ERP Systems: Marketing to Finnish Small and Medium Sized Enterprises

This paper takes a fresh approach to ERP projects by examining the upstream organizations and their sales and marketing processes.

Green Marketing and its Role in Firm’s Strategy

Tässä kandidaatintutkielmassa tutkitaan vihreän markkinoinnin strategista roolia ja sen tuomaa lisäarvoa yritykselle. Tutkimuksessa selvitetään, mitä vihreä markkinointi on, mistä syistä yritykset harjoittavat sitä ja tuoko se lisäarvoa yritykselle. Case-yrityksinä tutkielmassa ovat UPM-Raflatac ja Lappeenrannan Energia Oy.

Viral marketing in a Finnish medium sized gaming company: discovering, analyzing and building an improved management process for viral marketing campaigns, case: Nitrogames

The goal of this thesis is to build a viral marketing management framework for a Finnish medium sized gaming company. This is achieved by first finding and building a theoretical five step management process framework based on literature, analyzing current model and giving recommendations for the case company to develop its own management process. In addition, viral marketing research is still in early stage resulting this study to propose its own take on the definition in the theory part. Empirical part is based on qualitative interviews, campaign material and secondary sources and is aimed to find out and analyze the case company’s current viral marketing state and to give recommendations to it. The final outcome of the study is a general, theoretical management framework for viral marketing campaigns and specified recommendations for the case company.

Uso do novo sistema Clearfield® na cultura do girassol para o controle de plantas daninhas dicotiledóneas

A ocorrência de plantas daninhas dicotiledóneas tem limitado o aumento da área de cultivo de girassol no Brasil, devido ao seu impacto sobre a produtividade. Isso se deve à escassez de produtos registrados para a cultura com amplo espectro de ação. Em razão disso, desenvolveram-se dois experimentos com o objetivo de avaliar a eficácia e seletividade de herbicidas do grupo das imidazolinonas aplicados em pós-emergência de plantas daninhas dicotiledôneas na cultura do girassol Clearfield®. Os experimentos foram instalados no campo, em Iguatemi, distrito de Maringá-PR. Os tratamentos constituíram-se de duas testemunhas sem aplicação de herbicida, sendo uma sem capina e outra capinada, sulfentrazone (200,00 g ha-1) aplicado em pré-emergência e imazapic+imazapyr aplicados em pós-emergência nas doses de [36,75+12,25], [52,5+17,5], [12,25+36,75] e [17,5+52,5] g ha-1. Foram feitas avaliações de controle para Euphorbia heterophylla, Conyza bonariensis, Raphanus raphanistrum, Bidens pilosa, Ipomoea grandifolia e Portulaca oleracea. Também foram realizadas avaliações de intoxicação do girassol Clearfield®, estande e produtividade em kg ha-1. De acordo com os resultados, verificou-se que o uso do sistema Clearfield® mostrou-se uma ótima opção para áreas com infestação de plantas daninhas dicotiledôneas, pois possibilita a aplicação de herbicidas inibidores da enzima acetolactato sintase (ALS); os controles obtidos variaram de medianos a excelentes, além de ele não provocar injúrias à cultura e manter o estande inicial e a produtividade.

Productizing professional marketing services through service blueprinting

The goal of this research is to study how knowledge-intensive business services can be productized by using the service blueprinting tool. As services provide the majority of jobs, GDP and productivity growth in Europe, their continuous development is needed for Europe to retain its global competitiveness. As services are turning more complex, their development becomes more difficult. The theoretical part of this study is based on researching productization in the context of knowledge-intensive business services. The empirical part is carried out as a case study in a KIBS company, and utilizes qualitative interviews and case materials. The final outcome of this study is an updated productization framework, designed for KIBS companies, and recommendations for the case company. As the results of this study indicate, productization expanded with service blueprinting can be a useful tool for KIBS companies to develop their services. The updated productization framework is provided for future reference.

Composição florística da vegetação de carrasco, Novo Oriente, CE

Foi caracterizada a composição florística da vegetação de carrasco do sul do planalto da Ibiapaba em Novo Oriente, Ceará (5°28’ - 5°43’S e 40°52’ - 40º55’W ; 750-850 m de altitude), ocorrendo em Areias Quartzosas profundas. Foram coletadas 184 espécies, incluindo ervas, cipós, subarbustos, arbustos e árvores, distribuídas em 52 famílias. As famílias com maior número de espécies foram Caesalpiniaceae (17), Fabaceae (16), Euphorbiaceae (15), Myrtaceae (11), Bignoniaceae (10) e Mimosaceae (9). De 102 espécies arbustivas e arbóreas da área estudada, 24 ocorreram em áreas de caatingas e cerrados, 29 em cerrados, 17 em caatinga, uma espécie em mata e 31 foram exclusivas do carrasco. Não foi possível definir se o carrasco é um cerradão degradado ou um tipo próprio de vegetação, sendo necessária para isso a realização de levantamentos em outras áreas similares.

Um novo conceito de monitoramento e comunicação ambiental: a rede européia para a avaliação da qualidade do ar usando plantas bioindicadoras (EuroBionet)

Apesar de todo o progresso alcançado na redução da emissão de poluentes atmosféricos durante as últimas décadas, a poluição do ar ainda representa um dos principais problemas ambientais nos centros urbanos da Europa. Plantas bioindicadoras têm um papel cada vez maior no controle da qualidade do ar, já que seu uso comprova e demonstra os efeitos negativos da poluição em seres vivos de uma maneira facilmente inteligível, inclusive para leigos. Em uma rede de municípios, o projeto pan-europeu EuroBionet utiliza plantas bioindicadoras para a avaliação de possíveis efeitos da poluição aérea. Através de um conceito de comunicação específico, os resultados científicos do projeto são traduzidos e divulgados de uma forma que chama a atenção do público em geral e que sensibiliza a população urbana. Desta forma, pretende-se induzir a uma mudança no comportamento e aumentar a aceitação de medidas corretivas. No presente trabalho, os objetivos científicos e de comunicação do projeto EuroBionet são apresentados. Os primeiros resultados da exposição de plantas de tabaco em dez cidades européias, durante os meses de agosto e setembro de 2000, demonstram um gradiente de impacto de ozônio do norte para o sul e centro da Europa, com efeitos leves na Escócia e Dinamarca e fortes nas plantas expostas na Itália, França, Áustria e sul da Alemanha.

The Role of Non-Coercive Influence Tactics in Online Marketing

This thesis examines the effectiveness of non-coercive influence tactics in the context of consumer online behaviour. The objective of this study is to develop a comprehensive understanding of consumer online behaviour and the role of information types in affecting the consumer’s cognitive responses and behavioural outcomes. The theoretical part of the study examines the academic literature on consumer online behaviour and influence tactics used both in traditional buyer/seller relationships as well as in relationships mediated by online technologies. The empirical part of the study is carried out with four experiments that utilise non-coercive influence tactics to affect online consumer behaviour. The consumers included in this study are 18-28 year-old structural and civil engineering students in Finland, United Kingdom, United States and India. The findings suggest that non-coercive influence tactics are applicable in the online marketing context and generate cognitive responses of site awareness, site involvement and exploratory behaviour which subsequently results in behavioural outcomes of compliance, eWOM and site abandonment.

The usage of experimental research in business-to-business marketing context in academic marketing journals

The aim of this master’s thesis is to introduce what is experimental research and how the researcher is able to use this researching method in business-to-business context. This work has been done with analyzing articles of four academic marketing journals from years 1992-2012. In the literature part there is introduction of the nature of the experimental research, its terminology and design. There is also discussion about limitations of experimental research and comparison of experimental research to quasi-experimental design. In the results part there is a review how experimental research has been used in the business-to-business context in the past two decades. In the analysis there is introduction of themes, samplings, different kinds of variables and main findings. The work offers a good understanding to nature of experimental research and useful data for organizing a real experimental study.

Social Networking Sites as a part of Medical Device Manufacturer's Marketing Communications

The purpose of the thesis is to examine how a medical device manufacturer can exploit social networking sites as a part of its everyday marketing communications. The ultimate goal is to create an ideal process of developing marketing communications in social networking sites as a medical device manufacturer with the help of theoretical knowledge and hands-on experience. Theoretical part examines the traditional process of developing marketing communications, defines social networking sites and presents marketing activities carried out on these sites as well as introduces the characteristics of healthcare technology industry. Empirical part is collected through participation in medical device manufacturer’s marketing operations and by observing effects of different factors and actions on social media marketing. In addition, completed interviews and a meeting with company’s personnel have been utilized for data collection. This part offers comprehensive information on the examined company’s current marketing operations, industry, and activities carried out on social networking sites. As a result of the thesis a comprehensive process description of integrating and using social networking sites as a part of company’s marketing communications was formed. With the help of the process description factors and actions which have an effect on marketing operations in social networking sites are presented and methods for further developing these activities are introduced.

Myxomycetes sobre inflorescências e folhas vivas de lírio-do-brejo (Hedychium coronarium Koenig, Zingiberaceae): registro de um novo substrato

A ocorrência de Myxomycetes sobre plantas vivas de Hedychium coronarium Koenig foi registrada nos Municípios de Botucatu (22o52’ S e 48o26’ W) e Itatinga (23o08’ S e 48o38’ W), São Paulo, região Sudeste do Brasil. Foram encontrados esporóforos sobre brácteas florais, restos de flores e sobre folhas adjacentes às inflorescências em plantas vivas, evidenciando ser este um ambiente favorável ao desenvolvimento de Myxomycetes. Cinco espécies foram encontradas: Didymium bahiense Gottsb., D. nigripes (Link) Fr. (Didymiaceae), Physarum compressum Alb. & Schwein., P. pusillum (Berk. & M. A. Curtis) G. Lister (Physaraceae) e Arcyria cinerea (Bull.) Pers. (Arcyriaceae). Todas podem ser consideradas espécies florícolas, embora haja registros mais freqüentes de sua ocorrência sobre componentes da serapilheira. Este é o primeiro relato da ocorrência de Myxomycetes neste tipo de microhabitat para o Brasil.

Supporting employer branding by inbound marketing in Russia

The objective of this study is to understand how employer branding can be strategically supported by inbound marketing in Russia. Furthermore, the aim is to examine the special features of inbound marketing in Russia, as well as to learn what the most useful inbound marketing channels are in the Russian context. The theoretical background of this study is built from employer branding and inbound marketing literature. Inbound marketing is currently lacking a profound research on the topic and thus, this study contributes to the inbound marketing literature as well. The empirical data of this research is collected via three qualitative expert field interviews. The interviews were conducted between January and February 2014. Furthermore, a thematic content analysis was used in the process of analyzing the research results. Both the employer branding and inbound marketing are growing their importance in Russia. The results of this study suggest that a combination of employer branding and inbound marketing can bring companies competitive advantage over others in the Russian market. It is, however, crucial to first understand the peculiarities of the inbound marketing in Russia before taking it to the employer branding context. This study provides a framework for inbound marketing tools in Russia. The proposed framework takes into careful consideration the cultural factors affecting the selection of the inbound marketing tools in Russia. Furthermore, the results of this study suggest how inbound marketing could be successfully combined with employer branding in Russia in order to strengthen the employer brands in the Russian market. However, these results are mainly applicable in the Russian context. Therefore, additional research is needed in order to understand the relationship between the employer branding and inbound marketing in other cultural settings or in particular fields of business.

Target audience and message alignment for integrated marketing communication of luxury products: entering the Chinese market

The purpose of this study is to identify opportunities to match marketing communication message strategies with the target audience characteristics in the Chinese luxury market entry context. Therefore, consumer behaviour and psychographic marketing segmentation fields are being reviewed in a holistic view in order to identify the similarities and connection points. Through the analysis of the messages in advertisements placed in a certain luxury and fine living magazine, message creation strategies are being anticipated.

Value-based Reference Marketing in a Small Process Industry Software and Service Company

This master’s thesis was done for a small company, Vipetec Oy, which offers specialized technological services for companies mainly in forest industry. The study was initiated partly because the company wants to expand its customer base to a new industry. There were two goals connected to each other. First was to find out how much and what kind of value current customers have realized from ATA Process Event Library, one of the products that the company offers. Second was to determine the best way to present this value and its implications for future value potential to both current and potential customers. ATA helps to make grade and product changes, starting after machine downtime, and recovery from production break faster for customers. All three events sometimes occur in production line. The faster operation results to savings in time and material. In addition to ATA Vipetec also offers other services related to development of automation and optimization of controls. Theoretical part concentrates on the concept of value, how it can be delivered to customers, and what kind of risk customer faces in industrial purchasing. Also the function of reference marketing towards customers is discussed. In the empirical part the realized value for existing customers is evaluated based on both numerical data and interviews. There’s also a brief case study about one customer. After that the value-based reference marketing for a target industry is examined through interviews of these potential customers. Finally answers to the research questions are stated and compared also to the theoretical knowledge about the subject. Results show that those customers’ machines which use the full service concept of ATA usually are able to save more time and material than the machines which use only some features of the product. Interviews indicated that sales arguments which focus on improved competitive status are not as effective as current arguments which focus on numerical improvements. In the case of potential customers in the new industry, current sales arguments likely work best for those whose irregular production situations are caused mainly by fault situations. When the actions of Vipetec were compared to ten key elements of creating customer references, it was seen that many of them the company has either already included in its strategy or has good chances to include them with the help of the results of this study.

Desponta novo ator no campo religioso brasileiro? O Padre Cícero Romão Batista

É em torno dos vários sentidos possíveis do qualificativo de "popular" que gira a problemática deste artigo. A figura carismática do Pe. Cícero Romão Batista, patriarca de Juazeiro, integra de há muito o panteão da devoção popular de milhões de romeiros, mas era objeto até hoje de amplas reservas no seio da Igreja oficial. O momento parece ser de revisão destas perspectivas. A reabilitação institucional do "padrinho" pode estar em curso. Pergunta-se aqui em que medida e com que condições esta transformação da sua imagem pode confluir com certa metamorfose do que se convencionou chamar de "Igreja Popular", de modo a dotar inesperadamente de novo ícone o catolicismo brasileiro em seu conjunto.