Jaakko ASPARA (DSc, DA, MSc)
______________________________________________________
Professor
Aalto University School of Economics (formerly known as Helsinki School of Economics HSE)
> Department of Marketing and Management
> P.O. Box 21230, FI-00076 Aalto (Helsinki), FINLAND
> Tel. +358 50 546 8891
> firstname.lastname@aalto.fi
Link to a photo (Please be patient, the photo is large.)
Click here for a FINNISH version of the site.
This is my personal webpage. You are also welcome to the website of our think tank Nordic Institute of Business & Society (NIBS): www.nibs.fi (in Finnish)
TOPICAL/BLOG
2011-10-15. A new article of ours -- focusing on the creation/innovation of new consumer value vs. value capture -- is forthcoming in Journal of Business Research. Download the article at SSRN.
2011-08-26. How do brands and other affective factors influence individual investors decisions to invest in company stocks? Read recent articles of mine concerning individual investor behavior: an article in European Journal of Marketing, an article in International Journal of Bank Marketing , an article in Consumption Markets & Culture, and an article in Journal of Behavioral Finance.
2011-06-01. If you are familiar with Ansoff's matrix as a strategic tool, you might be interested in our new article. The article presents a new 3-dimensional conceptualization of the matrix, with regard to firms' business development projects (e.g. product development, brand development). The article should interest also those who are interested in firm's marketing resources, market-based assets, innovation, and/or exploration-exploitation.
2010-01-27. How do institutional actors in the financial market (institutional investors, investment/security analysts) assess companies' product design, and what implications do the ways of assessment have? Read my new article on the topic, published in Knowledge, Technology & Policy (Vol. 22, No. 4).
2009-12-04. How do individual investors' evaluations of companies' products and product design influence their investment decisions? I was interviewed about empirical studies that I have conducted over this question in Investor Relations magazine (January 2010 Issue). The studies form part of my doctoral dissertation for the degree of Doctor of Arts. This is my second doctoral dissertation and degree -- the first one being D.Sc. (Econ. & Bus. Adm.) from HSE. Order the dissertation as a paper-back book at UIAH website or download the dissertation in pdf format.
2009-09-15. While many researchers and executives are nowadays interested in business model innovation, one often forgets the importance of business model replication. Our new article (Journal of Strategic Marketing) deals with the financial performance implications of different emphases on these two strategies.
2009-08-31. A consumer's stock ownership in a company correlates with his/her customer relationship volume. That is, a stock-owning customer of e.g. a bank is more likely to be a high volume customer than a non-stock-owning customer. Read our new article that will be published in Journal of Financial Services Marketing.
2009-03-25. Two new articles of mine, "Aesthetics of stock investments" and "The role of company affect in stock investments" have been accepted for publication -- in Consumption Markets & Culture and Journal of Behavioral Finance, respectively. The articles develops aesthetic and affective perspectives to people's stock investments.
2009-01-24. I attended "Marketing Meets Wall St" Conference at Emory University, Atlanta, Jan 23-24. The paper I presented was titled "The role of subjective product and brand evaluations in the stock market: Stock investment willingness beyond expected financial returns". See the abstract (and model).
2008-10-15. A consumer's stock ownership in a company motivates him/her to purchase the company's products and services, increases his/her brand loyalty and decreases the probability that he/she will switch service providers. See two recent articles of mine: (1) in Journal of Consumer Marketing and (2) Journal of Customer Behaviour .
2008-08-01. I will visit New York University's (NYU) Stern School of Business during September 2008–April 2009. See you in New York City.
2008-06-16. A new article of ours, "Interactions of individuals’ company-related attitudes and their buying of the companies’ stocks and products”, has been published in Journal of Behavioral Finance (Vol. 9, No. 2). The article explicates the ways in which an individual's attitudes towards a company and its products and brands influence his/her willingness to invest in the company's stock. Also certain feedback effects are identified.
2008-04-01. A new article of ours, “Significance of corporate brand for business-to-business companies”, was published in The Marketing Review. The article succinctly summarizes the significance of corporate brand management for companies doing business in B2B markets.
2008-03-23. A new article of ours, "A theory of affective self-affinity: Definitions and application to a company and its business", was published in Academy of Marketing Science Review. The article deals with the interface of consumer theory and firm stakeholder theory. The theory and model presented in the article have relevance to corporate-level marketing, when it comes to product markets, stock markets, and labor markets, for example.
2008-03-19. What kind of value can a product create to its user and how can this value be captured to become economic value for the firm designing and producing the product. These are questions that I deal with in a new article "Creating and Capturing Design Value", published in the edited collection Design Connections – Knowledge, Value and Involvement through Design.
NOTE. Read also my blog entries at the website of GloStra project.
ARTICLES
Articles in international academic journals
Aspara, Jaakko & Tikkanen, Henrikki (forthcoming), "Creating novel consumer value vs. capturing value: Strategic emphases and financial performance implications". Accepted for publication in Journal of Business Research.
Aspara, Jaakko, Lamberg, Juha-Antti, Laukia, Arjo, & Tikkanen, Henrikki (2011), "Corporate business model transformation and inter-organizational cognition: The case of Nokia". Long Range Planning, forthcoming.
Aspara, Jaakko & Tikkanen, Henrikki (2011). “Corporate marketing in the stock market: The impact of company identification on individuals’ investment behaviour". European Journal of Marketing, 45 (9/10), 1446-1469.
Aspara, Jaakko (2011). "The influence of product design evaluations on investors’ willingness to invest". Design Management Journal, forthcoming.
Aspara, Jaakko (forthcoming). "The role of product and brand perceptions in stock investing: Effects on investment considerations, optimism, and confidence”. Journal of Behavioral Finance, forthcoming.
Aspara, Jaakko, Tikkanen, Henrikki, Pöntiskoski, Erik & Järvensivu, Paavo (2011). "Exploration and exploitation across three resource classes: market/customer intelligence, brands/bonds, and technologies/processes". European Journal of Marketing, 45 (4), 596-630.
Parvinen, Petri, Aspara, Jaakko, Hietanen, Joel & Kajalo, Sami (2011), ”Awareness, action, and context-specificity of Blue Ocean practices in sales management”. Management Decision, 49 (8), 1218-1234.
Aspara, Jaakko, Lamberg, Juha-Antti, Laukia, Arjo, & Tikkanen, Henrikki (2011), “Strategic Management of Business Model Transformation: Lessons from Nokia”. Management Decision, 49 (4), 622-647.
Aspara, Jaakko (2011). “Documentation and continuous development of processes for customer management: Implications for profitable growth”. Australasian Marketing Journal, 19 (4), 267-280.
Aspara, Jaakko (2010), "How do institutional actors in the financial market assess companies’ product design? The quasi-rational evaluative schemes". Knowledge, Technology & Policy, 22 (4), 241-258.
Aspara, Jaakko & Tikkanen, Henrikki (2010), "Consumers' stock preferences beyond expected financial returns: The influence of product and brand evaluations". International Journal of Bank Marketing, 28 (3), 193-221.
Aspara, Jaakko & Tikkanen, Henrikki (forthcoming), "Individuals' affect-based motivations to invest in stocks: Beyond expected financial returns and risks". Journal of Behavioral Finance, 12 (2), 78-89.
Aspara, Jaakko, Hietanen, Joel, & Tikkanen, Henrikki (2010). "Business model innovation vs. replication: Financial performance implications of strategic emphases". Journal of Strategic Marketing, 18(1), 39-56.
Aspara, Jaakko & Tikkanen, Henrikki (2010), "The role of company affect in stock investments: Towards blind, undemanding, non-comparative, and committed love". Journal of Behavioral Finance, 11(2), 103-113.
Aspara, Jaakko (2009), "Aesthetics of stock investments". Consumption Markets and Culture, 12 (2), 99-131.
Aspara, Jaakko, Nyman, Henrich, & Tikkanen, Henrikki (2009). "The interrelationship of stock ownership and customer relationship volume: Case of a Nordic retail bank". Journal of Financial Services Marketing, 14 (3), pp. 203-217.
Aspara, Jaakko (2009), "Stock ownership as a motivation of brand-loyal and brand-supportive behaviors". Journal of Consumer Marketing, 26 (6), 427-436.
Aspara, Jaakko & Tikkanen, Henrikki (2008), “Interactions of individuals’ company-related attitudes and their buying of the companies’ stocks and products”. Journal of Behavioral Finance, 9 (2), 85-94.
Aspara, Jaakko, Nyman, Henrich, & Tikkanen, Henrikki (2008), “Influence of share ownership on repeat patronage”. Journal of Customer Behaviour, 7 (2), 149-163.
Aspara, Jaakko, Olkkonen, Rami, Tikkanen, Henrikki, Moisander, Johanna, & Parvinen, Petri (2008), ”A theory of affective self-affinity: Definitions and application to a company and its business”. Academy of Marketing Science Review, 12 (3). Available at http://www.amsreview.org/articles/aspara03-2008.pdf.
Aspara, Jaakko & Tikkanen, Henrikki (2008), “Significance of corporate brand for business-to-business companies”. The Marketing Review, 8 (1), 43-60.
Aspara, Jaakko & Tikkanen, Henrikki (2008), “Adoption of corporate branding by managers: Case of a Nordic business-to-business company". Journal of Brand Management, 16 (1-2), 80-91.
Parvinen, Petri, Tikkanen, Henrikki, & Aspara, Jaakko (2007), ”Corporate Strategic Marketing (CSM): A new task for top management”. In Business Strategy Series (formerly Handbook of Business Strategy). Emerald, Bradford, UK. 131-141.
Articles in edited collections
Aspara, Jaakko & Tikkanen, Henrikki (2008), ”The impact of company identification on individual's investment behavior”, in Anttila, Mai & Rajala, Arto (eds.), Fishing Business Nets – Keeping Thoughts on the Horizon. Helsinki School of Economics, Helsinki, Finland, pp. 198-221.
Aspara, Jaakko (2008), “Creating and capturing design value”. In Keinonen, Turkka, ed., Design Connections – Knowledge, Value and Involvement through Design. Working paper F34, University of Art and Design, Helsinki, Finland, pp. 28-37. (Available at http://www.taik.fi/images/stories/Tutkimusinstituutti/WorkingPapers/34.pdf)
Books
Tikkanen, Henrikki, & Aspara, Jaakko (2009, forthcoming), Projektimarkkinointi [Project Marketing]. Helsinki, Finland: Talentum.
Tikkanen, Henrikki, Aspara, Jaakko, & Parvinen, Petri (2007), Strategisen markkinoinnin perusteet [Principles of Strategic Marketing]. Helsinki, Finland: Talentum.
RESEARCH INTERESTS
> strategic marketing management
> marketing-finance interface
> commercial and R&D investments
> investment behavior (and its impact on corporate behavior)
> financial market assessments of companies' new product development and design
> exploration-exploitation in corporate strategies
> consumers' relationships brands and companies
> role of managerial cognitions in business models
> orchestration of (stakeholder) strategies, corporate marketing