Department of Marketing · University of Oulu – Marketing – Annual Report 2011 5 impact on the surrounding business community, as large proportion of the Master’s theses conducted

Department of Marketing Annual Report 2011

University of Oulu – Marketing – Annual Report 2011

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Contents Marketing Education at the University of Oulu ................................ 2

The Year 2011 Condensed ............................................................... 3

Review of the Year 2011 .................................................................. 5

Teaching ....................................................................................................... 5 Ensuring High-Quality Teaching ....................................................................... 5 2011 Celebrated the 500th Master’s Thesis...................................................... 7 Productive Cooperation with Businesses ......................................................... 7 Visiting Lectures ................................................................................................ 8

Research....................................................................................................... 9 27th Annual IMP Conference, Glasgow, Scotland, August 31st – September 3rd ................................................................................................................... 10 Research Received Recognition and Grants ................................................... 11 Research Visits ................................................................................................ 11 MTETR – The Research Development Team .................................................. 13 Research Projects ........................................................................................... 14

External Activities and Societal and Economic Impact ................................. 19

Appendices .................................................................................... 21

Editors: Alina Niemi and Suvi Rahkolin

University of Oulu Department of Marketing P.O.Box 4600 FIN-90014 University of Oulu FINLAND

Phone: +358 8 553 2905 (Faculty office) Telefax: +358 8 553 2906 Internet: http://www.taloustieteet.oulu.fi Email to the staff: [email protected]


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Marketing Education at the University of Oulu

The University of Oulu, founded in 1958, is an international research and innovation university. It is one of the largest universities in Finland with an exceptionally wide academic base. The university comprises of six faculties: the Faculty of Economics and Business Administration (Oulu Business School), the Faculty of Education, the Faculty of Humanities, the Faculty of Medicine, the Faculty of Science and the Faculty of Technology. The University cooperates closely with industry and commerce, and has broad connections with hundreds of international research and educational institutions. Students total almost 16000 and nearly 2000 new students are admitted yearly. Having wide-ranging cooperation with local companies, University of Oulu is a major player in the innovation field of Northern Finland. Oulu Business School is an international research and educational institute for economic sciences with 1400 students and 100 staff members. Oulu Business School consists of five departments and students are offered studies in six different majors; Accounting, Economics, Finance, International Business, Management and Marketing. In addition, it offers three international Master’s Degree programmes in Finance, Financial and Management Accounting, and International Business along with a full-time MBA program that provides expertise in creating new, global businesses and is a widely recognized qualification. Oulu Business School has strengthened its position as an international business educator and is now the most significant provider of English taught courses and degrees in the University of Oulu. It produces internationally recognized and awarded research and has numerous partner universities around the globe. The Department of Marketing trains marketing professionals for international and domestic businesses. Our education is based on world class research especially in the areas of industrial business relationships, digital economy and logistics activities. The areas are studied with an international viewpoint, assuring the managerial relevance of our research, as well as covering the greatest changes in the business environment; globalization, digitalization of business, and co-creation of value. A graduate in marketing is qualified for management and planning positions, with typical duties including product management, customer relationship management and marketing communication.


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Since the first marketing students were admitted in 1991 the Department of Marketing has grown rapidly. We work in close cooperation with the business community, and combine theory and practice both in teaching and research maintaining an innovative approach. The Department is an active participant in the global academic network providing great opportunities for students seeking international experience. For example, the continued cooperation with the University of North Carolina offers students the chance to visit North Carolina and work for an international double degree, while Erasmus scholarships allow students of the Department of Marketing to visit European universities as exchange students.

The Year 2011 Condensed

The work conducted at the Department of Marketing at Oulu Business School revolves around three main tasks derived from the University and Faculty level; high quality research, teaching and impact on the surrounding business community, which is closely intertwined to the research and teaching. In terms of research, the year 2011 was important for the Department in many respects. Firstly, high quality researchers represent the utmost essential resources. From the beginning of the year 2011, fourth Professorship was fulfilled as Professor Jari Salo joined the Department as he was appointed to Professorship in Marketing, especially in digitization of business. This recruitment


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was an important one in terms of strengthening the research and teaching of that area. Secondly, Department of Marketing attracted considerable national funding in 2011. Two research projects funded by the Academy of Finland started from September 2011: Professor Jaana Tähtinen’s project on challenging buyer-seller relationships and PhD Hanna Komulainen’s research on value co-creation in technological B2B services. These can be considered as notable achievements in terms of the researchers personally, but also for the whole Department as funding provided by the Academy of Finland is highly competitive. In addition, researchers at the Department were also successful in getting funding from Tekes – the Finnish Funding Agency for Technology and Innovation. In fact, four Tekes funded projects started in 2011: “Cleantech Solutions – Co-creating Environmental Solutions with Lead Customers”, “Dimar – Digital Marketing in Industrial Markets”, “ModuServ – Modularity in Business to Co-create Value within Collaborative Networks” and “Puulog – Logistics of Wood-Based Bio-Energy”. The active participation and commitment from various industry partners in these projects form a fruitful means to have an impact on the surrounding businesses. Thirdly, the results of scientific research are measured, to large extent in terms of publications in scientific Journals. The Department of Marketing has a good record of this and the development of the quality of these publications has been increasing in 2011. As the Head of the Department of Marketing during 2011, Professor Jari Salo puts it, “Top business schools are evaluated nationally and internationally by the sheer volume of FT45 publications (Financial Times Top Academic Journals in the Business). These publications are the most impactful in any business discipline and are adopted as a measure of high standard in the most accredited business schools, which Oulu Business School is aspiring to be in the near future. We are making progress towards the right direction as scholars have increasingly started to submit papers to FT45 journals.” In addition to research, teaching represents an integral part of the work conducted at the Department. During 2011 one of the key areas in this development has been the strengthening of the inclusion of business practice and real-life examples through different kinds of real-life case exercises and visiting lecturers. One example of this is the new course entitled “Firm project in marketing” which involved student teams doing different kinds of development projects to the needs of the participating firms. The Department also celebrated the 500th completed Master’s Thesis in 2011. Master’s theses provide a valuable means not only to develop the expertise of the students, but also to provide an


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impact on the surrounding business community, as large proportion of the Master’s theses conducted at the marketing Department are conducted in cooperation with the firms.

Review of the Year 2011 The following chapters present the main activities and events of 2011 in the areas of teaching, research and external activities and societal and economic impact of the Marketing Department.

Teaching

Ensuring High-Quality Teaching

High quality teaching is an area that has been continuously developed for several years in the Department of Marketing. The investments have not gone to waste as Marketing hangs on to its position as the most sought-after major in the yearly admissions among the Oulu Business School. In 2011, 50 new students started their studies in Marketing and further 15 students were admitted


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exclusively to the Master’s programme. A total of 55 students attained their Master’s Degrees during 2011 with 10 of them awarded in the University of Lapland. In addition, 36 Bachelor’s Degrees were awarded in Oulu and 10 in the University of Lapland. The development activities in teaching are driven by the Department of Marketing’s Teaching and Learning Development Team (MOKTR). It comprises four students, four members of the department and one alumni representative. Collected feedback from students has a vital role in identifying development needs and good practices. Thus coordinating and improving feedback systems are a central part of the operation. Operations include collecting course feedback, monitoring learning outcomes and identifying related hindrances, as well as follow up on graduate employment. Feedback day organized by MOKTR is an important event which enables collaboration and open communication between the staff members and students, and is therefore an important tool in identifying the core issues of development. A member of our staff, Associate Professor and the chair of MOKTR, Satu Nätti, was awarded for her teaching efforts by the University of Oulu in 2011. Teaching also experienced a novel approach to development in 2011 when teaching mentoring was applied as a part of the higher education pedagogic studies of staff members. The cooperation of an experienced mentor and learning actor is a means of versatile professional growth both on operational and emotional levels. The experiment showed that teaching mentoring could be an integral and beneficial part of teaching quality improvement. The participants of teaching mentoring published a discussion on the pilot in the Finnish Journal of Business Economics 3/2011 (http://lta.hse.fi/2011/3/lta_2011_03_d5.pdf).

http://lta.hse.fi/2011/3/lta_2011_03_d5.pdf�


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2011 Celebrated the 500th Master’s Thesis

The year 2011 also marked an important milestone in the Department of Marketing with the completion of the 500th Master’s Thesis. Major advances have been made from the beginning of the Department’s operation as the yearly number of theses has increased to over 50. A major role is carried by the well-refined practices in thesis work guidance. A member of the Department, Postdoctoral Researcher Hanna Komulainen lectured in the University of Oulu’s Training and Networking event on April 27th about the tutoring of Bachelor’s Thesis work in the Marketing programme as a representation of exemplary practices. External recognition has also been gained as the Master’s Thesis “Procurement Strategy Implementation in a Construction Company” by Marika Tuomela-Pyykkönen was awarded as the best logistics thesis in Northern Finland by the Finnish Association of Purchasing and Logistics (LOGY).

Productive Cooperation with Businesses

The Department of Marketing has pursued and developed cooperation with the business community over the years and thus teaching combines theory and practice together, providing the students with high quality knowledge with


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strong relevance to real business life issues. The year 2011 witnessed several interesting cases of business cooperation. For instance, during the course Product and Market Strategies the students seized on a marketing challenge defined in collaboration with Tiina Koskela, Marketing Manager of the newspaper Kaleva. The aim was to improve Kaleva’s offering from the viewpoint of the student segment. The students are highly motivated by current, real marketing issues and can produce truly novel and innovative solutions, and thus the collaboration is of great benefit to both parties. In addition, this year for the first time in the Department’s history the course Firm Project in Marketing familiarized students with project management and project communication by realizing a four-month project with real case companies. The projects were related to product development, logistics, business models and branding. The project teams worked closely with the collaborating companies by reporting regularly on the project. This year participant firms were Kasvishovi Oy, Oulun tilauslento Oy with Map Medicals Oy and Micropolis Oy in collaboration with Oulun Energia and Turveruukki Oy. The course was organized by Assistant Professor Saila Saraniemi, Professor Jari Juga and Lecturer Sakari Nikkilä.

Visiting Lectures

As per previous years, Professor Wesley Johnston from Georgia State University, Atlanta, Georgia, was responsible for teaching the course Industrial Sales Management. During his research visit at the Department of Marketing, doctoral student Thomas Ottersen from the University of Southern Denmark gave visiting lectures in two courses: Brand Management and Marketing Theories. The students in the study unit Managing Business Relationships had the opportunity to welcome two visiting lecturers: Marketing Manager Marko Heikkinen from Pipelife Finland Oy and entrepreneur Ville Kähkönen. Also during the course Organizing Marketing four visiting business life actors gave lectures: Milla Halttu from Valopaa Oy, Markku Huotari from Nokia Oyj, Satu Turunen from POHTO and Jan Mäkelä from Wegera Oy. The Head of Materials Management of Nokia Siemens Networks Kimmo Pietilä visited the study unit Purchasing and Supplier Relationships as a guest lecturer. In addition, CEO Tapani Laru from Pakkahuone Oy, Sales Manager Henri Huovinen from Koodiviidakko Oy and Sales Representative Mikko Kurttila from Ruukki Metals visited the course Integrated Marketing Communication.


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Our staff members also extended their teaching efforts outside the Marketing Department. Professor Jari Salo lectured courses in the triple crown accredited Aalto University School of Economics and gave visiting lectures in Lappeenranta University of Technology and Turku School of Economics on the topics of ”Business Networks as a Source of Competitive Advantage” and “Value Creation and Value Capture with Digital Services”. Doctoral student Elina Pernu gave a course Marketing of Technology in Oulu University of Applied Sciences. Other arenas of lectures, talks and presentations given by our staff members are presented in the chapter “External Activities and Societal and Economic Impact”.

Research

2011 was a productive year in terms of research within the Department of Marketing. Remarkable amount of external funding was granted for the Department which is one of the most salient highlights of the year. The fact that eight out of ten ongoing projects started in 2011 indicates the recognition that our Department received during the year. The Academy of Finland granted funding for two research projects. Professor Jaana Tähtinen’s project “EmoCha – An Emotional View to Challenging Buyer-Seller Relationships” and Postdoctoral

Researcher Hanna Komulainen’s research project “Value Co-Creation in Technological B2B Services” both received Academy’s funding for 2011-2015. The creditable funding that the Department received in 2011 enabled the activity of our research community. Especially the impressive number of research projects can be named as one of the glories of the year 2011. In addition to above mentioned projects financed by the Academy of Finland, seven other projects received funding and were started in 2011, four of them;


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Cleantech, Dimar, Moduserv and Puulog, funded by TEKES. Grants from TEKES played indeed an important role in the projects started in 2011. Additionally, one TEKES funded project, ProForm, was successfully concluded in 2011. Furthermore, the Department received external funding for projects “Barents Logistics II”, “Marginal Rail Infrastructure Costs 1997 – 2009” and “PPSHP – Centralized Logistics Hub Model”. Along with the impressive number of research projects the most remarkable achievement for the Department was the total of 19 international scientific articles published in 2011. Furthermore, the Department presented twenty articles in conference proceedings as well as produced three book chapters, and two books. Not only the projects and the numerous articles published in internationally refereed journals, but also the multiple conference and workshop papers and presentations as well as one doctoral dissertation demonstrate the productive research work of our staff. International aspect was reinforced with research projects involving international cooperation. In addition, international contacts were created and cemented through several research visits and visiting scholars that the Department was hosting. The Department’s staff also worked as chairs and reviewers for different international journals and conferences as well as acted as editors or members of the editorial boards of various scientific journals.

27th Annual IMP Conference, Glasgow, Scotland, August 31st – September 3rd

The international Industrial Marketing and Purchasing conference, held annually, brought together researchers of business relationships and networks to Scotland. The year 2011 was exceptional for the Marketing Department as the conference participants included as many as 11 staff members from our Department: Professors Jaana Tähtinen, Pauliina Ulkuniemi and Jari Salo, Postdoctoral Researcher Hanna Komulainen, Associate Professor Satu Nätti and Assistant Professor Saila Saraniemi as well as Doctoral students Tuula Lehtimäki, Minna Mäläskä, Teea Palo, Elina Pernu and Anita Virta. During the three day conference a total of 192 presentations were given and 16 of those involved researchers from the Marketing Department. The remarkable participation shows that our Department truly values the research areas of business relationships and networks and that our research activity is upfront also at the international level.


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Research Received Recognition and Grants

The research in the Department of Marketing received recognition in the form of multiple grants during the year 2011. The Foundation for Economic Education supports higher business education and research by allocating grants. In autumn 2011 grants for research work were received by 143 applicants and the amount totaled to 1,4 million euros. Among the granted applicants were our Department members Associate Professor Satu Nätti, Assistant Professor Saila Saraniemi and Doctoral students Eeva-Liisa Oikarinen, Ilkka Ojansivu, Teea Palo and Elina Pernu. From other Finnish foundations Doctoral students Tuula Lehtimäki and Minna Mäläskä received grants for their dissertation works. The Finnish doctoral program in business studies KATAJA, which has the central function of supporting doctoral students in their efforts to attain a doctoral degree, organizes yearly admissions to funded graduate school positions for full-time dissertation work. The doctoral students of the Marketing Department have been remarkably successful in the national admissions. During the year 2011, Doctoral students Tuula Lehtimäki and Teea Palo received funding in the Finnish Graduate School of Marketing (FINNMARK). Two FINNMARK positions were awarded at the end of the year to Doctoral students Kerttu Kettunen and Ilkka Ojansivu, and their funding starts in 2012. Doctoral student Teea Palo also received international recognition during 2011 by winning the second place in the international APF Student Recognition Program. The competition was organized by the Association of Professional Futurists community that yearly awards student works in the area of futurology. Palo succeeded with her work “Knowledge of the Future: Subjective Interpretations or True Beliefs?” The work reflects upon nature and prospects of knowledge of the future and it has also been published in Futura (No. 4, 2010, pp. 88-95), the journal of the Finnish Society for Future Studies.

Research Visits In addition to the internationally implemented research projects, several research visits and reciprocal visits enriched the international cooperation in research. In 2011 two research exchanges and multiple shorter visits were made to different parts of the world. Couple of months in a foreign university can be an enlightening experience and, without a doubt, research visits give new


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perspectives to one’s own research. Doctoral students Ilkka Ojansivu and Teea Palo share their experiences below:


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MTETR – The Research Development Team The Research Development Team of the Department of Marketing (MTETR) continued its important work in 2011. This year the focal theme was the acceleration of publishing activities at the Department of Marketing. This topic was also closely discussed at the Research Development Day in May 2011, where publication processes and the importance of coverage in top journals were emphasized. Attendees rethought the real and imagined obstacles of publication and the possibilities to overcome them. The results of the Research Development Day were used as a base for MTETR’s next target of development: the acceleration of internal research seminar procedures. The members of MTETR in the year 2011 were Postdoctoral Researcher Hanna Komulainen (chair), Doctoral Student Teea Palo (secretary), Assistant Professor Jouni Juntunen, Doctoral Student Tuula Lehtimäki, Associate Professor Saara Pekkarinen and Professor Jaana Tähtinen.


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Research Projects

The Department of Marketing had a remarkable number of ongoing research projects based on external funding during the year 2011. The nine project topics encompass a variety of current and significant areas in marketing and logistics. The implementation of many of these research projects involves collaboration with an array of Finnish companies as well as with foreign and domestic research partners. As the other projects carry on their operation beyond 2011, ProForm was successfully concluded. For further information on the research projects, please see the following descriptions:


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External Activities and Societal and Economic Impact

In addition to the academic work, teaching and research, the staff of the Department of Marketing was active in contributing to the Department’s influence on society in multiple ways. Teaching outside the Oulu University, visiting lectures in other Universities and organizations, and participating in different kinds of projects outside the Department can be named as examples of external activities. Staff members were also active in giving specialist interviews and writing newspaper articles on contemporary issues. The speeches, lectures and trainings given in different kinds of organizations both in Oulu area and on the national level are also part of the Department’s impact on society beyond the University. Activities are extended to international level as well with assignments in scientific publications and conferences. The Marketing Department has also spread its knowledge of well-tried teaching methods and by lecturing and publishing a discussion on its teaching related experiences and good practices. On the whole, the staff of the Marketing Department has been involved in many types of confidential posts, organizational memberships and has provided


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specialist knowledge for the society. Further details about the types of external activities are provided in the appendix “External activities”. The activities of the Marketing Department are also communicated to the Department’s stakeholders via a monthly newsletter.


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Appendices

Staff Publications

Internal Research Seminar Presentations External Activities Master’s Theses


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Staff 2011

Senior staff

Kimmo Alajoutsijärvi D.Sc. Jari Juga D.Sc. Jouni Juntunen D.Sc. Mari Juntunen D.Sc. Dean, Professor Professor Assistant professor Postdoctoral researcher (Until 31.7.2011)

Koivumäki Timo D.Sc Hanna Komulainen D.Sc. Satu Nätti D.Sc. Saara Pekkarinen D.Sc. Professor Postdoctoral researcher Associate professor Associate professor

Jari Salo D.Sc. Saila Saraniemi D.Sc. Jaakko Sinisalo D.Sc. Annu Ristola, D.Sc. Head of Department Assistant Professor Assistant professor Assistant Professor (Until 31.7.2011) (Until 31.7.2011)

Jaana Tähtinen D.Sc. Pauliina Ulkuniemi D.Sc. Professor Professor (act.)


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Junior staff

Anita Juho M.Sc. Kerttu Kettunen M.Sc., MBA Tuula Lehtimäki M.Sc. Minna Mäläskä M.Sc. Doctoral student Doctoral student Doctoral student Doctoral Student (until 31.7.2012)

Sakari Nikkilä M.Sc. Eeva-Liisa Oikarinen M.Sc Ilkka Ojansivu M.Sc. Teea Palo M.Sc. Lecturer Doctoral student Doctoral student Doctoral Student

Elina Pernu M.Sc. Timo Pohjosenperä M.Sc Tuomela-Pyykkönen Anita Virta M.Sc. Doctoral student Project researcher Marika M.Sc Doctoral student (From 1.12.2011) Doctoral student (From 1.9.2011)


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Adjunct Professors (Docents)

Wesley J. Johnston D.Sc. Veikko Seppänen D.Sc., Professor of Industrial D.Tech Sales Management Professor Georgia State University, Atlanta, Georgia, USA

Research Assistants

Lauri Huotari

Outi Nuojua

Suvi Rahkolin

Aino Toppi


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Publications 2011

Articles in Internationally Refereed Journals

Alajoutsijärvi, K, Moisanen H & Salminen RT (2011) In Search of Relevance in Management Education: Three Perspectives. Problems and Perspectives in Management 2: 33-46.

Brown BP, Zablah AR , Bellenger DN & Johnston WJ (2011) When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity. International Journal of Research in Marketing 28: 194-204.

Ilipinar G, Johnston WJ, Montaña J, Spender JC & Truex DP (2011) Design Thinking in the Postmodern Organization. China-USA Business Review 10(11): 1203-1212.

Juga J & Juntunen J (2011) Trust, control and confidence in logistics outsourcing decisions. International Journal of Services Technology and Management 15(3/4): 178-191.

Juntunen J, Juntunen M & Autere V (2011) A case study on the role of the Finnish Defence Forces in the transport sector. Journal of Military Studies 2(1): 34-43.

Juntunen J, Juntunen M & Autere V (2011) Protecting Finnish defence security: a logistics challenge. International Journal of Shipping and Transport Logistics 3(3): 295-311.

Juntunen M, Juntunen J & Juga J (2011) Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management 18(4-5): 300-311.

Jämsä P, Tähtinen J, Ryan A & Pallari M (2011) Sustainable SMEs Network Utilization: The Case of Food Enterprises. Journal of Small Business and Enterprise Development 18(1): 141-156.

Lin Y & Pekkarinen S (2011) QFD-based modular logistics service design. Journal of Business & Industrial Marketing 26(5): 344-356.


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Mainela T, Pernu E & Puhakka V (2011) The development of a high-tech international new venture as a process of acting: A study of the lifespan of a venture in software business. Journal of Small Business and Enterprise Development 18(1): 430-456.

Mäläskä M, Saraniemi S & Tähtinen J (2011) Network actors' participation in B2B SME branding. Industrial Marketing Management 40(7): 1144-1152.

Nickell D, Cornwell TB & Johnston WJ (2011) Sponsorship-linked marketing: a set of research propositions. Journal of Business & Industrial Marketing 26(8): 577-589.

Palo T & Tähtinen J (2011) A network perspective on business models for emerging technology-based services. Journal of Business & Industrial Marketing 26(5): 377-388.

Rahikka E, Ulkuniemi P & Pekkarinen S (2011) Developing the value perception of the business customer through service modularity. Journal of Business & Industrial Marketing 26(5): 357 – 367.

Rollins M, Pekkarinen S & Mehtälä M (2011) Inter-firm customer knowledge sharing in logistics services: An emprical study. International Journal of Physical Distribution & Logistics Management 41(10): 956-971.

Saraniemi S & Kylänen M (2011) Problematizing the concept of Tourism Destination: An Analysis of Different Theoretical Approaches. Journal of Travel Research 50(2): 133-143.

Saraniemi S (2011) From destination image building to identity-based branding. International Journal of Culture, Tourism and Hospitality Research 5(3): 247-254.

Tähtinen J & Blois K (2011) The involvement and influence of emotions in problematic business relationships. Industrial Marketing Management 40: 907-918.

Ulkuniemi P & Pekkarinen S (2011) Creating value for the business service buyer through modularity. International Journal of Services and Operations Management 8(2): 127-141.


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Dissertations

Juntunen M. Corporate rebranding processes in small companies: a multiple case study from the B2B software industry s. 286. (Acta Universitatis Ouluensis, series G Oeconomica, No. 51). Oulu 2011.

Conference, Workshop and Working Paper Publications

Havila V & Tähtinen J (2011) The state of empirical business relationship ending research. Proceedings of the 27th IMP-conference, Glasgow, UK. August 31 - September 3, 2011.

Helander N & Ulkuniemi P (2011) Customer perceived value in software business relationships. Proceedings of the 27th IMP Conference, Glasgow, U.K. August 31 - September 3, 2011.

Hurmelinna-Laukkanen P & Nätti S (2011) Absorptive capacity and knowledge mobility in international innovation community. 21st Nordic Workshop on Interorganizational Research, Vaasa, Finland. August 15-17, 2011.

Juga J & Juntunen J (2011) Loyalty and disloyalty in logistics outsourcing relationships. Proceedings of the 23rd annual NOFOMA conference, Harstad, Norway. June 9-10, 2011.

Komulainen H &Tapio J (2011) Value co-creation in the emerging field of infranet business. Proceedings of the 27th IMP-conference, Glasgow, UK. August 31 - September 3, 2011.

Lehtimäki T & Pernu E (2011) Coordination of Corporate Level Marketing Communications in a Dispersed Marketing Organization: A Case of an Industrial Technology-based MNC. Proceedings of the 27th IMP Conference, Glasgow, UK. August 31 - September 3, 2011.

Lehtimäki T (2011) Challenges of launching innovative technology applications through customer projects. Proceedings of TIIM2011 Conference, Oulu, Finland. June 28-30, 2011.

Lehtimäki T (2011) Drivers and Challenges of Launching Innovative Industrial Technology Applications through Customer Projects. Proceedings of the 27th IMP Conference, Glasgow, UK. August 31 – September 3, 2011.


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Makkonen H & Komulainen H (2011) An Activity System Model of the Value Creation in the Service Context. Proceedings of the 27th IMP-conference, Glasgow, UK. August 31 - September 3, 2011.

Mäläskä M, Saraniemi S & Juntunen M (2011) The corporate branding networks behind B2B SMEs: revealing the actors. Proceedings of the 27th IMP Conference, Glasgow, UK. August 31 – September 3, 2011.

Ojansivu I & Salo J (2011) Business relationship coordination during extended project supply process. Proceedings of TIIM2011 Conference, Oulu, Finland. June 28-30, 2011.

Palo T (2011) Developing Networked Business Models for Emerging Technology-based Services: Underlying Challenges. Proceedings of the 27th IMP-conference, Glasgow, UK. August 31 - September 3, 2011.

Palo T (2011) Future Business Planning for Technology-Intensive Services - The Use of Networked Business Model. Proceedings of the Australia New Zealand Marketing Academy Conference 2011 (ANZMAC 2011).

Pekkarinen S, Nätti S & Ulkuniemi P (2011) Modularity in professional service firms - Challenges and possiblities. Proceedings of the QUIS 12, Advances in Service Quality, Innovation and Excellence, Ithaca, NY, USA. June 2-5, 2011.

Pernu E (2011) Making sense of global customers in internal MNC network. Proceedings of the 27th IMP Conference, Glasgow, UK. August 31 – September 3, 2011.

Ryan A & Tähtinen J (2011) An examination of relationship ending theory in the context of cross sector partnering. Proceedings of the 27th IMP Conference, Glasgow, U.K. August 31 - September 3, 2011.

Sandbacka J, Nätti S & Tähtinen S (2011) Corporate branding in a micro-sized industrial service company. Proceedings of the 27th IMP Conference, Glasgow, U.K. August 31 - September 3, 2011.

Saraniemi S & Konu H (2011) Customers’ interest in involving new tourism product development processes. The 20th Nordic Symposium in Tourism and Hospitality Research. CD of abstracts.

Saraniemi S & Ronkainen M (2011) Co-creating city brands: tourism experience perspective. 3rd International Colloquium on Place Management, Marketing and Nation Branding. Book of abstracts.


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Ulkuniemi P & Komulainen H (2011) Ending Relationships with Suppliers. Proceedings of the 27th IMP Conference, Glasgow, UK. August 31 – September 3, 2011.

Virta A & Tähtinen J (2011) The role of social identity in an episodic health care relationship. Electronic proceedings of the 27th IMP Conference, Glasgow U.K., Sept. 1-3, 2011.

Other Publications

Alajoutsijärvi K. Lehman Brothers ja sen konkurssin rajut opetukset. Turun Sanomat, March 6, 2011.

Alajoutsijärvi K. Lehman Brothers ja sen synkeät opetukset. Kaleva, January 31, 2011.

Alajoutsijärvi K. Taloustieteessä on lukuisia vaarallisia teorioita. Turun Sanomat, January 12, 2011.

Alajoutsijärvi K. Valtiot finanssisektorinsa panttivankeja. Kaleva, May 22, 2011.

Boujena O & Johnston WJ (2011) E-Novation Customer Relationship Management. In: Pattinson HM & Low DR (eds) E-Novation for Competitive Advantage in Collaborative Globalization: Technologies for Emerging E-Business Strategies. USA, IGI Global: 162-182.

Juga J & Tiilikainen A. Kaupallinen liikenne Koillisväylällä läpimurtovaiheessa. Kaleva, September 9, 2011.

Kankaanranta M & Tiilikainen A (2011) Ruotsi on edellä bioenergian käytössä - ilman tukia. Yrittäjäinfo 2: 10-11.

Koivumäki T, Eriksson S, Juutinen A & Kopsakangas-Savolainen M (2011) Taloustiedettä duurissa yhteispelillä - Rauli Svento 60 vuotta. Oulu, Oulun yliopisto.

Lämsä T & Nätti S (2011) Knowledge Sharing Within and Between Communities of Practice in a Knowledge Intensive Organization. In: Rivera Hernáez O & Bueno Campos E (eds) Handbook of Research on Communities of Practice for Organizational Management and Networking: Methodologies for Competitive Advantage. USA, IGI Global: 363-380.


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Saraniemi S & Komppula R (2011) Matkailukohteen imagomarkkinoinnista brändin rakentamiseen. In: Puusa A & Reijonen H (eds) Aineeton pääoma organisaation voimavarana: 213–235.

Tervonen J & Pekkarinen S (2011) Radan kulumisen rajakustannukset 1997-2009. Liikenneviraston tutkimuksia ja selvityksiä, Helsinki, Liikennevirasto.

Tiilikainen A. Bioenergia luo työtä Ruotsissa. Pohjolan Sanomat, April 19, 2011.

Tähtinen J (2011) Mahdollisuuksia ja haasteita kuntakeskusten markkinoinnin kehittämisessä. In: Soikkeli A (ed) Rakennettu ympäristö voimavarana – MECI-hankkeen loppuraportti. Oulu, Pohjois-Pohjanmaan liitto: 22–26.

Ulkuniemi P & Pekkarinen S (2011) Editorial notes for Special Issue in Modularity in Business Services. Journal of Business & Industrial Marketing 26(5)


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Internal Research Seminar Presentations 2011

February Tuula Lehtimäki presented an article manuscript “Marketing's cross-functional information exchange at launch process phases”. Jaakko Sinisalo and Kerttu Kettunen were commenting.

March Kerttu Kettunen presented her research plan “Development of the Finnish Business School Institution”. Commentators were Satu Nätti and Teea Palo.

Jari Juga and Jouni Juntunen: “Loyalty-disloyalty in logistics outsourcing”. Annu Ristola and Pauliina Ulkuniemi were commenting.

April Kaisa Koskela presented her research plan “Antecedents of consumers' lead userness”. Commentators were Saara Pekkarinen and Tuula Lehtimäki.

Teea Palo: “Developing Networked Business Models for Emerging Technology-based Services: Underlying Challenges and Opportunities”. Hanna Komulainen was commenting.

May Saara Pekkarinen, Satu Nätti and Pauliina Ulkuniemi: “Knowledge-sharing challenges in knowledge intensive business service firms - is there space for modular service offerings - an exploratory study”. Jaana Tähtinen was commenting.

Jaana Tähtinen presented her Virpi Havila’s IMP conference paper: “The State of Business Relationship Ending Research - A Methodological Approach”. Saara Pekkarinen was commenting.

Pauliina Ulkuniemi presented her and Hanna Komulainen’s IMP conference paper “Ending Relationships with Suppliers”. Saila Saraniemi and Jaana Tähtinen were commenting.

Eeva-Liisa Oikarinen presented her research plan “Multilevel modeling of SMEs Humorous Corporate Communication in social media”. Commentators were Minna Mäläskä and Jaakko Sinisalo.


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August Jaana Tähtinen presented her and Anita Virta’s IMP conference paper “The Role of Social Indentity in a Successful Episodic Relationship”

Kristian Möller, Pia Hurmelinna-Laukkanen and Satu Nätti presented their conference paper “Innovation orchestration - matching network types and orchestration profiles”

Jaana Tähtinen presented her and Annmarie Ryan’s conference paper “Seeing the writing on the Wall: An Examination of Relationship Ending Theory in the context of Cross Sector Partnering”

Elina Pernu and Tuula Lehtimäki presented their conference paper “Coordination of corporate level marketing communications in a dispersed marketing organization”

Hanna Komulainen and Jarkko Tapio presented their conference paper "Value co-creation in the emerging field of infranet business"

Minna Mäläskä and Saila Saraniemi presented their conference paper "The corporate branding networks behind B2B SMEs: Revealing the actors"

Nina Helander and Pauliina Ulkuniemi presented their conference paper "Customer perceived value in software business relationships"

Tuula Lehtimäki presented her conference paper “Drivers and challenges of launching innovative industrial technology applications through customer projects”

November Anita Virta presented her research proposal. Eeva-Liisa Oikarinen and Pauliina Ulkuniemi were commenting.

Dr. Hadi Kobeissy presented his plans for doctoral research entitled "Effect of Agile Project Management on Employees performance in context of Fast track projects Approaches within the Construction Industry"

Thomas Ottersen presented his doctoral thesis work titled "Exploring value creation in co-branded projects in the B2B environment"


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Tuula Lehtimäki presented a snapshot of her research. Hanna Komulainen and Kerttu Kettunen were commenting.

Eeva-Liisa Oikarinen presented her and Saila Saraniemi’s manuscript of their conference paper "Breaking conventions with unique employer brand message in recruitment advertising." Commentators were Pauliina Ulkuniemi and Minna Mäläskä.

Minna Komu, Jaana Tähtinen and Saara Pekkarinen presented the manuscript of their conference paper “Customer Experience in B2B-Services - Myth or Reality?” Commentator was Professor Maria Holmlund-Rytkönen, Hanken School of Economics.

Professor Maria Holmlund-Rytkönen gave a presentation “Hanken, Nordic School of Service Management – Emphasis and Examples”

December Ilkka Ojansivu presented his research "Coordination of buyer-seller interaction during extended project process." Jaana Tähtinen was commenting.

Elina Pernu presented her research “Making Sense of Global Customer Relationships in Internal MNC Network.” Ilkka Ojansivu and Satu Nätti were commenting.

Minna Mäläskä presented her research proposal. Commentators were Satu Nätti and Kerttu Kettunen.


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External Activities

Expert Statements on Applications for University Positions Salo J. Tenure track evaluator, King Saud University of Saudi Arabia, Saudi Arabia

Tähtinen J. Expert statement on tenure tracks, University of Turku, Finland

Opponent of Doctoral Dissertation Salo J. University of Eastern Finland

Ulkuniemi P. University of Eastern Finland

Assignments in Scientific Publishing

Komulainen H. Reviewer: Industrial Marketing Management

Komulainen H. Reviewer: Journal of Business and Industrial Marketing

Nätti S. Reviewer: European Journal of Innovation Management

Nätti S. Reviewer: Industrial Marketing Management

Pekkarinen S. Editor: Journal of Business and Industrial Marketing

Pekkarinen S. Reviewer: International Journal of Physical Distribution and Logistics Management

Pekkarinen S. Reviewer: International Journal of Technology Management

Salo J. Ad Hoc Reviewer: Electronic Commerce Research and Applications

Salo J. Ad Hoc Reviewer: European Journal of Marketing

Salo J. Ad Hoc Reviewer: Industrial Marketing Management

Salo J. Ad Hoc Reviewer: Journal of Interactive Marketing

Salo J. Ad Hoc Reviewer: Journal of Research in Interactive Marketing.

Salo J. Associate Editor: Journal of Information Technology Research

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Salo J. Book chapter review: “Handbook on longitudinal research methods” Raukko, M. and Paavilainen-Mäntymäki, E. (Eds), Cheltenham, UK, Edward Elgar.

Salo J. Editor-in-Chief: Journal of Digital Marketing

Salo J. Member of the Editorial Board: Service Business

Salo J. Reviewer: Service Business

Saraniemi S. Reviewer: Finnish Journal of Tourism Research

Saraniemi S. Reviewer: Industrial Marketing Management

Saraniemi S. Reviewer: Journal of Hospitality Marketing & Management

Saraniemi S. Reviewer: Tourism Management

Tähtinen J. Ad Hoc Reviewer: Finnish Journal of Business Economics

Tähtinen J. Ad Hoc Reviewer: International Journal of Hospitality Management

Tähtinen J. Ad-Hoc Reviewer: International Journal of Internet Marketing and Advertising

Tähtinen J. Ad-Hoc Reviewer: Journal of Interactive Marketing

Tähtinen J. International Editorial Advisory Board member: Journal of Service Management

Tähtinen J. Member of the Editorial Board: Industrial Marketing Management

Tähtinen J. Member of the Editorial Board: Journal of Business & Industrial Marketing

Tähtinen J. Member of the Editorial Board: Qualitative Market Research - An International Journal

Tähtinen J. Reviewer: Journal of Purchasing and Supply Management

Ulkuniemi P. Editor: Journal of Business & Industrial Marketing

Ulkuniemi P. Reviewer: Industrial Marketing Management

Ulkuniemi P. Reviewer: Journal of Business & Industrial Marketing






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Assignments in Scientific Conferences Alajoutsijärvi K. Session chair. Enterprise Forum 2/2011, Oulu, Finland

Komulainen H. Reviewer. The 27th IMP Conference, Glasgow, UK

Nätti S. Reviewer, Nordic WS on Interorganizational Research, Vaasa, Finland

Nätti S. Reviewer. The 27th IMP Conference, Glasgow, UK

Nätti S. Reviewer. The 5th International Conference on Business Market Management, Tampere, Finland

Palo T. Reviewer. Anzmac 2011, Perth, Western Australia

Palo T. Reviewer. The 27th IMP Conference, Glasgow, UK

Pekkarinen, S. Reviewer. The 27th IMP Conference, Glasgow, UK.

Salo J. Keynote speaker, “Usage of social media in business education at the universities”, The 24th Bled eConference, Bled, Slovenia

Salo J. Reviewer. International Conference on Data Engineering and Internet Technology 2011, Bali, Indonesia

Salo J. Reviewer. The 5th International Conference on Business Market Management, Tampere, Finland

Salo J. Track chair. The 5th International Conference on Business Market Management, Tampere, Finland

Tähtinen J. Reviewer: EBRF2011 Research Forum to Understand Business in Knowledge Society, Helsinki, Finland;

Tähtinen J. Reviewer: The 27th IMP Conference, Glasgow, UK

Tähtinen J. Reviewer: The 5th International Conference on Business Market Management, Tampere, Finland

Tähtinen J. Special Track Chair: The 27th IMP Conference, Glasgow, UK

Ulkuniemi P. Reviewer. The 27th IMP Conference, Glasgow, UK


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Presentations in Scientific Conferences and Seminars Alajoutsijärvi K, Kettunen K & Tikkanen H. The Institutional Evolution of Business Schools in Finland, 1909-2009, Business History Conference. April 2011, St. Louis, USA.

Helander N & Ulkuniemi P. Customer perceived value in software business relationships, The 27th IMP Conference. September 2011, Glasgow, UK.

Komulainen H & Tapio J. Value co-creation in the emerging field of infranet business, The 27th IMP Conference. September 2011, Glasgow, UK.

Lehtimäki T & Pernu E. Coordination of corporate level marketing communications in a dispersed marketing organization: a case of an industrial technology-based MNC, The 27th IMP Conference. September 2011, Glasgow, UK.

Lehtimäki T. Challenges of launching innovative technology applications through customer projects, The 3rd International Technology Innovation and Industrial Management Conference. June 2011, Oulu, Finland.

Lehtimäki T. Drivers and challenges of launching innovative industrial technology applications through customer projects, The 27th IMP Conference. September 2011, Glasgow, UK.

Mainela T, Pernu E & Puhakka V. Developing high-tech INVs - Acting at three levels, 38th AIB UKI Chapter Annual Conference, April 2011, Edinburg, UK.

Mäläskä M, Saraniemi S & Juntunen M. The corporate branding networks behind B2B SMEs: revealing the actors, The 27th IMP Conference. September 2011, Glasgow, UK.

Nätti S & Hurmelinna-Laukkanen P. Knowledge mobility in international innovation networks – network orchestration at work, The 5th International Conference on Business Market Management. May 2011, Tampere, Finland.

Nuojua O, Palo T & Tähtinen J. Factors Influencing the Success of R&D Coopetition, EBRF 2011 Conference, Espoo, Finland.

Palo T. Developing Networked Business Models for Emerging Technology-based Services: Underlying Challenges, The 27th IMP Conference. September 2011, Glasgow, UK.


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Palo T. Future Business Planning for Technology-Intensive Services – The Use of Networked Business Model, ANZMAC 2011 Conference. November 2011, Perth, Australia.

Palo T. Networked Business Models for Emerging Technology-based Services, The Academy of Marketing Science Second Biennial Doctoral Consortium. July 2011, Reims, France.

Palo T. Networked Business Models for Emerging Technology-based Services, ANZMAC 2011 Doctoral Colloquium. November 2011, Perth, Australia.

Pekkarinen S, Nätti S & Ulkuniemi P. Modularity in professional service firms - Challenges and possibilities, QUIS12, The 12th International Research Symposium on Service Excellence in Management. June 2011, Ithaca, NY, USA.

Pekkarinen, S. Modularity and collaborative business service development and innovation, TSENET Collaborative Service Development and Innovation Workshop, 17th–18th May 2011, Vanhalinna Estate, Lieto

Pernu E. Making sense of global customers in internal MNC network, Doctoral tutorial at 11th Vaasa conference on International Business at the University of Vaasa. August 2011, Vaasa, Finland.

Pernu E. Making sense of global customers in internal MNC network, The 27th IMP Conference. September 2011, Glasgow, UK.

Salo J. Balancing strategies for managing digital bonds in business relationships, The 5th International Conference on Business Market Management. May 2011, Tampere, Finland

Saraniemi S & Konu H. Customers’ interest in involving new tourism product development processes, The 20th Nordic Symposium in Tourism and Hospitality Research. September 2011, Rovaniemi, Finland.

Saraniemi S & Ronkainen M. Co-creating city brands: tourism experience perspective, The 3rd colloquium on Place Management, Marketing and Nation Branding. September 2011, Lincoln, UK.

Ulkuniemi P. Ending relationships with suppliers, The 27th IMP Conference. September 2011, Glasgow, UK.


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Research Visits Ojansivu, I. Griffith University, Gold Coast, Southport, Australia

Palo T. Lancaster University Management School, Lancester, UK

Pekkarinen S. Linköping University, Linköping, Sweden

Tähtinen J. University of Uppsala, Uppsala, Sweden

Foreign Visitors Claire Gauzente, Sciences Po Rennes, Rennes, France

Thomas Ottersen, University of Southern Denmark, Denmark

Other Visitors Halttu Milla, Valopaa Oy, Guest lecturer at the course Organising Marketing

Heikkinen Marko, Pipelife Finland Oy, Guest lecturer at the course Managing Business Relationships

Huotari Markku, Nokia Oyj, Guest lecturer at the course Organising Marketing

Huovinen Henri, Koodiviidakko Oy, Guest lecturer at the course Integrated Marketing Communication

Kähkönen Ville, Toiminimi Ville Kähkönen, Guest lecturer at the course Managing Business Relationships

Kurttila Mikko, Ruukki Metals Oy, Guest lecturer at the course Integrated Marketing Communication

Laru Tapani, Pakkahuone Oy, Guest lecturer at the course Integrated Marketing Communication

Mäkelä Jan, Wegera Oy, Guest lecturer at the course Organising Marketing

Pietilä Kimmo, Nokia Siemens Networks, Guest lecturer at the course Purchasing and supplier relationships



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Turunen Satu, Pohto, Guest lecturer at the course Organising Marketing

External projects

Salo J. E-Sales Research Project

Salo J. Nextmedia Research Consortium

External Teaching and Impact on Society Alajoutsijärvi K. Member of Board of Directors, Osuuskauppa Arina

Alajoutsijärvi K. Member of Oulu Chamber of Commerce

Alajoutsijärvi, K. Keynote speaker, ”Hallituksen osaamisvaatimukset ja yrityksen kehitysvaiheet”, Morning for Board of Directors of SMEs, Oulu

Juntunen J. Chair, The Logistics Trade Fair 2011, Tampere.

Juntunen J. Keynote Speaker, Logistics 2011, Finnish Association of Purchasing and Logistics (LOGY)

Komulainen H. Guest Lecturer, ”Kandidaatin tutkielmien ohjaus markkinoinnin koulutusohjelmassa”, Valtti Project and Stategy Project Tutkintosaanto, Oulu University

Nätti S. Educator, ”Verkostoitumisen muodot ja mahdollisuudet”, SME Entrepreneur’s Growth Forum

Nätti S. Lecturer, Oulu University of Applied Sciences, School of Business and Administration, fMBA

Nätti S. Lecturer, POHTO

Nätti S. Lecturer, Talenom Oy

Nätti S. Lecturer, Toimitusjohtajakoulu/CEO School

Nätti S. Lecturer, University of Oulu, eMBA

Nätti S. Presentation, ”Pk-yrityksen brändäys”, Teknologiayrittäjyyspäivät.


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Nätti S. Seminar Speech, “ Verkostoitumisen muodot ja mahdollisuudet”, Draivia Työelämään Project, BusinessOulu

Palo T. Member of Executive Group, Doctoral School of Oulu University

Pekkarinen S. Member of Ethical Development Group of the University of Oulu

Pekkarinen S. Member of Executive Group, PUULOG (Logistics of Wood-Based Bio-Energy)

Pernu E. Lecturer, Marketing of Technology, Oulu University of Applied Sciences, School of Engineering

Pernu E. Member of Research Council, Oulu University

Pernu E. Presentation, Internal Research Seminar of the Department of International Business

Salo J. Guest Lecturer, "Value creation and value capture with digital services" University of Turku

Salo J. Guest Lecturer, “Business networks as a source of competitive advantage” Lappeenranta University of Technology

Salo J. Keynote Speaker, “Digital Marketing Trends and Future”, EasyFairs IT-fair, Messukeskus, Helsinki

Salo J. Lecturer, Customer Relationship Management, Aalto University

Salo J. Lecturer, Digital Marketing, Aalto University

Salo J. Lecturer, Digital Marketing, Open University, Aalto University

Salo J. Lecturer, University of Oulu, eMBA

Salo J. Specialist Interview, “Tarjonnan kiinnostavuus ratkaisee yhteistyön”, Tampereen Logistiikka, Vol 3, pp. 8-9

Salo J. Specialist Interview, ”Mobiilipalveluiden tarjonta ja käyttö kasvavat kohisten”. Etuovi.com, Avain -asiakaslehti 1, pp. 10-11

Saraniemi S. Guest Lecturer, Destination branding, Lapland University Consortium

Saraniemi S. Keynote Speaker, “Matkailubrändien merkitys”, Rokua Geopark Opening


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Saraniemi S. Keynote Speaker, ”Korkeakoulujen rooli Suomen maabrändin rakentamisessa”, The Annual Spring Conference on Internationalisation of Finnish Higher Education 2011, Kuopio

Saraniemi S. Lecturer, Operational Environment Analysis, Lahti University of Applied Sciences

Saraniemi S. Member of Oulu University Women

Saraniemi S. Member of the Supervision Team, Pohjoinen Uusiutuva Energia Project

Saraniemi S. Presentation, Yritystakomo

Saraniemi S. Specialist Interview, Kaleva

Saraniemi S. Specialist Interview, Tervareitti – Local paper of Oulujoki area

Saraniemi S. Specialist Interview, Yleisradio


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Master’s Theses 2011 1. Peltola, Sami: Aikaosuus ja ostamisen häiriötekijöitä – tapaustutkimus

myyntitilaisuuksista (Yhteistyö Lapin yliopiston kanssa).

2. Käsmä, Hanna: Asiakastiedon hyödyntäminen ketjuliiketoiminnan kohden-netussa markkinoinnissa. Tapaus Osuuskauppa Arina.

3. Vähäjylkkä, Mika: Asiakastyytyväisyyteen vaikuttavat tekijät puutavara-alan business to business kontekstissa.

4. Määttä, Johanna: Asiakkuuksien vaikutus yksilön osaamisen kehittymiseen. Tapaus yrityspankki.

5. Meller, Heidi: Asiantuntijakohtaisen tiedon jakaminen organisaatio-verkostossa.

6. Keränen, Mika: Brändi-identiteetin rakentuminen palvelualan pk-yrityksessä. Tapaus Ookko Nää Nauranut Stand Up Ky.

7. Salmela, Minna: Brändisijoittelu brändeihin liittyvien merkitysten rakentajana suomalaisissa televisiosarjoissa.

8. Vierimaa, Maija: Building employee-brand commitment. Case Tekla Corporation.

9. Räsänen, Sanna: Business-to-business -palveluiden markkinointi hyvin-vointialalla.

10. Estabrook, Daniel: Co-creative pricing (CCP): A conceptual development of consumers’ participation in pricing practicing in services (Yhteistyö Lapin yo:n kanssa).

11. Salmi, Janne: Green corporate brand identity formation - case Pipelife Ympäristö.

12. Tuomela-Pyykkönen, Marika: Hankintastrategian implementointi raken-nusteollisuuden yrityksessä.

13. Sangi, Jenna: Kanta-asiakasohjelman tuottama arvo asiakkaille. Case Stockmann.


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14. Ronkanen, Mikko: Kaupunkibrändin kehittäminen matkailijan kaupunkikokemuksen näkökulmasta. Tapaus Oulu.

15. Nuojua, Outi: Kilpailijoiden välisen tutkimus- ja kehitysyhteistyön onnistumiseen vaikuttavat tekijät.

16. Räsänen, Joonas: Koettu palvelun kokonaislaatu vakuutusyrityksen puhelinpalvelussa. Tapaus: If Vahinkovakuutusyhtiö Oy.

17. Aine, Raisa: Konsultoivaa myyntiä vaativan tuotteen tie kuluttajalle. Tapaus MediLuxx.

18. Snellman, Juho: Kuluttaja 2.0: yhteisöllisyys sosiaalisessa mediassa.

19. Hyrkäs, Sari: Kumppanuusasiakkuus aikuiskoulutusorganisaation ja asiakkaan välillä.

20. Viinamäki, Katja: Kysyntätiedon integrointi palvelujen toimitusketjussa - tapaustutkimus messuorganisaatiosta.

21. Pahnila, Tuija: Logistiikan kehittäminen pohjoisen Itämeren alueella kivi-ainesteollisuuden yrityksessä.

22. Utunen, Jari: Markkinoinnin ja tuotekehityksen yhteistyö ketterässä ohjelmistotuotannossa.

23. Kurronen, Anu: Organisaation laadunhallintajärjestelmä. Case: Taiteilijanne Oy.

24. Hautaviita, Johanna (toinen tekijä: Kaijalainen, Tiia): Organizing regional branding. Case: Bothnian Arc.

25. Kaijalainen, Tiia (toinen tekijä: Hautaviita, Johanna): Organizing regional branding. Case: Bothnian Arc.

26. Talman, Christian: Osuuskunnan sponsorointiyhteistyön hyödyntäminen. Tapaus Osuuskauppa Arina.

27. Värtö, Juho: Partneriverkoston muutos avoimen lähdekoodin ohjel-mistoliiketoiminnassa.

28. Saukkoriipi, Jenni: Pienyrityksen vakiintuneeseen liiketoimintaan johtavat verkostoitumisprosessit.


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29. Ollila, Arto: Premium-henkilöautovalmistajan brändin merkitys kuluttajan ostopäätösprosessissa.

30. Katermaa, Minna: Product characteristics favoring Merge-in-Transit distribution model.

31. Mäkitalo, Marja: Purchasing strategies in mechanical engineering industry.

32. Säntti, Jari: Rakennussaneerausyrityksen ja yritysasiakkaan välisen suhteen kehittyminen.

33. Vuorinen, Jarno: Responsiivisuus valmistaloteollisuuden kilpailukeinona.

34. Gasic, Sanna: Sosiaalinen media osana pk-yrityksen markkinointiviestintää. Tapaus Facebook.

35. Rättyä, Jussi: Sosiaalisen median hyödyntäminen autoalan markkinoinnissa. Case Facebook.

36. Lehtikangas, Annukka: Sosiaalisen median hyödyntäminen osana integroitua markkinointiviestintää. Tapaus: Lentoasema.

37. Alamylläri, Jenni: Strateginen yritysbrändin sisäinen rakentaminen B2B-kontekstissa. Tapaus: elintarvikealan tukkuliike.

38. Rönkkö, Liisa: Sustainable supply chain management in food industry. German organic markets.

39. Innanen, Marjo: Teknologisoituneen sijoituspalvelusuhteen arvo asiakkaalle.

40. Jauhola, Marja: Third party software component management - the sourcing point of view.

41. Komu, Minna: Tietoliikenneyhteyksiä tarjoavan yrityksen yritysasiakkaiden palvelukokemusten muodostuminen.

42. Kokko, Harri: Toimittajuushallinta suomalaisessa lääkkeiden toimitusketjussa - case Myllyojan apteekki.

43. Tolonen, Pauliina: Vapaaehtoinen sosiaalinen vastuu yrityksen sidos-ryhmäsuhteessa.

44. Paljokangas, Jukka: Viranomaisliiketoiminnan erityispiirteet markkinoinnin näkökulmasta.


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45. Hildén, Mikko (toinen tekijä: Hildén, Olli): Virtuaalimaailman potentiaalinen liiketoimintamalli kaupankäyntiin kuluttajamarkkinoilla.

46. Hildén, Olli (toinen tekijä: Hildén, Mikko): Virtuaalimaailman potentiaalinen liiketoimintamalli kaupankäyntiin kuluttajamarkkinoilla.

47. Huuki, Mari: Vähittäiskauppaketjun asiakaslupausten erot siirryttäessä Viron ja Venäjän markkinoille.

48. Ring, Laura: Yhteisbrändiprosessin käynnistymisessä huomioitavia tekijöitä.

49. Päätalo, Riitta: Yhteisbrändäys logistiikan triadissa.

50. Hussa, Jenni: Yritysasiakkaan arvokokemus finanssipalvelusta.

51. Humalamäki, Liisa: Yritysbrändin brändipääoman lähteet. Tapaus: palvelualan yritys yritysmarkkinoilla.

Department of Marketing PL 4600, 90014 University of Oulu

www.taloustieteet.oulu.fi/yksikot/markkinointi/index.html

Documents

Department of Marketing · University of Oulu – Marketing – Annual Report 2011 5 impact on the surrounding business community, as large proportion of the Master’s theses conducted