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Evaluating the perception of SaaS adoption criteria with email permission-based marketing

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Staykov, Yordan
dc.date.accessioned 2017-06-15T07:44:07Z
dc.date.available 2017-06-15T07:44:07Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/26885
dc.description.abstract This study aims to identify the main Software as a Service (SaaS) adoption criteria and apply them in permission-based email marketing campaign. Cloud computing and SaaS in precise is becoming a temping business sector for companies. While most of the attention is focus on the technological aspect, the business and marketing sides were less studied. The thesis present an empirical case study to investigate how respondents of small and medium enterprises' (SME), respond to different kind of stimulus from potential service providers, focusing on four distinctive adoption categories. The thesis is empirical and exploratory in nature. In the beginning, cloud computing and SaaS are reviewed to form the background of the study. Afterwards, special attention is dedicated to identifying and grouping the crucial SaaS adoption factors. The Technological-Organization-Environmental (TOE) and Diffusion of Innovations (DOI) frameworks had been used in the process of grouping the adoption factors into four categories. The second part of the literature review is dedicated to permission-based email marketing, examining the positive and negative sides and following how marketing has evolved and let to the adoption of permission-based email marketing. Quantitative data was gathered from a case company which is about to release new SaaS product and which wanted to study the perception of its potential clients towards the four SaaS adoption categories. The findings of the empirical part of this study are separated in four parts. Each part is dedicated to one of the four distinct adoption categories: Usability, Complexity, Security and Price. Usability and Complexity were the best perceived adoption categories while Security and Price didn't attract as much attention as initially anticipated. As a conclusion the study managed to shed some insight about how the SaaS adoption categories are perceived from SME's. The results can't be classified as expected or as absolutely innovative, since two of the categories behaved as it was expected while the other two - Complexity and Security showed some surprising results. en
dc.format.extent 86
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Evaluating the perception of SaaS adoption criteria with email permission-based marketing en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.contributor.department Department of Information and Service Economy en
dc.subject.keyword Software as a s Service
dc.subject.keyword SaaS
dc.subject.keyword cloud computing
dc.subject.keyword email marketing
dc.subject.keyword permission-based marketing
dc.subject.keyword adoption criteria
dc.subject.keyword adoption process
dc.identifier.urn URN:NBN:fi:aalto-201801181146
dc.type.dcmitype text en
dc.programme.major MSc program in Information and Service Management fi
dc.programme.major MSc program in Information and Service Management en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon palvelut
dc.subject.helecon ohjelmistot
dc.subject.helecon tietotekniikka
dc.subject.helecon markkinointi
dc.subject.helecon sähköposti
dc.ethesisid 14790
dc.date.dateaccepted 2016-05-17
dc.location P1 I
local.aalto.openaccess yes
local.aalto.idthes 14790


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