1 ANNUAL REPORT 2014 Department of Marketing
2 1 Contents Marketing education and research at the University of Oulu Business School... 2 Year 2014: some highlights... 3 Review of the year TEACHING... 5 Teaching development team s review of the year Student s slice of life in the Marketing Department... 7 RESEARCH... 7 Research development team MTETR... 8 External funding... 9 Seminars and other research-related events... 9 International visits International visitors Projects EXTERNAL ACTIVITIES, SOCIETAL IMPACT AND CITIZENSHIP APPENDICES Editors: Jari Juga and Johanna Tolonen University of Oulu Department of Marketing P.O. Box 4600 FIN University of Oulu FINLAND Internet: to the staff:
3 2 Marketing education and research at the University of Oulu Business School Oulu Business School at the University of Oulu is an international research and educational institute for economic sciences. Oulu Business School is accredited by AACSB International (The Association to Advance Collegiate Schools of Business), the premier accreditation body for business schools worldwide. Oulu Business School is one of the ten faculties within the University of Oulu, the second largest multidisciplinary university in Finland. With 1400 students and 100 staff members, Oulu Business School is solely responsible for the University level Business Education in the whole of Northern Finland. The Department of Marketing educates marketing professionals for international and domestic businesses. The education is based on world class research especially in the areas of industrial business relationships, digital economy and logistics/supply chain management. The areas are studied from an international viewpoint, assuring academic rigor and managerial relevance while covering changes in business environment such as globalization, digitalization, and co creation of value. A marketing graduate is qualified for managerial and expert positions, with typical duties including product management, customer relationship management and marketing communication.
4 3 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 with an innovative approach. The Department is active participant in the global academic network providing great opportunities for international exchange periods and also a double degree arrangement with the University of North Carolina. Erasmus scholarships allow students to visit European universities as exchange students. The research is carried out in close cooperation with the business community and public organizations. Active collaboration with national and international academic partners is fostered in research projects, many of which get supported by external funding organizations such as the Academy of Finland and Tekes (the Finnish Funding Agency for Innovation). The goal is to produce high-level academic research of international standards that is published in refereed international journals. Year 2014: some highlights The year 2014 brought a major educational reform at the Oulu Business School. The School s teaching programmes were completely renewed as the old 5-year discipline-based programmes were replaced with a general Bachelor s programme and five Master s programmes in the different disciplinary areas, including marketing. The first students in the new Bachelor s programme started in September The new Bachelor s programme includes courses from each of the five teaching disciplines of the Oulu Business School. The courses that are offered by the Marketing Department are: Principles of Marketing, Marketing Practices, Retail and Distribution Management and Strategic Marketing Management. In addition, the Department participates in joint courses such as the Firm Project and Bachelor s thesis supervision. The two-year Master s programme is now mainly focused on marketing studies and is taught in English. All marketing courses were updated in 2014 with a view of the AACSB accreditation standards. Much attention has been given to the learning goals and the ways how the achievement of these goals can be measured. Through these reforms and changes, we believe that we can offer the students more flexibility and high-quality business education of international standards. Strong research activity continued through 2014 and resulted in a number of refereed international journal and conference publications. The researchers have participated in
5 4 international conferences and have made visits to foreign universities. All this shows the high quality of our research and valuable connections with international academic partners. The business relevance of our research is shown by the projects that we conduct with our business partners. Universities have in recent years faced considerable economic pressures and project funding is one avenue to improve the situation. The researchers at the Marketing Department have again been very active in this area and several new externally funded projects were started in I thank the faculty for their commitment and dedicated work in I also thank our academic and business partners as well as project funding organizations for support and cooperation. I hope that this annual report gives a good overview of our key activities and results in Oulu, Jari Juga Professor, Head of the Marketing Department
6 5 Review of the year 2014 This chapter presents some of the main activities and results of 2014 in the areas of teaching, research and external activities of the Marketing Department. TEACHING In 2014, 46 students completed their Bachelor s degree and 50 students their Master s degree in Marketing at the Oulu Business School. A total of 43 Master s theses were accepted in Marketing in 2014 (see appendix for list of thesis topics). The Department aims to ensure high quality teaching through continuous development and innovation. One way to accomplish this is the Teaching Development Team (MOKTR) that has already a long history in the Marketing Department. A review of its activities in 2014 is given below by Ilkka Ojansivu. A student s perspective in marketing studies at the Oulu Business School is then given by Johanna Tolonen.
7 6 Teaching development team s review of the year 2014 It has been a year of inspiring ideas and new experiments for the teaching development team of the Marketing Department (MOKTR). MOKTR got together seven times in the year Two themes were of primary importance: redesigning and organizing the annual marketing student feedback event and initiating Oulu Business School level development towards uniform student evaluation criteria. The yearly marketing student feedback event is one of the pinnacles of MOKTR. This year the event was redesigned to attract shifting student needs and consider urban lifestyle. The venue was moved from the campus to café Tuba, which is located in the heart of the city and popular among students. The name of the event was changed to Marketing Mashup, which better conveyed the relaxed atmosphere of the event. The Learning Café method was used to collect feedback on four themes: Bachelor s programme development, Master s programme development, student motivation and future teaching methods. MOKTR then analysed the feedback and developed it into practical guidelines for lecturers and professors to follow in their teaching. Over the years the department of marketing has pioneered in the development and adoption of various learning and evaluation methods. In order to streamline the oftenscattered learning and evaluation methods MOKTR reviewed current spectrum of evaluation criteria and provided common guidelines for their use. This resulted in specific evaluating criteria for verbal presentations in marketing teaching, later also adopted at the faculty level in Master s thesis assessment. MOKTR then launched a faculty level initiative towards development of uniform student evaluation criteria for both written and verbal assignments. The initiative was accepted and the Oulu Business School is now moving on with this aspiring task. Members of the teaching development team in 2014 were: Ilkka Ojansivu (chair), faculty members: Jaana Tähtinen, Outi Nuojua and Timo Pohjosenperä. Our student members: Tiina Reponen, Mika Tiainen, Miia Paavola and Mikael Rahkamo. Our alumni representative: Mikko Ronkainen (Kaleva). Our guest members: Sinikka Moilanen, Satu Nätti and Pauliina Ulkuniemi. Ilkka Ojansivu
8 7 Student s slice of life in the Marketing Department I m a marketing student at the Oulu Business School and about to graduate in June Feels like it was only yesterday when I first time stepped my foot on the grounds of Oulu University. I have really enjoyed my time here at Oulu Business School: the inspiring course catalog, exciting international spirit and active student life has made these years unforgettable. Studying marketing as a major subject in Oulu Business School is demanding but rewarding. Extensive course selection makes sure that everyone gets to study their field of interests and get a glimpse into different areas of marketing. Fascinating case exercises offer a great chance at learning by doing and applying theory into practice. Writing the bachelor s and master s theses in department of marketing has been not a walk in a park but still rewarding and relatively smooth processes. Thanks for that belong to the great guiding system and caring supervisors. In a month I m going to hand in my master s thesis and then my studies are complete. I m grateful for the Oulu Business School for the path I have been allowed to take here, and most of all to the marketing department which made it possible for me to gain important and valuable working experience as a university trainee during my last semester. I know I will always carry a warm memory of Oulu Business School in my heart. Johanna Tolonen RESEARCH Research in marketing at the Oulu Business School has three focal areas. The first area is industrial marketing, especially business-to-business relationships and value-creating networks. The second area is digital business, with digital marketing, social media and mobile commerce as central research themes. The third area is logistics and supply chain management with logistics services and outsourcing as specific areas of interest. Services and service business management is a cross-cutting theme that is explored in a multidisciplinary group, SHARP (Sensing and Shaping Service Business Relationships), selected as one of the Martti Ahtisaari Institute s Research Groups for the period The research is carried out in close cooperation with the business community and public organizations. Active collaboration with national and international academic partners is fostered in research projects, many of which get supported by external funding
9 8 organizations such as the Academy of Finland and Tekes (the Finnish Funding Agency for Innovation). Publications: A total of 17 international refereed journal articles and 16 international conference publications were published by the faculty of the Marketing Department in In addition, a number of other scientific and professional articles and publications were published, including four doctoral theses. More details about the publications can be found in Appendix. BEST PAPER AWARD Jouni Juntunen and Mari Juntunen received the best paper award for an article they had written jointly with P. Kess and M. Paananen for the Tiim (Technology Innovation and Industrial Management) Conference, May 28 30, Seoul, South Korea. Research development team MTETR The Research Development Team of the Marketing Department (MTETR) established as its main goal to develop doctoral education for the Department. During 2014, MTETR organized weekly research seminars and one bigger event. This event was the research afternoon that focused on research funding opportunities on 3 rd June. In our weekly research seminars we had three international visitors. On 27 November Dr. Christian Kowalkowski from Hanken School of Economics introduced a call for papers for Industrial Marketing Management special Issue: "De-constructing the assumptions behind service-led growth in product firms: Deservitization, multiple strategic positions, mergers and acquisitions, industries and markets, and theoretical foundations". On 4 December Dr. Richard Gyrd Jones from Copenhagen Business School presented on topic Brand identity and Brand Image: Multiple level meanings in and around the organization and Lecturer Annmarie Ryan from Kemmy Business School, University of Limerick on "The Role of the Boundary Spanner in bringing about Innovation in Cross-Sector Partnerships". Additionally, in 2014 MTETR launched a project that focuses on enhancing Master s students enthusiasm and motivation for academic research and thus interest in doctoral studies. Four faculty members were involved in the MTETR work: Mari Juntunen (chair), Anita Virta (secretary), Eeva Liisa Oikarinen and Eija-Liisa Heikka. - Mari Juntunen
10 9 External funding scholarships One indication of the level of research activity, especially among the doctoral students, is the scholarships that are awarded by the research foundations. During 2014, our researchers and doctoral students had remarkable success in acquiring external funding from the various foundations. These include the following: Suomen kulttuurirahasto (Finnish Cultural Foundation): Outi Nuojua. Liikesivistysrahasto (the Foundation for Economic Education, spring 2014): Eija-Liisa Heikka, Kerttu Kettunen, Minna Mäläskä, Eeva-Liisa Oikarinen, Ilkka Ojansivu, Teea Palo, Elina Pernu, Jari Salo & research team and Pauliina Ulkuniemi & research team. Liikesivistysrahasto (the Foundation for Economic Education, fall 2014): Minna Mäläskä and Eeva-Liisa Oikarinen. Tauno Tönningin säätiö (Tauno Tönning Foundation): Eija-Liisa Heikka, Satu Helin, Outi Nuojua and Ilkka Ojansivu. Emil Aaltosen säätiö (Emil Aaltonen Foundation): Kerttu Kettunen and Teea Palo. Martti Ahtisaari International Doctoral Scholarship Programme: Eija-Liisa Heikka, Minna Mäläskä and Waqar Nadeem. CIMO (Centre for International Mobility): Muhammad Anees-ur-Rehman. Seminars and other research-related events 2 nd Northern Service Day in Oulu 2nd Northern Service Day took place on in hotel-restaurant Lasaretti. The seminar was particularly targeted to the public administration and entrepreneurs of Northern Finland and it brought together more than 200 participants. The theme of the seminar was networks in service business and it was organized by the University of Oulu, University of Lapland, BusinessOulu, City of Oulu, Oulu University of Applied Sciences, Tekes and VTT. Professor Marja Toivonen from VTT gave the keynote speech, after which Lauri Antila from JOT Automation Oy, Lauri Salovaara from FilmMe Oy, Pekka Paurola from Cocktail Trading Company, Olli Lyötynoja from BusinessOulu and Satu Miettinen from University of Lapland shared real life stories about service business. The afternoon continued with
11 10 workshops from which the participants received practical procedures for developing their service businesses. From the Department of Marketing Saila Saraniemi, Teea Palo, Minna Mäläskä, Timo Pohjosenperä, Eija-Liisa Heikka and Tero Huhtala were involved in organizing the seminar and a workshop called Networked service business model which aroused considerable interest. More information: Saila Saraniemi, saila.saraniemi(at)oulu.fi Northern Service Day, Oulu Polar Bear Pitching event in Oulu Business Kitchen is a community founded by Oulu Business School, Martti Ahtisaari Institute and Oulu University of Applied Sciences in August Business Kitchen aims at promoting entrepreneurship and helps businesses to grow by providing support and bringing the expertise of universities available in an entrepreneurial oriented network. Business Kitchen and its partners organized a Polar Bear Pitching event on The event gathered together the entrepreneurs, investors and the best speakers. Startups looking for financing had to convince the investors with their elevator pitches while standing in an ice hole. There was no time limit but the entrepreneurs had the chance to talk as long as they could stand the cold. The meaning of the event was to catch the attention of the media, investors and start-up community. The day continued with a party with networking, prize ceremony of the pitching competition and keynote speeches. More information:
12 11 Are you doing business with humor seminar in Oulu Business Kitchen organized the most humorous seminar on What fun can there be in developing the business? How humor can be utilized in business? How can business be innovated through humor? The event was hosted by stand-up comedian, work welfare trainer and consultant Päivi Kuuva. Chairman of the board from Ponsse Oyj and Vieremä, Juha Vidgrén gave a speech about Humor in the enterprise culture and story of Ponsse. Innovation management professor Liisa Välikangas from Aalto University and HANKEN gave a speech about Jesters, management and innovating. The seminar was organized in cooperation between the University of Oulu, Oulu University of Applied Sciences, Martti Ahtisaari Institute, the Foundation for Economic Education, Kaleva and motimind. International visits It was an active year for our faculty with regard to international research and educational collaboration. A number of our researchers participated in international conferences and also paid longer visits to international universities. Professor Jari Salo visited the Edith Cowan University in Perth, Australia, during The visit included research collaboration, with several articles in progress towards journal publication, and a presentation in an international seminar European Perspective on Online Education. Doctoral student Minna Mäläskä visited the Copenhagen Business School, Denmark, during During the visit she finalized her doctoral thesis related to corporate branding in small and medium sized company networks. She also worked on a joint publication with Richard Gyrd-Jones related to the development of corporate brand identity. The visit is a part of ongoing research collaboration that will continue in a Tekesfunded REDO (redefining digital opportunities) project starting in January Doctoral student Eija-Liisa Heikka worked as a visiting researcher at AACSB accredited Copenhagen Business School (CBS) during 2014, where she paid two month-long visits. The first visit took place in the spring term from March to April 2014 and the second visit in the autumn term from November to December Research visits were part of her dissertation project. During her visits, she worked with her doctoral research and wrote a research paper in an international co-operation. In addition, she presented her research in research seminars, which enabled her to get feedback for her research from her colleagues. During her visits, she also had a great opportunity to share her thoughts and experiences
13 12 with other doctoral students and researchers through which she gained a good overview e.g. of the doctoral training, teaching, research and other practices at CBS. International visitors In addition to our faculty s international visits, colleagues from foreign universities visited the Oulu Business School during the year Among the international visitors at the Marketing Department we can mention lecturer Annmarie Ryan from Kemmy Business School, University of Limerick, Ireland ( ) and associate professor Richard Gyrd Jones from the Copenhagen Business School, Denmark ( ). Both visits were continuation to long research collaboration and served to advance ongoing projects and educational cooperation. Associate Professor Richard Gyrd-Jones visit was funded via the short term travel grants of University of Oulu granted for University lecturer Saila Saraniemi. Gyrd-Jones studies challenges to managing brands in the context of the multiple stakeholders. He has also established the Social Media Research Group at Copenhagen Business School. SHARP research group organized Martti Ahtisaari Institute s research seminar during Gyrd- Jones visit. In the seminar Richard Gyrd-Jones gave a presentation about Integrating the Corporate Brand across the Organization: Overcoming Silo Mindsets. In the same seminar doctoral student Minna Mäläskä gave a presentation about the theme of her doctoral thesis Employing Stakeholder Relationships in B2B SME Corporate Brand. Gyrd-Jones gave also a lecture for bachelor students and co-operated with Saila Saraniemi and Minna Mäläskä related to several research papers.
14 13 Projects The department has had remarkable success in externally funded projects, serving as a good indication of the business relevance of our research activity. Two research projects were concluded in 2014 (Barents Logistics 2 and ModuServ) while three new externally funded projects (Public Procurement Bridging International Forerunners BRIIF, Digital Health Revolution DHR and Efficient Logistics Support Services in Health Care) were started. The following information cards give an overview of the projects that have been in progress during the year Barents Logistics 2 Barents Logistics 2 ended in March The international partners in the project included Luleå University of Technology in Sweden and the Arctic Training Centre together with Murmanshelf Association in Murmansk, Russia. The project was funded by the ENPI Kolarctic CBC Program and national cofunding organizations. In February 2014 the researchers and doctoral students working in the project gathered to a final workshop in Kemi. Key results were presented and continuing research ideas discussed by participants from the three countries. In addition, the closing project meeting between the project partners and the funding organizations was held in Kemi. The representative of the ENPI Kolarctic programme expressed satisfaction with the implementation and results of the Barents Logistics 2 project. In fact, the project was selected by the funding organization as one of four exemplary projects to demonstrate the achievements of the Enpi Kolarctic CBC Programme. The project was coordinated by the University of Oulu Business School and included partners from Luleå, Sweden and Murmansk, Russia. More than 600 people participated in the various activities (seminars, conferences, workshops, study trips etc.) during the three-year project. Several master s theses, conference papers and other publications were produced during the project. Doctoral theses that were started in the project are still in progress. More information: Professor Jari Juga (jari.juga (at) oulu.fi)
15 14 BRIIF Public Procurement Bridging International Forerunners The main objective of BRIIF is to generate knowledge on value co-creation in a triad of public procurers, suppliers and end-customers. The triad is examined from strategic management, marketing and business network viewpoints paying particular attention to the legal and technological considerations. Utilizing the partner cities as research laboratories the aim is to support the development of practices that facilitate pioneering in public procurement. The research work and the collaboration between the partners were already established when the BRIIF research project started on During the fall 2014 extensive material collection was started in three procurer organizations. Data were collected by interviewing participants of selected procurement projects and by observing on-going projects in different stages of the decisionmaking process in the target organization. BRIIF is funded by TEKES and the work is implemented in cooperation between University of Oulu Business School (departments of marketing and MIB), Center for Internet Excellence, University of Lapland, City of Oulu, City of Hämeenlinna and Municipality of Tyrnävä. More information: Professor Tuija Mainela (tuija.mainela (at) oulu.fi) and project manager Saara Pekkarinen (saara.pekkarinen (at) oulu.fi) DHR Digital Health Revolution The DHR Project started in August, 2014 and is funded by TEKES - the Finnish Funding Agency for Technology and Innovation. The DHR project aims at changing how people think, act and access health related services in their lives. Main drivers for new health care system approaches are global megatrends, e.g. prevention (or staying healthy), need to cut health care costs, personalization of medicine and convergence of healthcare and wellbeing businesses. DHR project focuses on developing future MyData based health services. MyData is a subset of personal data of which an individual can access and control. The goal is to identify future business opportunities and potential value propositions, business contexts and alternative business models related to future connected health MyData services. The project is conducted by multidisciplinary research and expert consortium including University of Oulu, coordinator CHT, University of Helsinki and Lapland, Aalto University, Tampere University of Technology, Technical Research Center of Finland and National Consumer Research Center. More information: professor Timo Koivumäki (timo.koivumaki (at) oulu.fi), project manager Saara Pekkarinen (saara.pekkarinen (at) oulu.fi)
16 15 Efficient logistics support services in health care Tekes-funded project Tehokkaat ja käyttäjäkeskeiset tukipalvelumallit pitkien etäisyyksien terveyspalvelujärjestelmissä (Efficient logistics support services in health care) focuses on health care systems in sparsely populated areas. Long distances cause challenges on logistical support operations such as material supply, pharmacy, laboratory, instruments and equipment, food supply, laundry, etc. In this project we concentrate on value creation of support operations and scalable services across organizational boundaries in areas characterized by long distances. During the first year researchers from different disciplines have focused on e.g. value creation of logistics support services in healthcare, cost accounting of care chain, geographical locations of service centers and work division between care personnel and support service personnel. The project is conducted in collaboration between Department of Geography (University of Oulu), Industrial Engineering and Management (University of Oulu) Itella-Posti Oyj, University Hospital Districts of Northern Ostrobothnia (PPSHP) and Lapland (LSHP), City of Oulu and Oulu Business School. More information: project manager Timo Pohjosenperä (timo.pohjosenpera (at) oulu.fi) and professor Jari Juga. Emotions in Challenging Business Relationships, EmoCha The purpose of EmoCha is to uncover the state of buyer-seller relationship ending research and expand its interdisciplinary opportunities by applying Critical Realism. The project is funded by the Academy of Finland and is conducted in collaboration between The University of Oulu Business School, University of Uppsala, Sweden, IESEG School of Management, France, and Lancaster University, UK. During 2014 EmoCha focused on relationship ending and recovery, as well as rational and emotional understanding of them. Two journal articles were accepted in 2014, and the results were presented at an international conference (Academy of Marketing Science) and workshop (Nordic Workshop on Relationship Dynamics, NoRD2014) as well as national seminars. During November- December, Dr. Annmarie Ryan from Limerick visited the Oulu Business School More information: Professor Jaana Tähtinen (jaana.tahtinen (at) oulu.fi)
17 16 Value Co-creation in Modular Service Network, ModuServ The ModuServ Project, financed by TEKES, was successfully completed in January The overall purpose of this research project was to describe, analyze and evaluate how value is co created in business services through modularity and collaborative business networks. The project aimed to challenge the traditional research conventions by combining three theoretical backgrounds on value cocreation, collaborative networks, and service modularity. By doing this, new perspectives on business service innovations could be found and explored. The project was conducted by the Marketing Department at the University of Oulu Business School and VTT Technical Research Centre of Finland in close collaboration with three companies: Kiinteistöhuolto Jurvelin, PCS Engineering and Pöyry Finland. For more information: Project director Saara Pekkarinen, saara.pekkarinen (at) oulu.fi. Value Co-creation in Technological B2B Services Value co-creation in Technological B2B Services is a postdoctoral research project financed by the Academy of Finland. The overall purpose of this project is to explore value creation in the context of emerging technological business services by focusing on three main themes: value co-creation, technological business services and business models. During 2014 Hanna Komulainen was on a maternity leave for ten months and worked in the project for two months. During this year she published two articles, one in the Journal of Business and Industrial Marketing and one in Management Decision. She also participated in the working group focused at developing the thesis instruction guidelines at the University of Oulu and lectured a course Managing customer relationships. More information: Postdoctoral Researcher Hanna Komulainen (hanna.komulainen (at) oulu.fi)
18 17 EXTERNAL ACTIVITIES, SOCIETAL IMPACT AND CITIZENSHIP Our faculty has actively participated in various academic and external activities not directly linked to their own research and teaching responsibilities. These include external teaching and research related assignments, committee memberships and positions of trust as well as other duties and responsibilities related to societal and university citizenship. External activities of the Department include for example one marketing course Markkinoinnin perusteet (Principles of marketing) offered at the Open University. Among other external activities, the department s researchers have actively contributed to academic publishing by working in editorial boards and serving as reviewers for conferences and international peer reviewed journals. A list of reviewer responsibilities of the marketing faculty is presented in the Appendix.
19 18 APPENDICES Key figures Staff Publications Conference, workshop and seminar presentations Assignments related to scientific publishing Assignments related to scientific conferences Expert statements and evaluations International researcher exchange and visits Master s theses accepted in 2014
20 19 Key figures DEGREES BACHELOR OR SCIENCE MASTER OF SCIENCE DOCTOR OF SCIENCE RESEARCH-RELATED ACTIVITIES 2014 SCIENTIFIC JOURNAL ARTICLES (REFEREED) 17 SCIENTIFIC CONFERENCE PUBLICATIONS 16 OTHER SCIENTIFIC AND PROFESSIONAL PUBLICATIONS 6 OTHER PUBLICATIONS 2 SCIENTIFIC PRESENTATIONS 17 ACTIVITIES RELATED TO SCIENTIFIC PUBLICATIONS 34 ACTIVITIES RELATED TO SCIENTIFIC CONFERENCES 3 Source: Oulun yliopisto tutkii database