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[{"key": "dc.contributor.advisor", "value": "Alajoutsij\u00e4rvi, Kimmo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "J\u00e4ntti, Tommi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-08-17T09:59:18Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-08-17T09:59:18Z", "language": "", "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:1719587", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/55134", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Akateeminen maailma on k\u00e4ynyt l\u00e4pi er\u00e4\u00e4nlaista murrosaikaa. Lukuisat l\u00e4nsimaiset yliopistot ovat siirtyneet kohti markkinatalousajattelun mukaisia toimintamalleja, siin\u00e4 miss\u00e4 viel\u00e4 muutamia vuosikymmeni\u00e4 sitten niiden toiminnan perustana olivat p\u00e4\u00e4asiassa akateemisl\u00e4ht\u00f6iset arvot. T\u00e4st\u00e4 on seurannut, ett\u00e4 keskin\u00e4inen kilpailu ajaa yliopistoja markkinoimaan itse\u00e4\u00e4n yh\u00e4 n\u00e4kyv\u00e4mmin erilaisten br\u00e4ndiin ja organisaatioidentiteettiin liittyvien v\u00e4itteiden kautta. Yleisi\u00e4 markkinoinnissa esiintyvi\u00e4 teemoja ovat muun muassa lupaukset innovatiivisuudesta tai korkeatasoisesta opetus- ja tutkimustoiminnasta. Toisinaan n\u00e4m\u00e4 v\u00e4itteet ovat kuitenkin ylimitoitettuja, eiv\u00e4tk\u00e4 toteudu k\u00e4yt\u00e4nn\u00f6ss\u00e4. T\u00e4ss\u00e4 tutkimuksessa kohteena on Yhdysvalloissa sijaitseva High Point University, jonka br\u00e4ndi- ja identiteettiv\u00e4itteiden toteutumista arvioin word of mouth -n\u00e4k\u00f6kulmasta. Elektronisesta word of mouth -aineistosta selvisi, ett\u00e4 High Pointin br\u00e4ndi jakoi voimakkaasti mielipiteit\u00e4 eik\u00e4 yliopisto ylt\u00e4nyt asettamiinsa br\u00e4ndi- ja identiteettiv\u00e4itt\u00e4miin ainakaan siin\u00e4 mittakaavassa, mit\u00e4 se virallisessa markkinointiviestinn\u00e4ss\u00e4\u00e4n implikoi. Argumentoin my\u00f6s, ett\u00e4 High Point University on esimerkki niin kutsutusta akateemisesta kapitalismista, miss\u00e4 yliopisto toimii tulosorientoituneesti. T\u00e4ten High Point linkittyy l\u00e4nsimaisen korkeakoulusektorin viimeaikaiseen kehitykseen ja edustaa markkina-ajattelua, joka on paikoin syrj\u00e4ytt\u00e4m\u00e4ss\u00e4 akateemiset ideaalit.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tommi J\u00e4ntti (tohapeja) on 2017-08-17 09:59:17.678036. 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 2017-08-17T09:59:18Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201708173512.pdf: 786506 bytes, checksum: d8b072baa0e1943937acfadfeda9e807 (MD5)\r\nlicense.html: 4830 bytes, checksum: 62379dd9a9bf66ed6b3122e886dc62cc (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-08-17T09:59:18Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201708173512.pdf: 786506 bytes, checksum: d8b072baa0e1943937acfadfeda9e807 (MD5)\r\nlicense.html: 4830 bytes, checksum: 62379dd9a9bf66ed6b3122e886dc62cc (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (60 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": "High Point University", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "identiteettiv\u00e4itt\u00e4m\u00e4t", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "word of mouth", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yliopistojen br\u00e4ndit ja identiteettiv\u00e4itteet : case High Point University", "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-201708173512", "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", 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