Bränditarinat yrityksen brändistrategiassa

Markkinoiden nopeat muutokset ja hektinen kilpailuympäristö aiheuttavat monia haasteita nykypäivän yrityksille. On keskityttävä asiakkaiden tarpeiden parempaan tunnistamiseen ja tämän pohjalta kilpailuedun luomiseen. Brändi on vahva ase, jolla yritykset pyrkivät erottautumaan muista kilpailijoista. Yritys ei voi rakentaa kunnioitettavaa brändiä yhdessä yössä, vaan se on pitkän aikavälin tuotos. Yhtenäisen brändin rakentaminen on haaste, jonka monet yritykset kohtaavat. Bränditarinat ovat uusi ja vähän tutkittuna ilmiönä, jonka pohjalta yritykset voivat rakentaa brändin, esimerkiksi tarinan ja sen henkilöiden ympärille, muodostaen kokonaisuuden, joka ilmenee kaikessa yrityksen markkinoinnissa ja viestinnässä. Näin ollen yritys pystyy luomaan itselleen erottuvan ja tunnistettavan imagon, johon kuluttajat haluavat samaistua. Tutkimuksen tarkoituksena on analyysin kautta hahmottaa ja kehittää case-yrityksen brändistrategiaa ja -tarinoita, jotta kuluttajille voidaan viestiä yhtenäinen ja selkeä kuva yrityksen brändistä. Tutkimuksen case-yrityksenä toimii Saimaan Juomatehdas.

Influência das dimensões da biomassa estocada de Pinus taeda L. e Eucalyptus dunnii Maiden na qualidade do combustível para geração de energia

Este trabalho teve por objetivo determinar a influência das dimensões de biomassa sobre as alterações em suas propriedades durante a estocagem, visando seu uso na geração de energia. O experimento foi realizado no Município de Lages, SC, entre outubro de 2003 e fevereiro de 2005. Foram utilizadas toras com casca de Pinus taeda L. e Eucalyptus dunnii Maiden e costaneiras de Pinus spp., estocadas em pilhas, por um período de seis meses. As amostras para análise foram coletadas no estado recém-colhido, com dois, quatro e seis meses de estocagem. Foram utilizados quatro lotes, colhidos e armazenados segundo as estações do ano, permanecendo sob estocagem entre os meses de outubro a maio, janeiro a agosto, maio a novembro e agosto a fevereiro. As propriedades avaliadas foram: teor de umidade na base úmida, poder calorífico superior e líquido e teor de cinzas. As dimensões tiveram maior influência no teor de umidade e poder calorífico líquido. As costaneiras de Pinus sofreram maior perda de umidade, maior ganho de poder calorífico superior e inferior e menor teor de cinzas durante a estocagem. A costaneira foi também o material mais heterogêneo, com relação às variações ocorridas no armazenamento. As toras de Pinus tiveram a menor perda de umidade e o menor ganho energético. De forma geral e considerando as propriedades mais importantes para a geração de energia, as dimensões da biomassa tiveram maior influência que a espécie sobre a qualidade da biomassa na estocagem.

Produção de biomassa para geração de energia em povoamentos de Pinus taeda L. com diferentes idades

Os objetivos deste trabalho foram quantificar e qualificar a biomassa residual produzida em plantios comerciais de Pinus taeda L., em diferentes idades e sistemas de manejo, visando à geração de energia em sistemas de cogeração. As idades dos povoamentos foram: três anos (primeira poda), seis anos (terceira poda), 10 anos (terceira poda), 12 anos (primeiro desbaste), 14 anos (primeiro desbaste), 16 anos (segundo desbaste) e 24 anos (corte raso). Cinco árvores foram colhidas em cada idade, e seus componentes separados, pesados e analisados quanto ao teor de umidade e ao poder calorífico. Os dados quantitativos e qualitativos foram correlacionados para determinar o potencial de geração de energia elétrica a partir da biomassa florestal. Os plantios de Pinus taeda L. produziram de 30 a 95 t de biomassa florestal/ha, respectivamente, aos 3 e 24 anos de idade. O maior potencial produtivo de biomassa para a geração de energia são o corte raso (24 anos), o primeiro desbaste (14 anos) e a terceira poda (10 anos), respectivamente. O material com melhor qualidade para geração de energia foi o galho, com o menor teor de umidade (54%) e o maior poder calorífico líquido (1.784 kcal/kg), sendo 24, 14 e 10 anos as melhores idades. O sistema de manejo e as práticas silviculturais têm influência, juntamente com a idade, na produção de biomassa por unidade de área. O rendimento energético da biomassa recém-colhida é baixo, necessitando de tratamento prévio para redução do teor de umidade e aumento do poder calorífico líquido.

DETERMINAÇÃO DO RENDIMENTO DE MATÉRIA-PRIMA DE Eucalyptus benthamii Maiden & Cambage POR MEIO DE DIFERENTES MÉTODOS DE DESDOBRO

RESUMOO objetivo deste trabalho foi determinar o rendimento da matéria-prima de Eucalyptus benthamii, por meio dos desdobros tangencial e radial, além da classificação das toras quanto à presença das rachaduras de topo. A classificação das toras quanto às rachaduras foi realizada por meio da análise visual, em que era aplicado um conceito conforme a intensidade do defeito. Posteriormente, as toras foram separadas em duas classes diamétricas (20 a 25 e 25,1 a 30 cm) e processadas em três sistemas de desdobro (tangencial em bloco, radial e tangencial em bloco com face curva), sendo cada tratamento composto por três repetições com 10 toras cada um. Na análise estatística dos dados de rendimento, foram aplicados o teste de Kolmogorov Smirnov, a Análise da Variância e o teste de Tukey. Nos resultados, foi observado que a maioria das toras da classe de menor diâmetro apresentou intensidade mediana, enquanto na maior classe diamétrica a intensidade foi baixa. Os rendimentos médios líquidos encontrados foram de 43,5% e 39,2% nas classes inferior e superior, respectivamente, os quais foram influenciados pelas rachaduras das peças e pelos destopos. Observou-se que o desdobro tangencial em bloco e em face curva foram os métodos que apresentaram maior aproveitamento em madeira serrada na classe de 20 a 25 cm, enquanto na classe de 25,1 a 30 cm o sistema tangencial em bloco e radial foi equivalente.

QUALIDADE DO CARVÃO VEGETAL PARA O CONSUMO DOMÉSTICO COMERCIALIZADO NA REGIÃO SERRANA SUL DE SANTA CATARINA1

Este trabalho teve como objetivo averiguar a qualidade do carvão vegetal para consumo doméstico, comercializado na região Serrana Sul de Santa Catarina. Foram coletadas 12 marcas de carvão na região da Associação dos Municípios da Região Serrana (AMURES) e Curitibanos. Foram descritas e analisadas as características gerais das embalagens e determinadas as propriedades físicas e energéticas de cada uma das marcas. As propriedades analisadas foram: densidade relativa aparente, teor de umidade, poder calorífico, teor de carbono fixo, voláteis e cinzas. As marcas comercializadas na região são oriundas dos Estados de Santa Catarina, Rio Grande do Sul e Paraná. A acácia-negra e os eucaliptos são as espécies mais usadas para a produção de carvão. Não existe padronização das informações nas embalagens. O carvão vegetal apresentou densidade relativa aparente alta (0,403 g/cm3); teor de umidade alto (7,35%); poder calorífico superior médio de 6.449 kcal/kg, com muita variação entre as amostras; alto teor de voláteis e cinzas; e baixo teor de carbono fixo (32,85%, 1,96% e 65,17%, respectivamente). A produção e consumo do carvão vegetal no Planalto Sul catarinense são regionalizados, sem padronização das embalagens e com registro nos órgãos ambientais de fiscalização. A qualidade do carvão comercializado na região é baixa.

Microgeneration of electricity with producer gas in dual fuel mode operation

Among the alternatives to meet the increasing of world demand for energy, the use of biomass as energy source is one of the most promising as it contributes to reducing emissions of carbon dioxide in the atmosphere. Gasification is a technological process of biomass energy production of a gaseous biofuel. The fuel gas has a low calorific value that can be used in Diesel engine in dual mode for power generation in isolated communities. This study aimed to evaluate the reduction in the consumption of oil Diesel an engine generator, using gas from gasification of wood. The engine generator brand used was a BRANCO, with direct injection power of 7.36 kW (10 HP) coupled to an electric generator 5.5 kW. Diesel oil mixed with intake air was injected, as the oil was injected via an injector of the engine (dual mode). The fuel gas was produced in a downdraft gasifier. The engine generator was put on load system from 0.5 kW to 3.5 kW through a set of electrical resistances. Diesel oil consumption was measured with a precision scale. It was concluded that the engine converted to dual mode when using the gas for the gasification of wood decreased Diesel consumption by up to 57%.

Evaluation of the heating of broilers in shed by means of gas hoods and underfloor heating

This study was conducted to evaluate and compare the behavior of the heating inside poultry shed through gas hood and underfloor heating. The experiment was conducted in poultry shed belonging to the Federal Institute of Education, Science and Technology of Triângulo Mineiro Region, Uberlândia city – state of Minas Gerais (MG), Brazil. The dimensions of the shed are 24 meters long and 9.6 meters wide and with a ceiling height of 3.2 meters. The temperature was measured with an optical thermometer of Minipa brand, MT 350 model. It was used, to the analysis of temperature behavior, the public domain software FEMM 4.2, which uses finite elements techniques, with data collected from two lots. Underfloor heating is made using hot water flowing through a serpentine type system, which is installed below the bed; this hot water is from solar heaters. An energetic and economic assessment of the warming shed for raising chickens was realized. From the results obtained with the simulations, it may observe that the heating through the floor provides a more homogeneous distribution of temperature when compared with the hood heating. The flow of heat is upwards supplying, thus, the greatest need of heating of the bird, which is the pectoral part.

Effects of Country of Origin on Consumer Product Evaluations: Finnish clothing products in the minds of Russian tourists

Companies operating in today’s highly internationalized markets consider product differentiation the key priority in pursue to attain a constant competitive advantage in challenging global environment (Baker and Ballington 2002, 158). The main driver affecting companies’ differentiation actions was described as early as 1912 by one of the marketing pioneers A. W. Shaw (1912, 710) as meeting human wants more accurate than the competition, and thus increasing customers’ perceived value and satisfaction. Dickson and Ginter (1987, 2) point out in their study based on earlier research by Chamberlin (1965) and Porter (1976) that differentiation can be based on either tangible characteristics of a product such as design or intangible characteristics such as a brand name and country of origin (hereafter referred to as COO). The concept of COO and its impact on consumers’ evaluation of a product as an extrinsic product cue has been one of the most noteworthy topics in international marketing, having been voluminously examined by over 780 authors in more than 750 academic publications in the past 40 years (Papadopoulos and Heslop 2002, 294). Many of these studies accentuate the significant effect the COO has on consumers’ product attribute evaluations. People routinely associate country images with products and services in order to judge and categorize them based on perceived quality and risk levels; thereby COO can influence the likelihood of a purchase (Peterson and Jolibert 1995, 883-884; Verlegh and Steenkamp 1999, 523). Based on the vast research related to COO in the field of international business, it is widely recognized that the country associated with a product can act in a similar way as the name of a brand and even become a part of product’s total image. Thereby depending on customer’s values and perceptions, the product-country image can either increase or decrease perceived value.

Tavoitevarastoarvojen määrittäminen uusille tuotteille - case: päivittäistavarakaupan yritys

Tämän tutkielman tarkoituksena oli löytää keinoja uusien tuotteiden tavoitevarastoarvojen määrittämisen helpottamiseksi case-yrityksessä. Ongelma on seurausta siitä, ettei uusille tuotteille ole saatavissa kysyntädataa. Oikeelliset tavoitevarastoarvot on tärkeitä case-yritykselle hävikin minimoimisen ja erityisesti asiakastyytyväisyyden vuoksi. Tutkittavaa aihetta lähestyttiin päivittäistavarakaupan strategisten menestystekijöiden sekä varastonhallinnan kautta. Teoriaosuuden pohjalta toteutettiin empiirinen osio, jossa etsittiin case-yrityksen kahden tuoteryhmän kysyntää selittäviä tekijöitä paneeliregression avulla. Ensin kuitenkin tutkittiin tuoteryhmien yleistä kysynnän rakennetta erilaisten kysyntäkuvaajien sekä korrelaatiomatriisien avulla. Tavoitevarastoarvoon eniten vaikuttava tekijä on kysyntä. Brändi ja hinta muodostuivat puolestaan vahvimmiksi kysyntää määrittäviksi muuttujiksi. Kysyntää arvioitaessa muut sitä nostavat muuttujat tulee aina miettiä tapauskohtaisesti. Mehukeitoilla kysyntää nostivat eniten vahva brändi ja suuri pakkauskoko. Juustoraasteilla puolestaan alhainen hinta ja pieni pakkauskoko olivat keskeisimmät myyntiin vaikuttavat tekijät. Tuoteryhmien muut kysyntää nostavat ominaisuudet olivat samoja, kuin tuoteryhmän suosituimmilla tuotteilla.

Development of new halogen-free and multifunctional flame retardants

I avhandlingen undersöktes nya typer av halogenfria flamskyddsmedel. De utvecklade azoalkanföreningarna skyddar polypropenplaster mot brand även i små halter och kan samtidigt förbättra plasternas övriga egenskaper. Undersökningen har medfört viktigt kunnande i övergången från effektiva men på flera sätt problematiska bromerade flamskyddsmedel mot miljövänligare alternativ. I Auberts undersökningar framkom att speciellt symmetriska cykliska azoalkaner, såsom dicyklohexylazoföreningar, uppvisar goda flamskyddande egenskaper i polypropenprodukter. Betydande flamskydd uppnåddes vid anmärkningsvärt låga koncentrationer av föreningarna (0,5-2 vikts-%) och formuleringarna klarar DIN 4102 B2-standardtestet som mäter brandsäkerheten i byggprodukter. I doktorsavhandlingen syntetiserades även en ny, innovativ radikalgenerator, bis(1-propyloxy-2,2,6,6-tetrametylpiperidyl)-4-diazen (AZONOR), som klarade av förutom det ovannämnda testet även NF P92-505- samt det mera krävande UL 94 VTM-2-standardtestet. Förutom flamskyddande verkan uppvisade denna multifunktionella förening ett utmärkt UV-skydd i polypropenplaster. Även efter 2000 timmar av föråldring i klimatkammare kunde ingen betydande minskning av flamskyddsmedlets effekt eller förvittring av polymerfilmen observeras. Konsumtionen av plastprodukter håller på att öka. För att kunna uppfylla de nutida kraven på brandsäkerhet bör man tillsätta flamskyddsmedel till de i sig mycket brandfarliga plasterna. Internationellt forskas det mycket i att finna ersättande produkter för de allmänt använda bromerade flamskyddsmedlen. I Auberts undersökning hittades välfungerande och till sina bieffekter lindrigare föreningar för att ersätta bromerade medel. De nya föreningarna har väckt stort intresse inom den akademiska och företagsvärlden.

Peltipoliisista hengenpelastajaksi : Automaattisen liikenneturvallisuusvalvonnan tarveselvitys 2011 – 2015

Työssä laadittiin automaattisen liikenneturvallisuusvalvonnan kehittämis- ja investointisuunnitelma vuosille 2011-2015 Varsinais-Suomen ja Satakunnan maantieverkolle. Suunnitelmaan kuului nykyisen toimintamallin ja kehittämistarpeiden arviointi sekä vuosina 2011-2015 toteutettavien automaattivalvontajaksojen ja hankkeiden priorisointi. Lisäksi työssä kuvattiin Ruotsissa käytössä olevaa automaattivalvontatekniikkaa ja -toimintamallia sekä esitettiin toimenpide-ehdotuksia automaattivalvonnan hyväksyttävyyden lisäämiseksi. Nykyistä toimintamallia ja automaattivalvonnan kehittämistarpeita arvioitiin asiantuntijahaastattelujen perusteella. Asiantuntijat pitivät nykyistä toimintamallia pääasiassa toimivana ja tehokkaana, sillä suhteellisen pienillä kustannuksilla on päästy tehokkaisiin tuloksiin. Automaattivalvonnassa on kuitenkin asiantuntijoiden mielestä vielä kehitettävää ja Ruotsin toimintamallia pidettiin hyvänä suuntana ja esimerkkinä. Suurimpina kehittämiskohteina pidettiin tekniikan kehittämistä sekä tiedon käsittelyn nopeuttamista ja automatisointia, mikä lisäisi poliisin resursseja valvonnan suorittamiseen. Vuosina 2011-2015 toteutettavat automaattivalvotut tiejaksot priorisoitiin ensisijaisesti onnettomuustiheyksien, onnettomuusmäärien, Tarva-laskentatulosten, nopeustietojen ja liikennemäärien perusteella. Onnettomuustilastoista huomioitiin lähinnä henkilövahinkoon johtaneet onnettomuudet. Lisäksi Tarva-laskentatuloksia hyödynnettiin automaattivalvonnan vaikutusten ja tehokkuuden arvioinnissa. Haastateltujen asiantuntijoiden mielestä tärkeimmät keinot hyväksyttävyyden lisäämiseksi olivat valvonnan avoimuus, valvontalaitteiden näkyvyys ja jatkuva valvonnasta tiedottaminen. Tiedottamisella tuodaan esille järjestelmän hyödyt ja sen merkitys liikenteelle ja liikenneturvallisuuteen. Myös automaattivalvontakameran brändin muuttamista Ruotsin mallin mukaisesti turvallisuuskameraksi pidettiin hyvänä. Tässä työssä esitettiin suunnitelma automaattivalvonnan hyväksyttävyyden lisäämiseksi.

Importance of flexible bronchoscopy in decannulation of tracheostomy patients

OBJECTIVE: To evaluate the importance of flexible bronchoscopy in tracheostomy patients in the process of decannulation to assess the incidence and types of laryngotracheal injury and compare the presence of such lesions with clinical criteria used for decannulation. METHODS: We studied 51 tracheostomized patients aged between 19 and 87 years, with tracheal stent for a mean of 46 ± 28 days and with clinical criteria for decannulation. They were submitted to tracheostomy tube occlusion tolerance testfor 24 hours, and then to flexible bronchoscopy. We described and classified the diagnosed laryngotracheal changes. We compared the clinical criteria for decannulation indication with the bronchoscopy-diagnosed laryngotracheal injuries that contraindicated decannulation. We identified the factors that could interfere in decannulation and evaluated the importance of bronchoscopy as part of the process. RESULTS: Forty (80.4%) patients had laryngotracheal alterations. Of the 40 patients considered clinically fit to decannulation, eight (20%) (p = 0.0007) presented with laryngotracheal injuries at bronchoscopy that contraindicated the procedure. The most frequent laryngeal alteration was vocal cords lesion, in 15 (29%) individuals, and granuloma, the most prevalent tracheal lesion, in 14 (27.5%) patients. CONCLUSION: flexible bronchoscopy showed a large number of laryngotracheal injuries, the most frequent being the vocal cords injury in the larynx and the granuloma in the trachea, which contributed to increase the decannulation procedure safety.

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.