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[{"key": "dc.contributor.advisor", "value": "Laajalahti, Anne", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Metso, Eero", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-07-06T11:03:14Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-07-06T11:03:14Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1704787", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54875", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Paikat saavat kilpailuetua menestyv\u00e4st\u00e4 br\u00e4ndist\u00e4 yht\u00e4 lailla kuin yritykset tuotebr\u00e4ndist\u00e4 ja ihmiset henkil\u00f6br\u00e4ndist\u00e4. Paikkabr\u00e4ndien tutkimus hakee kuitenkin viel\u00e4 muotoaan, vaikka sen soveltamiselle olisi kysynt\u00e4\u00e4. T\u00e4m\u00e4 tutkimus selvitt\u00e4\u00e4 sidosryhmien edustajien k\u00e4sityksi\u00e4 paikkabr\u00e4ndin kehitt\u00e4misest\u00e4. Tutkimus syventyy yksil\u00f6tasolle rikastaakseen paljolti organisaatiotasoon keskittyv\u00e4\u00e4 tutkimusalaa.\n\nTutkimusta varten ker\u00e4ttiin aineisto haastattelemalla yhdeks\u00e4\u00e4 aktiivisesti alueen kehitt\u00e4miseen osallistuvaa toimijaa kolmesta kulttuuriymp\u00e4rist\u00f6kohteesta. Puolistrukturoitujen haastattelujen aineisto litteroitiin ja k\u00e4ytiin l\u00e4pi teoriaohjaavaan sis\u00e4ll\u00f6nanalyysin avulla. Aineiston analyysissa l\u00f6ydettyjen teemojen kautta vastattiin tutkimusongelmaan.\n\nAineistosta tarkasteltiin paikkabr\u00e4ndin kehitt\u00e4miseen liittyv\u00e4n yhteisty\u00f6n piirteit\u00e4 ja siihen sitoutumisen syit\u00e4. Samalla eriteltiin my\u00f6s esimerkkej\u00e4 toimivista k\u00e4yt\u00e4nteist\u00e4 ja kohdatuista ongelmista. Tutkimuksen tuloksista selvisi, ett\u00e4 syyt br\u00e4ndin kehitt\u00e4miseen osallistumiselle olivat p\u00e4\u00e4osin sosiaalisia ja osalla elinkeinoon liittyvi\u00e4. Br\u00e4ndin kehitt\u00e4miseen liittyvi\u00e4 prosesseja hankaloittivat muun muassa eri\u00e4v\u00e4t n\u00e4kemykset ja toimintatavat. Prosessien tehostamiseksi olisi kaivattu keskeist\u00e4 koordinoivaa tahoa. Ulkopuolisten sidosryhmien houkutteleminen koettiin vaikeaksi, vaikka kohteissa toimittiin p\u00e4\u00e4piirteiss\u00e4\u00e4n tutkimuskirjallisuuden suositusten mukaisesti.\n\nAlan kirjallisuudessa painotetaan br\u00e4nd\u00e4ysprosessin sosiaalista olemusta ja sidosryhmien osallistamista. Monissa artikkeleissa keskityt\u00e4\u00e4n n\u00e4iden asioiden hy\u00f6tyihin, mutta harva kirjoittaja ohjaa niiss\u00e4 onnistumisen keinoihin. T\u00e4m\u00e4n tutkimuksen tuloksista k\u00e4y ilmi tarve tarkemmalle perehtymiselle esimerkiksi keinoihin osallisuuden lis\u00e4\u00e4miseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Eero Metso (eealmets) on 2017-07-06 11:03:14.526290. 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.group@korppi.jyu.fi) on 2017-07-06T11:03:14Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201707063244.pdf: 183187 bytes, checksum: da055df9328c002f257434fea9899855 (MD5)\nlicense.html: 4804 bytes, checksum: 6897af12d5d4f64f0b41c9a9ef3f0b51 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-07-06T11:03:14Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201707063244.pdf: 183187 bytes, checksum: da055df9328c002f257434fea9899855 (MD5)\nlicense.html: 4804 bytes, checksum: 6897af12d5d4f64f0b41c9a9ef3f0b51 (MD5)\n Previous issue date: 2017", "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": "paikkabr\u00e4ndi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sidosryhmien n\u00e4k\u00f6kulmia paikkabr\u00e4ndin kehitt\u00e4miseen", "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-201707063244", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": 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