Innovation in the financial sector, industry assessment from the consumers’ perspective

Finanssiala on parhaillaan sopeutumassa alan perinteisiä käytäntöjä hajottavaan regulatiiviseen shokkiin uudistetun maksupalveludirektiivin takia. Nykyisten mahdollisuuksien ja haasteiden tunnistaminen vaatii koko ekosysteemiltä soveltuvaa näkemystä ja ennakoivaa lähestymistapaa, jotta mukautuminen...

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Päätekijä: Oinasmaa, Roosa
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2020
Aiheet:
Linkit: https://jyx.jyu.fi/handle/123456789/69212
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author Oinasmaa, Roosa
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Oinasmaa, Roosa Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Oinasmaa, Roosa Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Oinasmaa, Roosa
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description Finanssiala on parhaillaan sopeutumassa alan perinteisiä käytäntöjä hajottavaan regulatiiviseen shokkiin uudistetun maksupalveludirektiivin takia. Nykyisten mahdollisuuksien ja haasteiden tunnistaminen vaatii koko ekosysteemiltä soveltuvaa näkemystä ja ennakoivaa lähestymistapaa, jotta mukautuminen uuteen toimintaympäristöön onnistuu parhaalla mahdollisella tavalla. Avoimempaan markkinaan sopeutuminen on elintärkeää niin kuluttajien arvoketjun säilyttämisen kuten myös yritysten selviämisen kannalta. Kuluttajien näkemykset innovaatioarvoista, allianssipohjaisista yhteistoimintaprosesseista ja yhteisevoluutionallisesta vastavuoroisuudesta antavat selkeän kuvan siitä, kuinka uudistukset on otettu vastaan. Tämä pro gradu -työ rakentuu empiirisen toimialakontekstin pohjalle ja käsittelee innovaatioita niiden arvon, kohteen sekä ekosysteemiarkkitehtuurin ja kilpailudynamiikan suhteen. Itse tutkimus on tehty suomalaisten kuluttajien näkökulmasta, antaen syvällisen kuvan heidän käsityksistään. Kollektiivinen kuluttajakysely rakennettiin tutkimusdatan keruuta varten. Tulokset analysoitiin perusteellisesti ottaen huomioon taustalla olevat demografiset erot tutkimusotoksen käsityksissä. Tulokset osoittavat, kuinka yleiset käsitykset kaikkien innovaatioiden ja inkrementaalisten innovaatioiden kasvusta ovat myönteiset, mutta tarjoavat myös käsityksen siitä, kuinka epätasaisesti erilaiset väestöryhmät näkevät ja hyötyvät toimialan uudistuksista. Kuluttajat ovat huomanneet positiiviset vaikutukset useimmissa kilpailukykymittareissa nauttien eduista, jotka syntyvät useampien palvelutarjoajien mahdollistamana. Kulutustottumuksia koskevat käsitykset antoivat tietoa, kuinka kuluttajat valitsevat paremman kokemuksen kyberturvallisuusuhan yli. Kollektiivinen kehitys sekä jatkuva uudelleenmuotoilu tunnustettiin toimialan komponenteiksi, viitaten alan yhteisevoluutionalliseen kasvuun. Kolmansien osapuolien tuotteita ja palveluita kulutetaan valtaosin tukitoimintoina pääasiallisille taloudenhoitokanavoille, antaen tärkeitä viitteitä kulutussuunnan tulevaisuudesta. Erilaisten asiakasryhmien tarpeiden monimuotoisuus herättää kysymyksen lisääntyvästä yhteistyön tarpeesta toimialalla - asia, jonka jopa kuluttajat näkivät tuovan markkinoille enemmän innovaatiota ja toivovat kasvavan tulevaisuudessa. The financial industry is currently adapting to a regulative shock caused by the Revised Payment Services Directive that disturbs the conventional practices within the sector. Recognition of the present opportunities and challenges requires the industry ecosystem to employ vision and forethought into their approaches in order to adapt to the changing environment. Adaptation to the opened market is vital for keeping up with the consumer value chain, and also to firm survival. Consumer perceptions concerning the innovation values, alliance-based co-creational processes and coevolutionary reciprocities give clear indications on how the reforms have been received and adjusted to. This thesis builds on the empirical industry context and discusses the innovations in terms of their value, pinpoint as well as ecosystem architecture and competitive dynamics. The research itself is done from the consumers’ perspective within Finland, giving an in-depth overlook of their perceptions. For the purpose of the study, a collective consumer survey was constructed and circulated for data collection. The results were analyzed thoroughly, taking into account the underlying demographic differences in the perceptions of the sample. The results show how the overall outlook concerning the amounts of innovations and incremental innovations is positive, but also deliver insights on how unevenly the different demographical groups view and benefit from the industry reforms. Consumers had noticed positive effects in most of the competitiveness metrics, enjoying the profits of having more service providers to choose from. The perceptions concerning consumption preferences provided information on consumers choosing better experience over minding a cyber security threat. The industry is perceived to coevolve as conjoint development and continuous re-shaping were recognized as industry components. The fact that third party provided products are largely consumed as downstream functions to support the main means of handling one’s finances gives important indications for future developments. The complexity of catering to various consumer needs raises the question for more collaboration within the sector, something that even the consumers viewed to bring more solutions into the market and wished to see more of.
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spellingShingle Oinasmaa, Roosa Innovation in the financial sector, industry assessment from the consumers’ perspective PSD2 regulative shock industry coevolution Yrittäjyys Entrepreneurship 20422 innovaatiot finanssiala maksupalvelut ekosysteemit innovations financial sector payment services ecosystems
title Innovation in the financial sector, industry assessment from the consumers’ perspective
title_full Innovation in the financial sector, industry assessment from the consumers’ perspective
title_fullStr Innovation in the financial sector, industry assessment from the consumers’ perspective Innovation in the financial sector, industry assessment from the consumers’ perspective
title_full_unstemmed Innovation in the financial sector, industry assessment from the consumers’ perspective Innovation in the financial sector, industry assessment from the consumers’ perspective
title_short Innovation in the financial sector, industry assessment from the consumers’ perspective
title_sort innovation in the financial sector industry assessment from the consumers perspective
title_txtP Innovation in the financial sector, industry assessment from the consumers’ perspective
topic PSD2 regulative shock industry coevolution Yrittäjyys Entrepreneurship 20422 innovaatiot finanssiala maksupalvelut ekosysteemit innovations financial sector payment services ecosystems
topic_facet 20422 Entrepreneurship PSD2 Yrittäjyys ecosystems ekosysteemit financial sector finanssiala industry coevolution innovaatiot innovations maksupalvelut payment services regulative shock
url https://jyx.jyu.fi/handle/123456789/69212 http://www.urn.fi/URN:NBN:fi:jyu-202005263464
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