Bwin.Party Digital Entertainment PLC:n tuloksen muodostumisen muutokset ja niiden yhteys yhtiön markkina-arvoon

Kandidaatintutkielmani aiheena on vuonna 1997 perustettu uhkapeliyhtiö Party Gaming PLC ja vuoden 2011 yritysfuusion jälkeen Bwin.Party Digital Entertainment PLC. Tutkielmani tavoitteena on tutkia yhtiön tuloksen muodostumista ajanjaksolla 2005-2012 ja verrata tuloksenteon muodostumista ja sen muutosta yhtiön markkina-arvon muutoksiin.

Digital services development – cases of Finland and LIBER

The presentation of Kristiina Hormia-Poutanen in The National and University Library in Zagreb March 18, 2015.

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.

Digital Humanities For Everyone’s Benefit?: interplay in social media with the great audience, high-esteemed researcher and self-conscious library

The National Library of Finland realizes the Digitization Project of Kindred Languages in 2012–15. The project is financially supported by the Kone Foundation. During this project the National Library of Finland has digitized and made available approximately 1200 monograph and more than 100 newspaper titles in several Uralic languages. The materials are available to both researchers and citizens in the National Library’s Fenno-Ugrica collection. The project will produce digitized materials in the Uralic languages as well as their development tools to support linguistic research and citizen science. The resulting materials will constitute the largest resource for the Uralic languages in the world. Through this project, researchers will gain access to corpora which they have not been able to study before and to which all users will have open access regardless of their place of residence. In my presentation, I will discuss 1) how we utilized the social media (Facebook, Twitter, VKontakte etc) to gain audience for our collection and 2) how the needs of researchers and laymen were met in crowdsourcing.

Den digitala musikläraren : aktionsforskning om en digital lärmiljö i musikundervisning

Avhandlingens syfte är att ta reda på hur en digital lärmiljö kan fungera som ett didaktiskt komplement vid undervisning av ett instrument under skolans musiklektioner. Genom att observera den egna undervisningen i musik i en skolklass där en digital lärmiljö använts har jag lyft fram iakttagelser av händelser som anses kritiska för utvärderingen av lärmiljön. Undersökningen är av kvalitativ karaktär där aktionsforskning legat som ansats för avhandlingen. Aktionsforskning bygger på att finna ett fokusområde för undersökning, varefter en fråga eller problemformulering utarbetas. Frågan prövas i praktiken och efter det följer en utvärdering och reflektion kring kritiska händelser som observerats i praktiken. En skolklass bestående av elever i årskurserna 3 och 4 har fungerat som respondenter för undersökningen. En del av eleverna i klassen har arbetat individuellt och försökt lära sig spela gitarr och elbas med hjälp av en digital lärmiljö som jag kallar för Musikskolan.fi. Genom att pröva och utvärdera lärmiljön under tre lektioner med eleverna har styrkor, svagheter och differentiering i användandet av Musikskolan.fi diskuterats. För att dokumentera lektionerna har videokamera använts som komplement till forskarens personliga observationer. Enligt de tolkningar och observationer som framkommit i denna undersökning kan Musikskolan.fi fungera bra som stöd och komplement till musikundervisningen, trots att en del förbättringsförslag angående interaktivitet och differentiering noterats. Lärmiljöns styrkor ligger i att elever kan arbeta individuellt med läromedlet och ett instrument. Dessutom kan läraren använda sig av verktyget för att ackompanjera eleverna i sång och spel. En av nackdelarna är att det krävs en hel del förkunskaper om musikteori och visuell tolkningsförmåga av eleven för att han eller hon ska kunna utnyttja verktyget till dess fulla potential. Genom tillägg av fler funktioner, som möjligheten att justera tempo på musiken som verktyget spelar upp, kunde lärmiljön bättre stöda elevers skillnader i färdigheter och bidra positivt till differentiering av musikundervisningen.

Lean Methods and Digital Technologies in Healtchare

The experiences of several healthcare organizations were considered to distinguish the most frequently used lean tools, the success and failure factors, and the obstacles that may appear while implementing lean. As a result, two approaches to “go lean” were defined, and analyzed from the prospective of the applicability to healthcare processes. Industrialization of healthcare was studied, and the most promising digital technology tools to improve healthcare process were highlighted. Finally, the analysis of healthcare challenges and feasible ways to address them was conducted and presented as the main result of this work. The possible ways of implementation of the findings and limitations were described in the conclusion.

Developing construction site operations for EPC power plant projects

The purpose of this thesis is to find development areas for site operations in power plant construction projects delivered by Wärtsilä. The inspected operations are subcontractor management, site material management and work scheduling. The contractor's role in EPC project is to respond for engineering, procurement, and construction supervision. Geographical and cultural differences brings challenges for finding development areas as Wärtsilä delivers projects world-wide. Searching for development area is mainly made with survey, which answers were collected from the target company's site personnel. Based on the results, with good planning and preparation various problems would be avoided. An external view for the thesis was collected by an expert interview, which was held to three expe-rienced construction operating executives. Interviewees believed that with the se-lection of right site personnel and clearly defined areas of responsibility will great-ly affect the outcome of the project. Some of the theory has been collected from areas, which have helped to under-stand the inspected operations on site. Improving competence knowledge has been important due to the broad scope of work and the author’s inexperience of the topic. Also generally effective practices from construction projects has been col-lected to the theory part. Functionality of general practices have been reflected together with the results of empirically collected data for Wärtsilä's projects. As a result, a model was generated where development proposals and the benefits from new procedures were presented.

Visuell läsning som kompetensområde : en pedagogisk studie i visuell grammatik inom multimodal digital kommunikation

Avhandlingens primära syfte är att upprätta en förståelse för visuell kompetens som en del av visuell litteracitet inom multimodal digital kommunikation i undervisningen. Avhandlingens sekundära syfte är att ur ett pedagogiskt perspektiv lyfta fram visuell litteracitet och visuell kompetens i multimodala diskussioner kring digital pedagogik. Forskningen är kvalitativ och har både teoretisk och empirisk förankring. Den empiriska studien har en fenomenologisk metodansats. Visuell kompetens innebär att visuell läsning behärskas, vilket förutsätter fungerande vokabulär, kritiskt förhållningssätt och kunskaper i läsning och tolkning och användning av bilder. Den visuella grammatikteorin innefattar bildens syntax och semantik. Bilden är ett kontextbundet fenomen, där kontexten berör sociala aspekter, bildens fysiska omgivning samt innehåll. Det empiriska resultatet är att visuell inverkan i undervisningen präglar förberedelser och lektionsmål, berör visuell kommunikationskompetens, inkluderar visuella element som verktyg, strävar involvera flera element i inlärningen och strävar efter att undvika passiva demonstrationer som undervisningsmetod. Bilder behövs som kommunikativt stöd, som inlärningsmetod och som en del i aktivitetspedagogisk undervisning. Genom stöd från läraren kan barnet nå visuell litteracitet som ett kompetensmål, vilket kan ske genom multimodal undervisning.

Thoughts on work-in-progress crowdsourcing metrics of digital collections

The presentation consists of work-in-progress metrics of #digitalkoot, the crowdsourcing project launched by National Library of Finland

Digital content and making it viral in social media

Tutkimuksen tavoite on selvittää digitaalisen sisällön ominaisuuksia, jotka vaikuttavat ryhtyvätkö kuluttajat jakamaan, tykkäämään ja kommentoimaan sitä sosiaalisessa mediassa. Tällä pyritään auttamaan yrityksiä ymmärtämään paremmin viraalisuutta, jotta he pystyisivät tuottamaan ja julkaisemaan nettisivuillaan ja sosiaalisessa mediassa parempaa sisältöä, jota kuluttajat jakaisivat enemmän. Tutkimus toteutetaan muodostamalla hypoteeseja mahdollisista ominaisuuksista kirjallisuuden perusteella ja testaamalla niitä regressioanalyyseillä empiirisessä osiossa. Tulokset paljastavat yhdeksän piirrettä, jotka lisäävät viraalisuutta: kiinnostavuus, neutraalisuus, yllättävyys, viihdyttävyys, epäkäytännöllisyys, artikkelin ja Facebook julkaisun pituus, eri sisältö taktiikoiden käyttö (erityisesti blogit ja kuvat lisäävät viraalisuutta) sekä kun mielipidevaikuttaja tai kuuluisuus jakaa sisällön.

Evaluating digital marketing content management strategies in an international company.

The purpose of this thesis is to explore a different kind of digital content management model and to propose a process in order to manage properly the content on an organization’s website. This process also defines briefly the roles and responsibilities of the different actors implicated. In order to create this process, the thesis has been divided into two parts. First, the theoretical analysis helps to find the two main different content management models, content management adaptation and content management localization model. Each of these models, have been analyzed through a SWOT model in order to identify their particularities and which of them is the best option according to particular organizational objectives. In the empirical part, this thesis has measured the organizational website performance comparing two main data. On one hand, the international website is analyzed in order to identify the results of the content management standardization. On the other hand, content management adaptation, also called content management localization model, is analyzed by looking through the key measure of the Dutch page from the same organization. The resulted output is a process model for localization as well as recommendations on how to proceed when creating a digital content management strategy. However, more research is recommended to provide more comprehensive managerial solutions.

Development of Piping Stress Analysis Guideline for Neste Jacobs' Projects

The aim of this research was to develop a piping stress analysis guideline to be widely used in Neste Jacobs Oy’s domestic and foreign projects. The company’s former guideline to performing stress analysis was partial and lacked important features, which were to be fixed through this research. The development of the guideline was based on literature research and gathering of existing knowledge from the experts in piping engineering. Case study method was utilized by performing stress analysis on an existing project with help of the new guideline. Piping components, piping engineering in process industry, and piping stress analysis were studied in the theory section of this research. Also, the existing piping standards were studied and compared with one another. By utilizing the theory found in literature and the vast experience and know-how collected from the company’s employees, a new guideline for stress analysis was developed. The guideline would be widely used in various projects. The purpose of the guideline was to clarify certain issues such as which of the piping would have to be analyzed, how are different material values determined and how will the results be reported. As a result, an extensive and comprehensive guideline for stress analysis was created. The new guideline more clearly defines formerly unclear points and creates clear parameters to performing calculations. The guideline is meant to be used by both new and experienced analysts and with its aid, the calculation process was unified throughout the whole company’s organization. Case study was used to exhibit how the guideline is utilized in practice, and how it benefits the calculation process.

High-Tech Commercialization Research Projects: A Pragmatic View

In the Finnish university society the commercialization research projects has not been a focus of interest until now. The reasons for the growing interest towards commercialization research projects are their possibility to develop our economy simultaneously by providing new technologies and products. This study focuses on the examination of what kind of high-technology oriented research can be commercialized and how. The aim is to generate understanding of how commercialization research projects should proceed and to find concrete ways of improving the of commercialization research projects. As its research method, the study analyzes four different university high-technology research projects which have been commercially oriented and have to some degree been able to commercialize the product or technology developed during the research phase. The data has been gathered mainly by semi-structured interviews of people involved in these particular projects or cases. The findings from the interviews have been reflected to the final reports of the projects, provided by TEKES, and later on the data gained has been compared to each other. Also a literature review has been produced about the subject of commercializing university research with the purpose of providing known theories and framework connected with the subject. The study reveals five main factors related to commercializing high-tech research. These factors are: The Team, Market potential and competitiveness, Product and technology, Funding and Steering Group. Also the uncertainties related to these factors have been addressed. As a conclusion the study provides the main aspects that should be considered when starting a commercialization research project. Also a combining hierarchical framework has been provided related to the five factors presented. In Chapter 5 the study addresses the main tasks or steps to be taken in order to get public funding for a commercially oriented research project and later on the actual steps to be executed in order to successfully commercialize these high-tech research projects.