The influence of competition environment and strategic orientation on investments: Survey of companies operating in Finland

Simple item page
dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorSöderström, Jami 
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.departmentDepartment of Marketingen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2014-02-19T13:12:11Z
dc.date.available2014-02-19T13:12:11Z
dc.date.dateaccepted2013-12-05 
dc.date.issued2013 
dc.description.abstractOBJECTIVE OF THE STUDY: Market environment confronted by companies comes as given, and to overcome the challenges in the industry, companies aim to fit their strategy according to the competition. Strategies alone lead nowhere. Successful strategy requires concrete actions. For concrete actions to be possible, they require investments, for example to marketing, to different projects, to digitalization of products and services, and most of all, to personnel to carry out all those tasks. This research aims to investigate the relationship between challenges in the market environment and companies' investments. METHODOLOGY: This research applied data collected from 109 companies, which are belonging to 250 largest companies operating in Finland. Two multivariate techniques were used to analyze the data. First, factor analysis was conducted in order to define the underlying dimensions of competition environment and strategic orientation. Second, regression analysis was performed to study the relationship between those underlying dimensions and company investment orientation. FINDINGS: The factor analysis revealed 4 factors of which 3 were identified as competition environmental factors and one for strategic orientation factor. Factors found were technology turbulence, market turbulence, competition intensity and service improvement orientation. After identifying different underlying dimensions, these factors were subjected to multiple regression analysis to further investigate the relationship between those dimensions and different investment orientations. In the multiple regressions analysis, correlations were found between those factors and investments in 'Market research and competitor analysis', 'Product or service improvement projects', 'Digitalization of products and services', 'Marketing communication and promotions' and 'Staff development'.en
dc.ethesisid13511 
dc.format.extent43 
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/12639
dc.identifier.urnURN:NBN:fi:aalto-201402231467
dc.language.isoenen
dc.locationP1 Ifi
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi 
dc.subject.heleconmarketing 
dc.subject.heleconstrategia 
dc.subject.heleconstrategy 
dc.subject.heleconmarkkinat 
dc.subject.heleconmarkets 
dc.subject.heleconkilpailu 
dc.subject.heleconcompetition 
dc.subject.heleconinvestoinnit 
dc.subject.heleconinvestment 
dc.subject.heleconkilpailukyky 
dc.subject.heleconcompetitiveness 
dc.subject.heleconkehitys 
dc.subject.helecondevelopment 
dc.subject.heleconarviointi 
dc.subject.heleconevaluation 
dc.subject.keywordmarketing 
dc.subject.keywordmarkkinointi 
dc.subject.keywordcompetition 
dc.subject.keywordkilpailu 
dc.subject.keywordcompetitive advantage 
dc.subject.keywordkilpailuetu 
dc.titleThe influence of competition environment and strategic orientation on investments: Survey of companies operating in Finlanden
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13511
local.aalto.openaccessyes
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
hse_ethesis_13511.pdf
Size:
1.05 MB
Format:
Adobe Portable Document Format
Download
Collections
[gradu] Kauppakorkeakoulu / BIZ