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[{"key": "dc.contributor.author", "value": "Lahtinen, Eero", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2011-01-20T15:17:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2011-01-20T15:17:52Z", "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:1147081", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/25812", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4, miten sponsorointi n\u00e4hd\u00e4\u00e4n kohdeorganisaatioissa. Tutkimuskirjallisuuden ja esihaastattelujen perusteella erityisiksi mielenkiinnon kohteiksi nousivat yritysten sponsorointistrategiat, mill\u00e4 perusteilla sponsorointikohteita valitaan ja miten sponsorointia hy\u00f6dynnet\u00e4\u00e4n. Tutkimuksen tavoitteena oli tulosten perusteella l\u00f6yt\u00e4\u00e4 yrityksille sponsoroinnin kehitt\u00e4miskohteita.\n\nAineisto ker\u00e4ttiin haastattelemalla 11 henkil\u00f6\u00e4 kymmeness\u00e4 erityyppisess\u00e4 keskisuomalaisessa yrityksess\u00e4, jotka harjoittivat sponsorointia. Haastattelut toteutettiin nauhoitettuina puolistrukturoituina teemahaastatteluina, jotka litteroitiin, ja aineisto analysoitiin teemoittelemalla.\n\nTutkimustuloksista heijastui sponsoroinnin monimuotoisuus. Sponsorointi n\u00e4htiin merkitt\u00e4v\u00e4n\u00e4 ja vastavuoroisena viestint\u00e4keinona. Sponsoroinnilla oli yhteys muihin yritysstrategioihin ja -tavoitteisiin, vaikka sit\u00e4 luonnehtikin yleisesti ottaen strateginen suunnittelemattomuus. \n\nHuolimatta siit\u00e4, ettei sponsorointikohteiden valintaan ja hy\u00f6dynt\u00e4miseen panostaminen ollut kovin aktiivista tai suunnitelmallista, sponsorointia kyettiin kuitenkin hy\u00f6dynt\u00e4m\u00e4\u00e4n melko monipuolisesti, eik\u00e4 onnistunut hy\u00f6dynt\u00e4minen v\u00e4ltt\u00e4m\u00e4tt\u00e4 edellytt\u00e4nyt suurta markkinointiviestint\u00e4budjettia. Sponsorointiin oltiin tyytyv\u00e4isi\u00e4 ja sen vaikutuksiin uskottiin, vaikka yrityksill\u00e4 olikin esitt\u00e4\u00e4 hyvin v\u00e4h\u00e4n tutkimustietoa asian tueksi.", "language": null, "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Eero Lahtinen (eeaslaht) on 2011-01-20 15:17:47.844426. 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 2011-01-20T15:17:52Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201101201040.pdf: 487810 bytes, checksum: 44b18c003a1fb5063e288526bd9c5dc5 (MD5)\nlicense.html: 5007 bytes, checksum: 6dba562fdcdffdc23135d84b3f664703 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2011-01-20T15:17:52Z (GMT). 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