Browsing by Subject "puumarkkinatiede"

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  • Korhonen, Silja (The Finnish Forest Research Institute, 2006)
    The purpose of this study was to extend understanding of how large firms pursuing sustained and profitable growth manage organisational renewal. A multiple-case study was conducted in 27 North American and European wood-industry companies, of which 11 were chosen for closer study. The study combined the organisational-capabilities approach to strategic management with corporate-entrepreneurship thinking. It charted the further development of an identification and classification system for capabilities comprising three dimensions: (i) the dynamism between firm-specific and industry-significant capabilities, (ii) hierarchies of capabilities and capability portfolios, and (iii) their internal structure. Capability building was analysed in the context of the organisational design, the technological systems and the type of resource-bundling process (creating new vs. entrenching existing capabilities). The thesis describes the current capability portfolios and the organisational changes in the case companies. It also clarifies the mechanisms through which companies can influence the balance between knowledge search and the efficiency of knowledge transfer and integration in their daily business activities, and consequently the diversity of their capability portfolio and the breadth and novelty of their product/service range. The largest wood-industry companies of today must develop a seemingly dual strategic focus: they have to combine leading-edge, innovative solutions with cost-efficient, large-scale production. The use of modern technology in production was no longer a primary source of competitiveness in the case companies, but rather belonged to the portfolio of basic capabilities. Knowledge and information management had become an industry imperative, on a par with cost effectiveness. Yet, during the period of this research, the case companies were better in supporting growth in volume of the existing activity than growth through new economic activities. Customer-driven, incremental innovation was preferred over firm-driven innovation through experimentation. The three main constraints on organisational renewal were the lack of slack resources, the aim for lean, centralised designs, and the inward-bound communication climate.
  • Mattila, Osmo (Helsingfors universitet, 2011)
    For the Finnish private forest owners, four different types of services are available in the market: forest operations and management services, wood trade related services, property administration and information services. Supplier organizations differ substantially from each other in terms of size and their institutional background: some of the service organisations are market oriented private firms while others are publicly financed and based on the law. Anyhow, everyone in the markets is now facing a change. There is not enough research in the field of these markets form the viewpoint of service supply. The previous studies are mostly concentrated on small separate issues and segments. A general view of the markets – including property administration services – is not available. The main reasons for the changes expected to happen in the future service supply are based on changing the financing bases of service offerings and thereby liberalisation of the markets. The changes are primary related to the organisations based on the law, but they will affect the markets as a whole. In the field of service demand, the earlier studies for Finland are more extensive. In particular, the changes in forest ownership and their management preferences are studied widely, as well as the quality dimensions of forest services. Anyhow, it is reasonable to doubt whether the existing forestry services in the markets really are meeting the needs of forest owners and are offering such benefits that they are willing to pay for. In this study, the current markets are examined in order to create a general overview, which could be a base for predicting the expected changes. Qualitative research and method of content analysis are used in examining marketing materials – mainly the internet pages of the services organizations. Theme interviews of service organizations and experts in the field supported deepening the view. The service offerings and the organizations are studied from the viewpoint of customer value by way of a model of consumer pre-purchase decision taxonomy. Based on the results, it is possible to find some services, which are critical for the customer value creation. Forest owners expect that owning the forests will be profitable. Followed by this, one of the challenges of supply is to create service complexes that are profitable on a realistic time scale. This is why the profitable services should be combined to the ones creating other than monetary benefits. In the changing market environment, it is crucial to create service offerings that really attract the forest owners.
  • Mynttinen, Sinikka (2009)
    The basis for this study was in poor attractiveness of the wood products industry among young people as a field to study and work in. The purpose was to produce new information of how to improve the relationship between young people and the wood products industry in order to better attract young people with different relational orientation. A survey was conducted among students of comprehensive schools and students of wood industry at vocational schools selected by systematic cluster sampling. The final sample consisted of 613 students. The study combined the theories and concepts of relationships, communication and trust of several disciplines. In addition, it applied theories of relationship marketing, stakeholders, publics, involvement and concepts of reputation and values. It studied the central relational elements in the form of antecedents, relationship state and its consequences. The study examined, how young people with different background and level of interest perceive wood industry as a field to study and work in from relational point of view, what are the central deficiencies in perceived relational elements and what are the public relations activities enhancing the relationship between wood industry and young people with less and high interest in the sector. The results indicate poor visibility of the wood industry among young people: unfamiliarity with the industry and unawareness of the opportunities to study in the field. It appeared that instead of increasing only information sharing, interactive communication in different forms is needed. The study also suggests that behaviors of the industry sector advancing perceived trustworthiness are of crucial importance. Moreover, the wood industry needs to pay attention to its behaviors and communication also among other stakeholder groups, especially the media, as reputation plays an important role in building up trust and satisfaction between young people and the sector. Finally, the less and highly interested young people were found to assess the relationship partly through different relational elements. In order to develop the relationship with highly interested young people they should be regarded clearly as future employees of the wood industry through activities affirming that they are desired and valued employees in the sector. Further, openness of information disclosure, whether concerning current situation or future prospects, seems to increase credibility and attractiveness of the wood industry. Highly interested young people were also found to appreciate socially responsible activities. The less interested young people seem to be insecure about the reliability of the wood industry as an employer, as well as, its ability and interest to invest in young people s skills. In addition,involvement in issues relevant for young people was found crucial in enhancing the relationship with the less interested young people.The conclusions of the study provide tools for enhancing the attractiveness of the wood industry among young people not only to the industry itself, but also to its advocates, teachers and student counselors of comprehensive and vocational schools, authorities and policy makers.