HT Entrepreneurship May 6 7 2008 Tuija Mainela

HT Entrepreneurship May 6 -7, 2008 Tuija Mainela D. Sc. , Professor of International Marketing Department of Marketing University of Oulu Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Komulainen, Hanna, Tuija Mainela, Jaana Tähtinen and Pauliina Ulkuniemi (2007). Retailers' different value perceptions of mobile advertising service. International Journal of Service Industry Management, 8: 4. Example: possible customer segments in HT-markets Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Different types of customers for new mobile services Resources & knowhow Motivated Pioneers Profit Hungry Willingness to invest Technical Non. Experts Idea Supporters Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Different types of customers for new mobile services Resources & knowhow Profit Hungry • Don’t yet see the opportunities • Don’t want to experiment • Have resources but don’t want to use them without proofs Technical Non-Experts • Inexperienced electronic advertisers • Little time and other resources for testing -> impatient • Taking care of basic business the most important Motivated Pioneers • Can imagine the possibilities • Want first-hand experience • Expect a lot from technology and user experience • Have both marketing and technological resources Idea Supporters Willingness to invest • Don’t really have resources • No view of the possibilities • Positive attitude towards experimenting Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Exercise 2. Marketing to different customer types Resources & knowhow Motivated Pioneers Profit Hungry Willingness to experiment Technical Non. Experts Idea Supporters What kind of a product/service package would you offer? What do these customers value in new HT products/services? What kind of marketing arguments could be effective? Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Komulainen, Hanna, Tuija Mainela, Jaana Tähtinen and Pauliina Ulkuniemi (2007). Retailers' different value perceptions of mobile advertising service. International Journal of Service Industry Management, 8: 4. Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Different types of customers for new mobile services Resources & knowhow Profit Hungry • Showing the opportunities • Providing concrete results • Advertising people directly contacted Motivated Pioneers • Emphasizing learning opportunities and providing those opportunities, visibility • Technologically advanced system • Providing continuous feedback and active communication • E. g. seeing immediate response through map application Technical Non-Experts Idea Supporters • Simple and quickly useable user interface • Hand-in-hand supervision to start the use of the mobile advertising tool • Providing turnkey service (design, implementation, follow-up) • Assistance in every phase of mobile advertising Willingness to invest Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Table 2. Differences in Value Perceptions Komulainen, Hanna, Tuija Mainela, Jaana Tähtinen and Pauliina Ulkuniemi (2007). Retailers' different value perceptions of mobile advertising service. International Journal of Service Industry Management, 8: 4. Buyer Type Threshold Benefit Description of Value Co-creation Value perceived Motivated Pioneers Pioneering Value co-creation through technical functionality and communication High Technical Nonexperts Pioneering Deficits in technical functionality hindered the value co- creation Some Profit Hungry Commercial effectiveness No action to co-create value None Idea Supporters None Minimal efforts in co-creation None Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Case: Process control and automation industry (Möller & Rajala 1999) Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Influence of social network on acquisition of knowledge for internationalization § Social networks § May initiate unplanned internationalization § § Tell about opportunities in foreign markets e. g. upcoming purchases Provide information to evaluate possible business partners Introduce you to a potential customer Informally market your products § May be the basis for initial market and operation mode selection § Personal trust § Common background § e. g. Finnish HT-firm starting international business in Thailand because of a previous colleague working there § When you hire a person you may hire his/her relationships also Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Komulainen, Hanna, Tuija Mainela and Jaana Tähtinen (2006). Social networks in the initiation of the high-tech firm’s internationalisation. International Journal of Entrepreneurship and Innovation Management 6: 6, 526 -541. Influence of social network on acquisition of knowledge for internationalization Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Komulainen, Hanna, Tuija Mainela and Jaana Tähtinen (2006). Social networks in the initiation of the high-tech firm’s internationalisation. International Journal of Entrepreneurship and Innovation Management 6: 6, 526 -541. Case-example: Teknovisiot National Board of Forestry (NBF) Middle Tennessee State University (MTSU) Product: Automatic Visit Logging System e. g. for natural parks Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Komulainen, Hanna, Tuija Mainela and Jaana Tähtinen (2006). Social networks in the initiation of the high-tech firm’s internationalisation. International Journal of Entrepreneurship and Innovation Management 6: 6, 526 -541. Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi

Summary: Determinants of internationalization § Experience and knowledge § Development of internal experience and knowledge § Willingness and ability to rely on others § Knowledge as a regulator of firms commitments vs. an enabling force § Resources § Willingness and ability to commit resources § Centralization vs. localization of the activities § Markets § § Large national markets vs. global niches National vs. internationalized networks Competing against the dominant network as well as its product Standard vs. customized needs § Personal networks § Whom you know? Whom you trust? Faculty of Economics and Business Administration P. O. Box 4600, 90014 University of Oulu Tel. +358 8 553 2595, Fax. +358 8 553 2906 e-mail: tuija. mainela@oulu. fi