THE ROLE OF CULTURAL AWARENESS IN BUILDING CHINESE HEALTH FOOD BRANDS Using Netnography in Searching Cultural Arguments to Be Used for Marketing Health Foods in China

Despite the complexity of the Chinese culture consumer product businesses should apply them in building brands for Chinese markets. There are reasons to believe that cultural values and attitudes affect the buying behavior of Chinese consumers. Companies that wish to create brands in China should therefore be aware of the prevailing cultural values and consumer attitudes. This thesis will examine which values and attitudes mostly affect Chinese consumers of health food products. The study will be done by conducting a netnography. Because netnography is actually a collection methods rather than a single method, other auxiliary methods will also be applied. These methods are emotion, language and sentiment analysis (ELS analysis). Emotion analysis will be conducted because cultural values are mostly built on emotional basis. Sentiment analysis will assist in recognizing the key factors that help to locate values and attitudes. Because the netnography will be conducted in Chinese web forums by a non-native researcher, linguistic aspects should also be analyzed in parallel with emotions and sentiment analysis. The study shows that the Chinese consumers of health food products put much importance on functional, analytical and collectivistic attitudes as well as social and psychological values. Of all the twelve cultural values defined, the role of family rose above all. Also perseverance, frugality, guanxi and harmony were highly presented. The attitudes were found by recognizing certain attitude factors. Of all the factors, health foods’ functional benefits and aesthetic content together with consumers’ value consciousness surpassed other factors. Besides these results that can be applied by foreign health food companies willing to enter Chinese consumer markets, also academia can benefit this new approach for conducting ethnographies online.

The best practices in the formation phase of Sino-Finnish joint ventures in China: For Finnish software companies

This study discusses the formation phase of Chinese-Finnish joint ventures in China. The purpose of this thesis is to create best practices for Finnish software companies in forming a joint venture with a local Chinese company in China. Therefore, the main research question, in what are the best practices for forming Sino-Finnish joint ventures in China for Finnish software firms, is examined through four different themes within the joint venture formation phase; the motives, the partner se- lection, the choice of a joint venture type and joint venture negotiations. The theoretical background of the study consists of literature relating to the establishment process of Sino-Western joint ventures in China. The empirical research conducted for this study is based on the expert interviews. The empirical data was gathered via nine semi-structured interviews with both Chinese and Finnish experts in software and technology industry, who have experience or knowledge in establishing Sino-Finnish joint ventures in China. Thematic analysis was used to cat- egorize and interpret the interview data. In addition, a thematic network was built to act as a basis of the analysis. According to the main findings, the main motives for Finnish software companies to establish a joint venture in China are lack of skills or experience, little resources to enter on their own, and China’s large market. The main motives for Chinese companies are to gain new technology or man- agerial skills, and expand internationally. The intellectual property rights (IPR) have recently im- proved a lot in China, but the Finnish companies’ knowledge on IPR is inadequate. The Finnish software companies should conduct a market and industry research in order to understand their po- sition in the market and to find a suitable location and potential joint venture partners. It is essential to define partner selection criteria and partner attributes. In addition, it is important to build the joint venture around complementary motives and a win-win situation between the joint venture partners. The Finnish companies should be prepared that the joint venture negotiations will be challenging and they will take a long time. The challenges can be overcome by gaining understanding about the Chinese culture and business environment. The findings of this study enhance understanding of the joint venture formation phase in China. This study provides guidelines for Finnish software companies to establish a joint venture in China. In addition, this study brings new insights to the Sino-Western joint venture literature with its soft- ware industry context. Future research is, however, necessary in order to gain an understanding of the advantages and disadvantages of a joint venture as an entry mode into China for Finnish soft- ware companies

Yritysten kuljetusvirrat ja varastointi Pohjois-Euroopassa

Tämän työn tavoitteena on luoda kuva yritysten kuljetusvirroista ja varastointiratkaisuista Pohjois-Euroopassa. Päätutkimusmenetelmänä käytettiin verkkopohjaista kyselyä, jolla pyrittiin keräämään tietoa Suomen, Ruotsin ja Viron suurimpien yritysten logistisista ratkaisuista. Kyselytutkimus toteutettiin yhteistyössä Tallinnan teknillisen yliopiston sekä Jönköpingin yliopiston kanssa. Toimivat kuljetusjärjestelmät ovat nykyään elintärkeitä, sillä ne luovat edellytykset talouden kasvulle ja hyvinvoinnin lisääntymiselle. Myös akateemisessa tutkimuksessa on havaittu, että yritysten todellisista toiminnoista ja luvuista tulisi saada lisää tietoa. Tässä työssä kerättiin ja analysoitiin tietoa yritysten kuljetusyksiköistä, kuljetusmuodoista, kuljetuskustannuksista, kuljetusvirroista eri maiden välillä, varastointiratkaisuista sekä kabotaasikuljetusten ja rikkidirektiivin vaikutuksista. Kirjallisuus- ja kyselytutkimuksen perusteella puoliperävaunu ja kumipyöräkuljetukset ovat Pohjois-Euroopan suosituimmat kuljetuskeinot. Kyselytulosten mukaan varsinkaan suomalaiset yritykset eivät juuri käytä rautatiekuljetuksia, eikä rautatieyhteyttä pidetty tärkeänä varastojen sijainnista päätettäessä. Kuljetusvirrat Kiinan ja Euroopan välillä suuntautuvat Kiinasta Eurooppaan päin. Kiinasta tuleva kuljetusvirta tulee todennäköisesti pysymään vahvana myös tulevaisuudessa. Venäjän ja Euroopan väliset kuljetusvirrat suuntautuvat kyselytulosten perusteella Euroopasta Venäjälle päin. Pohjois-Euroopassa yrityksillä on käytössä pieniä ja keskikokoisia varastoja sekä suurempia jakelukeskuksia. Tulevaisuudessa varastot vaikuttaisivat keskittyvän hieman suuremmiksi yksiköiksi. Kyselytutkimuksen mukaan kabotaasikuljetukset ovat laskeneet ainakin joidenkin yritysten maantiekuljetusten kustannuksia. Rikkidirektiivin puolestaan odotetaan nostavan merikuljetusten hintoja sekä yritysten kuljetuskustannuksia huomattavasti.

Starter cultures used in probiotic dairy product preparation and popular probiotic dairy drinks

Dairy products that contain probiotic bacteria are those that are produced with various fermentation methods, especially lactic acid fermentation, by using starter cultures and those that have various textures and aromas. Fermented dairy products are popular due to their differences in taste and their favourable physiological effects. Today, fermented dairy beverages in general are produced locally by using traditional methods. Recently, due to the increased demand for natural nutrients and probiotic products, fermented dairy beverages have reached a different position and are considered to have an important impact on human health and nutrition. In this article, probiotic bacteria and functional dairy products that are produced by using probiotic bacteria are discussed.

Research on the quality of the wine grapes in corridor area of China

The corridor area of Gansu Province is one of the most important wine grape growing regions in China, and this strip of land results in a significant difference in terms of terroir between its regions. Chemical composition and antioxidant capacity of the main wine grape varieties (Vitis vinifera L.) cultivated in the corridor area of Gansu Province in northwest China were compared. Three regions (Zhangye, Wuwei, and Jiayuguan) were selected to explain the influence of soil and climate conditions on the quality of wine grapes. This study aims to investigate the effect of different regions on berry composition and antioxidant capacity, providing a general evaluation of red and white wine grapes quality in the corridor area of China. The results showed that ‘Merlot’ grapes grown in Zhangye had the best quality among the different varieties in the three regions of Gansu evaluated. The moderate temperature and nitrogen deficiency were associated with improved fruit quality. It was identified that the most suitable grape variety from Zhangye is ‘Merlot’, and that ‘Cabernet Sauvignon’ and ‘Italian Resling’ are the most suitable varieties from Wuwei and Jiayuguan, respectively.

Chemical composition and nutritive value of hot pepper seed (Capsicum annuum) grown in Northeast Region of China

Chemical composition and nutritive value of hot pepper seeds (Capsicum annuum) grown in Northeast Region of China were investigated. The proximate analysis showed that moisture, ash, crude fat, crude protein and total dietary fiber contents were 4.48, 4.94, 23.65, 21.29 and 38.76 g/100 g, respectively. The main amino acids were glutamic acid and aspartic acid (above 2 g/100 g), followed by histidine, phenylalanine, lysine, arginine, cysteine, leucine, tryptophan, serine, glycine, methionine, threonine and tyrosine (0.8-2 g/100 g). The contents of proline, alanine, valine and isoleucine were less than 0.8 g/100 g. The fatty acid profile showed that linoleic acid, palmitic acid, oleic acid, stearic acid and linolenic acid (above 0.55 g/100 g) as the most abundant fatty acids followed lauric acid, arachidic acid, gondoic acid and behenic acid (0.03-0.15 g/100 g). Analyses of mineral content indicated that the most abundant mineral was potassium, followed by magnesium, calcium, iron, zinc, sodium and manganese. The nutritional composition of hot pepper seeds suggested that they could be regarded as good sources of food ingredients and as new sources of edible oils.

A China como um duplo pólo na economia mundial e a recentralização da economia asiática

China as a double pole in the world economy and the recentralization of the Asian economy. The extraordinary growth of Chinese trade that occurred in the last years changed China’s role on world and regional economy. As a major producer of industrial consumer goods to OCDE countries, China has negatively affected many Asian competitors but as an expansive market China became the main source of growth to Asian countries. This new dimension was achieved after the Asian crisis of 1997 by an economic expansion led by public investment. After considering the Chinese balance of payment position and its industrial strategy this paper investigates this double dimension of China on trade and its influence on Asian countries.