COMBI2010 CONFERENCE PROCEEDINGS

Timo Riihel, Minna Mattila (eds.)

COMBI2010CONFERENCE PROCEEDINGS

LAUREA PUBLICATIONS

A72

2010 Vantaa

Laurea Publications A72

Combi2010Conference Proceedings

Timo Riihel, Minna Mattila (eds.)

Copyright Authors and Laurea University of Applied Sciences

ISSN 1458-7211

Edita Prima Oy, Helsinki 2010

Legal Disclaimer LAUREA nor Combi2010 Organising Committee accepts no responsibility of

liability whatsoever with regard to the information in papers. Formal quality as well as content is responsibility of authors.

ISBN 978-951-799-213-8

3

Contents

FOREWORD 7

LIST OF REVIEWERS 9

TRACK CHAIRS 13

I ARTICLES 15

ENVIRONMENTAL STRATEGY AND ORGANIZATIONAL CAPABILITIES: AN EXPLORATION OF THE NATURAL-RESOURCE-BASED VIEW WITH A FOCUS ON COLOMBIAN FIRMS 16

SCIENTIFIC AND TECHNOLOGICAL PROGRESS IN LITHUANIA: INSTITUTIONAL INTERACTION 44

ADVERTISING ON GOOGLE.EU: A MISSED OPPORTUNITY FOR COLORADO SKI RESORT 58

SOLVENCY II AND THE INVESTMENT POLICY OF GERMAN LIFE INSURES: SOME HOMEWORK TO DO FOR THE SALES AND MARKETING DEPARTMENTS 76

STRATEGIC POSITIONING OF FOOTWEAR COMPANIES IN THE VALE DO RIO DOS SINOS, BRAZIL 97

EXPLORING CUSTOMER VALUE FORMATION A CUSTOMER DOMINANT LOGIC PERSPECTIVE 118

PECULIARITIES OF VALUE ORIENTATIONS OF UNIVERSITY ENTRANTS WHEN CHOOSING A PROFESSION 144

CUSTOMER ENERGY IN RELATIONSHIPS 151

INNOVATIVE APPROACHES TO ANALYZING THE PRICE SENSITIVITY METER: RESULTS OF AN INTERNATIONAL COMPARATIVE STUDY 181

CAN INTEGRATED CONTENT AND CONGRUENT SENSE TECHNOLOGY ENHANCE TOURISM BUSINESS AND/OR USER EXPERIENCES? CASE: PMPELI 194

THE EDUCATION-ENTERPRISE MODEL AND ITS INTERACTION TO INDIAN HEALTHCARE SECTOR 210

4

AN ENTREPRENEURSHIP DRIVEN WELLNESS BUSINESS MODEL IN NON-METRO INDIAN CITIES 226

INNOVATIVENESS AND INNOVATIONS UTILIZATIONS IN AN ICT-COMPANY 246

DETERMINANTS TO SERVICE INNOVATION SUCCESS: AN ORGANIZATIONAL ORIENTATION PERSPECTIVE 271

II RESEARCH NOTES 296

SHOULD WE CONSIDER USER READINESS A PREREQUISITE FOR INNOVATIONS DIFFUSION? 297

THE CONCEPT OF SERVICE INTERNATIONALISATION REVISITED300

SYNERGY MANAGEMENT BY HYBRID INNOVATION IN INDUSTRIAL SERVICE BUSINESS TRANSITION 302

LESSONS-LEARNT IN MULTICULTURAL DISTANCE LEARNING: A PILOT BRINGING TOGETHER LEARNERS AND EDUCATORS 305

THE USE OF RFID TECHNOLOGIES TO ATTAIN SITUATIONAL AWARENESS IN MEDICAL CARE - THE KARELIA BRIGADE CASE 306

IDENTIFYING THE PERCEPTIONS AND CHARACTERISTICS OF POTENTIAL MEDICAL TOURISTS FOR SOUTH KOREA: A PRELIMINARY INVESTIGATION 308

MEDICAL TOURISM SERVICE DELIVERY: DEVELOPING NETWORKS IN A NEW INDUSTRY 311

NETWORKS CAPITAL ANALYTIC LENS: MOVING TOWARDS THE CONCEPT OF THE VALUE DRIVERS - EMPIRICAL STUDY OF BRIC HI-TECH COMPANIES. 312

BRAND STABILIZER BOTTOM-LINE: EMPIRICAL RESEARCH OF LARGE RUSSIAN COMPANIES 314

APPRAISAL OF MAJAN COLLEGE IN THE SULTANATE OF OMAN 316

FROM TEACHING BUSINESS ADMINISTRATION TO TEACHING E-BUSINESS ADMINISTRATION THE CHALLENGES OF BUILDING THE INFORMATION SOCIETY 319

CRAFT ENTREPRENEURS RELATIONSHIP BUILDING ABILITIES 323

5

E-MARKETING IN FUNCTION OF ACHIEVING COMPETITIVENESS IN THE HOSPILTALITY INDUSTRY 333

CONSUMPTION BEHAVIOR UNDER THE HABIT FORMATION HYPOTHESIS USING EXPERIMENTAL APPROACH DATA ANALYSIS 334

LEARNING BY DEVELOPING IN A MULTICULTURAL TEAM AND PROJECT 335

GAMES SUPPORTING CHILDRENS LEARNING: CASE KONKKARONKKA 336

AUTHOR INDEX 337

7

Foreword

...where practise and research became one

Knowledge lays the foundation for any sort of development. Knowledge is crea-ted in innovative environments, where variety of experts, developers, and users interact closely. Research produces new information, which complements and challenges the existing one. Competition on getting access to essential and meaningful knowledge is getting fierce.

The economic growth may be based on the exploitation of the existing knowled-ge or creation of a new one. Not all the actors need to posses all the different dimensions of knowledge and expertise. The lacking dimensions can be ac-quired via global networks. It must be assured that the research and develop-ment results will be implemented in practical use by all the stakeholders, espe-cially SMEs. The exploitation mechanisms include for example knowledge trans-fer and strategic partnership.

In October 2010, Contemporary Views on Business highlighted not only current research but also the business opportunities and the future perspectives on the development, management and sustainable deployment of business operations. This international Conference actively sought to promote synergies between bu-siness and academia and raised awareness on the potential benefits of research for business activities. Combi2010 increased the integration of local enterprises, regional authority and other local actors with research entities. Moreover, Com-bi2010, emphasising partnering and international knowledge transfer as sources of competitive edge, was an important forum for knowledge co-creation and in-tellectual exchange.

Combi2010 was hosted by four Universities of Applied Sciences from the larger Metropolitan region (Laurea, HAMK, LUAS, Helsinki Metropolia). A rigorous double-blind peer review process conducted by 65 reviewers from 24 countries, led to close to 50 full-length scientific paper and abstract presentations. Furthermore, the Conference programme consisted of close to 30 invited inter-national speaker presentations, practicums and special sessions topped with an 3-hour tutorial. As part of the Conference social programme, Combi2010 partici-pants were offered an opportunity to visit one of the seven Unesco World Heri-tage sites in Finland Suomenlinna Fortress, the Finnish Science Center, and Na-tional Park. Business Site Visit took place at Vantaa Innovation Institute.

We would like to express our gratitude to all the reviewers and contributors for their effort and commitment in making this event a successful one and ensuring

8

the high quality of these Proceedings in particular. The assistance that we re-ceived from the students with the practical arrangements during the actual event was much needed and highly valued. All the Track Chairs served Combi2010 well and we thank them for their professionalism throughout this project.

Combi2010 is indebted to the Foundation for Economic Education for the gran-ted financial support. We are equally grateful to Viking Line and City of Vantaa for sponsoring not only the Conference Awards but also cruise gift vouchers for each Combi2010 participant.

Combi2010 is thankful for all its wonderful and supportive partners: ICC Finland, SIVECO Romania SA, ECR Finland, the Regional Organisation of Enterprises in Uusimaa, International Network for Scientific Information, International Journal of Technology Diffusion and International Journal of Management Information Sys-tems.

Our special thank you goes to the event patrons Dr Alexander Stubb, Minister for Foreign Affairs of Finland and Mr Mauri Pekkarinen, Minister of Economic Af-fairs.

On behalf of the Combi2010 Organising Committee, in Vantaa 2010-10-10

Minna Mattila

Head of Project

Timo Riihel

Project Manager

9

List of Reviewers

Dr Shawn P. Daly, H-E-B Business School, University of the Incarnate Word, the U.S

Dr Siah Hwee Ang, University of Auckland Business School, New Zealand

Prof Dr David Crowther, Leicester Business School, De Montfort University, the UK

Mr Alejandro Rodriguez-Ramos, The East of England, Belgium

Prof Dr Bert Scholtens, Faculty of Economics and Business, University of Groe-ningen, Netherlands

Assoc Prof Ghazali Musa, Faculty of Business and Accountancy, University of Malaya, Malaysia

Prof Abdallah Omezzine, College of Economics, Management & Information Systems, University of Nizwa, Sultanate of Oman

Mr Mika Westerlund, Aalto University School of Economics, Finland

Prof Michel Bernasconi, Centre Entrepreneuriat High-Tech, SKEMA Business School, CERAM Sophia Antipolis, France

Dr Nimit Chowdhary, Indian Institute of Tourism and Travel Management (IITTM), India

Prof Frdrique Biennier, INSA de Lyon, France

Dr George Tesar, Institute for Lifestyle Options and Longevity, Czech Republic

Prof Marko Sepp, University of Jyvskyl, Finland

Dr Paul Harrigan, School of Management, University of Southampton, the UK

Assoc Prof Mikko Pynnnen, Lappeenranta University of Technology, Finland

Dr Per Kristensson, Faculty of Economy, Communication and IT, Karlstad Uni-versity, Sweden

Dr Daisy Chou, School of Economics and Finance, La Trobe University, Australia

Dr Robin Luo, School of Economics and Finance, La Trobe University, Australia

Dr Meena Galliara, Narsee Monjee Institute of Management Studies, India

Dr Michael Falta, Department of Accountancy and Business Law, University of Otago, New Zealand

Dr Nareerat Taechapiroontong, College of Management, Mahidol University, Thailand

10

Dr Piyapas Tharavanij, College of Management, Mahidol University, Thailand

Dr Robert Gailey, Fermanian School of Business, Point Loma Nazarene Univer-sity, the U.S.

Prof Dr Goh Kim Leng, Department of Applied Statistics, University of Malaya, Malaysia

Dr Renato Guimaraes, ICN Business School, France

Prof Dr Margarita Protopappa, European Business School, Germany

Dr Dinesh N. Awasthi, Entrepreneurship Developme