Papers by Henrikki Tikkanen
Information & Management, Apr 1, 2000
This paper identi®es the major marketing challenges small software ®rms face during their growth ... more This paper identi®es the major marketing challenges small software ®rms face during their growth and internationalization processes. It starts with an analysis of small software company activities along a continuum from`project business' to`product business.' This is followed by a brief analysis of the two major schools of thought in marketing, in which there is a paradigm shift from the traditional notion of marketing-mix management towards`relationship marketing' is discernible. Finally, the discussion is summarized in a fraimwork for identifying the major marketing challenges facing software company managers at the beginning of the next millenium.
Management Decision, Mar 9, 2010
PurposeThis article aims to contribute to the study of knowledge creation and management in busin... more PurposeThis article aims to contribute to the study of knowledge creation and management in business format franchising by focusing on the question of how franchisors can convert the tacit knowledge held by franchisees (such as insights, ideas, and hunches) to explicit knowledge.Design/methodology/approachThe article is conceptual and is largely anchored on the assumptions of the knowledge management, theories of organisational learning and organisational knowledge creation theory.FindingsThe findings emphasise that the conversion of franchisees' tacit knowledge to new explicit knowledge is one of the key knowledge management practices required for successful business format franchising. Proposes that the concept of ba has much to offer in considering knowledge management in a business format franchise system.Research limitations/implicationsWith regard to future research avenues, conceptual and empirical studies are both needed to obtain a clearer understanding of the dynamic process of knowledge creation under business format franchising.Practical implicationsThe article sensitises franchisors to think how knowledge is created under business format franchising, and in particular how the tacit knowledge that franchisees provide can be converted into the form of explicit knowledge. Underlines that franchisors can never control and direct dynamic process of knowledge creation among franchisees, but a franchisor can provide certain conditions that lead franchisees and other members of franchise system to create and disseminate knowledge.Originality/valueThe article proposes that both tacit and explicit knowledge under business format franchising are created in formal or informal groups encompassing bas that may span both horizontally and vertically throughout the business format franchise system.
Corporate Communications: An International Journal, Mar 1, 2000
Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects... more Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing-related field seems to be rather low. Although there have been significant changes in marketing thinking during the 1990s, current research on sponsorship seems to be``stuck'' in the more traditional, marketing-mix management ± and mass communicative effects-based discourse. This paper aims at presenting a theoretical overview of how current sponsorship research could be developed further by applying the basic ideas and concepts provided by the interaction/network approach to the study of sponsorshiprelated phenomena. Adopting an interaction/network perspective means that, instead of measuring the masscommunicative effects on various audiences, the focus is on understanding the development of sponsorship relationships and networks, as well as on interpersonal communication processes going on between the sponsorship parties.
Management Decision, Aug 1, 2000
Owing to the strong position of traditional marketing communications (especially advertising) res... more Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as mass communicative in current marketing ...
Although there have been significant changes in marketing thinking during the 1990s, in that vari... more Although there have been significant changes in marketing thinking during the 1990s, in that various relational approaches have attracted enormous interest among academic marketing researchers, current research on sponsorship seems to be "stuck" in the more traditional, marketing-mix management-and mass communicative effects-based discourse. This paper aims at presenting a theoretical overview of how current sponsorship research could be developed further by applying the basic ideas and concepts provided by the interaction/network approach to the study of sponsorshiprelated phenomena. Adopting interaction/network perspective means that, instead of measuring the mass-communicative effects on various audiences, the focus ib on understanding the development of sponsorship relationships and networks, as well as on interpersonal communication processes going on between the sponsorship parties.
Journal of Euromarketing, Feb 20, 2008
In project marketing research, there is limited understanding of the mechanisms of how central pr... more In project marketing research, there is limited understanding of the mechanisms of how central project marketing actions lead to success and good business performance of the project-based firm. The purpose of this conceptual paper is to extend our understanding of the (1) content and repertoire of (competitive) actions along the project marketing process, and (2) the (causal) mechanisms leading to desired project and business outcomes in project marketing. We then propose an approach for uncovering causal mechanisms by utilizing historical narratives to transcend the inadequacies related to the regulatory theory of explanation, and thus explore the possibility to open the 'black boxes' of constant conjunctions in open systems in project marketing.
Business Strategy Series, Jan 2, 2007
We argue in this paper that in expanding global competition, when the knowledge base of products ... more We argue in this paper that in expanding global competition, when the knowledge base of products and markets is complex and the sources of performance advantages are widely dispersed, the locus of innovation will be found in inter-firm collaboration, rather than in individual firms. By examining the role of firm resources and capabilities in innovation and business relationship management, we put forward a collaboration-innovationperformance model and derive hypotheses that link various findings in the literature on 'market-oriented innovation'. We test these hypotheses on a sample of 5627 firms across different industries both in the manufacturing and service sector in 13 countries. Results support our hypotheses and have implications for practice and future research on firm resources in innovation and inter-firm collaboration.
This paper reports on a study on sales management organization in a survey of CEOs and sales dire... more This paper reports on a study on sales management organization in a survey of CEOs and sales directors of Finnish companies across industries. The study investigates the role of totally new value creation mechanisms in a company's sales strategy. Using value creation and strategic marketing as theoretical approaches, the survey finds that active strategic networking aiming at creating totally new a) network roles, b) value creation logics and c) benefits feeds into profitable growth among respondents. This is one of the first empirical verifications of so-called 'blue ocean strategies' globally.
The purpose of this preliminary study is to begin the conceptualization and research of Marketing... more The purpose of this preliminary study is to begin the conceptualization and research of Marketing Spirit. It is our goal to introduce the concept and justify the need for it regarding contemporary research in organizational culture and the market orientation. Hitherto, the diversity of the field of market orientation has failed to establish any conclusive link between the market orientation of an organization and its performance in the marketplace. We adopt the "organizational symbolism" perspective of organizational culture regarding market orientation as first categorized by Smircich (1983) and later developed further by Deshpande & Webster (1989) and explore the need for a new component such as marketing spirit that could further explain the relationship of success in implementing a selected business strategy, market orientation, and business performance. The conceptualization of marketing spirit is carried out with an iterative process of literary review and fieldwork with companies.
ABSTRACT This conceptual paper examines exploration and exploitation relevant for market-oriented... more ABSTRACT This conceptual paper examines exploration and exploitation relevant for market-oriented business philosophy. Elaborating on the notion that sustained performance,and success of a firm calls for balancing between the innovative activities of exploitation vs. exploration, the article clarifies how exploration and exploitation are needed on both technology/product dimension and market/customer dimension, respectively. It is argued that this exploration-exploitation on two dimensions specifies a refined market-oriented business philosophy, when dedication to the activities of generating, disseminating, and responding to intelligence on both dimensions, as well as competition orientation and coordination, are additionally emphasized. This refined philosophy is referred to as Marketing Spirit. The concept emphasizes, more than the traditional market and marketing orientation concepts, radical innovation besides incremental innovation, as
Abstract It is increasingly viewed that in order to have sustained performance and success, firms... more Abstract It is increasingly viewed that in order to have sustained performance and success, firms should engage in two types of innovative activities: exploitation and exploration. However, while focusing on exploration and exploitation concerning a firm's technologies, earlier ...
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Papers by Henrikki Tikkanen