Martti Laaksonen

A qualitative exploration of mood-regulatory self-gift behaviors

Abstract This article addresses mood-regulatory self-gift behaviors empirically. Nine theoretically deduced themes, which are related to mood-regulatory self-gift behaviors, are explored qualitatively in this article. The article begins with a presentation of the themes. Three themes are linked to the antecedents, four to the process and two to the consequences of mood-regulatory self-gift behaviors. The method, sample, data collection and data treatment procedures are then described. The largest section of the paper is devoted to the narrative-based interpretive analysis and presentation of the findings. Finally, the concluding discussion revolves around delineating theoretical and managerial implications and outlining suggestions for future research. PsycINFO classification: 2360; 3900

Mood-regulatory self-gifts: Development of a conceptual framework

This study seeks to contribute theoretically to the area of consumer behavior research by offering a mood-regulatory conceptualization of self-gifts. The paper begins with an analysis and a specification of the nature of mood-regulation. Second, self-gift behaviors are viewed from the mood-regulatory perspective and the argument for stressing this perspective on self-gifts is presented. Surprisingly few prior studies have theoretically addressed the connection between mood-regulation and self-gift behaviors. Third, a conceptual framework model for studying the mood-regulatory self-gift behaviors is developed. Finally, the theoretical implications of the mood-regulatory conceptualization of self-gifts are discussed.

Current Trends in the Finnish Marketing Research

The Finnish academic marketing research and the marketing research made in practice can be clearly distinguished. However, there are many efforts to narrow the gap and marketing information systems are emerging which constitute a positive factor in the use of analytical marketing models and methodology in business decisions. The use of marketing concept in extending to the areas of of industrial marketing, marketing of services and nonprofit and government marketing. There is also a growing interest in strategic marketing planning.

Strategic Differentiation in the Japanese Convenience Store Business. The Example of Lawson’s Format Variation

In the Japanese convenience store business Lawson has applied format variation (the creation and development of branded sub-formats) most intensively and is now implementing multi-format strategy. Until the change of governance in 2001 Lawson’s strategy focused on store locations and market expansion. Since then Lawson has introduced format variation and sought the strategic fit between the offering of the store format and new customer segments. Lawson’s strategy differs from its competitors in many ways. Lawson has differentiated the offering of the store formats in terms of location, price, product and service mixes, and has created novel customer value propositions and responses to emerging customer needs. Lawson’s strategy has also involved the creation of active business alliances and networks. In this paper we show how Lawson’s strategy has been conditioned by competition, market conditions and the company’s search for new strategic direction. We show also how Lawson uses store format as a strategic innovation.