Advertising new product categories to new geographical markets

Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo estão em constante mudança, e em que reestruturações e mudanças de portfólio são centrais para as companhias que visam capitalizar com o crescimento global. Tanto o rápido ritmo de inovação tecnológica quando a crescente afluência de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante não apenas que estas estejam atentas ao lançamento de produtos de última geração para mercados desenvolvidos: faz-se também necessário que saibam como lançar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta dissertação procurou estudar como multinacionais têm utilizado anúncios publicitários no lançamento, para novos mercados, de categorias e subcategorias de produtos já vendidas em outros países. Após uma revisão da literatura disponível, do desenvolvimento de proposições, e da avaliação destas através de três estudos de caso, foi possível verificar a existência de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitimação da categoria que precede àquela pela da marca; o uso de “especialistas” para a legitimação da categoria; o uso de apelos baseados em argumentos; e a divulgação de mais de uma característica de produto por anúncio. No entanto, dadas algumas discrepâncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, também foi possível verificar que a maneira como os anúncios são feitos em diferentes lugares depende igualmente do cenário competitivo enfrentado pela empresa, bem como de variantes econômicas e culturais específicas da localidade em questão.

Description and analysis of variation in dairy product and concomitant nutrient purchases between Hispanic and non -Hispanic households using a panel of shoppers' purchase records

The purpose of this research was development of a method of estimating nutrient availability in populations as approximated by supermarket purchase records. Demographic information describing 12,516 panel households was obtained from a marketing and advertising program operated by H. E. Butt Grocery Company of San Antonio, Texas. A non-probability sample of 2,161 households meeting expenditure criteria was selected and all purchases of dairy products for this sample of households were organized into a database constructed to facilitate the retrieval, aggregation, and analysis of dairy product purchases and their nutrient contents. Two hypotheses were tested: (1) no difference would be found between Hispanic and non-Hispanic purchases of dairy product categories during the study period and (2) no difference would be found between Hispanic and non-Hispanic purchases of nutrients contained in those dairy products during the thirteen-week study period.^ Food purchase records were used to estimate nutrient exposure on a weekly, per capita basis for Hispanic and non-Hispanic households by linking some 40,000 dairy purchase Universal Product code (UPC) numbers with food composition values contained in USDA Handbook 8-1. Results of this study suggest Hispanic sample households consistently purchased fewer dairy products than did non-Hispanic sample households and consequently had fewer nutrients available from dairy purchases. While weekly expenditures for dairy products among the sample households remained relatively constant during the study period, shifts in the types of dairy products purchased were observed. The effect of ethnicity on dairy product and nutrient purchases was significant over the thirteen-week period. A database consisting of customer, household, and purchase information can be developed to successfully associate food item UPC numbers with a standard reference of food composition to estimate nutrient availability in a population over extended periods of time. ^

Product design in the context of the social needs in less industrialised economies

This thesis is related to the subject of technical innovation, specifically to the activity of design in microenterprises operating in less industrialised economies. Design here is understood as a process, which is not the sole domain of formally trained categories such as engineers, architects or industrial designers. The 'professional boundary' discussion in this investigation is perceived as secondary as, in this context, products are designed, copied or adapted by workers, entrepreneurs themselves, or directly by the poor community. Design capacity at this level is considered to be important both in relation to the conception of capital and consumer goods and to the building up of technical knowledge. Although professional design emerged in Latin America little over three decades ago, this activity has remained marginalised throughout industry. Design activity tends to be concentrated in some product categories in the formalised industrial sector. For microenterprises operating informally, industrial design appears to be unknown. The existing literature pays little attention to 'informal design' capacity. Other areas of knowledge, such as development economies, recognise the importance of microenterprises and technological capability but neglect the potential role of industrial design in small manufacturing units. The management literature, though it focuses on technical innovation and design, has also paid little attention to 'informal design'. In less industrialised economies this neglect is felt by the lack of programmes specifically tailored to create or stimulate 'informal design'. There is a need for recognition of 'informal design' capacity and for the implementation of programmes which specifically target design as a central activity in the manufacturing firm, independent of their size and technological capability. Addressing 'design by the poor for the poor', requires a down-to-earth approach.

An aggregate sales model for consumer durables incorporating a time-varying mean replacement age

Forecasting category or industry sales is a vital component of a company's planning and control activities. Sales for most mature durable product categories are dominated by replacement purchases. Previous sales models which explicitly incorporate a component of sales due to replacement assume there is an age distribution for replacements of existing units which remains constant over time. However, there is evidence that changes in factors such as product reliability/durability, price, repair costs, scrapping values, styling and economic conditions will result in changes in the mean replacement age of units. This paper develops a model for such time-varying replacement behaviour and empirically tests it in the Australian automotive industry. Both longitudinal census data and the empirical analysis of the replacement sales model confirm that there has been a substantial increase in the average aggregate replacement age for motor vehicles over the past 20 years. Further, much of this variation could be explained by real price increases and a linear temporal trend. Consequently, the time-varying model significantly outperformed previous models both in terms of fitting and forecasting the sales data. Copyright (C) 2001 John Wiley & Sons, Ltd.

DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA

ABSTRACTThe purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category characteristics affect the success of global and local brands in the region. Hypotheses are tested using data obtained from top brands rankings reported in five Latin American markets (Argentina, Brazil, the Caribbean and Central America, Chile and Mexico). The study design considers estimating a logistic regression on a binomial dependent variable measuring whether 475 top brands are global or local brands, with product category characteristics as independent variables. Results reveal that product categories related to subscriptions, local tastes, high-tech, and global citizenship do have an impact on the success of global and local brands in Latin America.

A interpretação da comunicação publicitária na perspectiva do segmento sénior

O aumento da esperança média de vida e a redução do número de nascimentos, tem conduzido a um aumento significativo da população sénior, e apesar de ser conotado como um fenómeno característico dos países desenvolvidos, esta é uma realidade quase universal, que tem assumido particular incidência na Europa. No entanto, apesar de frequentemente estigmatizada com base em estereótipos negativos, no que diz respeito às suas capacidades físicas e mentais, na atualidade, o perfil dos seniores, sofreu alterações significativas dada a sua disponibilidade de tempo e dinheiro, transformando-o num segmento com um peso significativo no incremento da economia e um target desejável para os media e seus agentes. Deste modo, por via da alteração do paradigma social; envelhecimento da população e a crescente importância deste segmento para o mercado, é pertinente compreender a relação entre o sénior e a comunicação publicitária. Esta dissertação visa examinar a relação que os seniores mantêm com a publicidade, na perspetiva dos seniores. Especificamente, visa perceber de que forma é percecionada a publicidade televisiva pelo segmento sénior em Portugal, a importância que este lhe atribui, como este descreve o papel do sénior e os estereótipos que lhe estão associados na publicidade. Pretende-se ainda identificar os principais fatores que atuam como mecanismos persuasivos na mensagem publicitaria, as categorias de produto que os seniores consideram que surgem associadas ao seu segmento na publicidade e qual a sua perceção acerca do modo como os outros seniores encaram a publicidade, i. é., a sua heteroperceção. Sendo um tema pertinente e oportuno no atual contexto português, espera-se que este estudo contribua para fornecer informação útil a entidades públicas e privadas, fomentar o diálogo e a discussão no desenvolvimento de futuras iniciativas.

Promoção no ponto de venda: percepções e comportamentos do consumidor

Este estudo enquadra-se no âmbito do Marketing e Comportamento do Consumidor e tem como tema Promoção no Ponto de Venda. Esta investigação tem como objectivo conhecer a percepção e comportamento de grupos de consumidores face a promoções no ponto de venda. O desenvolvimento deste projecto procurou encontrar resposta para os objectivos de investigação propostos através da realização de um inquérito por questionário. Toda a investigação empírica teve por base os resultados obtidos através de 156 questionários online a consumidores, maiores de 18 anos, de super e hipermercados e centros comerciais. Foi utilizada uma amostra por conveniência, para a qual foi enviado questionário online através de email e redes sociais. Realizou-se então este estudo e os resultados demonstraram que as promoções continuam a motivar o consumo e a despoletar a compra imediata e em maior quantidade. Estas conclusões são diferenciadas face às categorias de produto, com maior interesse por parte do consumidor em relação às promoções nos bens essenciais e moda, e face às tipologias de promoção, cuja preferência de promoção são as que têm incidência no preço. No nosso estudo encontramos quatro segmentos de consumidores, que de uma forma global registam auto percepção de consumidores inteligentes, que procuram com a promoções optimizar a relação qualidade preço, e que são pouco impulsivos no consumo. Concluímos que as promoções no ponto de venda são técnicas de marketing em que os gestores de marketing devem continuar a apostar pois é um factor critico de sucesso no incremento de vendas.

Financial Markets and Real Ecinomy: Four Essays in International Trade

Financial markets play an important role in an economy performing various functions like mobilizing and pooling savings, producing information about investment opportunities, screening and monitoring investments, implementation of corporate governance, diversification and management of risk. These functions influence saving rates, investment decisions, technological innovation and, therefore, have important implications for welfare. In my PhD dissertation I examine the interplay of financial and product markets by looking at different channels through which financial markets may influence an economy.My dissertation consists of four chapters. The first chapter is a co-authored work with Martin Strieborny, a PhD student from the University of Lausanne. The second chapter is a co-authored work with Melise Jaud, a PhD student from the Paris School of Economics. The third chapter is co-authored with both Melise Jaud and Martin Strieborny. The last chapter of my PhD dissertation is a single author paper.Chapter 1 of my PhD thesis analyzes the effect of financial development on growth of contract intensive industries. These industries intensively use intermediate inputs that neither can be sold on organized exchange, nor are reference-priced (Levchenko, 2007; Nunn, 2007). A typical example of a contract intensive industry would be an industry where an upstream supplier has to make investments in order to customize a product for needs of a downstream buyer. After the investment is made and the product is adjusted, the buyer may refuse to meet a commitment and trigger ex post renegotiation. Since the product is customized to the buyer's needs, the supplier cannot sell the product to a different buyer at the original price. This is referred in the literature as the holdup problem. As a consequence, the individually rational suppliers will underinvest into relationship-specific assets, hurting the downstream firms with negative consequences for aggregate growth. The standard way to mitigate the hold up problem is to write a binding contract and to rely on the legal enforcement by the state. However, even the most effective contract enforcement might fail to protect the supplier in tough times when the buyer lacks a reliable source of external financing. This suggests the potential role of financial intermediaries, banks in particular, in mitigating the incomplete contract problem. First, financial products like letters of credit and letters of guarantee can substantially decrease a risk and transaction costs of parties. Second, a bank loan can serve as a signal about a buyer's true financial situation, an upstream firm will be more willing undertake relationship-specific investment knowing that the business partner is creditworthy and will abstain from myopic behavior (Fama, 1985; von Thadden, 1995). Therefore, a well-developed financial (especially banking) system should disproportionately benefit contract intensive industries.The empirical test confirms this hypothesis. Indeed, contract intensive industries seem to grow faster in countries with a well developed financial system. Furthermore, this effect comes from a more developed banking sector rather than from a deeper stock market. These results are reaffirmed examining the effect of US bank deregulation on the growth of contract intensive industries in different states. Beyond an overall pro-growth effect, the bank deregulation seems to disproportionately benefit the industries requiring relationship-specific investments from their suppliers.Chapter 2 of my PhD focuses on the role of the financial sector in promoting exports of developing countries. In particular, it investigates how credit constraints affect the ability of firms operating in agri-food sectors of developing countries to keep exporting to foreign markets.Trade in high-value agri-food products from developing countries has expanded enormously over the last two decades offering opportunities for development. However, trade in agri-food is governed by a growing array of standards. Sanitary and Phytosanitary standards (SPS) and technical regulations impose additional sunk, fixed and operating costs along the firms' export life. Such costs may be detrimental to firms' survival, "pricing out" producers that cannot comply. The existence of these costs suggests a potential role of credit constraints in shaping the duration of trade relationships on foreign markets. A well-developed financial system provides the funds to exporters necessary to adjust production processes in order to meet quality and quantity requirements in foreign markets and to maintain long-standing trade relationships. The products with higher needs for financing should benefit the most from a well functioning financial system. This differential effect calls for a difference-in-difference approach initially proposed by Rajan and Zingales (1998). As a proxy for demand for financing of agri-food products, the sanitary risk index developed by Jaud et al. (2009) is used. The empirical literature on standards and norms show high costs of compliance, both variable and fixed, for high-value food products (Garcia-Martinez and Poole, 2004; Maskus et al., 2005). The sanitary risk index reflects the propensity of products to fail health and safety controls on the European Union (EU) market. Given the high costs of compliance, the sanitary risk index captures the demand for external financing to comply with such regulations.The prediction is empirically tested examining the export survival of different agri-food products from firms operating in Ghana, Mali, Malawi, Senegal and Tanzania. The results suggest that agri-food products that require more financing to keep up with food safety regulation of the destination market, indeed sustain longer in foreign market, when they are exported from countries with better developed financial markets.Chapter 3 analyzes the link between financial markets and efficiency of resource allocation in an economy. Producing and exporting products inconsistent with a country's factor endowments constitutes a serious misallocation of funds, which undermines competitiveness of the economy and inhibits its long term growth. In this chapter, inefficient exporting patterns are analyzed through the lens of the agency theories from the corporate finance literature. Managers may pursue projects with negative net present values because their perquisites or even their job might depend on them. Exporting activities are particularly prone to this problem. Business related to foreign markets involves both high levels of additional spending and strong incentives for managers to overinvest. Rational managers might have incentives to push for exports that use country's scarce factors which is suboptimal from a social point of view. Export subsidies might further skew the incentives towards inefficient exporting. Management can divert the export subsidies into investments promoting inefficient exporting.Corporate finance literature stresses the disciplining role of outside debt in counteracting the internal pressures to divert such "free cash flow" into unprofitable investments. Managers can lose both their reputation and the control of "their" firm if the unpaid external debt triggers a bankruptcy procedure. The threat of possible failure to satisfy debt service payments pushes the managers toward an efficient use of available resources (Jensen, 1986; Stulz, 1990; Hart and Moore, 1995). The main sources of debt financing in the most countries are banks. The disciplining role of banks might be especially important in the countries suffering from insufficient judicial quality. Banks, in pursuing their rights, rely on comparatively simple legal interventions that can be implemented even by mediocre courts. In addition to their disciplining role, banks can promote efficient exporting patterns in a more direct way by relaxing credit constraints of producers, through screening, identifying and investing in the most profitable investment projects. Therefore, a well-developed domestic financial system, and particular banking system, would help to push a country's exports towards products congruent with its comparative advantage.This prediction is tested looking at the survival of different product categories exported to US market. Products are identified according to the Euclidian distance between their revealed factor intensity and the country's factor endowments. The results suggest that products suffering from a comparative disadvantage (labour-intensive products from capital-abundant countries) survive less on the competitive US market. This pattern is stronger if the exporting country has a well-developed banking system. Thus, a strong banking sector promotes exports consistent with a country comparative advantage.Chapter 4 of my PhD thesis further examines the role of financial markets in fostering efficient resource allocation in an economy. In particular, the allocative efficiency hypothesis is investigated in the context of equity market liberalization.Many empirical studies document a positive and significant effect of financial liberalization on growth (Levchenko et al. 2009; Quinn and Toyoda 2009; Bekaert et al., 2005). However, the decrease in the cost of capital and the associated growth in investment appears rather modest in comparison to the large GDP growth effect (Bekaert and Harvey, 2005; Henry, 2000, 2003). Therefore, financial liberalization may have a positive impact on growth through its effect on the allocation of funds across firms and sectors.Free access to international capital markets allows the largest and most profitable domestic firms to borrow funds in foreign markets (Rajan and Zingales, 2003). As domestic banks loose some of their best clients, they reoptimize their lending practices seeking new clients among small and younger industrial firms. These firms are likely to be more risky than large and established companies. Screening of customers becomes prevalent as the return to screening rises. Banks, ceteris paribus, tend to focus on firms operating in comparative-advantage sectors because they are better risks. Firms in comparative-disadvantage sectors finding it harder to finance their entry into or survival in export markets either exit or refrain from entering export markets. On aggregate, one should therefore expect to see less entry, more exit, and shorter survival on export markets in those sectors after financial liberalization.The paper investigates the effect of financial liberalization on a country's export pattern by comparing the dynamics of entry and exit of different products in a country export portfolio before and after financial liberalization.The results suggest that products that lie far from the country's comparative advantage set tend to disappear relatively faster from the country's export portfolio following the liberalization of financial markets. In other words, financial liberalization tends to rebalance the composition of a country's export portfolio towards the products that intensively use the economy's abundant factors.

Hybrid consumption paths in the attribute space: A model and application with scanner data

This paper presents and estimates a dynamic choice model in the attribute space considering rational consumers. In light of the evidence of several state-dependence patterns, the standard attribute-based model is extended by considering a general utility function where pure inertia and pure variety-seeking behaviors can be explained in the model as particular linear cases. The dynamics of the model are fully characterized by standard dynamic programming techniques. The model presents a stationary consumption pattern that can be inertial, where the consumer only buys one product, or a variety-seeking one, where the consumer shifts among varied products.We run some simulations to analyze the consumption paths out of the steady state. Underthe hybrid utility assumption, the consumer behaves inertially among the unfamiliar brandsfor several periods, eventually switching to a variety-seeking behavior when the stationary levels are approached. An empirical analysis is run using scanner databases for three different product categories: fabric softener, saltine cracker, and catsup. Non-linear specifications provide the best fit of the data, as hybrid functional forms are found in all the product categories for most attributes and segments. These results reveal the statistical superiority of the non-linear structure and confirm the gradual trend to seek variety as the level of familiarity with the purchased items increases.

Pansements bioactifs [Bioactive dressings]

Wound healing is a complex process involving several cell types (keratinocytes, fibroblasts, endothelial cells, etc.) as well as many growth factors (PDGF, TGF-betas, FGFs, VEGF, etc.). It can be challenging when wounds are deep or very large (third degree burn, ulceration after cutaneous tumor resection) or in presence of peripheral vascular disease, metabolic disturbances or peripheral neuropathy (chronic vascular or diabetic wounds). In order to promote skin regeneration, numerous bioactive dressings combining cells, matrices and growth factors are available on the market. This article provides a general overview of the various product categories and presents their main indications. The principal axes of the biomedical research in this area are also discussed.

Hankintaprosessin kehittäminen sellulaitteiden valmistuksessa- Toimituksen kokonaisläpimenoajan lyhentäminen

Diplomityön tavoitteena oli lyhentää hankinnallisin keinoin DD-pesurin toimituksen kokonaisläpimenoaikaa Savonlinna Works Oy:lla. Kirjallisuustutkimuksessa perehdytään tutkimaan hankinta- ja toimitusprosessia sekä läpimenoaikaa. Käsiteltäviä alueita ovat hankintastrategia, tuotekategoriat ja teknisen tieto. Empiirisen osan alussa kuvattiin Savonlinna Works Oy:nnykytilaa. Käsiteltäviä osa-alueita olivat kriittiset hankinnat, joiden pääongelmina havaittiin olevan toimittajaverkon ja teknisen tiedon hallinta. Empiirisenosan tiedot ovat kerätty haastattelujen ja intranetin avulla. Empiirinen osa perustuu kirjallisuuteen, joka on peräisin artikkeleista ja kirjoista. Työn tuloksena Savonlinna Works Oy:lle luotiin hankintastrategia ja tuotekategoriat, joiden avulla toimittajia hallitaan. Teknisen tiedon hallinnassa ratkaisuksi kehitettiin työkaluja, joiden avulla tieto on paremmin sitä tarvitsevien käytettävissä.

Distribution systems of the food sector in Russia: the perspective of Finnish food industry

Finnish food producers' trade with Russia has experienced profound changes since the collapse of the Soviet Union. Simultaneously, the distribution systems of foodstuffs have changed remarkably. This study sheds some light into these changes and analyses the current situation in distribution systems of foodstuffs in Russia. In addition, the study discusses the possibilities of Finnish food producers to get more of their products to the shelves of Russian food retail stores. Before the 1998 financial crisis, the import of foreign foodstuffs was booming in Russia due to the overvalued rouble. As a result of the financial crisis, food import collapsed. The export of Finnish foodstuffs to Russia has been slowly recovering during the past few years, but in the most important product categories the pre-crisis levels have so far not been reached and maybe will not be reached. In certain product categories the growth has been only marginal. It seems that starting localproduction will become increasingly important in the future. This is further encouraged by the fact that Russian consumers favour domestic food products. Russian consumers are very price conscious and demand quality in food products. The perceived price-quality ratio is an important criterion in the purchase decision.The majority of foodstuff retail is still conducted via unorganised forms of trade (e.g. kiosks and marketplaces) but modern retail chains are developing at a fast pace in Russia. They are also expected to dominate the retail trade in foodstuffs over the unorganised forms of trade in the future. This will change the distribution systems as well. The retail chains are trying to shorten the distribution chain, similarly to what has been seen in the Western countries. This together with the strengthening of retail chains is likely to shrink the role of wholesalers, as the chains increasingly want to work directly with the producers. Many large retail chains are acquiring or have already acquired a distribution centre or centres in order to boost efficiency and control the flow of products. The strengthening of the retail chains also gives them power in negotiations, which the producers and distributors have to adjust to. For example store entry fees and retail chains' own private label products pose challenges to the food producers. In the food production sector the competition is fierce, as large Russianand foreign producers want to ensure their piece of the market. The largest producers utilise their size: they invest in big marketing campaigns and are willing to pay high entry fees to retail chains in order to secure a place on the store shelves and to build a strong brand in Russia. This complicates the situation from the viewpoint of small producers. Currently, the most popular type of distribution system among the interviewed Finnish food producers is based on a network of local distributors. There is, however, a strong consensus on the importanceof starting local production in order to be a serious actor in Russia in the future. Factors that hinder the starting of local production include the lack of local infrastructure and qualified staff, and the low risk tolerance of Finnish firms. Major barriers for entry in Russia are the actions of authorities, fierce competition, fragmented market and Finnish producers' heavy production costs. The suggested strategies for increasing the market share include focusing geographically or segment-wise, introducing new products, starting local production, andcooperation between Finnish producers. Smallness was one reason why Finnish producers had to cut down their operations in Russia due to the 1998 crisis. Smaller producers had fewer resources to tolerate losses during the period of crisis. Smallness is reflected also on trade negotiations with retail chains and distributors. It makes it harder to cope with the store entry fees and to differentiatefrom the mass of products propped up by expensive advertising. Finally, it makes it harder for Finnish producers to start or expand local production, as it is more difficult for a small producer to get financing and to tolerate the increased risks. Compensating for the smallness might become the crucial factor determining the future success of Finnish food producers in the Russian market.

Apteekkien kannattavuuden kehittäminen toimintolaskentaa soveltaen

Apteekkiliiketoiminta eroaa tavallisesta liiketoiminnasta erilaisten lakisääteisten velvoitteiden vuoksi. Alan regulaation viimeaikainen kehitys, kuten lääkevaihto, viitehintajärjestelmä sekä näiden tuoma lääkkeiden tiukentunut hintakilpailu, ovat tuoneet haasteita apteekkien kannattavuuteen. Tuotevalikoima- ja varastonhallinta ovat nousseet yhä tärkeämpään rooliin. Tutkimuksen tavoitteena oli kehittää apteekkien kannattavuutta toimintolaskentaa soveltaen. Toimintolaskennalla kahdelle apteekille tuotettiin kustannus- sekä tuotekannattavuustietoa. Tutkimuksen teoreettinen viitekehys koostui toimintolaskennan sekä apteekkiliiketoiminnan aikaisemmasta tutkimuksesta. Tutkimuksesta kävi ilmi, että kummassakin apteekissa oli erittäin laaja tuotesortimentti. Itsehoito- sekä vapaan kaupan tuotteiden tuotesortimenttia järkeistämällä kannattavuutta voitaisiin parantaa. Monesti tuotekategorioissa on useita saamaa vaikuttavaa ainetta sisältävää valmistetta usealta eri toimittajalta mikä heikentää kannattavuutta. Tuloksista kävi ilmi myös, että tulevaisuudessa vapaan kaupan tuotteet tulevat olemaan tärkeässä roolissa, mikä korostaa markkinointi- ja myyntiosaamisen tärkeyttä. Reseptilääkkeissä kate ei näyttäisi kattavan kustannuksia, minkä vuoksi varastonhallintaan on kiinnitettävä huomiota.

SME internationalisation from a network perspective : an empirical study on a Finnish-Greek business network

The study examines the internationalisation process of a contemporary SME firm and explores the impact of its business network on this development. The objective of the study is to understand SME internationalisation and its dynamics from a network perspective. The purpose of this research project is to describe and explore the development process of a firm and its business network by identifying the changes, critical events and influence factors that form this development. It is a qualitative case study, which focuses on a Finnish focal firm and its respective business network as it expands into the Greek market. It is a longitudinal research process, which covers a period of time from 1994 to 2004. The empirical study concentrates on the paper trading and converting business. The study builds on the network theory and the framework provided by Johanson and Mattsson's (1988) model on network internationalisation. The incremental internationalisation theories and network theories form the theoretical focus. The research project is organised according to a process view. The focal firm evolves from a domestically-oriented small subsidiary into an internationally experienced company, which has activities in several market areas and numerous business networks in various market segments and product categories. The findings illustrate the importance of both the domestic and foreign business network context in a firm's internationalisation process. The results of the study suggest theoretical modifications on a firm's internationalisation process by broadening the perspective and incorporating the strategic context of a firm. The findings suggest that internationalisation process is a non-linear process, which does not have a deterministic order in its development. The findings emphasise the significance of relational networks, both managerial and entrepreneurial, for establishing position in foreign markets. It implies that a firm's evolution is significantly influenced by its business network and by critical events. Business networks gain coherence due to common goals and they use accumulated capabilities to exploit market opportunities. The business network sets constraints and provides opportunities, which makes the related decision making strategically important. The firm co-evolves with its business network. The research project provides an instrumental case study with a description of an SME internationalisation process. It contributes to existing knowledge by illustrating dynamics in an international business network and by pinpointing the importance of suppliers, customers, partners, ownerships and competition to the internationalisation process.

Myynninjohtamisjärjestelmän tehokkuus tietojohtamisen näkökulmasta, case Nordea Pankki Suomi Oyj

Pro gradu -tutkielman tavoitteena on kuvata Nordea Pankki Suomi Oyj:n myynninjohtamisjärjestelmän keskeisiä käytäntöjä tietojohtamisen näkökulmasta ja selvittää konttoreissa suoritetun kyselytutkimuksen tulosten tilastollisella analyysilla millainen korrelaatio näillä käytännöillä on myyntituloksiin. Teoreettisena viitekehyksenä on tietojohtamisen näkökulma. Kirjallisuuskatsauksessa esitellään myynninjohtamisen kannalta relevantteja tietojoh-tamisen käytäntöjä ja kytketään tietojohtaminen Nordean myynninjohtamisen käytäntöihin. Empiirisessä osuudessa myyntiä mitattiin eri tuotteista ja tuoteryhmistä muodostuvalla myynti-indeksillä. Myynnin johtamisen käytäntöjä selvitettiin Nordean Suomessa työskenteleville henkilökohtaisille pankkineuvojille lähetetyllä kyselyllä. Analyysissä selvitettiin henkilökohtaisten pankkineuvojen arvioimien myynnin johtamiskäytäntöjen ja myynti-indeksin välistä korrelaatioita. Hypoteeseina oli, että myyntitulokset ovat sitä parempia mitä systemaattisemmin myynninjohtamisen käytäntöjä konttorissa sovelletaan ja mitä posi-tiivisemmin niihin suhtaudutaan. Tulokset osittain vahvistivat hypoteeseja. Korrelaatiot ovat varsin pieniä, mutta niistä osa erittäin merkitsevällä varmuudella luotettavia. Myös pieniä negatiivisia korrelaatioita löytyi. Osa käytännöistä on niin laajassa käytössä, että ne eivät pysty selittämään myyntitulosten eroja. Tämän tutkimuksen perusteella ei kuitenkaan voida sulkea pois mahdollisuutta, että kyseiset käytännöt ovat välttämättömiä, mutta eivät riittäviä edellytyksiä hyville myyntituloksille.