Joel Hietanen
Stockholm University, Stockholm School of Business, Faculty Member
Growing academic literatures of project marketing study the business of selling projects integrating product and service components. This study contributes to the research stream from a transformation perspective, which has received... more
Growing academic literatures of project marketing study the business of selling projects integrating product and service components. This study contributes to the research stream from a transformation perspective, which has received little attention so far. The challenges of transformation from materials provider to project marketer are analysed through a case study of an international construction firm. The first challenge lies in coordinating two different business models: (a) increasing the share of solution projects, yet (b) continuing to sell of simpler products to support profitability. The second challenge exists in spreading the solution business model across geographical market areas with different milieu. We discover following barriers to spreading and sustaining the new business model: internal communication & incentives, project development & competencies, and milieu.
Research Interests:
131 Introduction to the Study This is a report about an ongoing study of the cultural phenomena of paintball communi-ties. The study at present is in its early stages, yet a substantial amount of empirical re-search has already been... more
131 Introduction to the Study This is a report about an ongoing study of the cultural phenomena of paintball communi-ties. The study at present is in its early stages, yet a substantial amount of empirical re-search has already been conducted. This report describes the ...
Research Interests:
Research Interests:
Research method: This paper reports on a study on sales management in a 568-respondent survey of CEOs and sales directors of Finnish companies across industries. In this quantitative empirical study, principal component analysis with the... more
Research method: This paper reports on a study on sales management in a 568-respondent survey of CEOs and sales directors of Finnish companies across industries. In this quantitative empirical study, principal component analysis with the varimax rotation method is used to ...
Research Interests:
Purpose Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual... more
Purpose Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds. ... Design/methodology/approach ...
Research Interests:
Research Interests:
Research Interests:
Research Interests:
Research Interests:
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... 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 ...