Palveluyrityksen brändin vaikutus ostopäätökseen b2b-markkinoilla

Tutkimuksen tavoitteena on kuvata brändin olemusta ja menestystekijöitä ja ymmärtää palveluyrityksen brändin vaikutus ostotilanteessa b2b-markkinoilla. Tutkittavaa ongelmaa lähestytään teoreettisen ja empiirisen tutkimuksen kautta. Empiirisen näkökulman tutkimukseen tuo case-yritys, monipalveluyhtiö Barona, jonka brändin merkitystä ostotilanteessa b2b-markkinoilla tutkimuksessa arvioidaan. Tutkimuksen pääongelma on seuraava: Miten palveluyrityksen brändi vaikuttaa ostopäätökseen b2b-markkinoilla? Tutkimuksen lähestymistapa on kvalitatiivinen eli laadullinen. Tutkimusstrategia on case- eli tapaustutkimus ja tutkimusmenetelmänä on käytetty teemahaastattelua. Brändikokemuksen syntymistä ja sen vaikutusta ostopäätökseen tarkastellaan empiriaosiossa asiakkaan ja brändin hallinnoijan, eli Baronan, näkökulmasta. Tutkimuksen tulokset tukevat sitä olettamusta, että palveluyrityksen brändillä on vaikutusta ostopäätöksessä myös b2b-markkinoilla. Brändit b2b-markkinoilla ovat saaneet kuluttajamarkkinoita vähemmän huomiota, sillä brändien vaikutus ostopäätöksessä koetaan irrationaaliseksi tekijäksi, ja yritysmarkkinoilla ostajien on ajateltu tekevän päätökset täysin rationaalisin perustein. Myös b2b-markkinoilla on päätöksentekijänä kuitenkin yksilö, ei organisaatio. Palvelua ostaessaan ostaja perustelee valintansa järkisyillä, kuten laadulla. Todelliset syyt hankintaan voivat kuitenkin olla hyvin toisenlaiset, kuten brändin status, menestys tai arvostus. Brändi on merkittävässä asemassa myös b2b-asiakkaan ostopäätösprosessissa, varsinkin silloin, kun erottautuminen on vaikeaa. Siinä missä palvelu itsessään lunastaa lupaustaan käyttäjälle, brändi tuottaa lisäarvoa yli palvelun toiminnallisen tarkoituksen. Brändi saa palvelun vaikuttamaan paremmalta. Tietynmerkkisen palvelun nähdessään asiakas odottaa sen tarjoavan tietyt asiat. Asiakas haluaa luottaa siihen, että laatu pysyy samana, eikä palvelua tarvitse joka kerta arvioida erikseen. Asiakas ostaa brändiin sisältyviä laatulupauksia omien tarpeidensa täyttämiseksi tehden valintansa sen perusteella, mitä hyötyä ja arvoa hän odottaa saavansa rahojensa vastineeksi.

Dissertatio academica, de Alandia, Maris Baltici insula, cujus partem posteriorem, consensu ampliss. facultatis philosoph. in Reg. Acad. Upsal. praeside ... mag. Petro Ekerman, ... Ad publicum examen, pro gradu, modeste defert alumnus regius, Christophorus Tärnström, Uplandus, ... In auditor. Carol. majori die XXVII. Nov. MDCCXLV. Horis ante meridiem solitis

Dedicated to: Jacobus Benzelius, Theodorus Ankarcrona, Matthias Grunerus, Olaus Thorin, Andreas Backman, Martinus Jonae Friberg, Carolus Gustavus Hallman, Andreas Sylvanus, Daniel P. Mansnerus, Daniel Lindqvist.

Market entry patterns of Finnish SMEs entering China

In 2011 China became the world’s second largest economy overtaking Japan. With its rapidly growing middle class buying diverse goods from consumption products to sophisticated technology and luxury products, it is also the fastest growing export market in the world. The purpose of this study is to examine what types of market entry modes Finnish SMEs use in China, which factors affect on their decisions and whether they have switched or combined the strategies after entering China. The goal is to understand the relevance of the entry mode choice related to the internationalization process and to evaluate how well it suits the Chinese business environment. The empirical part of the study is a semi structured qualitative analysis of six case companies that represent different industry fields. The cases were selected based on the recent literature about the Finnish industry fields China is interested in to gain knowledge and expertise from. Companies included in the study are an architect office, two pharmaceutical development companies, an ICT company, a plastic mechanics company and a clean tech company. The results of this study indicated that the market entry patterns of Finnish SMEs in China differ from each other based on the factors related to company’s background, mode concerns and Chinese market influences.

Design of marine generators for alternative diesel-electric power systems

This study compares different electric propulsion systems. Results of the analysis of all the advantages and disadvantages of the different propulsion systems are given. This thesis estimates possibilities to apply different diesel-electric propulsion concepts for different vessel types. Small and medium size vessel’s power ranges are studied. The optimal delivery system is chosen. This choice is made on the base of detailed study of the concepts, electrical equipment market and comparison of mass, volume and efficiency parameters. In this thesis three marine generators are designed. They are: salient pole synchronous generator and two permanent magnet synchronous generators. Their electrical, dimensional, cost and efficiency parameters are compared. To understand all the benefits diagrams with these parameters are prepared. Possible benefits and money savings are estimated. As the result the advantages, disadvantages and boundary conditions for the permanent magnet synchronous generator application in marine electric-power systems are found out.

Osuustoiminnasta kilpailuetua huoltoasemaliiketoiminnassa case: S-ryhmän ABC-ketju ja Suomalainen Energiaosuuskunta (SEO)

Tutkimuksen tarkoituksena on osallistua liiketaloustieteissä käytävään keskusteluun osuustoimintayritysten kilpailuedun lähteistä. Tutkimus on luonteeltaan laadullinen haastattelututkimus ja tutkielman empiirisenä aineistona toimivat kohdeorganisaatioiden S-ryhmän ABC-ketjun ja Suomalaisen Energiaosuuskunnan (SEO) johtajien haastattelut. Tutkimuksen tavoitteena on kirjallisuuden ja haastattelujen pohjalta ymmärtää ja kuvata, mitä on osuustoiminnan kilpailuetu ja tarjoaako osuustoiminnallisuus itsessään sekä yritysmuotona kilpailuetua Suomen huoltoasemaliiketoiminnassa. Tutkimuksen mukaan osuustoiminta tarjoaa kilpailuetua huoltoasemaliiketoiminnassa erityisesti organisaatiomuodon vuoksi. S-ryhmän ABC-ketjun keskeisiä kilpailuetuja ovat paikallisuus, asiakasomistajuus, bonusjärjestelmä, asemaverkosto, huoltoasemakonsepti ja toimitusketjun kustannustehokkuus. Suomalaisen Energiaosuuskunnan (SEO) kilpailuetuja ovat puolestaan suomalaisuus, paikallisuus ja yrittäjävetoisuus.

Valoração de contingente pelas modelagens logit e análise multivariada: um estudo de caso da disposição a aceitar compensação dos cafeicultores vinculados ao PRO-CAFÉ de Viçosa - MG

O objetivo deste estudo foi, justamente, identificar, entre os métodos LOGIT e a análise multivariada, qual a mais eficaz para estimar a Disposição a Aceitar Compensação (DAC) dos cafeicultores quando o viés da utilidade marginal é passível de ocorrência. Para tal, foi elaborado um formulário com 33 perguntas envolvendo informações sobre características socioeconômicas dos cafeicultores, o uso da metodologia de valoração de contingente (MVC) e do veículo de pagamento dos "Jogos de Lances", que revelou a Disposição a Aceitar uma Compensação (DAC) na troca de um hectare de café por um hectare de mata. Como esperado, por causa do viés da utilidade marginal o método LOGIT foi incapaz de produzir resultados consistentes. Já a estimação da DAC pela análise multivariada mostrou que, caso o governo estivesse disposto a aumentar a provisão de mata em 70 ha, ele deveria despender 254.200 reais por ano, tratando apenas dos cafeicultores vinculados ao programa do PRO-CAFÉ.

Kansainvälisen tutkinto-opiskelijan korkeakoulun arviointi ja valinta

Tämän tutkimuksen tarkoitus on ymmärtää kansainvälisen opiskelijan korkeakoulun arviointi- ja valintaprosessia tutkimalla korkeakouluun liittyvien attribuuttien tärkeyttä, eri maiden ja koulujen valintajoukkoa, päätöksentekojärjestystä ja minkälainen rooli opiskelijan asenteilla, motiiveilla, arvoilla, sitoutumisella ja mielipiteen kysymisellä muilta ihmisiltä on tässä prosessissa. Tutkimuksen teoreettisessa osassa keskitytään kuluttajan päätöksentekoprosessiin, attribuuttien rooliin tässä prosessissa ja kuinka opiskelijan asenteet, motiivit, arvot, sitoutuminen ja mielipiteen kysyminen muilta ihmisiltä vaikuttavat arviointi- ja valintavaiheissa. Tutkimuksen empiirinen osa toteutettiin kvantitatiivisella metodilla ja aineisto kerättiin internetkyselyllä toukokuun 2011 aikana. Tutkimusjoukko koostuu 84 kaupallisen alan kansainvälisestä opiskelijasta, jotka opiskelevat 16 eri korkeakoulussa Suomessa. Vastausprosentti oli 13,5 %. Tutkimustulokset osoittavat, että eri koulujen ja maiden valintajoukko on suuri, päätös koulutusohjelmasta on tärkein ja on monia eri attribuutteja, jotka ovat tärkeitä kun arvioidaan ja valitaan korkeakoulua ulkomailta. Tutkimuksen merkittävin tulos on, että opiskelijan henkilökohtaiset arvot ja asenteet vaikuttavat opiskeluun liittyviin motiiveihin, jotka taas edelleen vaikuttavat attribuuttien tärkeyteen, joiden perusteella opiskelija arvioi ja valitsee oppilaitoksen.

Risk Parity: A Modern Tool for Diversification

The purpose of this study is to examine how well risk parity works in terms of risk, return and diversification relative to more traditional minimum variance, 1/N and 60/40 portfolios. Risk parity portfolios were constituted of five risk sources; three common asset classes and two alternative beta investment strategies. The three common asset classes were equities, bonds and commodities, and the alternative beta investment strategies were carry trade and trend following. Risk parity portfolios were constructed using five different risk measures of which four were tail risk measures. The risk measures were standard deviation, Value-at-Risk, Expected Shortfall, modified Value-at-Risk and modified Expected Shortfall. We studied also how sensitive risk parity is to the choice of risk measure. The hypothesis is that risk parity portfolios provide better return with the same amount of risk and are better diversified than the benchmark portfolios. We used two data sets, monthly and weekly data. The monthly data was from the years 1989-2011 and the weekly data was from the years 2000-2011. Empirical studies showed that risk parity portfolios provide better diversification since the diversification is made at the risk level. Risk based portfolios provided superior return compared to the asset based portfolios. Using tail risk measures in risk parity portfolios do not necessarily provide better hedge from tail events than standard deviation.

Vapaaehtoinen tilintarkastus pienissä yrityksissä - empiirinen tutkimus

Tutkimuksen tavoitteena oli löytää ne tekijät, jotka vaikuttavat vapaaehtoisen tilintarkastuksen valintaan pienissä yrityksissä. Pienen yrityksen rajat määriteltiin noudattaen tilintarkastuslaissa säädettyjä rajoja tilintarkastusvelvollisuudesta. Empiirinen osuus suoritettiin kvalitatiivisena usean tapauksen tutkimuksena haastattelemalla kuutta eri pienyrityksen johtoon tai omistukseen kuuluvaa henkilöä. Aineisto kerättiin puolistrukturoidun ja teemahaastattelun välimaastoon sijoittuvilla haastatteluilla. Tulokset analysoitiin kokoamalla litteroiduista haastatteluista kokonaisuudet teemoittain. Tutkimuksessa haastateltiin myös tilintarkastajaa sekä pankin edustajaa puolistrukturoidulla haastattelulla lisäämään tulosten luotettavuutta. Tutkimuksen tulosten perusteella tilintarkastuksen valintaan vaikuttavia tekijöitä löytyi useita, sekä negatiivisia että positiivisia. Aikaisemmista tutkimuksista tuttujen ulkoisen rahoituksen, verottajan, ulkoistetun taloushallinnon sekä omistusrakenteen lisäksi uudeksi tilintarkastuksen valintaan vaikuttavaksi tekijäksi löydettiin toimiala. Yritysten välisen kaupankäynnin toimialoilla näyttäisi tutkimuksen perusteella olevan vaikutus tilintarkastukseen, mutta tutkimuksessa käytetyn pienen yritysjoukon takia tarvitaan lisätutkimuksia tekijän vaikutuksesta.

Optimization as a method of search engine marketing

This study is dedicated to search engine marketing (SEM). It aims for developing a business model of SEM firms and to provide explicit research of trustworthy practices of virtual marketing companies. Optimization is a general term that represents a variety of techniques and methods of the web pages promotion. The research addresses optimization as a business activity, and it explains its role for the online marketing. Additionally, it highlights issues of unethical techniques utilization by marketers which created relatively negative attitude to them on the Internet environment. Literature insight combines in the one place both technical and economical scientific findings in order to highlight technological and business attributes incorporated in SEM activities. Empirical data regarding search marketers was collected via e-mail questionnaires. 4 representatives of SEM companies were engaged in this study to accomplish the business model design. Additionally, the fifth respondent was a representative of the search engine portal, who provided insight on relations between search engines and marketers. Obtained information of the respondents was processed qualitatively. Movement of commercial organizations to the online market increases demand on promotional programs. SEM is the largest part of online marketing, and it is a prerogative of search engines portals. However, skilled users, or marketers, are able to implement long-term marketing programs by utilizing web page optimization techniques, key word consultancy or content optimization to increase web site visibility to search engines and, therefore, user’s attention to the customer pages. SEM firms are related to small knowledge-intensive businesses. On the basis of data analysis the business model was constructed. The SEM model includes generalized constructs, although they represent a wider amount of operational aspects. Constructing blocks of the model includes fundamental parts of SEM commercial activity: value creation, customer, infrastructure and financial segments. Also, approaches were provided on company’s differentiation and competitive advantages evaluation. It is assumed that search marketers should apply further attempts to differentiate own business out of the large number of similar service providing companies. Findings indicate that SEM companies are interested in the increasing their trustworthiness and the reputation building. Future of the search marketing is directly depending on search engines development.

The us subprime crisis and stock market integration: evidence from the BRICS

The aim of this study is to examine the level of stock market co-movement in the BRICS countries and three major industrialized countries (Japan, UK and USA). While analyzing the interdependence and integration of markets, two subsets are examined: before (2000 – 2007) and during the global financial crisis (2007-2011). Generally, interdependence across markets is likely to increase during a highly volatile period. This is problematic because if it were true, the main benefit of international diversification would be reduced at times when it is most needed. The results reveal the dominant role of the US financial markets over the examined time period. Empirical studies of this research paper indicate that cross-market linkages have become slightly stronger during the ongoing subprime crisis than before crisis. However, results also show that an investor may obtain some international diversification benefits by investing especially in the BRICS countries despite the fact of unstable economic condition and growing globalization.

Skill Development in Music Reading. The Eye-Movement Approach

This dissertation examined skill development in music reading by focusing on the visual processing of music notation in different music-reading tasks. Each of the three experiments of this dissertation addressed one of the three types of music reading: (i) sight-reading, i.e. reading and performing completely unknown music, (ii) rehearsed reading, during which the performer is already familiar with the music being played, and (iii) silent reading with no performance requirements. The use of the eye-tracking methodology allowed the recording of the readers’ eye movements from the time of music reading with extreme precision. Due to the lack of coherence in the smallish amount of prior studies on eye movements in music reading, the dissertation also had a heavy methodological emphasis. The present dissertation thus aimed to promote two major issues: (1) it investigated the eye-movement indicators of skill and skill development in sight-reading, rehearsed reading and silent reading, and (2) developed and tested suitable methods that can be used by future studies on the topic. Experiment I focused on the eye-movement behaviour of adults during their first steps of learning to read music notation. The longitudinal experiment spanned a nine-month long music-training period, during which 49 participants (university students taking part in a compulsory music course) sight-read and performed a series of simple melodies in three measurement sessions. Participants with no musical background were entitled as “novices”, whereas “amateurs” had had musical training prior to the experiment. The main issue of interest was the changes in the novices’ eye movements and performances across the measurements while the amateurs offered a point of reference for the assessment of the novices’ development. The experiment showed that the novices tended to sight-read in a more stepwise fashion than the amateurs, the latter group manifesting more back-and-forth eye movements. The novices’ skill development was reflected by the faster identification of note symbols involved in larger melodic intervals. Across the measurements, the novices also began to show sensitivity to the melodies’ metrical structure, which the amateurs demonstrated from the very beginning. The stimulus melodies consisted of quarter notes, making the effects of meter and larger melodic intervals distinguishable from effects caused by, say, different rhythmic patterns. Experiment II explored the eye movements of 40 experienced musicians (music education students and music performance students) during temporally controlled rehearsed reading. This cross-sectional experiment focused on the eye-movement effects of one-bar-long melodic alterations placed within a familiar melody. The synchronizing of the performance and eye-movement recordings enabled the investigation of the eye-hand span, i.e., the temporal gap between a performed note and the point of gaze. The eye-hand span was typically found to remain around one second. Music performance students demonstrated increased professing efficiency by their shorter average fixation durations as well as in the two examined eye-hand span measures: these participants used larger eye-hand spans more frequently and inspected more of the musical score during the performance of one metrical beat than students of music education. Although all participants produced performances almost indistinguishable in terms of their auditory characteristics, the altered bars indeed affected the reading of the score: the general effects of expertise in terms of the two eye- hand span measures, demonstrated by the music performance students, disappeared in the face of the melodic alterations. Experiment III was a longitudinal experiment designed to examine the differences between adult novice and amateur musicians’ silent reading of music notation, as well as the changes the 49 participants manifested during a nine-month long music course. From a methodological perspective, an opening to research on eye movements in music reading was the inclusion of a verbal protocol in the research design: after viewing the musical image, the readers were asked to describe what they had seen. A two-way categorization for verbal descriptions was developed in order to assess the quality of extracted musical information. More extensive musical background was related to shorter average fixation duration, more linear scanning of the musical image, and more sophisticated verbal descriptions of the music in question. No apparent effects of skill development were observed for the novice music readers alone, but all participants improved their verbal descriptions towards the last measurement. Apart from the background-related differences between groups of participants, combining verbal and eye-movement data in a cluster analysis identified three styles of silent reading. The finding demonstrated individual differences in how the freely defined silent-reading task was approached. This dissertation is among the first presentations of a series of experiments systematically addressing the visual processing of music notation in various types of music-reading tasks and focusing especially on the eye-movement indicators of developing music-reading skill. Overall, the experiments demonstrate that the music-reading processes are affected not only by “top-down” factors, such as musical background, but also by the “bottom-up” effects of specific features of music notation, such as pitch heights, metrical division, rhythmic patterns and unexpected melodic events. From a methodological perspective, the experiments emphasize the importance of systematic stimulus design, temporal control during performance tasks, and the development of complementary methods, for easing the interpretation of the eye-movement data. To conclude, this dissertation suggests that advances in comprehending the cognitive aspects of music reading, the nature of expertise in this musical task, and the development of educational tools can be attained through the systematic application of the eye-tracking methodology also in this specific domain.