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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Larvus, Eero", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-04-23T08:45:06Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-04-23T08:45:06Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1472705", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/45703", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu -tutkielma k\u00e4sittelee nuoren yrityksen ensimm\u00e4isen tuotteen kaupallistamisprosessia ja siihen liittyv\u00e4\u00e4 viestint\u00e4\u00e4. Valittu tutkimusaihe on nykyp\u00e4iv\u00e4n\u00e4 nouseva yhteis\u00f6viestinn\u00e4n alalla, mutta sit\u00e4 on tutkittu verrattain v\u00e4h\u00e4n. Tulevaisuudessa aiheen tutkiminen kasvanee. Olemassa olevaa nykyaikaista tutkimustietoa aiheesta ei ole paljoa, mik\u00e4 edesauttoi aiheen valinnassa.\r\n\r\nTutkimus tehtiin kvalitatiivisena puolistrukturoituna teemahaastatteluna, jossa haastateltiin kolmea alan tutkijaa, jotka ovat tehneet tutkimusty\u00f6t\u00e4 tai k\u00e4yt\u00e4nn\u00f6n ty\u00f6t\u00e4 tuotteiden kaupallistamisesta. Tutkielman k\u00e4yt\u00e4nn\u00f6nosio tehtiin jyv\u00e4skyl\u00e4l\u00e4isen terveysteknologiayrityksen tilauksesta, jossa yritykselle luotiin lanseerausviestint\u00e4suunnitelma.\r\n\r\nTuloksena saatiin, ett\u00e4 viestint\u00e4 on merkitt\u00e4v\u00e4ss\u00e4 roolissa uusien yritysten ensimm\u00e4isten tuotteiden kaupallistamisprosessissa ja uuden yrityksen uskottavuuden ja tunnettuuden rakentamisessa. Viestint\u00e4 tukee yrityksen liiketoimintaa niin sis\u00e4isesti kuin integroidun markkinointiviestinn\u00e4n keinoin ulkoisesti sidosryhmiin. Kaupallistamisen viestint\u00e4 voidaan jakaa eri osastoihin riippuen tuotekehityksen, kaupallistamisen ja tuotelanseerauksen vaiheista. My\u00f6s viestinn\u00e4n mittaaminen n\u00e4hd\u00e4\u00e4n t\u00e4rke\u00e4n\u00e4 osana kokonaisuutta. Mittaaminen unohdetaan organisaatioissa usein tai sen n\u00e4hd\u00e4\u00e4n olevan liian vaikeaa. Viestint\u00e4\u00e4 voidaan mitata ja siihenkin annetaan esimerkkej\u00e4 tutkimuksessa. \r\n\r\nJohtop\u00e4\u00e4t\u00f6ksin\u00e4 todetaan, ettei viestint\u00e4\u00e4 voida unohtaa, kun uusia tuotteita vied\u00e4\u00e4n markkinoille. Yritys ei my\u00f6sk\u00e4\u00e4n voi onnistua kaupallistamisessa, jos se ei saa tunnettuutta ja uskottavuutta osakseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Eero Larvus (eesalarv) on 2015-04-23 08:45:05.996358. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2015-04-23T08:45:06Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201504231656.pdf: 832590 bytes, checksum: dd8051a1626f0d2acf7a1fa47d33912d (MD5)\r\nlicense.html: 4836 bytes, checksum: 6e7ae32ba55b4c738a87a9d1616cab71 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-04-23T08:45:06Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201504231656.pdf: 832590 bytes, checksum: dd8051a1626f0d2acf7a1fa47d33912d (MD5)\r\nlicense.html: 4836 bytes, checksum: 6e7ae32ba55b4c738a87a9d1616cab71 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (58 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": "lanseerausviestint\u00e4", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": 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