2011
Storgårds, Jan
Tietojärjestelmätiede, Aalto-yliopisto, 2011, ISBN: 978-952-60-4087-5.
Abstract | Links | BibTeX | Avainsanat: brands, consumers, englanninkieliset väitöskirjat, evaluation, games, information systems, knowledge
@phdthesis{Storgårds2011,
title = {Brand equity of digital games: The influence of product brand and consumer experiences as sources of unique value},
author = {Jan Storgårds},
url = {http://urn.fi/URN:ISBN:978-952-60-4087-5},
isbn = {978-952-60-4087-5},
year = {2011},
date = {2011-01-01},
school = {Tietojärjestelmätiede, Aalto-yliopisto},
abstract = {By demonstrating something unique a product stands out from the mass. This is the starting point of brand awareness, which exerts influence over consumers’ product evaluation processes. Particularly in the digital games industry, the creation of unique value is vital as games utilize intangible modes of distribution lacking physical form, which ultimately leads to difficulties in highlighting and facilitating evaluation of a game’s defining characteristics. The objective of this thesis is to determine and conceptualize how a game functions as a source of unique value.
A game’s varied defining characteristics function as the source of brand equity which results in incremental effects influencing consumers’ product evaluation. The unique value characteristics of games are studied from three perspectives: 1) by examining the motivational aspects of digital games consumption; 2) by investigating the influence of brand image and prior experience on product evaluation regarding a game’s salient qualities and 3) by demonstrating the organizational practices involved in the development of unique qualities by processing novel game ideas within digital game studios.
Three interrelated theories are adapted from various research contexts regarding the brand equity phenomenon - motivational theory, information processing theory of consumer choice and boundary objects-in-use in organizational practices. This thesis uses methodology triangulation to answer the research question, both quantitative (surveys and multivariate data analysis) and qualitative methods (interpretative case study) are applied to four data collection samples; three from consumers and one from game developers.
The main contribution of this study is that both the game brand and prior experience are central elements which result in incremental influences on consumers’ product evaluation processes. First, the results indicate that both intrinsic and extrinsic motivational aspects of consumption are important determinants of perceived value. Enjoyment, particularly the fun in games, plays a more important role during the awareness creation process than usefulness. Second, the results suggest that the influence of brand image on product evaluation is covert and this modifies consumers’ decision making structures. This leads to a reprioritization of attribute importance in which prior game playing experience maintains an additional significant role. Third, the processing of ideas in digital games studios is an imperative and complex practice. The overwhelming amount of knowledge conflicts during idea processing practices lead to the birth of unique value.
Following the results of this thesis, digital games should be viewed as experience information goods. The findings provide novel theoretical and practical perspectives regarding brand equity and demonstrate how a combination of unique value characteristics can be used to create a successful game which stands out from the mass.},
keywords = {brands, consumers, englanninkieliset väitöskirjat, evaluation, games, information systems, knowledge},
pubstate = {published},
tppubtype = {phdthesis}
}
By demonstrating something unique a product stands out from the mass. This is the starting point of brand awareness, which exerts influence over consumers’ product evaluation processes. Particularly in the digital games industry, the creation of unique value is vital as games utilize intangible modes of distribution lacking physical form, which ultimately leads to difficulties in highlighting and facilitating evaluation of a game’s defining characteristics. The objective of this thesis is to determine and conceptualize how a game functions as a source of unique value.
A game’s varied defining characteristics function as the source of brand equity which results in incremental effects influencing consumers’ product evaluation. The unique value characteristics of games are studied from three perspectives: 1) by examining the motivational aspects of digital games consumption; 2) by investigating the influence of brand image and prior experience on product evaluation regarding a game’s salient qualities and 3) by demonstrating the organizational practices involved in the development of unique qualities by processing novel game ideas within digital game studios.
Three interrelated theories are adapted from various research contexts regarding the brand equity phenomenon - motivational theory, information processing theory of consumer choice and boundary objects-in-use in organizational practices. This thesis uses methodology triangulation to answer the research question, both quantitative (surveys and multivariate data analysis) and qualitative methods (interpretative case study) are applied to four data collection samples; three from consumers and one from game developers.
The main contribution of this study is that both the game brand and prior experience are central elements which result in incremental influences on consumers’ product evaluation processes. First, the results indicate that both intrinsic and extrinsic motivational aspects of consumption are important determinants of perceived value. Enjoyment, particularly the fun in games, plays a more important role during the awareness creation process than usefulness. Second, the results suggest that the influence of brand image on product evaluation is covert and this modifies consumers’ decision making structures. This leads to a reprioritization of attribute importance in which prior game playing experience maintains an additional significant role. Third, the processing of ideas in digital games studios is an imperative and complex practice. The overwhelming amount of knowledge conflicts during idea processing practices lead to the birth of unique value.
Following the results of this thesis, digital games should be viewed as experience information goods. The findings provide novel theoretical and practical perspectives regarding brand equity and demonstrate how a combination of unique value characteristics can be used to create a successful game which stands out from the mass.
A game’s varied defining characteristics function as the source of brand equity which results in incremental effects influencing consumers’ product evaluation. The unique value characteristics of games are studied from three perspectives: 1) by examining the motivational aspects of digital games consumption; 2) by investigating the influence of brand image and prior experience on product evaluation regarding a game’s salient qualities and 3) by demonstrating the organizational practices involved in the development of unique qualities by processing novel game ideas within digital game studios.
Three interrelated theories are adapted from various research contexts regarding the brand equity phenomenon - motivational theory, information processing theory of consumer choice and boundary objects-in-use in organizational practices. This thesis uses methodology triangulation to answer the research question, both quantitative (surveys and multivariate data analysis) and qualitative methods (interpretative case study) are applied to four data collection samples; three from consumers and one from game developers.
The main contribution of this study is that both the game brand and prior experience are central elements which result in incremental influences on consumers’ product evaluation processes. First, the results indicate that both intrinsic and extrinsic motivational aspects of consumption are important determinants of perceived value. Enjoyment, particularly the fun in games, plays a more important role during the awareness creation process than usefulness. Second, the results suggest that the influence of brand image on product evaluation is covert and this modifies consumers’ decision making structures. This leads to a reprioritization of attribute importance in which prior game playing experience maintains an additional significant role. Third, the processing of ideas in digital games studios is an imperative and complex practice. The overwhelming amount of knowledge conflicts during idea processing practices lead to the birth of unique value.
Following the results of this thesis, digital games should be viewed as experience information goods. The findings provide novel theoretical and practical perspectives regarding brand equity and demonstrate how a combination of unique value characteristics can be used to create a successful game which stands out from the mass.
2002
Ruohomäki, Virpi
Simulation game for organisation development: Development, use and evaluation of the Work Flow Game Väitöskirja
Tuotantotalous, Teknillinen korkeakoulu, 2002, ISBN: 951-22-6094-8.
Abstract | Links | BibTeX | Avainsanat: englanninkieliset väitöskirjat, evaluation, knowledge work, organisation development, simulation game, work process
@phdthesis{Ruohomäki2002,
title = {Simulation game for organisation development: Development, use and evaluation of the Work Flow Game},
author = {Virpi Ruohomäki},
url = {http://urn.fi/urn:nbn:fi:tkk-001434},
isbn = {951-22-6094-8},
year = {2002},
date = {2002-01-01},
school = {Tuotantotalous, Teknillinen korkeakoulu},
abstract = {This study concerns the simulation game for organisation development focusing on the development, use and evaluation of the Work Flow Game (WFG). It is a method for participatory improvement of work processes and knowledge work. The WFG is tailor-made and based on the simplified model of the real work process and work activity of the employees. The theoretical framework of the study includes the discipline of simulation gaming, organisation development tradition in behavioural science, the sociotechnical systems approach and the business process re-engineering.
The aims of the study were to develop and to use the simulation game for work process improvement, to evaluate the experiences of the participants, to evaluate effects and outcomes of the WFG and to create an evaluation framework of the simulation game. The WFG was constructed in close interplay between academic research and practical organisation development in ten organisations. Longitudinal, intensive case studies in three organisations described the use of the WFQ including its planning, the game day and the debriefing, and evaluated its effects and outcomes. The evaluation focused on the participants' (N=98) experiences in the WFG and ideas for work and organisational improvements collected by questionnaires and interviews before and after the WFG. Video recordings were used for documenting. Performance measurements were collected on the quality and efficiency of the work process. Occupational health checks on personnel were used in one organisation.
As part of organisation development, the WFG proved to be useful for analysing the present state of work processes, and for testing new operational modes, particularly when planning and implementing new information system. The WFG integrates work process improvement, use of information technology, and participation and learning by personnel. The WFG promoted the participants' interaction, communication and co-operation across organisational borders. The participants obtained an overview of the work process and its development needs. The WFG promoted participants' idea generation and also creation of organisational innovations, which were not presented before the WFG. The improvement ideas were implemented in the organisations: the work process was redesigned, division of work was clarified and the new information system was implemented smoothly. These activities indicated improvements in the quality and efficiency of the work process and in customer relations, overtime work and workload peaks of employees were decreased. The participants had positive attitudes towards the WFG and perceived it a useful method. In conclusion, a model was created on the effects and outcomes of the simulation game within the context of organisation development. The role of the WFG can be described as that of a catalyst for organisation development.},
keywords = {englanninkieliset väitöskirjat, evaluation, knowledge work, organisation development, simulation game, work process},
pubstate = {published},
tppubtype = {phdthesis}
}
This study concerns the simulation game for organisation development focusing on the development, use and evaluation of the Work Flow Game (WFG). It is a method for participatory improvement of work processes and knowledge work. The WFG is tailor-made and based on the simplified model of the real work process and work activity of the employees. The theoretical framework of the study includes the discipline of simulation gaming, organisation development tradition in behavioural science, the sociotechnical systems approach and the business process re-engineering.
The aims of the study were to develop and to use the simulation game for work process improvement, to evaluate the experiences of the participants, to evaluate effects and outcomes of the WFG and to create an evaluation framework of the simulation game. The WFG was constructed in close interplay between academic research and practical organisation development in ten organisations. Longitudinal, intensive case studies in three organisations described the use of the WFQ including its planning, the game day and the debriefing, and evaluated its effects and outcomes. The evaluation focused on the participants' (N=98) experiences in the WFG and ideas for work and organisational improvements collected by questionnaires and interviews before and after the WFG. Video recordings were used for documenting. Performance measurements were collected on the quality and efficiency of the work process. Occupational health checks on personnel were used in one organisation.
As part of organisation development, the WFG proved to be useful for analysing the present state of work processes, and for testing new operational modes, particularly when planning and implementing new information system. The WFG integrates work process improvement, use of information technology, and participation and learning by personnel. The WFG promoted the participants' interaction, communication and co-operation across organisational borders. The participants obtained an overview of the work process and its development needs. The WFG promoted participants' idea generation and also creation of organisational innovations, which were not presented before the WFG. The improvement ideas were implemented in the organisations: the work process was redesigned, division of work was clarified and the new information system was implemented smoothly. These activities indicated improvements in the quality and efficiency of the work process and in customer relations, overtime work and workload peaks of employees were decreased. The participants had positive attitudes towards the WFG and perceived it a useful method. In conclusion, a model was created on the effects and outcomes of the simulation game within the context of organisation development. The role of the WFG can be described as that of a catalyst for organisation development.
The aims of the study were to develop and to use the simulation game for work process improvement, to evaluate the experiences of the participants, to evaluate effects and outcomes of the WFG and to create an evaluation framework of the simulation game. The WFG was constructed in close interplay between academic research and practical organisation development in ten organisations. Longitudinal, intensive case studies in three organisations described the use of the WFQ including its planning, the game day and the debriefing, and evaluated its effects and outcomes. The evaluation focused on the participants' (N=98) experiences in the WFG and ideas for work and organisational improvements collected by questionnaires and interviews before and after the WFG. Video recordings were used for documenting. Performance measurements were collected on the quality and efficiency of the work process. Occupational health checks on personnel were used in one organisation.
As part of organisation development, the WFG proved to be useful for analysing the present state of work processes, and for testing new operational modes, particularly when planning and implementing new information system. The WFG integrates work process improvement, use of information technology, and participation and learning by personnel. The WFG promoted the participants' interaction, communication and co-operation across organisational borders. The participants obtained an overview of the work process and its development needs. The WFG promoted participants' idea generation and also creation of organisational innovations, which were not presented before the WFG. The improvement ideas were implemented in the organisations: the work process was redesigned, division of work was clarified and the new information system was implemented smoothly. These activities indicated improvements in the quality and efficiency of the work process and in customer relations, overtime work and workload peaks of employees were decreased. The participants had positive attitudes towards the WFG and perceived it a useful method. In conclusion, a model was created on the effects and outcomes of the simulation game within the context of organisation development. The role of the WFG can be described as that of a catalyst for organisation development.
Taskinen, Leo Tapani
Tuotantotalous, Teknillinen korkeakoulu, 2002, ISBN: 951-38-6381-6.
Abstract | Links | BibTeX | Avainsanat: efficiency, englanninkieliset väitöskirjat, evaluation, industrial management, innovation, manufacture, measurement, modification, performance, process control, processing, quality control, simulation
@phdthesis{Taskinen2002,
title = {Measuring change management in manufacturing processes: A measurement method for simulation-game-based process development},
author = {Leo Tapani Taskinen},
url = {http://urn.fi/urn:nbn:fi:tkk-001780},
isbn = {951-38-6381-6},
year = {2002},
date = {2002-01-01},
school = {Tuotantotalous, Teknillinen korkeakoulu},
abstract = {The aim of this research is to find an answer to the research problem, which is "How can change management be measured in order to help manufacturing companies develop their manufacturing processes?" To solve the research problem, a constructive action research method is applied. The proposed solution to the research problem, i.e., a change management measurement system, is developed based on principles found in project management literature, process change management literature, performance measurement literature, three consultant surveys, and three case projects. Two of these three case projects applied simulation games as developmental tool, while one applied computer simulation. The proposed change management measurement system is evaluated through these three case projects, and thereafter both practised and further elaborated through two new case projects. The two new case projects are compared for gaining more sophisticated understanding of emerging patterns, and improvement suggestions for simulation-game-based change process utilising the change management measurement system are brought forward. Finally, the results are discussed, and the research and its contribution are evaluated through the quality criteria developed for this research.
The measures in the change management measurement system are classified into two types: the first type gauges change project management itself, and the second assesses the outcomes of the change project, i.e., the improvements gained in manufacturing operations. Both of these types are measured in three dimensions: human resources, processes and technology, which are further divided into effectiveness and efficiency. Effectiveness is defined as the external, strategic performance: "doing the right thing," where strategically correct processes are developed, and strategically sound targets are pursued. Effectiveness includes adaptability. Efficiency is defined as the internal, operational performance: "doing it right," reaching the objectives of the change project economically and ideally with the best possible input/output. Consequently, the change management measurement system forms 12 measurement dimensions out of which six dimensions measure change project management itself and the other six dimensions measure changes in the manufacturing operations.
The proposed change management measurement process suggest that particular attention should be paid to measurement and consequent timely reactions in the early phases of the project. Reactions to early feedback enable rapid learning and a successful project trajectory can be achieved already in the early phases of the project. Thereafter, through continuous measurement and consequent timely reactions, a successful project trajectory can be maintained until the project end.
The case results suggest that there is a need for balanced change management measurement where both the change project management and the manufacturing operations management are measured. The balanced measurement improves the systematics and coherence of the change process; thus also the change management capability of the organisation is enhanced. In addition, it is proposed that the measurement system should flexibly allow customised measures for all the project steps. Furthermore, the research results support the idea that one key factor for success is how well the project management team uses the available measurement system, i.e. how well the measurement related tasks are performed. In change management capability improvement the measurement of human resource subject matters is fundamental to success, and it is proposed that in future research cycles, particular attention should be paid to development of measures concerning psychological, behavioural and teamwork subject matters.},
keywords = {efficiency, englanninkieliset väitöskirjat, evaluation, industrial management, innovation, manufacture, measurement, modification, performance, process control, processing, quality control, simulation},
pubstate = {published},
tppubtype = {phdthesis}
}
The aim of this research is to find an answer to the research problem, which is "How can change management be measured in order to help manufacturing companies develop their manufacturing processes?" To solve the research problem, a constructive action research method is applied. The proposed solution to the research problem, i.e., a change management measurement system, is developed based on principles found in project management literature, process change management literature, performance measurement literature, three consultant surveys, and three case projects. Two of these three case projects applied simulation games as developmental tool, while one applied computer simulation. The proposed change management measurement system is evaluated through these three case projects, and thereafter both practised and further elaborated through two new case projects. The two new case projects are compared for gaining more sophisticated understanding of emerging patterns, and improvement suggestions for simulation-game-based change process utilising the change management measurement system are brought forward. Finally, the results are discussed, and the research and its contribution are evaluated through the quality criteria developed for this research.
The measures in the change management measurement system are classified into two types: the first type gauges change project management itself, and the second assesses the outcomes of the change project, i.e., the improvements gained in manufacturing operations. Both of these types are measured in three dimensions: human resources, processes and technology, which are further divided into effectiveness and efficiency. Effectiveness is defined as the external, strategic performance: "doing the right thing," where strategically correct processes are developed, and strategically sound targets are pursued. Effectiveness includes adaptability. Efficiency is defined as the internal, operational performance: "doing it right," reaching the objectives of the change project economically and ideally with the best possible input/output. Consequently, the change management measurement system forms 12 measurement dimensions out of which six dimensions measure change project management itself and the other six dimensions measure changes in the manufacturing operations.
The proposed change management measurement process suggest that particular attention should be paid to measurement and consequent timely reactions in the early phases of the project. Reactions to early feedback enable rapid learning and a successful project trajectory can be achieved already in the early phases of the project. Thereafter, through continuous measurement and consequent timely reactions, a successful project trajectory can be maintained until the project end.
The case results suggest that there is a need for balanced change management measurement where both the change project management and the manufacturing operations management are measured. The balanced measurement improves the systematics and coherence of the change process; thus also the change management capability of the organisation is enhanced. In addition, it is proposed that the measurement system should flexibly allow customised measures for all the project steps. Furthermore, the research results support the idea that one key factor for success is how well the project management team uses the available measurement system, i.e. how well the measurement related tasks are performed. In change management capability improvement the measurement of human resource subject matters is fundamental to success, and it is proposed that in future research cycles, particular attention should be paid to development of measures concerning psychological, behavioural and teamwork subject matters.
The measures in the change management measurement system are classified into two types: the first type gauges change project management itself, and the second assesses the outcomes of the change project, i.e., the improvements gained in manufacturing operations. Both of these types are measured in three dimensions: human resources, processes and technology, which are further divided into effectiveness and efficiency. Effectiveness is defined as the external, strategic performance: "doing the right thing," where strategically correct processes are developed, and strategically sound targets are pursued. Effectiveness includes adaptability. Efficiency is defined as the internal, operational performance: "doing it right," reaching the objectives of the change project economically and ideally with the best possible input/output. Consequently, the change management measurement system forms 12 measurement dimensions out of which six dimensions measure change project management itself and the other six dimensions measure changes in the manufacturing operations.
The proposed change management measurement process suggest that particular attention should be paid to measurement and consequent timely reactions in the early phases of the project. Reactions to early feedback enable rapid learning and a successful project trajectory can be achieved already in the early phases of the project. Thereafter, through continuous measurement and consequent timely reactions, a successful project trajectory can be maintained until the project end.
The case results suggest that there is a need for balanced change management measurement where both the change project management and the manufacturing operations management are measured. The balanced measurement improves the systematics and coherence of the change process; thus also the change management capability of the organisation is enhanced. In addition, it is proposed that the measurement system should flexibly allow customised measures for all the project steps. Furthermore, the research results support the idea that one key factor for success is how well the project management team uses the available measurement system, i.e. how well the measurement related tasks are performed. In change management capability improvement the measurement of human resource subject matters is fundamental to success, and it is proposed that in future research cycles, particular attention should be paid to development of measures concerning psychological, behavioural and teamwork subject matters.