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At the beginning of 2010, new higher education legislation was enacted in Finland. As a result, 17 state universities were consolidated into three newly formed and autonomous universities. This chapter describes the merger process of the libraries in these new universities, namely Aalto University, University of Eastern Finland, and the University of Turku. Using a case study approach, the chapter describes different aspects of the merger process, particularly how to manage cultural change in formerly independent libraries into a single new organization, as well as how to define the new structures and alter directives for management, leaving the past behind. Although this is based on Finnish experiences, it is helpful for other libraries considering or engaged in similar mergers by giving examples and tools for the actions needed for new structures to succeed. Also described are the challenges that the three libraries met in introducing innovations, the necessity for broad communication, and marketing of the new structures within their respective universities. Also included is a brief background description of the overall impact of the new legislation on universities as a whole. Higher education in Finland encompasses polytechnic institutes and universities. This chapter addresses library mergers only in universities.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.