Personal branding practices of adolescents on Instagram

The aim of this bachelor’s thesis was to explore adolescents’ personal branding practices in the social media environment of the photo and video sharing mobile application Instagram. As the theoretical background for personal branding is quite limited, this thesis combined concepts of personal branding and self-presentation to answer the research problems. Empirical data was collected by conducting semi-structured individual interviews with 10-14-year-old adolescent girls. The photo-elicitation method was utilized in the interviews as the participants were requested to present and discuss their Instagram accounts. The concepts of personal brand identity and personal brand positioning were found to be suitable descriptions to adolescents’ personal branding practices on Instagram. It was found that adolescents consciously consider what kind of personal brand identity they aim to portray to their audience and that authenticity of the personal brand identity is valued. Personal brand positioning, on the other hand, was found to be achieved through impression management: adolescents make strategic disclosure decisions regarding the content they post on their Instagram accounts in a way that the content is reflective of the personal brand identity. Posting brand-related user-generated content on one’s Instagram account was found to be one of the many disclosure decisions in personal brand positioning on Instagram and this type of content was very common on the participants’ accounts. Adolescents were also found to be interested in monitoring the audience reactions to their personal branding efforts.

Työlähtöiset menetelmät työterveyshuollossa : Oppimisen johtaminen uuden toimintakonseptin käyttöönotto- ja vakiinnuttamisvaiheessa

Working life is changing. The core of the change is change in the production and service concepts of organizations. Changes at work are connected to problems in the well-being of employees. To respond to this challenge, occupational health care must develop a course of action. A group of occupational health care units has developed new activity theory-based methods, the object of which is to change the service concept of occupational health care. The focus is on the changes and disturbances in work activity. My aim was to study this development from the perspective of knowledge management; to clarify directors'/ managers' conceptions of the content and object of their managerial work and the tensions included in these conceptions; to examine the learning process involved in these methods and to bring to light the problems, developmental needs and challenges during the implementation and consolidation phases of the process. This was a case study which included 10 occupational health care units using or being trained to use activity theory-based methods. My data consisted of interviews with directors/managers and recordings of the meetings; 20 directors/ managers are represented; I interviewed seven directors/ managers who represented four units. Directors'/ managers' conceptions of the content and object of managerial work were divided into eight categories of description, which I connected to the historical forms of organizations and types of management. Intuitive and rational management are historically older forms of management. The categories of description representing intuitive and rational management contained many internal tensions, i.e. they do not satisfy the demands of the environment. On the other hand, the categories of description which represented management by results and the control of the development process contained very few or no tensions at all; they are effective in the present environment of occupational health care. The learning process of activity theory-based methods has been expansive in nature. The occupational health care units studied are in different phases of the learning process, and these processes have been different. In three units the focus was on work development; in one unit the focus was on development of the service concept. The most central problems, challenges and developmental needs during the implementation phase were related to learning and spreading of methods inside one's own unit, and during the consolidation phase to working with partners.

Asiakassuhteiden johtaminen ja sen merkitys Valion kuluttajapalvelun arvioinnissa ja kehittämisessä

Tutkielman kohdeilmiönä tarkasteltiin asiakassuhdejohtamista ja asiakassuhteen ulottuvuuksia palvelukontekstissa. Tavoitteena oli selvittää, mikä merkitys asiakassuhteiden johtamisella on Valion kuluttajapalvelun arvioinnissa ja kehittämisessä. Valion kuluttajapalvelua tarkasteltiin asiakassuhdejohtamisen osaprosessina. Tutkimuksen teoriaosassa tutustuttiin asiakassuhtejohtamisen taustalla vaikuttaviin näkökulmiin ja määrittelyihin. Asiakassuhteiden johtamista kuvattiin erilaisten prosessimallien avulla yrityksen toimintojen näkökulmasta. Lisäksi tarkasteltiin asiakassuhteen ulottuvuuksia, kuten palvelutarjoomaa, vuorovaikutusta, tyytyväisyyttä, luottamusta sekä uskollisuutta ja sitoutumista. Lopuksi tarkasteltiin arvoa käsitteenä ja arvon merkitystä palvelukontekstissa. Teoriaosan perusteella asiakassuhdejohtaminen on kokonaisvaltainen prosessi, jonka tavoitteena ovat tuottavat ja pitkäkestoiset asiakassuhteet. Yritykseltä vaaditaan kykyä nähdä ja havaita asiakkaiden tarpeita ja mieltymyksiä. Asiakkaan kokema arvo voi välittyä itse palvelusta, prosesseista, ihmisistä, vuorovaikutuksesta, kanavista ja niin edelleen. Myönteisten kokemusten lisääminen palvelu¬prosessin aikana kasvattaa asiakkaan tyytyväisyyttä. Empiirinen osa toteutettiin tapaustutkimuksena, jossa tutkimuskohteena oli Valion kuluttajapalvelu. Tavoitteena oli kerätä tietoa asiakkaiden kokemuksista kuluttajapalvelussa asioinnista. Tutkittavina kohteina olivat asiakasprosessi ja sen sujuvuus, palvelutarjooman sisältö, vuorovaikutus prosessin aikana, asiakkaan kokema tyytyväisyys sekä luottamus yritystä ja sen palvelua kohtaan. Tutkimusaineisto koostui kymmenestä teemahaastattelusta. Haastateltavat olivat olleet yhteydessä Valion kuluttajapalveluun Internetin välityksellä vuoden 2010 aikana. Tutkimustulokset osoittavat, että Valion kuluttajapalvelu nähtiin kanavana, joka vahvistaa ja ylläpitää asiakkaiden suhdetta Valion kanssa. Ihmiset kuluttajapalvelussa nähdään merkittävinä myötävaikuttajina asiakkaiden tyytyväisyyteen ja pysyvyyteen samalla kun ovat vuorovaikutuksessa heidän kanssaan. Kuluttajapalvelun käyttö koettiin helpoksi ja Internet kanavana tuntui joustavalta. Palvelulta odotettiin ensisijaisesti palautteen vastaanottamisen lisäksi ongelmanratkaisua ja tuotetietousneuvontaa. Asiantuntijuus, palvelun nopeus sekä asiakkaan kuunteleminen tulivat esille tärkeimpinä palvelutekijöinä. Haasteena Valion kuluttajapalvelulle nousi esiin asiakaspalvelijan kyky havaita ja ymmärtää asiakkaan kokemien uhrausten määrä sekä kyky vastata niihin oikealla palvelutarjoomalla eli hyötyjen muodostamalla kokonaisuudella. Asiakaspalvelijan toimintaa kuvasi asiallisuus, virallisuus, huomioon ottava tyyli sekä yleinen ystävällisyys. Tutkimustulosten mukaan Valion kuluttajapalvelulla on olemassa keskeiset arvoa tuottavat palvelutekijät, mutta niiden toimivuus strategisina yhdistelminä asettaa haasteita jokaiseen palvelukohtaamiseen asiakkaan kanssa. Asiakkaan arvo-odotukset eivät aina olleet niitä, joita palvelukohtaamisessa oli realisoitunut. Tulosten perusteella voidaan todeta, että mitä paremmin Valion kuluttajapalvelu huomioi myös asiakkaiden emotionaaliset tarpeet, sitä suurempi on sen tuottama arvo asiakkaalle ja sitä kautta koko yritykselle.

Työntekijäinnovaatioiden johtaminen osuuskaupassa

Innovatiivisuutta tarvitaan kaikilla elämän aloilla. Työntekijäinnovaatioiden on todettu olevan yksi tekijä saavuttaa kilpailuetua. Työntekijöillä on läheinen kontakti materiaaleihin, markkinoihin, asiakkaisiin ja käyttäjiin, joten heillä on ajankohtaista, kokemusperäistä tietoa ja taitoa yrityksen kehittämiseen. Tämän tutkielman tarkoituksena on osallistua innovatiivisesta organisaatiokulttuurista käytyyn tieteelliseen keskusteluun tuomalla innovaatiot osuustoiminnan yhteyteen. Tutkimus on toteutettu laadullisena tapaustutkimuksena. Aineistonkeruumenetelmänä on käytetty teemahaastattelua. Tutkimuksen empiirinen aineisto on kerätty kuudessa parihaastattelussa kohdeorganisaatiossa marraskuussa 2015. Tutkimuksen tulosten perusteella voidaan sanoa, että osuustoiminnan ydinideat periaatteineen ja arvoineen tukevat innovatiivisen organisaatiokulttuurin luomista asiakasomisteisessa osuuskunnassa. Innovatiivisen organisaatiokulttuurin tekijät puolestaan tukevat yrityksessä työntekijäinnovaatioita. Kun osuuskunnan sidosryhmien, kuten henkilöstön, tietoisuus osuustoiminnan ydinideoista tarkentuu, kehittämisen tarkoituksenmukaisuus ja mielekkyys lisääntyvät.

Sisältömarkkinoinnin johtaminen - Tapaustutkimus ravintola Olon ja ravintola Emon sisältömarkkinoinnista

Tämän tutkimuksen tarkoituksena oli tuottaa ymmärrystä siitä, miten sisältömarkkinointia, eli vetovoimaista markkinointia johdetaan. Tutkimuksessa pyrittiin myös vastaamaan kysymyksiin, kuten miten muodostetaan merkityksellinen sisältömarkkinointistrategia sekä mikä on sisältömarkkinoinnin ja perinteisen markkinoinnin suhde. Sisältömarkkinoinnin tutkiminen koettiin arvokkaaksi sekä ajankohtaiseksi aiheeksi, sillä sisältöön painotettu markkinointi on markkinoinnin osa-alue, joka on suhteellisen tuore, ja näin ollen käsitys siitä, mitä sisältömarkkinointi on, vakiinnuttaa vielä asemaansa. Tutkielma koostui teoriaosuudesta sekä empiriaosuudesta. Teoriaosuudessa luotiin käsitys siitä, miten tehokas sisältömarkkinointistrategia luodaan, sekä miten jatkuvaa, laadukasta sisältöä johdetaan. Teorian perusteella johdettiin viitekehys, jonka jälkeen toteutettiin sisältömarkkinointia koskeva empiirinen tutkimus. Tutkimuksessa suoritettiin tapaustutkimus, joka käsitteli kahden helsinkiläisen luksusravintolan sisältömarkkinointia. Tapaustutkimusta varten suoritettiin kolme teemahaastattelua sekä hyödynnettiin sekundääriaineistoa. Tavoitteena oli tuottaa yksityiskohtaista tietoa ravintoloiden sisältömarkkinoinnista. Tutkimuksen keskeisimmät tulokset osoittavat, että sisältömarkkinointi on hyvin laajaa taustatyötä vaativaa markkinointia, jonka lopputulos ei parhaimmillaan vaikuta kaupalliselta markkinoinnilta. Tutkimuksessa luotiin sisältömarkkinoinnille kolmivaiheinen malli, jonka avulla luodaan laadukas sisältömarkkinointistrategia. Teoriaan pohjautuen vaiheiksi määriteltiin kartoitus, analyysit ja prosessit. Ollakseen laadukasta, sisältöstrategian tulee sisältää vaiheiden lisäksi neljä elementtiä: tavoitteellisuus, mitattavuus, relevanttius ja jaettavuus. Sisältömarkkinoinnin luominen on näin ollen melko vaivaa vievää ja mekaanista, mutta lopputuloksen tulee vaikuttaa hyvin vaivattomalta. Tutkimuksen perusteella nykypäivänä sisältömarkkinoinnin uskotaan kasvattavan asemaansa markkinoinnin alalla, sillä digitalisaation myötä kuluttajalla on valta valita mitä sisältöä ja markkinointia kuluttaa.

Musiikkifestivaalin toiminnanjohtajan ammattikuva

Tutkimuksen pääkysymyksenä on selvittää, millainen musiikkifestivaalien toiminnanjohtajien ammattikuva on. Asiaa tutkitaan haastattelemalla Kuhmon Kamarimusiikin, Sysmän Suvisoiton ja Tuusulanjärven Kamarimusiikin toiminnanjohtajia sekä tekemällä verkkokysely, joka lähetettiin kaikille Finland Festivals -järjestön jäsenfestivaalien käytännön järjestelyistä vastaaville, olipa heidän työnimekkeenään toiminnanjohtaja, pääsihteeri tms. Työn teoreettisessa osassa (Luku 2) esitellään aiheeseen liittyvät teoreettiset näkökulmat ja Arto Kallioniemen määrittelemät viisi ammattikuvan osa-aluetta. Tutkimuksessa näitä osa-alueita käytetään soveltamalla ne festivaalitoiminnanjohtajien työhön sopiviksi ja liittämällä niihin Timo Rädyn objektiivinen, subjektiivinen ja funktionaalinen ammattikäsitys. Luvussa 3 tutustutaan tutkimuksessa haastateltaviin toiminnanjohtajiin ja heidän johtamiinsa festivaaleihin. Luku 4 alkaa verkkokyselyn tulosten käsittelyllä ja jatkuu perehtymällä toiminnanjohtajien ammattikuvan osa-alueisiin haastattelujen pohjalta. Molempien osien lopussa on yhteenveto. Lisäksi luvun 4 lopussa yhdistetään verkkokyselyn ja haastattelujen tulokset. Viimeisessä luvussa (Luku 5) tutkimustulokset liitetään työn teoreettisiin lähtökohtiin. Verkkokyselyn mukaan keskimääräinen suomalainen musiikkifestivaalin toiminnanjohtaja on akateemisesti koulutettu, noin 45-vuotias nainen, jolla on päätoiminen työsuhde ja joka ansaitsee 2001-2500e/kk. Lisäksi verkkokyselyssä ja haastatteluissa paljastui, että nykyiset toiminnanjohtajat pitävät työhön sopivimpana koulutuksena taiteellista ja taloudellista korkeakoulukoulutusta. Tutkimuksessa selvitettiin myös toiminnanjohtajien työtehtävät, ammattirooli, tietopohja, ammatilliset arvot ja käsitys festivaalijohtajuudesta. Tutkimuksessa laajennetaan musiikkitieteellistä tutkimusta yhteiskunnallisen ja organisatorisen tutkimuksen puolelle. Siinä selvitetään ensi kertaa Suomessa kattavasti, millaisia ihmisiä suomalaisten musiikkifestivaalien johdossa toimii ja tutkitaan millainen koulutus toiminnanjohtajalle parhaiten sopisi. Työstä käy myös ilmi, että musiikkifestivaalin johtaminen vertautuu läheisesti muiden taiteenalojen tapahtumien johtamiseen, mutta myös hieman laajentaen muihinkin kulttuurijohtajuuden aloihin. Samalla tutkimus hahmottelee festivaalijohtajien ammattiyhteisöä.

Oppimisen kohteen ja oppijan vastavuoroinen kehitys : Teleyrityksen asiakaspalvelun työyhteisöjen oppimiskäytäntöjen uudistaminen osana teknologis-taloudellista kumousta

Reciprocal development of the object and subject of learning. The renewal of the learning practices of front-line communities in a telecommunications company as part of the techno-economical paradigm change. Current changes in production have been seen as an indication of a shift from the techno-economical paradigm of a mass-production era to a new paradigm of the information and communication technological era. The rise of knowledge management in the late 1990s can be seen as one aspect of this paradigm shift, as knowledge creation and customer responsiveness were recognized as the prime factors in business competition. However, paradoxical conceptions concerning learning and agency have been presented in the discussion of knowledge management. One prevalent notion in the literature is that learning is based on individuals’ voluntary actions and this has now become incompatible with the growing interest in knowledge-management systems. Furthermore, commonly held view of learning as a general process that is independent of the object of learning contradicts the observation that the current need for new knowledge and new competences are caused by ongoing techno-economic changes. Even though the current view acknowledges that individuals and communities have key roles in knowledge creation, this conception defies the idea of the individuals’ and communities’ agency in developing the practices through which they learn. This research therefore presents a new theoretical interpretation of learning and agency based on Cultural-Historical Activity Theory. This approach overcomes the paradoxes in knowledge-management theory and offers means for understanding and analyzing changes in the ways of learning within work communities. This research is also an evaluation of the Competence-Laboratory method which was developed as part of the study as a special application of Developmental Work Research methodology. The research data comprises the videotaped competence-laboratory processes of four front-line work communities in a telecommunications company. The findings reported in the five articles included in this thesis are based on the analyses of this data. The new theoretical interpretation offered here is based on the assessment that the findings reported in the articles represent one of the front lines of the ongoing historical transformation of work-related learning since the research site represents one of the key industries of the new “knowledge society”. The research can be characterized as elaboration of a hypothesis concerning the development of work related learning. According to the new theoretical interpretation, the object of activity is also the object of distributed learning in work communities. The historical socialization of production has increased the number of actors involved in an activity, which has also increased the number of mutual interdependencies as well as the need for communication. Learning practices and organizational systems of learning are historically developed forms of distributed learning mediated by specific forms of division of labor, specific tools, and specific rules. However, the learning practices of the mass production era become increasingly inadequate to accommodate the conditions in the new economy. This was manifested in the front-line work communities in the research site as an aggravating contradiction between the new objects of learning and the prevailing learning practices. The constituent element of this new theoretical interpretation is the idea of a work community’s learning as part of its collaborative mastery of the developing business activity. The development of the business activity is at the same time a practical and an epistemic object for the community. This kind of changing object cannot be mastered by using learning practices designed for the stable conditions of mass production, because learning has to change along the changes in business. According to the model introduced in this thesis, the transformation of learning proceeds through specific stages: predefined learning tasks are first transformed into learning through re-conceptualizing the object of the activity and of the joint learning and then, as the new object becomes stabilized, into the creation of new kinds of learning practices to master the re-defined object of the activity. This transformation of the form of learning is realized through a stepwise expansion of the work community’s agency. To summarize, the conceptual model developed in this study sets the tool-mediated co-development of the subject and the object of learning as the theoretical starting point for developing new, second-generation knowledge management methods. Key words: knowledge management, learning practice, organizational system of learning, agency

Laatutyöhön sitoutumisen edellytykset ammattikorkeakoulussa

The goal of this research was to establish the necessary conditions under which individuals are prepared to commit themselves to quality assurance work in the organisation of a Polytechnic. The conditions were studied using four main concepts: awareness of quality, commitment to the organisation, leadership and work welfare. First, individuals were asked to describe these four concepts. Then, relationships between the concepts were analysed in order to establish the conditions for the commitment of an individual towards quality assurance work (QA). The study group comprised the entire personnel of Helsinki Polytechnic, of which 341 (44.5%) individuals participated. Mixed methods were used as the methodological base. A questionnaire and interviews were used as the research methods. The data from the interviews were used for the validation of the results, as well as for completing the analysis. The results of these interviews and analyses were integrated using the concurrent nested design method. In addition, the questionnaire was used to separately analyse the impressions and meanings of the awareness of quality and leadership, because, according to the pre-understanding, impressions of phenomena expressed in terms of reality have an influence on the commitment to QA. In addition to statistical figures, principal component analysis was used as a description method. For comparisons between groups, one way variance analysis and effect size analysis were used. For explaining the analysis methods, forward regression analysis and structural modelling were applied. As a result of the research it was found that 51% of the conditions necessary for a commitment to QA were explained by an individual’s experience/belief that QA was a method of development, that QA was possible to participate in and that the meaning of quality included both product and process qualities. If analysed separately, other main concepts (commitment to the organisation, leadership and work welfare) played only a small part in explaining an individual’s commitment. In the context of this research, a structural path model of the main concepts was built. In the model, the concepts were interconnected by paths created as a result of a literature search covering the main concepts, as well as a result of an analysis of the empirical material of this thesis work. The path model explained 46% of the necessary conditions under which individuals are prepared to commit themselves to QA. The most important path for achieving a commitment stemmed from product and system quality emanating from the new goals of the Polytechnic, moved through the individual’s experience that QA is a method of the total development of quality and ended in a commitment to QA. The second most important path stemmed from the individual’s experience of belonging to a supportive work community, moved through the supportive value of the job and through affective commitment to the organisation and ended in a commitment to QA. The third path stemmed from an individual’s experiences in participating in QA, moved through collective system quality and through these to the supportive value of the job to affective commitment to the organisation and ended in a commitment to QA. The final path in the path model stemmed from leadership by empowerment, moved through collective system quality, the supportive value of the job and an affective commitment to the organisation, and again, ended in a commitment to QA. As a result of the research, it was found that the individual’s functional department was an important factor in explaining the differences between groups. Therefore, it was found that understanding the processing of part cultures in the organisation is important when developing QA. Likewise, learning-teaching paradigms proved to be a differentiating factor. Individuals thinking according to the humanistic-constructivistic paradigm showed more commitment to QA than technological-rational thinkers. Also, it was proved that the QA training program did not increase commitment, as the path model demonstrated that those who participated in training showed 34% commitment, whereas those who did not showed 55% commitment. As a summary of the results it can be said that the necessary conditions under which individuals are prepared to commit themselves to QA cannot be treated in a reductionistic way. Instead, the conditions must be treated as one totality, with all the main concepts interacting simultaneously. Also, the theoretical framework of quality must include its dynamic aspect, which means the development of the work of the individual and learning through auditing. In addition, this dynamism includes the reflection of the paradigm of the functions of the individual as well as that of all parts of the organisation. It is important to understand and manage the various ways of thinking and the cultural differences produced by the fragmentation of the organisation. Finally, it seems possible that the path model can be generalised for use in any organisation development project where the personnel should be committed.

Suomalaisten jääkiekkovalmentajien johtamiskäyttäytyminen

Tutkimuksen kohteena olivat jääkiekon valmentajakoulutukseen vuosina 1998 ja 1999 osallistuneet 30 valmentajaa. Valmentajien johtamistoimintaa arvioi yhteensä 245 pelaajaa ja lisäksi valmentajat arvioivat itse omaa johtamistoimintaansa. Menetelmänä käytettiin 360 asteen CPE (Change, Production, Employee)-johtamisarviota. Kuuden faktorin malli nousi tulkinnallisesti tarkoituksenmukaisimmaksi. Faktorit nimettiin seuraavasti: visiointi ja muutos, kontrolli, pelaajien positiivinen huomiointi, reiluus jaoikeudenmukaisuus, kehitys ja toimeenpano ja valmentava yksilöllinen ohjaus. Faktoreiden sisäinen konsistenssi vaihteli välillä .70 ja .80. Pelaajat arvioivat valmennuspäälliköt merkitsevästi valmentajia korkeammalla visiointi ja muutosfaktorilla, pelaajien positiivisessa huomioinnissa sekä kehitys ja toimeenpanofaktorilla. Korkeammin koulutetut arvioitiin myös korkeammallavisiointi ja muutosfaktorilla kuin vähemmän koulutusta saaneet. Jatkotarkastelua varten aineisto klusteroitiin ja klustereiden määräksi valittiin 5. Korkean profiilin valmentajat olivat itsearvioinneissaan varovaisempia, kun taas matalamman profiilin valmentajat olivat taipuvaisia itsensä yliarviointiin. Tulokset näyttäisivät tukevan käsitystä siitä, että johtaminen valmentamisessa on laadullisesti erilaista kuinjohtaminen työelämässä ja että valmentajan johtamistoiminnan arvioimiseen ei voida suoraan soveltaa työelämän tarpeisiin kehitettyjä mittareita. Valmennuskulttuurissa on vähitellen nostamassa päätään muutossuuntautunut ja ihmiskeskeisempi valmennuskulttuuri, jossa pelaajat nähdään enemmän kehityskykyisinä yksilöinä kuin kasvottomana pelaaja-materiaalina. Urheilu ei voi elää tyhjiössä, vaan ulkopuolisen maailman odotukset ja muutospaineet muuttavat väistämättä myös valmennuskulttuuria muun maailman kehityksen tahdissa.

Aika hyvä rehtoriksi : Selviääkö koulun johtamisesta hengissä?

The aim of this study was to describe school leadership on a practical level. By observing the daily behaviour of a principal minute by minute, the study tried to answer the following questions: how did the principals use their time, did they have time to develop their school after participating in the daily life of the school, and how did the previously studied challenges of modern leadership show in their practical work? Five principals in different areas of Helsinki were observed – two women and three men. The principals were chosen at random from three educational conferences. The main hypothesis of this research was that the work of the principal consists of solving daily problems and routines concerning the pupils, teachers and other interest groups and writing all kinds of bureaucratic reports. This means that the school and its principal do not have enough resources to give to a visionary development of teaching and learning – in other words pedagogical leading – even though every principal has the best knowledge about his or her own school’s status quo and the needs for development revealed by this status quo. The research material was gathered by applying the Peer-Assisted Leadership method. The researcher shadowed each principal for four days for three hours at a time. After each shadowing period, any unclear situations were clarified with a short interview. After all the shadowing periods, the principals participated in a semi-structured interview that covered the themes emerging from the shadowing material. In addition to this, the principals evaluated their own leading with a self-assessment questionnaire. The results gathered from the shadowing material showed that the actions of the principals were focused on bureaucratic work. The principals spent most of their time in the office (more than 50%). In the office they were sitting mainly by the computer. They also spent a significant mount of time in the office meeting teachers and occasional visitors. The time spent building networks was relatively short, although the principals considered it as an important domain of leadership according to their interviews. After the classification of the shadowing material, the activities of the principals were divided according to certain factors affecting them. The underlying factors were quality management, daily life management, strategic thinking and emotional intelligence. Through these factors the research showed that coping with the daily life of the school took about 40% of the principals’ time. Activities connected with emotional intelligence could be observed over 30% and activities which required strategic thinking were observed over 20% of the time. The activities which according to the criteria of the research consisted of quality management took only 8% of the principals’ time. This result was congruent with previous studies showing that the work of school leaders is focused on something other than developing the quality of teaching and learning. Keywords: distributed leadership, building community, network building, interaction, emotional intelligence, strategy, quality management

Kohti ulkorajoja : Lukion toimintakulttuurikuvaus ohjauksen ja johtamisen näkökulmasta

The aim of this qualitative study is to chart the operational context of the upper-secondary school principals and the historical, cultural and structural factors that steer their day-to-day work. The concepts regarding the study environment and operational culture are defined and analysed in terms of how they are interrelated. Furthermore it is explained why the upper-secondary schools must describe their operational culture within the curriculum. The study also aims to connect the description of the operational culture with the operational system of the upper-secondary school and to analyse the descriptions of the five upper-secondary schools in relation to the commitment to developing a study environment conducive to learning and participation, as well as conducive to supporting interaction. Interview data is used to provide the background for the description of the operational culture and to particularise the results of the analysis. According to the theory used in this study, the steering sources of the day-to-day work of the upper-secondary school are the rules system of the state, the municipality, the curriculum, and on the level of the upper-secondary school administration. The research data consist of the literature concerning the steering, steering forms and the principals professional picture in general terms, from 1950 to the present, and the steering texts concerning the educational environment and operational culture. Furthermore the research data include five descriptions of the operational culture concerning the upper-secondary school, the action reports and student guides. The methods of analysis include the level model and content analysis. The first is a part of the theory used in this study. For the purpose of content analysis, moreover, classifying grounds are established on the basis of theoretical and empirical research data. A result of this study is that, from the perspective of steering, the function of describing the operational culture is clearly linked to the evaluation supporting the goals and the vision of a learning organization. From an administrative point of view, a description is a problem-solving strategy and an instrument of evaluation. The study environment is a structural context in and through which the actors of the school create, change and renew the elements of the structure rooted in the context; this structure is their historically and culturally mediated way of thinking and acting. The initial situation and orientation of the students affect the emphasis of the operational culture descriptions; principals also have their own personal style of leadership. Key words: source of steering, educational environment, operational culture, self-evaluation, learning organisation

Understanding the organic chain : The framework of the interaction between the actors in organic chains in relation to ecological modernisation of food production

The sustainability of food production has increasingly attracted the attention of consumers, farmers, food and retailing companies, and politicians. One manifestation of such attention is the growing interest in organic foods. Organic agriculture has the potential to enhance the ecological modernisation of food production by implementing the organic method as a preventative innovation that simultaneously produces environmental and economic benefits. However, in addition to the challenges to organic farming, the small market share of organic products in many countries today and Finland in particular risks undermining the achievement of such benefits. The problems identified as hindrances to the increased consumption of organic food are the poor availability, limited variety and high prices of organic products, the complicated buying decisions and the difficulties in delivering the intangible value of organic foods. Small volumes and sporadic markets, high costs, lack of market information, as well as poor supply reliability are obstacles to increasing the volume of organic production and processing. These problems shift the focus from a single actor to the entire supply chain and require solutions that involve more interaction among the actors within the organic chain. As an entity, the organic food chain has received very little scholarly attention. Researchers have mainly approached the organic chain from the perspective of a single actor, or they have described its structure rather than the interaction between the actors. Consequently, interaction among the primary actors in organic chains, i.e. farmers, manufacturers, retailers and consumers, has largely gone unexamined. The purpose of this study is to shed light on the interaction of the primary actors within a whole organic chain in relation to the ecological modernisation of food production. This information is organised into a conceptual framework to help illuminate this complex field. This thesis integrates the theories and concepts of three approaches: food system studies, supply chain management and ecological modernisation. Through a case study, a conceptual system framework will be developed and applied to a real life-situation. The thesis is supported by research published in four articles. All examine the same organic chains through case studies, but each approaches the problem from a different, complementary perspective. The findings indicated that regardless of the coherent values emphasising responsibility, the organic chains were loosely integrated to operate as a system. The focus was on product flow, leaving other aspects of value creation largely aside. Communication with consumers was rare, and none of the actors had taken a leading role in enhancing the market for organic products. Such a situation presents unsuitable conditions for ecological modernisation of food production through organic food and calls for contributions from stakeholders other than those directly involved in the product chain. The findings inspired a revision of the original conceptual framework. The revised framework, the three-layer framework , distinguishes the different layers of interaction. By gradually enlarging the chain orientation the different but interrelated layers become visible. A framework is thus provided for further research and for understanding practical implications of the performance of organic food chains. The revised framework provides both an ideal model for organic chains in relation to ecological modernisation and demonstrates a situation consistent with the empirical evidence.

The success of the diversified farm : resource-based view

Farms and rural areas have many specific valuable resources that can be used to create non-agricultural products and services. Most of the research regarding on-farm diversification has hitherto concentrated on business start-up or farm survival strategies. Resource allocation and also financial success have not been the primary focus of investigations as yet. In this study these specific topics were investigated i.e. resource allocation and also the financial success of diversified farms from a farm management perspective. The key question addressed in this dissertation, is how tangible and intangible resources of the diversified farm affect the financial success. This study’s theoretical background deals with resource-based theory, and also certain themes of the theory of learning organisation and other decision-making theories. Two datasets were utilised in this study. First, data were collected by postal survey in 2001 (n = 663). Second, data were collected in a follow-up survey in 2006 (n = 439). Data were analysed using multivariate data analyses and path analyses. The study results reveal that, diversified farms performed differently. Success and resources were linked. Professional and management skills affected other resources, and hence directly or indirectly influenced success per se. In the light of empirical analyses of this study, tangible and intangible resources owned by the diversified farm impacted on its financial success. The findings of this study underline the importance of skills and networks for entrepreneur(s). Practically speaking all respondents of this study used either agricultural resources for non-farm businesses or non-farm resources for agricultural enterprises. To share resources in this way was seen as a pragmatic opportunity recognised by farmers. One of the downsides of diversification might be the phenomenon of over-diversification, which can be defined as the situation in which a farm diversifies beyond its optimal limit. The empirical findings of this study reveal that capital and labour resource constrains did have adverse effects on financial success. The evidence indicates that farms that were capital and labour resource constrained in 2001 were still less profitable than their ‘no problems’ counterparts five years later.

Deriving structural information from non-coding ribonucleic acids by mass spectrometry

The purpose of this study is to describe the development of application of mass spectrometry for the structural analyses of non-coding ribonucleic acids during past decade. Mass spectrometric methods are compared of traditional gel electrophoretic methods, the characteristics of performance of mass spectrometric, analyses are studied and the future trends of mass spectrometry of ribonucleic acids are discussed. Non-coding ribonucleic acids are short polymeric biomolecules which are not translated to proteins, but which may affect the gene expression in all organisms. Regulatory ribonucleic acids act through transient interactions with key molecules in signal transduction pathways. Interactions are mediated through specific secondary and tertiary structures. Posttranscriptional modifications in the structures of molecules may introduce new properties to the organism, such as adaptation to environmental changes or development of resistance to antibiotics. In the scope of this study, the structural studies include i) determination of the sequence of nucleobases in the polymer chain, ii) characterisation and localisation of posttranscriptional modifications in nucleobases and in the backbone structure, iii) identification of ribonucleic acid-binding molecules and iv) probing of higher order structures in the ribonucleic acid molecule. Bacteria, archaea, viruses and HeLa cancer cells have been used as target organisms. Synthesised ribonucleic acids consisting of structural regions of interest have been frequently used. Electrospray ionisation (ESI) and matrix-assisted laser desorption ionisation (MALDI) have been used for ionisation of ribonucleic analytes. Ammonium acetate and 2-propanol are common solvents for ESI. Trihydroxyacetophenone is the optimal MALDI matrix for ionisation of ribonucleic acids and peptides. Ammonium salts are used in ESI buffers and MALDI matrices as additives to remove cation adducts. Reverse phase high performance liquid chromatography has been used for desalting and fractionation of analytes either off-line of on-line, coupled with ESI source. Triethylamine and triethylammonium bicarbonate are used as ion pair reagents almost exclusively. Fourier transform ion cyclotron resonance analyser using ESI coupled with liquid chromatography is the platform of choice for all forms of structural analyses. Time-of-flight (TOF) analyser using MALDI may offer sensitive, easy-to-use and economical solution for simple sequencing of longer oligonucleotides and analyses of analyte mixtures without prior fractionation. Special analysis software is used for computer-aided interpretation of mass spectra. With mass spectrometry, sequences of 20-30 nucleotides of length may be determined unambiguously. Sequencing may be applied to quality control of short synthetic oligomers for analytical purposes. Sequencing in conjunction with other structural studies enables accurate localisation and characterisation of posttranscriptional modifications and identification of nucleobases and amino acids at the sites of interaction. High throughput screening methods for RNA-binding ligands have been developed. Probing of the higher order structures has provided supportive data for computer-generated three dimensional models of viral pseudoknots. In conclusion. mass spectrometric methods are well suited for structural analyses of small species of ribonucleic acids, such as short non-coding ribonucleic acids in the molecular size region of 20-30 nucleotides. Structural information not attainable with other methods of analyses, such as nuclear magnetic resonance and X-ray crystallography, may be obtained with the use of mass spectrometry. Sequencing may be applied to quality control of short synthetic oligomers for analytical purposes. Ligand screening may be used in the search of possible new therapeutic agents. Demanding assay design and challenging interpretation of data requires multidisclipinary knowledge. The implement of mass spectrometry to structural studies of ribonucleic acids is probably most efficiently conducted in specialist groups consisting of researchers from various fields of science.