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Antti Vassinen Dissertation

39/2012 / Configurational explanation of marketing outcomes : a ...
Configurational explanation of marketing outcomes : a fuzzy-set qualitative comparative analysis approach / Vassinen, Antti. ; Doctoral dissertation.

Antti Vassinen Dissertation

Long-term effects ( persistent, carryover)   complex to model3. Lisäksi sitä on kehitetty ja testattu monipuolisesti parin kymmenen eri yrityskumppanin liiketoimintakontekstissa, vassinen kiittää. .

Short-term effects ( incremental, current)   small & fragile for advertising cf. Nykyään markkinoinnin tutkimuksen suurin haaste on ymmärtää, mihin yritysten tulisi kohdentaa rajalliset resurssit, ja millaisia tuloksia markkinointi-investoinneilta voidaan odottaa. Vassisen menetelmä, causal explanation of marketing outcomes (cemo), mahdollistaa monimutkaisten, syvää laadullista ja kontekstuaalista ymmärrystä vaativien sekä keskenään ristiin vaikuttavien ilmiöiden mallintamisen systemaattisen konfiguraatioanalyysin avulla.

Cemo-menetelmä auttaa löytämään vastauksia yritysten ja markkinointipäättäjien strategisiin mutta arkisiin ongelmiin mitkä kilpailukeinot toimivat, ja missä yhdistelmissä? Millä tavoilla markkinoinnin tulosvaikutus syntyy juuri tässä yhteydessä? Menetelmä lähtee liikkeelle totuttujen tilastollisten menetelmien vastaisista olettamista samaan lopputulokseen on useita eri polkuja, pieni ero matkalla voi johtaa tyystin toiseen tulokseen, hyvän tuloksen takana ovat eri tekijät kuin heikon tuloksen. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The broad aim of this dissertation is to supplement the range of marketing management support systems, modeling approaches, and marketing performance assessment systems to provide better knowledge-driven decision support.

Affect   utilitarian and hedonic attitudes   toward ad, product, brand   product positioning3. Shape effects   advertising elasticity & operating context4. Product category effects on models   interaction with competition   wider scope of marketing actions (marketing mix)   plc stage   customer heterogeneity  effects of actions on   market structure & institutions   competitors   intangible assets  complex, nonlinear interactions & synergies  diverse & evolving markets antti vassinen 20101116 10 linking activities with financial results marketing intermediate financial action outcome results brand price tv ads preference premium (stewart 2009) antti vassinen 20101116 11 rust, lemon &zeithaml 2004return on marketing conceptual models (consumer experiments) econometric models clv modeling sales response models antti vassinen 20101116 12 cash flow the ultimate marketing metric1.

My key argument is that the fuzzy-set qualitative comparative analysis research approach and methodology can be used to explain marketing outcomes as results of configurations of causal conditions in specific contexts, yielding managerially relevant knowledge that would otherwise be difficult to access and interpret. In this dissertation, i present fuzzy-set qualitative comparative analysis (fsqca ragin, 2000 fiss, 2008 rihoux and ragin, 2009 and others) as a novel approach to assessing marketing performance. New exchange systems  tracking behavior and preferences online   visibly and less visibly  ai recommender systems   expert systems  preference ontologies for information discovery   expert   social   full ai  implications for stp? Antti vassinen 20101116 20 clipping is a handy way to collect important slides you want to go back to later.

Doctoral dissertations, 1799-4934 392012 as marketing, as a function and a process, is required to explain itself with more transparency, new tools and comprehensive analysis processes must be created and adopted, so that marketing performance and its determinants can systematically be understood and developed. The analytical premises of fsqca and its applications in fields of study related to marketing position it as a candidate to overcome some key challenges faced in marketing performance analysis dealing with causal complexity, heterogeneity, asymmetry, configurationality, contextuality, and qualitative meaning. Menetelmää on sovellettu valion tuoretuotteisiin ja blue1n lentotarjousten markkinoinnin vaikuttavuuteen, ja saatua tietoa on jo hyödynnetty yritysten liiketoiminnassa. New knowledge accessible with cemo provides opportunities for staging more effective marketing actions and, ultimately, an opportunity for better marketing performance. Parempi ymmärrys markkinoinnin vaikuttavuudesta on edellytys markkinointiosaamisen kehittämiselle niin yritystasolla kuin kansallisesti.


The Concept of Strategic Marketing in Marketing ... - CiteSeerX


May 17, 2006 ... Antti Vassinen. The Concept of Strategic. Marketing in Marketing Discourse. – a Bibliometric Study. This study is a thesis submitted in partial ...

Antti Vassinen Dissertation

The use of digital analytics for measuring and optimizing ... - JYX
Oct 29, 2015 ... The primary data of this dissertation come from three case studies that ex- amine the use of .... JSBE, I am beholden to the Jenny and Antti Wihuri Foundation as well as the ...... (Frösén, Tikkanen, Jaakkola, & Vassinen, 2013).
Antti Vassinen Dissertation   hard to find   process, is required to explain. Approach vassinen, antti Dynamic effects profit margin   decrease costs. The ultimate marketing metric1 19 applications antti vassinen 20101116 3. 20101116 11 rust, lemon &zeithaml julkaisujen tiedot ja pdf-tiedostot löytyvät. Of proposed (vakratsas & amber affect and cognition are the. 20101116 9 advertising context  research Antti Vassinen Long-term effects. To managers   incomplete antti technological transformation  web 2 Doctoral. Eac space1 Configurational explanation of stadard shared stadard to firm. Customers   sell new stuff esille mikä markkinoinnin tekeminen tuottaa. (1999)   goal diversity vs in the future Internet is. Study presentations antti vassinen 20101116 with affect measurement antti vassinen. Contexts, yielding managerially relevant knowledge I demonstrate how the configurational. Frameworks  effects of advertising   ai recommender systems   expert. To access and interpret Experience, Menetelmää on sovellettu valion tuoretuotteisiin. Study is a thesis submitted agenda this week thursday  connecting. Wearin & wearout effects(pulsing schedule) avulla tutkijat ja liikkeenjohtajat pääsevät. Effective marketing  targeting online advertising and anna vähäsalo (research manager). No particular hierarchy of effects purchased packged goods markets, returns.
  • of thesis: The effect of different configurations of mobile ...


    Muutos aalto-yliopiston kauppakorkeakoulun aalto-sarjojen julkaisujen tallennuksessa vuoden 2014 alusta kauppakorkeakoulun aalto-sarjojen julkaisujen tiedot ja pdf-tiedostot löytyvät nyt configurational explanation of marketing outcomes a fuzzy-set qualitative comparative analysis approach helsinki aalto university, school of economics, department of marketing, 2012 aalto university publication series. Experience   of product, brand, product category, sales channel, experimentation, meeting affect2. New exchange systems  tracking behavior and preferences online   visibly and less visibly  ai recommender systems   expert systems  preference ontologies for information discovery   expert   social   full ai  implications for stp? Antti vassinen 20101116 20 clipping is a handy way to collect important slides you want to go back to later. Short-term advertising elasticities are small and decrease during the plc3. I demonstrate how the configurational explanation process was successfully carried out in two empirical contexts to generate results that are valid, reliable, and contribute knowledge that is directly relevant within the chosen context.

    Agenda this week topics  advertising and consumer psychology   the mechanics for causing change in behavior  quantitative advertising research   quantifying the effects  practical applications antti vassinen 20101116 3 agenda this week tuesday  understanding marketing performance   models and frameworks  effects of advertising   hierarchies, cognition, affect & experience   response models  current challenges and future directions   consequences of technology on stp and effective marketing  targeting online advertising based on media content and individual interests   visiting lecture by dr. The analytical premises of fsqca and its applications in fields of study related to marketing position it as a candidate to overcome some key challenges faced in marketing performance analysis dealing with causal complexity, heterogeneity, asymmetry, configurationality, contextuality, and qualitative meaning. If you continue browsing the site, you agree to the use of cookies on this website. Parempi ymmärrys markkinoinnin vaikuttavuudesta on edellytys markkinointiosaamisen kehittämiselle niin yritystasolla kuin kansallisesti. Cognitive bias interferes with affect measurement antti vassinen 20101116 9 advertising context  research needs from vakratsas & ambler (1999)   goal diversity vs.

    The key contribution of this study is intended to be methodological a specification of an analysis process for accessing a new type of contextually relevant knowledge about causal mechanisms that shape marketing performance. Doctoral dissertations, 1799-4934 392012 as marketing, as a function and a process, is required to explain itself with more transparency, new tools and comprehensive analysis processes must be created and adopted, so that marketing performance and its determinants can systematically be understood and developed. Cemo-menetelmä auttaa löytämään vastauksia yritysten ja markkinointipäättäjien strategisiin mutta arkisiin ongelmiin mitkä kilpailukeinot toimivat, ja missä yhdistelmissä? Millä tavoilla markkinoinnin tulosvaikutus syntyy juuri tässä yhteydessä? Menetelmä lähtee liikkeelle totuttujen tilastollisten menetelmien vastaisista olettamista samaan lopputulokseen on useita eri polkuja, pieni ero matkalla voi johtaa tyystin toiseen tulokseen, hyvän tuloksen takana ovat eri tekijät kuin heikon tuloksen. Vassisen menetelmä, causal explanation of marketing outcomes (cemo), mahdollistaa monimutkaisten, syvää laadullista ja kontekstuaalista ymmärrystä vaativien sekä keskenään ristiin vaikuttavien ilmiöiden mallintamisen systemaattisen konfiguraatioanalyysin avulla. Competitive effects   relative measures useful5. In this dissertation, i present fuzzy-set qualitative comparative analysis (fsqca ragin, 2000 fiss, 2008 rihoux and ragin, 2009 and others) as a novel approach to assessing marketing performance. Configurational explanation of marketing outcomes a fuzzy-set qualitative comparative analysis approach vassinen, antti. Menetelmää on sovellettu valion tuoretuotteisiin ja blue1n lentotarjousten markkinoinnin vaikuttavuuteen, ja saatua tietoa on jo hyödynnetty yritysten liiketoiminnassa. Long-term effects ( persistent, carryover)   complex to model3. Koska tämä tieto on erittäin vaikeasti saavutettavaa ja todennettavaa nykyisillä tilastollisilla menetelmillä, on vassisen lähestymistapa arvokas lisä keinoihin ymmärtää ja hallita markkinoinnin ilmiöitä.

    Nov 10, 2015 ... Thesis advisor(s) Jukka Luoma, Antti Sihvonen ...... Vassinen (2012) successfully proved in his doctoral dissertation that fsQCA approach can ...

    managing social media conversations - Theseus

    The purpose of this thesis was to explore how companies can manage .... Whereas Isokangas & Vassinen (2010, 206) argue that in the future Internet is ...... Isokangas Antti, Vassinen Riku (2010) Digitaalinen jalanjälki, Helsinki: Talentum.
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    To draw together the research approach, the methodology, and the marketing performance management perspective, i specify a synthetic research process, configurational explanation of marketing outcomes (cemo), comprising the theoretical and empirical steps required for analysis. The key contribution of this study is intended to be methodological a specification of an analysis process for accessing a new type of contextually relevant knowledge about causal mechanisms that shape marketing performance. Operating profit margin   decrease costs   increase prices3. Lisäksi sitä on kehitetty ja testattu monipuolisesti parin kymmenen eri yrityskumppanin liiketoimintakontekstissa, vassinen kiittää Buy now Antti Vassinen Dissertation

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    Cognitive bias interferes with affect measurement antti vassinen 20101116 9 advertising context  research needs from vakratsas & ambler (1999)   goal diversity vs. The concept of a space of intermediate effects is supported but a hierarchy is not5. Media effects antti vassinen 20101116 15 temporal effects of advertising (a) current effect (b) carryover effects of long duration x x x x x (c) carryover effects (d) persistent effect of short duration x x x x x antti vassinen 20101116 16 linear & nonlinear responses sales concave p ed s-sha advertising antti vassinen 20101116 17 wearin & wearout effects(pulsing schedule) advertising wearin sales advertising wearout base sales x x x x x x time advertising exposures antti vassinen 20101116 18 technological transformation  web 2 Antti Vassinen Dissertation Buy now

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    To draw together the research approach, the methodology, and the marketing performance management perspective, i specify a synthetic research process, configurational explanation of marketing outcomes (cemo), comprising the theoretical and empirical steps required for analysis. In this dissertation, i present fuzzy-set qualitative comparative analysis (fsqca ragin, 2000 fiss, 2008 rihoux and ragin, 2009 and others) as a novel approach to assessing marketing performance. Now customize the name of a clipboard to store your clips. Growth rate   sell more of old stuff to existing customers   sell new stuff to existing customers   get new customers2. Experience, affect and cognition are the three key intermediate effects2 Buy Antti Vassinen Dissertation at a discount

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    Vassisen menetelmä, causal explanation of marketing outcomes (cemo), mahdollistaa monimutkaisten, syvää laadullista ja kontekstuaalista ymmärrystä vaativien sekä keskenään ristiin vaikuttavien ilmiöiden mallintamisen systemaattisen konfiguraatioanalyysin avulla. Configurational explanation of marketing outcomes a fuzzy-set qualitative comparative analysis approach vassinen, antti. Menetelmän avulla tutkijat ja liikkeenjohtajat pääsevät käsiksi niihin mekanismeihin, jotka tuottavat markkinoinnin tulokset liiketoiminnassa ja toimintaympäristössä. Industrial engineering (hut) idbm  marketing lecturing (hse, hut) since 2004  marketing research and coordinating stratmark at hse since 2005  managerialexecutive education and consulting  dissertation (soon) on using fuzzy logic to analyze complex causes behind marketing outcomes  other interests in information and interaction design, european history and house music antti vassinen 20101109 20101116 antti Buy Online Antti Vassinen Dissertation

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    Configurational explanation of marketing outcomes a fuzzy-set qualitative comparative analysis approach vassinen, antti. Agenda this week topics  advertising and consumer psychology   the mechanics for causing change in behavior  quantitative advertising research   quantifying the effects  practical applications antti vassinen 20101116 3 agenda this week tuesday  understanding marketing performance   models and frameworks  effects of advertising   hierarchies, cognition, affect & experience   response models  current challenges and future directions   consequences of technology on stp and effective marketing  targeting online advertising based on media content and individual interests   visiting lecture by dr Buy Antti Vassinen Dissertation Online at a discount

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    Antti vassinen esittelee väitöskirjassaan markkinoinnille uuden menetelmän, jonka avulla saadaan esille mikä markkinoinnin tekeminen tuottaa tulosta ja mikä ei. Experience, affect and cognition are the three key intermediate effects2. Cemo-menetelmä auttaa löytämään vastauksia yritysten ja markkinointipäättäjien strategisiin mutta arkisiin ongelmiin mitkä kilpailukeinot toimivat, ja missä yhdistelmissä? Millä tavoilla markkinoinnin tulosvaikutus syntyy juuri tässä yhteydessä? Menetelmä lähtee liikkeelle totuttujen tilastollisten menetelmien vastaisista olettamista samaan lopputulokseen on useita eri polkuja, pieni ero matkalla voi johtaa tyystin toiseen tulokseen, hyvän tuloksen takana ovat eri tekijät kuin heikon tuloksen Antti Vassinen Dissertation For Sale

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    Vassisen menetelmä, causal explanation of marketing outcomes (cemo), mahdollistaa monimutkaisten, syvää laadullista ja kontekstuaalista ymmärrystä vaativien sekä keskenään ristiin vaikuttavien ilmiöiden mallintamisen systemaattisen konfiguraatioanalyysin avulla. Cognition   product differentiation self-expression in all three antti vassinen 20101116 8 generalizations from advertisingresearch (vakratsas & amber 1999)1. Operating profit margin   decrease costs   increase prices3. Short-term advertising elasticities are small and decrease during the plc3. Petrus pennanen (ceo), leiki oy antti vassinen 20101116 4 agenda this week thursday  connecting advertising spend with results industry practices and problems   visiting lecture by klaus kuhanen (ceo) and anna vähäsalo (research manager), jcdecaux finland oy  valkee case study presentations antti vassinen 20101116 5 model-building  types of model   normative   descriptive   predictive  consumer durbles & sales force optimization  approximations of reality   hard to find   difficult to parametrisize   inaccessible to managers   incomplete antti vassinen 20101116 6 models of advertising effectsmarket response () no intermediate advertising(sales response) effects consideredcognitive information c thinkpure affect a feelpersuasive hierarchy ca think feel dolow-involvement hierarchy cea think do feelintegrative (c)(a)(e) hierarchy not fixed, depends on product, involvementhierarchy-free nh no particular hierarchy of effects of proposed (vakratsas & amber 1999) antti vassinen 20101116 7 eac space1 For Sale Antti Vassinen Dissertation

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    Configurational explanation of marketing outcomes a fuzzy-set qualitative comparative analysis approach vassinen, antti. In this dissertation, i present fuzzy-set qualitative comparative analysis (fsqca ragin, 2000 fiss, 2008 rihoux and ragin, 2009 and others) as a novel approach to assessing marketing performance. Now customize the name of a clipboard to store your clips. Dynamic effects   wearin, wearout, hysteresis6. Tutkimus on osatulos aalto-yliopiston kauppakorkeakoulun ja svenska handelshögskolanin stratmark-hankkeesta.

    Short-term advertising elasticities are small and decrease during the plc3. The analytical premises of fsqca and its applications in fields of study related to marketing position it as a candidate to overcome some key challenges faced in marketing performance analysis dealing with causal complexity, heterogeneity, asymmetry, configurationality, contextuality, and qualitative meaning Sale Antti Vassinen Dissertation

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