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[{"key": "dc.contributor.author", "value": "Koskinen, Salla", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2010-12-16T13:29:30Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2010-12-16T13:29:30Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2010", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1144593", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/25701", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena oli kuvata suomalaisten designyritysten ylimm\u00e4n johdon k\u00e4sityksi\u00e4 ja kokemuksia br\u00e4ndiviestinn\u00e4st\u00e4. Lis\u00e4ksi haluttiin selvitt\u00e4\u00e4 br\u00e4ndistrategian ja viestint\u00e4strategian ominaispiirteit\u00e4, niiden merkityst\u00e4 designyritysten toiminnalle ja vaikutusta br\u00e4ndiviestinn\u00e4n sis\u00e4lt\u00f6\u00f6n ja toteutukseen. Br\u00e4ndiviestint\u00e4\u00e4 tutkittiin kansainv\u00e4lisyyden, vaikuttamisen keinojen, vaikuttamisen haasteiden ja niiden hallinnan kautta. Lopuksi haluttiin viel\u00e4 selvitt\u00e4\u00e4, millaisena designyrityksen ylin johto n\u00e4kee oman roolinsa viestinn\u00e4n johtamisessa. Tutkimus toteutettiin teema-haastatteluna. Tutkimuksessa haastateltiin seitsem\u00e4n suomalaisen designyrityksen kahdeksaa ylimm\u00e4n johdon edustajaa. \n\nT\u00e4m\u00e4n tutkimuksen mukaan suomalaisten designyritysten toiminta ei ole aina strategial\u00e4ht\u00f6ist\u00e4. Ylimm\u00e4n johdon mukaan kaikilla ei ole k\u00e4yt\u00f6ss\u00e4\u00e4n m\u00e4\u00e4riteltyj\u00e4 strategioita, vaikka usein yrityksen toiminnan uskotaan perustuvan niihin. Br\u00e4ndistrategian merkitys niin sanotuissa strategiayrityksiss\u00e4 oli suuri, strategiaa toteutetaan kaikessa yrityksen toiminnassa ja se on kansainv\u00e4list\u00e4. Ei-strategiayrityksiss\u00e4 sama tulos n\u00e4kyy toimintatavoissa, kaikki toiminta ja viestint\u00e4 kuvaavat br\u00e4ndi\u00e4, vaikka toiminta ei ole strategian ohjaamaa. Strategian puuttuminen ei tarkoita sit\u00e4, ett\u00e4 toiminta yrityksess\u00e4 tapahtuu ilman ennakkosuunnittelua. \n\nYlimm\u00e4n johdon mukaan suomalaiset designyritykset ovat tyytyv\u00e4isi\u00e4 br\u00e4ndistrategian toteutukseen, vaikka parempia vientiprosentteja tavoitellaan. Viestint\u00e4strategian t\u00e4rkeimm\u00e4ksi teht\u00e4v\u00e4ksi ylin johto n\u00e4kee br\u00e4ndistrategian tukemisen viestinn\u00e4llisesti. Br\u00e4ndiviestinn\u00e4n toteutuksessa mainonnan merkitys on v\u00e4hentynyt ja yritykset osoittavat kasvavaa kiinnostusta sosiaalista mediaa kohtaan. Designyritykset kokevat br\u00e4ndins\u00e4 ja tuotteensa vahvoina, mutta vaikuttaminen kansainv\u00e4lisill\u00e4 markkinoilla koetaan haastavaksi. Haasteet eiv\u00e4t vaikuta br\u00e4ndin tai strategioiden sis\u00e4lt\u00f6\u00f6n, vaan kehityst\u00e4 haetaan br\u00e4ndiviestinn\u00e4st\u00e4. Designyritysten ylin johto n\u00e4ki l\u00e4hes poikkeuksetta viestinn\u00e4n roolin t\u00e4rke\u00e4ksi, jopa elinehdoksi yrityksen toiminnalle.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Salla Koskinen (sakakosk) on 2010-12-16 13:29:28.714914. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2010-12-16T13:29:30Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201012163181.pdf: 694289 bytes, checksum: d2d78fe986d5f56821a020d9ac1eec95 (MD5)\nlicense.html: 4984 bytes, checksum: f9df9498446db756d058c7fe43783b34 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2010-12-16T13:29:30Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201012163181.pdf: 694289 bytes, checksum: d2d78fe986d5f56821a020d9ac1eec95 (MD5)\nlicense.html: 4984 bytes, checksum: f9df9498446db756d058c7fe43783b34 (MD5)\n Previous issue date: 2010", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "92 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndistrategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "designbr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointiviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "puheviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestint\u00e4strategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "viestinn\u00e4n johtaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Suomalaisten designyritysten br\u00e4ndiviestint\u00e4", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": 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