search query: @keyword participation TV / total: 1
reference: 1 / 1
« previous | next »
Author:Pakkanen, Paavo
Title:Strategic motives and buying behavior in the interactive television market
Interaktiivisten televisiomarkkinoiden strategiset motiivit ja ostokäyttäytyminen
Publication type:Master's thesis
Publication year:2007
Pages:102 + appendices      Language:   eng
Department/School:Konetekniikan osasto
Main subject:Teollisuustalous   (TU-22)
Supervisor:Lillrank, Paul
Instructor:Virtala, Tero
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
Instructions

Reading digital theses in the closed network of the Aalto University Harald Herlin Learning Centre

In the closed network of Learning Centre you can read digital and digitized theses not available in the open network.

The Learning Centre contact details and opening hours: https://learningcentre.aalto.fi/en/harald-herlin-learning-centre/

You can read theses on the Learning Centre customer computers, which are available on all floors.

Logging on to the customer computers

  • Aalto University staff members log on to the customer computer using the Aalto username and password.
  • Other customers log on using a shared username and password.

Opening a thesis

  • On the desktop of the customer computers, you will find an icon titled:

    Aalto Thesis Database

  • Click on the icon to search for and open the thesis you are looking for from Aaltodoc database. You can find the thesis file by clicking the link on the OEV or OEVS field.

Reading the thesis

  • You can either print the thesis or read it on the customer computer screen.
  • You cannot save the thesis file on a flash drive or email it.
  • You cannot copy text or images from the file.
  • You cannot edit the file.

Printing the thesis

  • You can print the thesis for your personal study or research use.
  • Aalto University students and staff members may print black-and-white prints on the PrintingPoint devices when using the computer with personal Aalto username and password. Color printing is possible using the printer u90203-psc3, which is located near the customer service. Color printing is subject to a charge to Aalto University students and staff members.
  • Other customers can use the printer u90203-psc3. All printing is subject to a charge to non-University members.
Location:P1 Ark Aalto  6364   | Archive
Keywords:value chain
value constellation
organizational buying behaviour
interactive TV market
participation TV
cross-media
Abstract (eng):The purpose of the study is to increase the business understanding of the interactive television market and to indentify the key buying decision arguments of the case company's customers.
The main research question of the study is: what issues should RedLynx emphasize when selling participation programs to what type of TV stations and to whom in there?
The study starts by describing the new emerging interactive television market and combining the available information.
A model for buying decision arguments among the broadcasters is build based on the general market specific business understanding.
Another model of organizational issues is build to create more relevant understanding of the organizational buying decision process.

The models are completed by interviewing key persons in the industry.
Interviews act as the qualitative research method in the study.
The web-based questionnaire is used to carry out the quantitative market research.
The questionnaire is segmented into three key parts: benefits sought, obligations fulfilled and risks to be avoided, and organizational issues.
The results derived from the questionnaire are analyzed to find out causal and interesting relationships between different kinds of organizations and issues weighed in the buying decision process.

The interactive market is growing in all segments and a market opportunity to be exploited exists.
Broadcasters are mainly looking for the customer loyalty with the interactive content.
A key finding of the study is that the case company should emphasize the sales by identifying the organization type, to understand the issues used in the buying decision making.
Although the broadcasters are looking for same type of content they have different strategic goals.
The recommended sales model presented in the study should be used as a guideline in the case company.
ED:2007-11-14
INSSI record number: 34851
+ add basket
« previous | next »
INSSI