The Substitution of Letter Mail in Targeted Communication

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Nikali, Heikki
dc.date.accessioned 2013-10-22T13:15:12Z
dc.date.available 2013-10-22T13:15:12Z
dc.date.issued 1998
dc.identifier.isbn 951-791-289-7
dc.identifier.issn 1237-556X
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/11180
dc.description.abstract We all receive letters, ads, bills and invoices . While all this mail may seem to be increasing, it is in fact mainly the personalized advertisements sent by aspiring direc t marketers that we get more often, whereas many orders, bills and invoices have bee n routed electronically through redesigned business processes . By that, ordinary busines s mail have already been replaced by telefax and electronic data interchange (EDI), an d the same substitution effect will hit us customers as soon as companies switch to cal l centers and the Internet for electronic commerce . The objective of this thesis is to find out, first, the impact of the expansion of electronic communication on letter services and second, the most important criteria for selecting a communication mode . We focus on targeted communication, leaving out mass communication. More specifically, the communication modes studied are ordinary letter, hybrid letter, telephone, telefax, electronic mail (eMail), EDI and the Inter - net. The methods used are econometric modeling based on operator statistics and surveys based on user interviews . The results indicate that about 40 percent of 1st and 2nd class letter mail has already been replaced by electronic communication means in Finland, and the substitutio n process will continue at an increasing pace . The most important substitute so far has been telefax, but eMail is expected to take over soon . As a counter-argument against the substitution effect has presented that some electronic communication means, especially the telephone, actually has generated further demand for letters . Our result s show that this effect really has existed, but has tapered off during the last two-thre e decades . There is also competition between the electronic modes of communication . In particular, eMail has challenged telefax lately, indicating that the telefax machine i s reaching the peak of its life cycle . In the surveys users mentioned, the advantages of letter mail are still its data security , personal nature and legal capacity . In the case of electronic messages, there still i s some distrust as to whether they will reach the intended recipient and a fear that outsiders will gain access to them. A missing legal capacity, such as the lack of an electronic signature, seems to hinder the use of many electronic devices in targeted communication. A conclusion based on the results is that we live a transitional period before a radica l change in the field of targeted communication will take place . The hybrid network solutions and information services which make use of different digital networks simultaneously will be the prevailing trend . The postal service organizations can not slow down this development nor would it pay off Instead of relying on the survival of th e traditional letter mail services alone, the postal organizations should develop new hybrid communication services and through partnerships offer even purely electroni c communication services en
dc.format.extent 176 s.
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Helsinki School of Economics en
dc.publisher Helsingin kauppakorkeakoulu fi
dc.relation.ispartofseries Acta Universitatis oeconomicae Helsingiensis. A fi
dc.relation.ispartofseries 136 fi
dc.title The Substitution of Letter Mail in Targeted Communication en
dc.type G4 Monografiaväitöskirja fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.identifier.urn URN:ISBN:951-791-289-7
dc.type.dcmitype text en
dc.programme.major Logistiikka fi
dc.programme.major Logistics en
dc.type.ontasot Väitöskirja (monografia) fi
dc.type.ontasot Doctoral dissertation (monograph) en
dc.contributor.supervisor Vepsäläinen, Ari P.J., professor
dc.opn Kleindorfer, Paul R., professor, The Wharton School of the University of Pennsylvania, USA
dc.subject.helecon Teleliikenne
dc.subject.helecon Tietoliikenne
dc.subject.helecon Posti
dc.subject.helecon Telecommunications
dc.subject.helecon Data communication
dc.subject.helecon Mail
dc.date.defence 1998-06-15
dc.dissid 70
dc.identifier.bibid 231416


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