A valued partner or a mere support function the role of marketing in Software-as-a-Service SMEs
Ohjelmistoala on läpikäynyt valtavia muutoksia 2000-luvulla uusien teknologisten innovaatioiden syntyessä ja levitessä kiihtyvällä tahdilla. Pilvipalvelu on yksi tunnetuimmista innovaatioista ja kuvaa internetissä tapahtuvaa tietotekniikan käyttöä. Samaa nimitystä käytetään kaikista pilvessä tarjott...
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| Other Authors: | , , , , |
| Format: | Master's thesis |
| Language: | eng fin |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/55061 |
| _version_ | 1826225738470129664 |
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| author | Pakarinen, Riikka |
| author2 | Kauppakorkeakoulu School of Business and Economics Taloustieteet University of Jyväskylä Jyväskylän yliopisto |
| author_facet | Pakarinen, Riikka Kauppakorkeakoulu School of Business and Economics Taloustieteet University of Jyväskylä Jyväskylän yliopisto Pakarinen, Riikka Kauppakorkeakoulu School of Business and Economics Taloustieteet University of Jyväskylä Jyväskylän yliopisto |
| author_sort | Pakarinen, Riikka |
| datasource_str_mv | jyx |
| description | Ohjelmistoala on läpikäynyt valtavia muutoksia 2000-luvulla uusien teknologisten innovaatioiden syntyessä ja levitessä kiihtyvällä tahdilla. Pilvipalvelu on yksi tunnetuimmista innovaatioista ja kuvaa internetissä tapahtuvaa tietotekniikan käyttöä. Samaa nimitystä käytetään kaikista pilvessä tarjottavista palveluista, joista Software-as-a-Service (SaaS) on saanut laajimman suosion. Enemmistö uusista pilvipalveluorganisaatioista on pieniä tai keskisuuria yrityksiä, joilla on tutkimusten mukaan hyvin omalaatuinen tapa suunnitella ja toteuttaa markkinoinnin toimenpiteitä. Perinteiset suurille organisaatioille sopivat markkinoinnin teoriat ja mallit eivät istu nuorten ja ketterien ohjelmistoyritysten tapaan tehdä markkinointia. Markkinoinnin roolista ja sen arvosta yritykselle on käyty keskustelua, ja yhä kasvavissa määrin yritykset vaativat osastoja todistamaan arvonsa liiketoiminnalle. Aikaisempien tutkimusten mukaan PK-yritysten markkinointiin vaikuttaa myös rajoitetut tai puuttuvat resurssit sekä omistajan dominoiva rooli. Pinnalle on noussut myös palvelullistuminen, mikä on uusi tapa tuottaa arvoa asiakkaalle ja erilaistua kilpailijoista. Tutkimuksen tarkoituksena on tutkia markkinoinnin tärkeyttä ja roolia pienissä ja keskisuurissa SaaS-yrityksissä. Tämän lisäksi tutkielma selvittää kuinka yritykset suunnittelevat markkinointitoimenpiteitään ja kuinka suuri vaikutus perustajalla on markkinointiin liittyvään päätöksentekoon. Tutkimus paljastaa miten yritykset kokevat palvelullistumisen ja markkinoidaanko SaaS-applikaatioita tuotteina vai palveluina. Empiirinen aineisto kerättiin suorittamalla viisi puolistrukturoitua teemahaastattelua. Kaikki tutkimukseen osallistuvat henkilöt edustavat B2B-markkinoilla toimivaa pientä tai keskisuurta ohjelmistoyritystä. Tutkimuksen mukaan markkinointi on funktiona merkittävä ja korvaamaton osa yritystä, mutta sen arvostus on suorassa yhteydessä myynnin tulosten kanssa. Software business has undergone dramatic changes in the 21st century as the new technologies and innovations have been born and spread with a rapid pace. The buzzword of the industry is cloud computing and the Software-as-a-Service (SaaS) -based solutions are especially entering the mainstream. Majority of the new cloud computing firms are small or medium sized enterprises (SMEs), which have a unique way of planning and practicing marketing. The role of marketing has been argued, as the traditional theories and models of big companies are not applicable with smaller and younger counterparts and the departments are under a constant pressure to prove their value to the firm. Also, according to the prior studies, the limited or totally lacking resources and the dominating role of the owner-manager affect heavily to the marketing function and its operations in SMEs. The objective of this research was to explore the importance and role of marketing in SaaS SMEs. In addition, the study investigates how companies plan and implement marketing practices and how much of an impact does the owner-manager have in marketing decision-making. On top of this the research takes part in the discussion of servitization. The empirical data was collected conducting five semi-structured theme interviews. All of the interviewees were marketing professionals or owner-managers of the small or medium sized companies, which provide SaaS solution in B2B market. The main finding of this study suggests that marketing is an appreciated function in cloud computing SMEs, but its value and worth are linked to the outcomes of the sales department. |
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| id | jyx.123456789_55061 |
| language | eng fin |
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| spellingShingle | Pakarinen, Riikka A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs marketing Software-as-a-Service cloud service cloud computing small and medium sized enterprises SME owner-manager servitization Markkinointi Marketing Teemahaastattelu 20423 ohjelmistoliiketoiminta palveluliiketoiminta pilvipalvelut markkinointi pienet ja keskisuuret yritykset yrittäjät päätöksenteko |
| title | A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs |
| title_alt | Role of marketing in Software-as-a-Service SMEs |
| title_full | A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs |
| title_fullStr | A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs |
| title_full_unstemmed | A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs |
| title_short | A valued partner or a mere support function |
| title_sort | valued partner or a mere support function the role of marketing in software as a service smes |
| title_sub | the role of marketing in Software-as-a-Service SMEs |
| title_txtP | A valued partner or a mere support function : the role of marketing in Software-as-a-Service SMEs |
| topic | marketing Software-as-a-Service cloud service cloud computing small and medium sized enterprises SME owner-manager servitization Markkinointi Marketing Teemahaastattelu 20423 ohjelmistoliiketoiminta palveluliiketoiminta pilvipalvelut markkinointi pienet ja keskisuuret yritykset yrittäjät päätöksenteko |
| topic_facet | 20423 Marketing Markkinointi SME Software-as-a-Service Teemahaastattelu cloud computing cloud service marketing markkinointi ohjelmistoliiketoiminta owner-manager palveluliiketoiminta pienet ja keskisuuret yritykset pilvipalvelut päätöksenteko servitization small and medium sized enterprises yrittäjät |
| url | https://jyx.jyu.fi/handle/123456789/55061 http://www.urn.fi/URN:NBN:fi:jyu-201708103448 |
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