| fullrecord |
[{"key": "dc.contributor.author", "value": "Sorko, Anna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-08-26T10:25:21Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-08-26T10:25:21Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1278393", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42017", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Br\u00e4ndien luomisessa korostetaan yh\u00e4 enemm\u00e4n br\u00e4ndin kehitt\u00e4mist\u00e4 vuorovaikutuksessa sidosryhmien kanssa. Yritykset tiivist\u00e4v\u00e4t yhteisty\u00f6t\u00e4 pysty\u00e4kseen vastaamaan asiakkaiden tarpeisiin entist\u00e4 koko-naisvaltaisemmilla palveluilla, joista viestit\u00e4\u00e4n yhteisbr\u00e4ndeill\u00e4. B2B-br\u00e4ndin luomista ja yhteisbr\u00e4ndej\u00e4 on tutkittu vasta eritt\u00e4in v\u00e4h\u00e4n. Vaikka yritykset yhdist\u00e4v\u00e4t voimavarojaan, voidaan samaan aikaan liike-el\u00e4m\u00e4n ja yhteiskunnan n\u00e4hd\u00e4 ideologisesti erkanevan toisistaan. Yhteisarvon tuottaminen on liiketoi-mintamalli, joka pyrkii liike-el\u00e4m\u00e4n keinoin ratkaisemaan yhteiskunnan suuria haasteita, kuten vesist\u00f6jen suojelua. T\u00e4t\u00e4 nousevaa mallia ei viel\u00e4 juurikaan ole tieteellisesti tutkittu.\n\nT\u00e4m\u00e4n tutkielman tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 B2B-yhteisbr\u00e4ndin mahdollisuuksista tukea organi-saation yhteisarvon tuottamista. Tutkimusongelmaan pyrittiin vastaamaan kahden tutkimuskysymyksen avulla, jotka k\u00e4sitteliv\u00e4t avainkumppaneiden n\u00e4kemyst\u00e4 yhteisarvon tuottamisesta ja avainkump-paneiden osallistumista B2B-yhteisbr\u00e4ndin luomiseen. Teoriaosuus muodostuu B2B-yhteisbr\u00e4ndin luo-misesta ja yhteisarvon tuottamisesta. Tutkimus on luonteeltaan laadullinen ja edell\u00e4 mainittuja ilmi\u00f6it\u00e4 tarkastellaan tapaustutkimuksena vesiosaamiskeskuksen avulla. Empiirisen tutkimuksen aineisto ker\u00e4t-tiin Delfoi-menetelm\u00e4\u00e4 hy\u00f6dynt\u00e4en sek\u00e4 verkkopaneelilla ett\u00e4 puolistrukturoiduilla s\u00e4hk\u00f6posti- ja puhe-linhaastatteluilla. Analysoinnissa k\u00e4ytettiin teoriasidonnaista menetelm\u00e4\u00e4.\n\nTutkimustulosten mukaan kohdeorganisaation avainkumppaneilla on hyv\u00e4t edellytykset tuottaa yhteis-arvoa vesiosaamiskeskuksessa. Yhdess\u00e4 avainkumppanit voivat tarjota kattavampia ja laadukkaampia vedenhallintaratkaisuja ja palveluita sek\u00e4 vesiosaamiskeskuksen yhteistoimintaa edist\u00e4vi\u00e4 palveluita. Avainkumppanit n\u00e4kiv\u00e4t toimintaan osallistumisessa verraten paljon mahdollisuuksia, kuten innovaati-ot ja uudet markkinat, mutta vain v\u00e4h\u00e4n riskej\u00e4 tai esteit\u00e4. Tulosten perusteella avainkumppanit voivat vesiosaamiskeskuksen yhteisbr\u00e4ndi\u00e4 kehitt\u00e4m\u00e4ll\u00e4 edist\u00e4\u00e4 vesisolidaarisuuden rakentamista ja ymp\u00e4ris-t\u00f6my\u00f6nteist\u00e4 elinkeinotoimintaa. Yhteisarvon tuottamista tukevassa br\u00e4ndiss\u00e4 on suositeltavaa korostaa br\u00e4ndin merkityksellisyytt\u00e4, ei teknologiaa. Vuorovaikutuksellisuus sidosryhmien kanssa lis\u00e4\u00e4 br\u00e4ndin toivottua dynaamisuutta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Interaction with stakeholders is increasingly emphasized in creating brands. Organizations increase co-operation in order to be able to respond to customers\u2019 needs with more comprehensive services that are communicated through co-brands. Studies of B2B branding and co-brands are still scarce. Though com-panies are combing their resources, businesses and society can still be seen drifting apart ideologically. Creating shared value is a business model that aims at solving great societal challenges, such as protect-ing waters by the means of business life. This rising model is still very little researched. \n\nThe objective of this study is to enhance the understanding on how an organization\u2019s creating shared val-ue can be supported by a B2B co-brand. The research problem was aimed to be answered with the assistance of two research questions that dealt with the key partners\u2019 perception on creating shared value and their participation on creating a B2B co-brand. The theoretical part of this study consists of creating a B2B co-brand and creating shared value. This is a qualitative study and the above mentioned phenomena are put into practice in a case study in a water centre of expertise. The empirical data was collected with the Delphi method, using web panel as well as email and phone enquiries. An abductive approach was employed to analyze the data.\n\nAccording to the findings of the study, the key partners of the case organization have good preconditions to create shared value with the water centre of expertise. Together the key partners can offer more comprehensive and higher quality water management solutions and services as well as services promot-ing the co-operation of the water centre of expertise. The key partners saw relatively many opportunities in participating in such cooperation, such as innovations and new markets, and they found only little risks or obstacles. On the basis of the results the key partners can improve the building of water solidarity and environmentally friendly trade by developing the co-brand of the water centre of expertise. In a brand that supports creating shared value, it is recommended to emphasize the meaning of the brand, not the technology. Interaction with the stakeholders increases the dynamics desired of the brand.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Anna Sorko (anelvais) on 2013-08-26 10:25:19.762584. 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 2013-08-26T10:25:20Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201308262194.pdf: 4242439 bytes, checksum: 934352a55b47aa2db3790e041999b085 (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-08-26T10:25:21Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201308262194.pdf: 4242439 bytes, checksum: 934352a55b47aa2db3790e041999b085 (MD5)\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto.", "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\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "B2B-br\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteisbr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "osaamiskeskus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteisarvon tuottaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vesiosaamiskeskuksen B2B-yhteisbr\u00e4ndi yhteisarvon tuottamisen tukena", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201308262194", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Communication", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2013-08-26T10:25:21Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3131", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osaamiskeskukset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
|