness of yoghurts, freshness of wellness beverages and low intensity of rye bread flavour appealed to consumers. Information about the domestic origin of yoghurts and claiming a specific function for wellness beverages enhanced liking. However, consumers who were more concerned about their health and considered natural content as an important food choice motive, rated sourer and less sweet yoghurts and wellness beverages as more pleasant. In addition, interest in health increased the consumption of rye breads and other whole grain breads among adolescents. The results showed that the optimal product quality in terms of intrinsic and extrinsic factors differs between individual consumers, and personal values and food choice motives can be connected to preferences for specific sensory characteristics of foods. This indicates that each food product needs to be considered in relation to its specific market niche, and to which segment of consumer will respond most positively to its characteristics.

Kuluttajan kokeman tuotemielikuvan muodostuminen säädellyillä markkinoilla

Brändimarkkinoinnin kannalta on tärkeää ymmärtää kuluttajan kokeman tuotemielikuvan rakentuminen. Tutkimuksessa kuluttajan kokeman tuotemielikuvan muodostumista säädellyillä markkinoilla on käsitelty brändin, pakkausdesignin ja hintamielikuvan näkökulmasta. Tutkimuksessa on hyödynnetty olemassa olevaa tutkimusaineistoa kuluttajan kokeman tuotemielikuvan syntymisestä päivittäistavarakaupan tuotteissa. Tutkimuksen empiirisessä osassa on hyödynnetty kvalitatiivista tutkimusaineistoa kuluttajien kokemista tuotemielikuvista säädellyillä markkinoilla. Tutkimuksen empiirisenä tuloksena saatiin punnittua käytetyn brändinimen, pakkausdesignin ja hintapositioinnoin suhdetta kokonaismielikuvan luomisessa. Tutkimuksen tuloksia voidaan käyttää päivittäistavarakaupan tuotekonseptien suunnittelussa ja olemassa olevien brändien kehittämisessä.

Corporate Social Responsibility in Global Mining Industry

Corporate Social Responsibility is company’s interest and actions towards its environment and the society that the company takes from its free will, to give back to the community and environment. Corporate Social Responsibility is current topic as companies are challenged to take responsibility for their action, due to the constant tightening environmental legislations and raising pressure for transparency from the public. The objective of this Master’s Thesis research is to study if Corporate Social Responsibility affects suppliers’ brand image and mining companies’ buying decisions within global mining industry. The research method is qualitative and the research is conducted with secondary and primary research methods. The research aims to find out what are the implications of the research for the case company Larox. The objective is to answer to the question; how should case company Larox start to develop Corporate Social Responsibility (CSR) program of its own, and how the case company could benefit from CSR as a competitive advantage and what actions could be taken in the company marketing. Conclusions are drawn based on both the secondary and primary research results. Both of the researches imply that CSR is well present in the global mining industry, and that suppliers’ CSR policy has positive effect on company image, which positively affects company’s brand, and furthermore brand has a positive effect on mining companies buying decision. It can be concluded that indirectly CSR has an effect on buying decisions, and case company should consider developing a CSR program of its own.

Learning in Consumer Behaviour

Tämän kandidaatintyön tavoitteena on esittää kuvaus kulutusoppimisen teorioista ja tämän lisäksi kuvata käytännön sovelluksia liittyen kulutuskäyttäytymiseen ja mainontaan. On olemassa kaksi keskeistä ajattelutapaa liittyen oppimisen teorioihin. Ensimmäisen suuntauksen kannattajat näkevät oppimisen puhtaasti behavioristisena, eli että se on seurausta toistoista, ja siten ne näkevät yksilön "mustana laatikkona", jossa syötteenä on ärsyke ja suoritteena on tietty käytös. Toisen suuntauksen kannattajien mielestä oppiminen on kognitiivinen prosessi; kaikista yksinkertaisimmista tapauksista lähtien yksilö prosessoi informaatiota ratkaistakseen omia ongelmiaan. Käytännössä kumpaakin teoriaa tarvitaan selittämään oppimista ilmiönä, koska oppiminen on yhdistelmä toistoja ja kognitiivisia prosesseja. Työmme näyttää kuinka markkinoijat hyödyntävät näitä kahta teoriaa käytännössä mainonnassaan, tarkoituksenaan tuotemerkkinsä ja tuotteidensa asemointi markkinoilla suhteessa kilpailijoihinsa.

Resources and capabilities approach to online strategy – Multiple-case study of Finnish magazines' online services

Most Finnish periodical magazines have a website, often an online service. The objective of this thesis is to understand the magazines’ resources and capabilities and match them with online strategies’ goals and objectives. The thesis’ theoretical part focuses on explaining and classifying resources, capabilities, goals and objectives, and applying everything into Finnish magazine publishing context. In the empirical part, there is a comparative case study of four magazines. The findings indicate that with cooperating, advertising and community hosting capabilities magazines may utilize their human, brand, content and customer base resources. The resources can be further addressed to reach profitability, customer-centricity and brand congruency goals.

Aineettomat markkinointiresurssit – brändi, imago ja maine

Tämän kandidaatintyön tarkoituksena on tarkastella aineettomien markkinointiresurssien – brändin, imagon ja maineen – määritelmiä sekä niiden etuja yrityksen liiketoiminnassa. Tarkastelu toteutetaan B2B-liiketoimintaympäristössä. Työ rakentuu viidestä osiosta, joista ensimmäisessä käsitellään aineettomia markkinointiresursseja ja niihin kuuluvaa suhdepääomaa. Toisessa, kolmannessa ja neljännessä osiossa käsitellään suhdepääomaan kuuluvien brändin, imagon ja maineen määritelmiä, etuja ja vaikutuksia yrityksen liiketoiminnassa. Viidennessä osiossa esitellään edellä mainittujen tekijöiden vaikutuksia asiakkaan ostopäätösprosessiin. Työssä käytetyn aineiston pohjalta tehtiin johtopäätös, että B2B-liiketoiminnassa toimiva yritys on yleensä itse brändi, jolla on sekä imago että maine. Brändi-imago ja brändin maine ovat merkittävässä roolissa asiakkaan ostopäätösprosessissa. Työn lopussa esitetään erilaisia asiakkaan ostopäätösprosessia kuvaavia malleja. Käytetyn aineiston ja mallien pohjalta on muodostettu malli brändi-imagon ja brändin maineen vaikutuksista asiakkaan ostopäätösprosessin eri tekijöihin.