Browsing by Subject "expectations"

This thesis does study buyer-supplier dyads in the context of corporate responsibility for sustainability. Companies have recognized the need to act on sustainability when expectations on corporate responsibility increases. The pressure to act more responsibly comes from various stakeholders, however this research focuses on buyers’ expectations on suppliers. The aim of the study is to identify (a) the expectations buyers (B2B customers) have on the focal company (supplier) in terms of the responsibility of its supply and (b) analysing how the focal firms should communicatively respond to these expectations. The thesis was completed using a qualitative research method by executing a semi-structured thematic interview style. Interviews were done to find out, what corporate responsibility expectations buyers really have on their supply and how suppliers should respond to them. Eight thematic interviews with B2B customers were conducted. The theoretical framework of this research is based on previous research concerning the research theme. The study results were analysed through thematic analysis. The theoretical framework got formed based on Carroll’s (1979) pyramid of CSR: economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility. Another framework of five CR categories: the defensive, compliance, managerial and risk tackling, opportunity and strategy, and transformative CR category was also formed and used. The theory was used to identify and categorize buyers’ CR expectations. The study results indicated buyers’ expectations on corporate responsibility for sustainability to be mostly related to environmental and social corporate responsibility. Domesticity (Finnish origin)/background of products and processes, quality (long life cycle) and reduced CO2-emissions are specific CR themes that B2B customers have most expectations on in their procurement. Other expectations are product responsibility, responsible procurement, longevity, environmental-labels, environmentally friendly packaging, recyclability, and safety in production/service. The buyers’ expectations are mostly categorized in the economic and legal responsibility as well as the compliance category of CR. The CR expectations are however very little prioritized in procurement of buyers, which challenges the idea of a big and increasing CR pressure on suppliers. The content of suppliers CR reporting and communication should involve the themes that customers raise expectations on. The importance of CR and sustainability reports got challenged due to buyers highlighting a demand for other communication sources. Salespersons and websites are more requested sources to receive suppliers CR information from than specific CR reports. The most important factors of CR communication and reporting for buyers is easy access and uncomplicated comprehension. The CR expectations do also indicate a movement towards CR reporting in shared databases. The B2B customers varying CR expectations should all be acknowledged while suppliers are developing their CR for sustainability as well as the reporting/communication. The identification and categorization of buyers CR expectations is important for suppliers to understand the phenomena profoundly. A consistent result that this study indicates is a prominent need for increased CR related dialogues in buyer-supplier dyads. A better understanding of buyers CR expectations help suppliers respond to their expectations and communicate them according to the demand.

The operation environment in the roundwood trade in Finland in the 1990’s include several changes. They are changes in the structure of non-industrial private forest (NIPF) ownership, forest taxation, in forest legislation, in price recommendation agreement, diminishing resources of forestry extension services, etc. At the same time, the roundwood demand has been rising. All these developments cause uncertainty in wood procurement organisations, and call for research to find out how to adapt into the changing environment. The objective of this study is to produce information for roundwood purchasing planning and cus-tomer satisfaction management to be used by Stora Enso Metsä Customer Service, Helsinki. For this pur-pose, data needs to be gathered about the urban NIPFs and their forest estates, behaviour related to forestry and timber-selling, customer satisfaction in their latest timber selling transaction, and their opinions about Enso’s new customer service office and its service concept. To fulfil the objective of the study, a NIPF -owner -survey (N=1064, response rate 39,7%) was con-ducted in October 1998-January 1999. The sample was made on the basis of the marketing database of Stora Enso Oyj Forest Customer Service in Helsinki. In planning the frame of reference of the empirical study, the model of service quality by Grönroos was applied. The following aspects were included in the 7-page questionnaire: demographic, sosio-economic and forest estate background, relation to the forest service supply, behaviour related to forestry, timber-selling motives and behaviour, last contact organisation and its image in forestry business, expectations and percep-tions in the latest timber-selling transactions, and behavioural intentions. The results revealed that the share of women, pensioners and academically educated people among forest owners was quite high. The majority of the forest estates of the metropolitan forest owners were situ-ated in the provinces of South Finland and East Finland. The average forest estate area was considerably smaller than in a previous study. Economic and recreational objectives were most important in the use of forests. Forest Associations were involved in half of the roundwood sales transactions of the respondents in the metropolitan area. The wood quantity of transactions was considerably higher than the average in the whole country. Bank-organised forest-related activities, taxation infos and trips to the forest were the most popular activities. Among the services, silvicultural advices were needed mostly and stub treatment least. Brochure material related to stumpage timber sales and taxation were considered most important compared to material related to delivery sales. The service expectations were at highest for women and they were less satisfied with the service than men. 2nd and 3rd generation residents of the metropolitan area thought about the new customer service concept more positively than the 1st generation residents. Internet users under 60 years thought more positively about new satellite picture-based woodlot search concept. Cross-tabulation of factor scores against background variables indicated that women with relatively low education level a greater need to sell roundwood than entrepreneurs, white-collar workers and directors, and Internet users. Suspiciousness towards timber procurement organisations was relatively strong among women and those whose forest income share of the total income was either null or over 20 %. The average customer satisfaction score was negative in all nine questions. Statistical differences be-tween different companies did not exist in the average satisfaction scores. Stora Enso’s Helsinki forest cus-tomer service could choose the ability to purchase all timber grades as its competitive advantage. Out of nine service dimension included in the questionnaire, in this particular service dimension, Enso’s Helsinki forest customer service’s score exceeded most all organisations’ average customer satisfaction score. On the basis of importance – performance matrix, advice and quidance could have been provided more to the forest owners in their latest timber–selling transaction.