The importance of customer's value expectations in customer acquisition

Pro gradu –tutkielman tavoitteena on tutkia asiakasarvoa ja sitä, miten asiakasarvoa voidaan käyttää hyväksi uusasiakashankinnassa. Tällä hetkellä kirjallisuudessa on pinnalla muutos tuotekeskeisyydestä asiakaskeskeiseen näkökulmaan, joka tunnistaa asiakasarvon tärkeyden bisnes suhteissa. Tämä tutkimus osallistuu kyseiseen keskusteluun muodostamalla tavan mitata asiakasarvoa, ja peilaamalla saavutettuja tuloksia uusasiakashankinta prosessiin. Empiirinen tutkimus on toteutettu kahdessa osassa: kvalitatiivisessa sekä kvantitatiivisessa. Ensimmäisessä osassa haastateltiin kahdeksaa potentiaalista asiakasta, minkä jälkeen saadut tulokset vietiin suurempaan skaalaan toteuttamalla kysely suurelle joukolle potentiaalisia asiakkaita. Lopulliset tulokset osoittavat, että asiakasarvon käyttäminen hyväksi uusasiakashankinnassa on erittäin tehokas ja käyttökelpoinen metodi. Asiakasarvoon perustuvat asiakassegmentit mahdollistavat oikeiden arvojen kommunikoinnin oikeille segmenteille. Se antaa yritykselle myös mahdollisuuden valita houkuttelevimmat asiakasryhmät ja vahvistaa asiakaskantaansa.

MARKETING COMMUNICATIONS IN B2B COMPANIES – The Roles of Marketing Communication Tools in the Digital Age

Marketing communications has gone through significant changes during the last decades and new online tools have been leading this change for the last decade. Now, in the digital age, if wanting to be successful companies need to experiment new things and seize the opportunities online provides and adapt to the new environment. However, during this time the marketing communication mix and the meanings given to the various components of it have not changed dramatically, and personal selling, direct marketing, sales promotion, advertising and public relations activities are still regarded as important tools in the marketing communications mix. The purpose of this study was to examine business-to-business marketing communications and the tools used by companies in their marketing communications efforts in the digital age and in a global environment. The research questions dealt with the marketing communication tools and their roles as well as the role of online marketing communication and the way it has shaped the field of b2b marketing communications. In order to answer these questions, qualitative approach was chosen and the data was collected by theme interviews with six representatives of Finnish global companies from the b2b sector being interviewed. The theoretical framework covers the general field of b2b marketing communications and its main elements. The online environment as well as the concept of a global marketplace and integrated approach to marketing communication activities is also discussed. The theory was supported by the interviews regarding the activities and roles of the marketing communication tools and both theory as well as the interviews found personal selling to be a vital tool. However, the importance of online has grown and online marketing activities have risen right next to personal selling. The use of analytics and marketing automation was found to be of great interest in the interviews and they were seen as a growing domain in b2b marketing communications. The importance of targeted and personalised messages from relevant medias was a repeating theme as was the customer-centric approach in marketing communication activities. Also, offline and online tools and channels were seen as something that should be treated together as an entity rather than as separate activities. Relevant content created according to the needs of the customer with the gathered data from analytics were seen as the future of b2b marketing communications. Online has added its input to the more traditionally perceived tools and they are executed within the framework of the digital age. Nevertheless, even though online has increased its presence in the b2b marketing communications mix, the more traditionally perceived marketing communication tools, especially personal selling, have not lost their meaning or place in the b2b marketing communication mix.

Tiedon jakaminen ja organisaatiokulttuuri kulkevat käsi kädessä

Pro gradu -tutkielmassa selvitettiin organisaatiokulttuurin vaikutusta tiedon jakamiseen sekä tiedon jakamisen edistämistä asiantuntijaorganisaatiossa. Tavoitteena oli kehittää toimeksiannosta Fingrid Oyj:n tiedon jakamisen käytäntöjä sekä määrittää yhtiölle tavoitekulttuurin piirteet, joihin johto voi sitoutua ja jota kohti organisaatio voi kehittyä. Tutkimus toteutettiin pääosiltaan kvalitatiivisena tutkimuksena ja tutkimusotteena oli toimintatutkimus. Tutkimuksessa perehdyttiin aikaisempiin tiedon jakamista ja organisaatiokulttuurin yhteyttä selvittäneisiin tutkimuksiin. Case-yrityksen henkilöstön näkemykset nykyisestä organisaatiokulttuurista kartoitettiin hyödyntäen Cameron & Quinnin kilpailevien arvojen mallia. Pöytätutkimuksena tutustuttiin organisaation eri dokumentteihin, strategiaan, arvoihin ja ohjeisiin. Lisäksi toteutettiin 10 kpl teemahaastatteluita yhtiön organisaatiokulttuurista ja tiedon jakamisen edistämisen keinoista. Tulosten mukaan organisaatiokulttuurilla ja tiedon jakamisella on yhteys toisiinsa. Tälle löydettiin vahvistusta aikaisempien tutkimusten lisäksi myös case-yrityksen käytänteistä. Kulttuurit, joissa vuorovaikutus on avointa ja valtasuhteet matalia ja joissa kannustetaan kollektiiviseen tekemiseen yksilösuoritusten sijasta, suosivat tiedon jakamista tiedon panttaamisen sijasta. Case-yrityksen organisaatiokulttuurin dominoiviksi piirteiksi muodostuivat hierarkinen ja ryhmäkulttuuri: hierarkisuus näkyy yrityksen toiminnan ohjauksessa runsaina ohjeina ja sääntöinä, silti yrityksen ilmapiiri on epämuodollinen, organisaatiomalli on matala ja päätöksentekojärjestelmässä valtaa on jalkautettu alaspäin. Yrityksen kulttuurin todettiin tukevan tiedon jakamisen käytänteitä. Toimintatutkimuksessa Fingrid Oyj:lle määriteltiin yhdessä ylimmän johdon kanssa tavoitekulttuurin piirteet, linjattiin miten kulttuurin tulee näkyä esimiestyössä sekä laadittiin ehdotuksia tiedon jakamisen kehittämiseksi yhtiössä.

An improved strategy for evaluating the extent of chronic arterial baroreceptor denervation in conscious rats

There is no index or criterion of aortic barodenervation, nor can we differentiate among rats that have suffered chronic sham, aortic or sino-aortic denervation. The objective of this study was to develop a procedure to generate at least one quantitative, reproducible and validated index that precisely evaluates the extent of chronic arterial barodenervation performed in conscious rats. Data from 79 conscious male Wistar rats of about 65-70 days of age with diverse extents of chronic arterial barodenervation and used in previous experiments were reanalyzed. The mean arterial pressure (MAP) and the heart rate (HR) of all rats were measured systematically before (over 1 h) and after three consecutive iv bolus injections of phenylephrine (PHE) and sodium nitroprusside (SNP). Four expressions of the effectiveness of barodenervation (MAP lability, PHE ratio, SNP ratio, and SNP-PHE slope) were assessed with linear fixed models, three-level average variance, average separation among levels, outlier box plot analysis, and overlapping graphic analysis. The analysis indicated that a) neither MAP lability nor SNP-PHE slope was affected by the level of chronic sodium intake; b) even though the Box-Cox transformations of both MAP lability [transformed lability index (TLI)] and SNP-PHE slope [transformed general sensitivity index (TGSI), {((3-(ΔHRSNP-ΔHRPHE/ΔMAPSNP-ΔMAPPHE))-0.4-1)/-0.04597}] could be two promising indexes, TGSI proved to be the best index; c) TLI and TGSI were not freely interchangeable indexes for this purpose. TGSI ranges that permit differentiation between sham (10.09 to 11.46), aortic (8.40 to 9.94) and sino-aortic (7.68 to 8.24) barodenervated conscious rats were defined.

NEW BUSINESS MODELS – Sustainability as a main focus

A business model is a structure frame of an organization that can bring significant benefits and competitive advantage when structured properly. The aim of this paper was to observe and describe development of business models’ and identify factors and elements of a business model that are in a key role from the perspective of an organizational sustainability. One is striving to bring out in this thesis how should truly sustainable business model look like and what are main characteristics of it. Additionally, some recommendations that could be helpful in order to build sustainable and balanced business model in a company are presented in this work. The meaning was to make theoretical and in some extent practical acquaintance with such new business models as open business model and sustainable business model. Long-term sustainability achievement in a company was in a centric role and used as a main criteria when constructing sustainable business model structure. The main research question in this study aims to answer: What a firm should consider in order to develop profitable and sustainable business model? This study is qualitative in nature and it was conducted using content analyze as a main method of this research. The perspective of the target data in this study is an outlook of its producers of how sustainability is reached in an organization throw business model and which practices are important and has to be taken into account. The material was gathered mainly from secondary sources and the theoretical framework was outright built based on secondary data. The secondary data that have been mostly dissertations, academic writings, cases, academic journals and academic books have been analyzed from the point of view of sustainability perspective. As a result it became evident that a structure of a business model and its implementation along with a strategy is often what leads companies to success. However, for the most part, overall business environment decides and delimits how the most optimal business model should be constructed in order to be effective and sustainable. The evaluation of key factors and elements in business model leading organization to sustainability should be examined throw triple bottom line perspective, where key dimensions are environmental, social and economic. It was concluded that dimensions should be evaluated as equal in order to attain total long lasting sustainability, contradicting traditional perspective in business where profit production is seen as only main goal of a business.

Determinación de algunos atributos de calidad de la variedad Fuji y sus mutantes al momento de cosecha

Muchos trabajos demuestran que los productos vegetales no solamente son fuentes de energía y nutrientes sino también fuentes de compuestos conocidos como fitoquímicos, que juegan un importante papel en la prevención de enfermedades como el cáncer, afecciones cardiovasculares y neurodegenerativas. Por otro lado, el aumento en la producción de manzana, determina también un aumento de la producción destinada al procesamiento industrial. En este sentido el conocer el contenido de de ciertas sustancias como polifenoles, antocianinas permiten conocer su potencial de uso industrial, como por ejemplo para la elaboración de jugos. En base a esto los objetivos del presente trabajo fueron realizar una caracterización físico-química de tres variedades de manzana; una de ellas de cultivo tradicional y muy extendido en Brasil y las otras dos mutaciones de esta última, de reciente explotación comercial. Fueron medidos al momento de cosecha la firmeza de la pulpa, acidez titulable (AT), los sólidos solubles totales (SST), el índice de yodo-almidón, los parámetros CIE "L*", "a*" y "b*" del color, polifenoles, antocianinas y azúcares reductores totales y vitamina C. Según los resultados, la variedad Fuji Kiku presentó una mayor firmeza de pulpa, AT, SST y vitamina C. En relación al color, la variedad Fuji Suprema mostró una coloración roja más intensa y mayor contenido de antocianinas. No fueron encontradas diferencias en los polifenoles y azúcares reductores totales.

Cambios de volumen, área superficial y factor de forma de Heywood durante la deshidratación de cerezas (Prunus avium)

En este trabajo, se evaluaron experimentalmente los cambios de volumen, área superficial y factores de forma durante la deshidratación de cerezas enteras. En base a los resultados obtenidos, se propusieron modelos muy simples para la evaluación matemática de dichos cambios para su uso en simulación de lechos profundos de partículas. Los cambios de volumen se pudieron representar con una ecuación lineal y los de área superficial con un polinomio de tercer orden, en ambos casos como una función de la humedad adimensional del producto. Con respecto a la evaluación de los factores de forma, se encontró que las partículas, cuanto más se deshidratan, más tienden a la forma esférica, lo cual es un hecho auspicioso, ya que no sólo el producto posee un aspecto visual agradable, sino que se habilita la utilización de la forma esférica para los efectos de adoptar una dimensión característica para la evaluación de cinéticas de deshidratación en monocapa y/o en lechos de partículas.

Embedded Service Bus for Internet of Things Interoperability

Internet of Things (IoT) technologies are developing rapidly, and therefore there exist several standards of interconnection protocols and platforms. The existence of heterogeneous protocols and platforms has become a critical challenge for IoT system developers. To mitigate this challenge, few alliances and organizations have taken the initiative to build a framework that helps to integrate application silos. Some of these frameworks focus only on a specific domain like home automation. However, the resource constraints in the large proportion of connected devices make it difficult to build an interoperable system using such frameworks. Therefore, a general purpose, lightweight interoperability framework that can be used for a range of devices is required. To tackle the heterogeneous nature, this work introduces an embedded, distributed and lightweight service bus, Lightweight IoT Service bus Architecture (LISA), which fits inside the network stack of a small real-time operating system for constrained nodes. LISA provides a uniform application programming interface for an IoT system on a range of devices with variable resource constraints. It hides platform and protocol variations underneath it, thus facilitating interoperability in IoT implementations. LISA is inspired by the Network on Terminal Architecture, a service centric open architecture by Nokia Research Center. Unlike many other interoperability frameworks, LISA is designed specifically for resource constrained nodes and it provides essential features of a service bus for easy service oriented architecture implementation. The presented architecture utilizes an intermediate computing layer, a Fog layer, between the small nodes and the cloud, thereby facilitating the federation of constrained nodes into subnetworks. As a result of a modular and distributed design, the part of LISA running in the Fog layer handles the heavy lifting to assist the lightweight portion of LISA inside the resource constrained nodes. Furthermore, LISA introduces a new networking paradigm, Node Centric Networking, to route messages across protocol boundaries to facilitate interoperability. This thesis presents a concept implementation of the architecture and creates a foundation for future extension towards a comprehensive interoperability framework for IoT.

Influencing Perceived Agency: A Study into User Experiences in Digital Interactive Storytelling

User experience is a crucial element in interactive storytelling, and as such it is important to recognize the different aspects of a positive user experience in an interactive story. Towards that goal, in the first half of this thesis, we will go through the different elements that make up the user experience, with a strong focus on agency. Agency can be understood as the user’s ability to affect the story or the world in which the story is told with interesting and satisfying choices. The freedoms granted by agency are not completely compatible with traditional storytelling, and as such we will also go through some of the issues of agency-centric design philosophies and explore alternate schools of thought. The core purpose of this thesis is to determine the most important aspects of agency with regards to a positive user experience and attempt to find ways for authors to improve the overall quality of user experience in interactive stories. The latter half of this thesis deals with the research conducted on this matter. This research was carried out by analyzing data from an online survey coupled with data gathered by the interactive storytelling system specifically made for this research (Regicide). The most important aspects of this research deal with influencing perceived agency and facilitating an illusion of agency in different ways, and comparing user experiences in these different test environments. The most important findings based on this research include the importance of context-controlled and focused agency and settings in which the agency takes place and the importance of ensuring user-competency within an interactive storytelling system. Another essential conclusion to this research boils down to communication between the user and the system; the goal of influencing perceived agency should primarily be to ensure that the user is aware of all the theoretical agency they possess.

Narratives of emergence: rising powers and the end of the Third World?

This article examines recent arguments from development economists, from historians and from international relations specialists that do challenge the continued relevance of the idea of the Third World. It then examines five reasons why these arguments are wrong. We can indeed understand much about emerging powers in terms of how they are seeking to navigate and best position themselves within an existing state-centric, liberal and capitalist order whilst accepting many of the underlying assumptions and values of that order. But the nature of that navigation has been shaped by their historical trajectory and by the developmental, societal and geopolitical context of their emergence.

El tiempo de la historia

Una indagación a partir de la idea general de historia formulada por Vico sirve de cauce para reinterpretar el modo como Marx trata la noción general de historia, entendiéndola no como continuidad de unos sistemas productivos por otros, sino como génesis de las condiciones de unos en los elementos integrantes de otros. Se señala que Althusser ha sido el primer marxista en comprender esa complejidad y en abordar el carácter compuesto del tiempo histórico en Marx. Se cierra con una pequeña reflexión en torno a la peculiaridad de la "idea de tiempo" y a su construcción

¿Qué es "filosofía contemporánea"?(la unidad de la filosofía contemporánea desde el punto de vista de la historia de la filosofía)

La filosofía del siglo XX se ha escindido en dos tradiciones que, a menudo y, las mas de las veces puramente de fato, se consideran inconmensurables. Los últimos veinte años parecen anunciar la reversión de esta tendencia. El presente trabajo efectúa un aporte en tal dirección, en la medida en que propone un nuevo modo de considerar la reflexión contemporánea en su conjunto: análisis lógico y fenomenología-hermenéutica son aspectos de un único y mismo giro (turn) en la historia de la filosofía. De este modo, no solo se rescata la unidad del pensamiento contemporáneo, sino que se ilumina su continuidad con la historia de la filosofía.

Naturaleza orgánica y responsabilidad ética: Hans Jonas y sus críticos

En este trabajo se presentan y discuten algunos ejemplos de la recepción crítica a las ideas de Jonas, en especial las de carácter ético. Se enfatiza que la posición ética de Jonas no es una propuesta utópica o ingenua, sino realista y conciente de sus limitaciones. Algunos críticos olvidan que el "principio de responsabilidad" jonasiano está ligado a una recuperación del organismo libre, concebido como el centro de la reflexión ética.

La libertad civil como condición de posibilidad de la autonomía moral: sobre la aportación de Freud al planteamiento práctico de Kant

Es frecuente buscar en Freud a un crítico de la Ilustración y, en particular, del modo de pensar la moral heredero del planteamiento kantiano. Sin embargo, Freud se limita a descubrir en la naturaleza humana un importante obstáculo del que el proyecto ilustrado no se podrá ya desentender. Este obstáculo, que afecta de un modo decisivo al modo como entender el paso a la mayoría de edad, remite a la existencia de un determinado reino de la heteronomía cuyo rasgo más característico es su capacidad para suplantar la voz de la autonomía moral: al igual que la ley moral en Kant, el superyó -una vez ha interiorizado en la infancia y asumido como propios determinados contenidos de cultura (independientemente de su racionalidad y de su posible validez como leyes universales)- también ordena poderosamente sin prometer nada (externo) ni amenazar con nada (externo). En estas condiciones, el proyecto de investir a la razón como autoridad suprema (proyecto que Freud y Kant comparten) depende de la existencia de una organización republicana que garantice un programa pedagógico para el que "mayoría de edad" no signifique llamar "yo" a la cristalización interior de las costumbres de los ancestros sino a la capacidad efectiva de guiarse por la propia razón (lo cual, tras el descubrimiento de los mecanismos elementales del psiquismo, se convierte en un imperativo no sólo moral sino también terapéutico).

La fórmula del cuerpo sin órganos una aproximación Bergsoniana a su enunciación

Tomada desde Artaud por Deleuze ya desde la redacción de Lógica del sentido (1969), la expresión de cuerpo sin órganos (CsO) no deja de causar al menos perplejidad. En su enunciación se traman puntos cruciales de la filosofía de Deleuze desde su teoría del acontecimiento y de la diferencia, pasando por una definición y una analítica del deseo, hasta una determinada noción de vida que articularía el proceso de su generación. Sin desestimar lo anterior y los profusos usos y determinaciones actuales que ha cobrado esta noción, nuestro propósito es vincular al CsO con la concepción de vida, que según nuestra lectura, se halla en la base de su formulación. Esto permanece en el texto como subyacente, y nuestra propuesta se inscribe en determinar el grado de influjo que posee el vitalismo de Bergson en la concepción de esta fórmula: desde este punto de vista es plausible sostener que el CsO es una operación que se funda de modo crucial en una lectura atenta al élan vital de bergsoniano. En suma, si el CsO es una involución creadora por definición de su proceso, no es sino porque su puesta en marcha significa y se efectúa en una constante y radical lucha que implica cada vez el desmontaje o desmembramiento de la idea de organismo.