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247424 Vassinen KANSI.Indd %FQBSUNFOUPG.BSLFUJOH " BM (. "ŗ /('(.&ŗ+/-.#)(-ŗ) ŗ',%.#(!ŗ U P . % #ŗ--#( *, ),'(ŗ,'#(ŗ/(-.#- .),#&3ŗ % )(ð!/,.#)(&ŗ (-1,Ćŗ".ŗ1),%-ąŗ1"(ąŗ1",ąŗ(ŗ ")1Ďŗ ,%.#(!ŗ.#)(-ąŗ--.-ąŗ*#&#.#-ąŗ (ŗ-.,/./,-ŗ#(ŗ# ,(.ŗ),!(#4.#)(-ŗ (ŗ ) 2*&(.#)(ŗ) ŗ (ŗ',%.#(!ŗ)(.2.-ŗ(ŗŗ2'#(ŗ-ŗ )(ð!/,.#)(-ŗ**,)"&ŗ1#."ŗ /443Ě-.ŗ (ð!/,. +/&#..#0ŗ)'*,.#0ŗ(&3-#-Ąŗ"#-ŗ ,%.#(!ŗ *,)0#-ŗ."ŗ-#-ŗ ),ŗ)(ð!/,.#)(&ŗ 2*&(.#)(ŗ) ŗ',%.#(!ŗ)/.)'-ŗ #) /.)'-ŗ ġ Ģąŗŗ(1ŗ(&3-#-ŗ**,)"ŗ.".ŗ (& *,)0#-ŗ)(.2./&&3ŗ,&0(.ŗ%()1&!ŗ ŗ2*& )/.ŗ)'*&2ŗ/-&ŗ'"(#-'-ŗ-"*#(!ŗ "'V[[Z4FU2VBMJUBUJWF$PNQBSBUJWF (. ',%.#(!ŗ*, ),'(Ąŗ"ŗ ŗ*,)--ŗ "OBMZTJT"QQSPBDI #-ŗ')(-.,.ŗ1#."ŗ.1)ŗ),#!#(&ŗ'*#,#&ŗ #) (ŗ) -ŗ-./#-Ćŗ&/ûē-ŗ*,)').#)(&ŗ'#&ŗ '*#!(-ŗ(ŗ."ŗ-&-ŗ,-*)(-ŗ) ŗ&#)ē-ŗ ŗ ,% /(.#)(&ŗ#,3ŗ*,)/.Ąŗ . "OUUJ7BTTJOFO #(!ŗ/. ) ' -ŗ 9HSTFMG*aefhea+ 9HSTFMG*aefhea+ *4#/ #64*/&44 *4#/ QEG &$0/0.: *44/- *44/ "35 *44/ QEG %&4*(/ "3$)*5&$563& " B "BMUP6OJWFSTJUZ M U 4DIPPMPG&DPOPNJDT 4$*&/$& P %FQBSUNFOUPG.BSLFUJOH 5&$)/0-0(: 6 XXXBBMUPGJ OJ W $304407&3 F S T %0$503"- J %0$503"- U %*44&35"5*0/4 Z %*44&35"5*0/4 Aalto University publication series DOCTORAL DISSERTATIONS 39/2012 Configurational Explanation of Marketing Outcomes: A Fuzzy-Set Qualitative Comparative Analysis Approach Antti Vassinen Aalto University School of Economics Department of Marketing Aalto University publication series DOCTORAL DISSERTATIONS 39/2012 © Antti Vassinen ISBN 978-952-60-4574-0 (printed) ISBN 978-952-60-4575-7 (pdf) ISSN-L 1799-4934 ISSN 1799-4934 (printed) ISSN 1799-4942 (pdf) Unigrafia Oy Helsinki 2012 Finland Cover inset 'Empire' © 2010 Gio Black Peter. Abstract Aalto University, P.O. Box 11000, FI-00076 Aalto www.aalto.fi Author Antti Vassinen Name of the doctoral dissertation Configurational Explanation of Marketing Outcomes: A Fuzzy-Set Qualitative Comparative Analysis Approach Publisher School of Economics Unit Department of Marketing Series Aalto University publication series DOCTORAL DISSERTATIONS 39/2012 Field of research Strategic marketing, marketing performance Abstract As marketing, as a function and a process, is required to explain itself with more transparency, new tools and comprehensive analysis processes must be created and adopted, so that marketing performance and its determinants can systematically be understood and developed. In this dissertation, I present fuzzy-set qualitative comparative analysis (‘FS/QCA’; Ragin, 2000; Fiss, 2008; Rihoux and Ragin, 2009; and others) as a novel approach to assessing marketing performance. My key argument is that the fuzzy-set qualitative comparative analysis research approach and methodology can be used to explain marketing outcomes as results of configurations of causal conditions in specific contexts, yielding managerially relevant knowledge that would otherwise be difficult to access and interpret. The broad aim of this dissertation is to supplement the range of marketing management support systems, modeling approaches, and marketing performance assessment systems to provide better knowledge-driven decision support. The analytical premises of FS/QCA and its applications in fields of study related to marketing position it as a candidate to overcome some key challenges faced in marketing performance analysis: dealing with causal complexity, heterogeneity, asymmetry, configurationality, contextuality, and qualitative meaning. To draw together the research approach, the methodology, and the marketing performance management perspective, I specify a synthetic research process, configurational explanation of marketing outcomes (‘CEMO’), comprising the theoretical and empirical steps required for analysis. I demonstrate how the configurational explanation process was successfully carried out in two empirical contexts to generate results that are valid, reliable, and contribute knowledge that is directly relevant within the chosen context. The key contribution of this study is intended to be methodological: a specification of an analysis process for accessing a new type of contextually relevant knowledge about causal mechanisms that shape marketing performance. New knowledge accessible with CEMO provides opportunities for staging more effective marketing actions and, ultimately, an opportunity for better marketing performance. Keywords strategic marketing, marketing performance, fs/qca, configurations, marketing actions, rbv, marketing engineering, case-based reasoning ISBN (printed) 978-952-60-4574-0 ISBN (pdf) 978-952-60-4575-7 ISSN-L 1799-4934 ISSN (printed) 1799-4934 ISSN (pdf) 1799-4942 Location of publisher Espoo Location of printing Helsinki Year 2012 Pages 270 Introduction Acknowledgements This dissertation would never have come to be without the interested support of countless individuals and organizations. First among them stands my advisor, professor Henrikki Tikkanen, whose distinctive thinking and intellectual countenance have shaped my understanding of the social, the economic, and the managerial. I was honored with honorary professor Ian Wilkinson (University of Sydney) and professor Kalle Pajunen (University of Turku) serving as the preliminary examiners of my work. Their fundamental contributions, however, far predate the manuscript you may next read. The former has been a consistent source and advocate for broader, nonconformist thinking in marketing research, and the latter – incidentally – the seminar presenter years ago from whom I first learned of the FS/QCA approach. Support from faculty and staff at the Department of Marketing at Aalto University School of Economics has been invaluable. You are a very special group. In the scope of this particular study, I thank Jaakko Aspara and Jukka Luoma, whose commentary has improved each section. I also wish to thank my fellow researchers in the StratMark project; Pekka Mattila and Elina Koivisto for their supportive collaboration; Kristian Möller and Petri Parvinen for their comments throughout my doctoral studies; Ilona Mikkonen for needed help with the graduation process; and Pirjo-Liisa Johansson for her administrative efforts. In addition to the encouragement at our department, I was supported by the business strategy community around the Department of Industrial Engineering and Management at Aalto, Rami Olkkonen at the University of Turku, Barcelona's artificial intelligence in management decision-making community at ESADE, and diverse interaction with colleagues at conferences and seminars on five continents. I owe thanks to Juha Järvinen and Janne Hattula at Blue1 for providing me with the material for my first case study. At Valio, I am deeply indebted to Pekka Laaksonen, Tiina Mattila-Sandholm, Rauno Hiltunen, Keijo Huomo and many others for their time and efforts in helping me understand their business and operations. The dozens of other companies, i Introduction executives, and professionals, who assisted my research, both directly in my empirical research and as members of the StratMark marketing advancement initiative, are not forgotten. My research received funding from the Finnish Funding Agency for Technology and Innovation (Tekes) as a part of the StratMark research initiative. Grants from the Finnish Foundation for Economic Education (LSR) and the Helsinki School of Economics Foundation are acknowledged with gratitude. Likewise, I thank the Metropolitan Ambrosius and the Sofia Cultural Center for facilities and encouragement during the writing process. I'm pleased to realize that he most important outcome of my dissertation process is not this monograph, but my transformed self. Exploration on countless levels, together with inspiring people, has truly been worth our while. I offer my full gratitude to all collaborators, family, friends, and night people of the world, who have provided form and force for my opportunity. ii Introduction Contents Acknowledgements .................................................................. i Contents................................................................................. iii Figures................................................................................... ix Tables .................................................................................... xi 1 Introduction ......................................................................1 1.1 Research context............................................................................. 2 1.2 Causal mechanisms and marketing contexts................................ 4 1.3 Knowledge gap ............................................................................... 6 1.4 Research question and aims .......................................................... 9 1.4.1 Contribution........................................................................... 10 1.4.2 Limitations.............................................................................. 11 1.5 Dissertation structure ................................................................... 11 2 Theoretical Background...................................................15 2.1 Marketing performance measurement ........................................15 2.1.1 Marketing actions .................................................................. 18 2.2 Marketing performance assessment ............................................19 2.3 Conceptual framework................................................................. 22 2.3.1 Marketing performance as configurational change .............. 25 2.3.2 Internal environment ............................................................ 26 2.3.3 External environment...........................................................
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