Kari Vesala

1

• Kari Vesala Juuso Peura
• On the meaning of vertical relations in rural
  entrepreneurship.
• A rhetorical approach to the perception of
  personal control in the market arena.

2
Statement 1 Advertising

• 1 Interviewer It is worthwhile to invest in
  advertising ((presented on paper)).
• 2 Paavo Yeah of course it depends on, well
  what you are engaged in yes
• 3 of course like for farm tourism and the like
  well, yes of course it
• 4 can be to some extent worthwhile.
• 5 Interviewer Yes,
• 7 Paavo Of course, I guess, well, not any
  enormous nationwide
• 8 campaigns but something to some extent
  surely is worthwhile.
• 9 In our case, advertising is completely
  useless.
• 10 Interviewer So you take in your case an
  absolutely negative stand, so in your
• 11 case it is not Paavo Well yeah, any kind
  of advertising.
• 12 Paavo Yeah, well, it is not, it is not
  worthwhile because we have that
• 13 one client and, then the private forest
  owners, it is no use to offer
• 14 services for them because they go and get
  the services from ((the
• 15 Company)) if they want to sell timber.

3
Statements 2-5

• 2. Salesmanship is crucial for success in
  business.
• 3. In order to gain a sufficient coverage an
  enterprise has to have products that stand out
  from those of competitors and are aimed at
  certain kinds of customer groups.
• 4. It is difficult for me to renew my products
  and workings according to market demands.
• 5. Creating close relationships with customers is
  the most important factor for an entrepreneurs
  success.

4
Statement 6.

• It is difficult to work things out with my
  clients by talking.
• 1 Paavo This is exactly how it is.
• 2 Interviewer So this fits.
• 3 Paavo It is right then (well), it is
  exactly, you couldnt say it any better.
• 5 Interviewer ((laughs))
• 6 Paavo They are in the dominating market
  position and, well
• 7 they have control over how much money you
  get from these ( ).
• 8 When you cant really influence those just
  like those rates, you
• 9 cant influence them in any way, you just
  have to listen.
• 10 .
• 11 Paavo There is no, there is really no, yes
  these gentlemen well, they call it negotiation
  but it is, I think it is entirely a matter of
  dictation.

5
Statement 7

• 7. I can afford to be selective with customers or
  orders if needed.

6
(No Transcript)
7
Statement 1. Advertising.

• 1. It is worthwhile to invest in advertising.

8
Statement 2 Salesmanship.

• Salesmanship is crucial for success in business.
• 1 Mika Well yeah salesmanship is an essential
  thing, thing here, who has gotten
• 2 involved in entrepreneurship well can like
  throw away the old-fashioned
• 3 thinking that, Valio1 and Hankkija2
  collect everything, that all you have to
• 4 do is produce, ((both laugh)).
• 5 Interviewer Yeah, yeah.
• 8 Mika So it is, real-, really there is that
  that, you can like well, give it for
• 9 someone else to do, they are, we also have
  our Valio and Hankkija here,
• 10 (namely) The Agency3 or others then, but
  you have to, you have to remember
• 11 that if you have three cottages that you sell
  then the intermediary takes the
• 12 income coming from one cottage.
• 1 Valio is a Finnish market leader in dairy
  products.
• 2 Hankkija is a former Finnish nationwide
  company engaged in agricultural logistics.
• 3 The Agency is a Finnish nationwide agency
  reselling and marketing rural tourism.

9
Statements 3-5

• 3. In order to gain a sufficient coverage an
  enterprise has to have products that stand out
  from those of competitors and are aimed at
  certain kinds of customer groups.
• 4. It is difficult for me to renew my products
  and workings according to market demands.
• 5. Creating close relationships with customers is
  the most important factor for an entrepreneurs
  success.

10
Statement 6-7

• 6. It is difficult to work things out with my
  clients by talking.
• 7. I can afford to be selective with customers or
  orders if needed.

11
(No Transcript)
12
Paavos comment

• 25 Paavo It is a little like, difficult
  because this is goddamn difficult to
• 26 interview, this forest machinery business
  well, these questions
• 27 dont kind of dont apply. Its fucking
  difficult to answer them.

13
(No Transcript)