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[{"key": "dc.contributor.advisor", "value": "Suoranta, Mari", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Suorsa, Essi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-01-09T10:52:34Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-01-09T10:52:34Z", "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:1810088", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/56646", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Globalisaation my\u00f6t\u00e4 mielikuvat eri maista vaikuttavat kasvavassa m\u00e4\u00e4rin kuluttajien jokap\u00e4iv\u00e4isiin valintoihin ymp\u00e4ri maailmaa. Edist\u00e4\u00e4kseen positiivista mielikuvaa, useat maat tekev\u00e4t maabr\u00e4ndity\u00f6t\u00e4, joka ulottuu matkailumarkkinoinnista vienninedist\u00e4miseen ja ulkomaisten investointien houkuttelemiseen.\r\nT\u00e4m\u00e4n tutkimuksen tavoitteina oli valottaa suomalaisten elintarvikeviejien suhdetta kotimaansa maabr\u00e4ndiin sek\u00e4 tarkastella vientiyritysten ja vienninedist\u00e4mistoimien roolia maabr\u00e4ndin kehitt\u00e4misty\u00f6ss\u00e4. Tutkimuksen kohteena on Finpron elintarviketeollisuuden vienninedist\u00e4misohjelma Food From Finland ja tutkimuksen empiirinen aineisto koostuu kahdeksasta laadullisesta yrityshaastattelusta. Tulokset my\u00f6t\u00e4ilev\u00e4t aiempia tutkimuksia todeten, ett\u00e4 Suomen tunnettuus maailmalla on viel\u00e4 heikkoa. Kun alkuper\u00e4maata ei tunneta hyvin, yrityksen oman br\u00e4ndin painoarvo kansainv\u00e4lisill\u00e4 markkinoilla korostuu. Joissain tapauksissa vientiyritykset eiv\u00e4t korosta tuntemattoman maan alkuper\u00e4\u00e4 markkinoinnissaan tai alkuper\u00e4ll\u00e4 kuvataan laajempaa, paremmin tunnettua aluetta kuten Skandinaviaa. Vientiyritysten rooli maabr\u00e4ndity\u00f6ss\u00e4 on kuitenkin ratkaisevan t\u00e4rke\u00e4, sill\u00e4 yritykset toimivat maabr\u00e4ndin l\u00e4hettil\u00e4in\u00e4 toimiessaan maailmalla. N\u00e4in my\u00f6s vienninedist\u00e4misohjelman koordinoiva rooli korostuu osana maabr\u00e4ndity\u00f6t\u00e4. Tutkimuksen tulokset osoittavat lis\u00e4ksi, ett\u00e4 Suomen nykyinen maabr\u00e4ndi on keskittynyt muutamaan teollisuudenalaan, muun muassa teknologiaan, mets\u00e4alaan ja koulutukseen, mik\u00e4 ei ole ollut omiaan edist\u00e4m\u00e4\u00e4n ruoka-alan kasvua. Aihe on erityisen merkitt\u00e4v\u00e4 juuri t\u00e4ll\u00e4 hetkell\u00e4, sill\u00e4 Suomen tavoitteena on kasvattaa elintarvikevienti\u00e4 huomattavasti vuoteen 2020 menness\u00e4.\r\nTulokset osoittavat, ett\u00e4 suomalaisen ruokakulttuurin br\u00e4nd\u00e4ys maabr\u00e4ndity\u00f6n ohessa on vasta alussa. Suomalaisen ruuan tavoitemielikuvaan kuuluvat t\u00e4ll\u00e4 hetkell\u00e4 puhdas luonto, ruokaturvallisuus ja innovatiivisuus. Elintarvikealan vahvuuksien arvioimiseen k\u00e4ytettiin Porterin mallia maan kilpailukykytimantista. Suomalainen luonto ja elintarvikealan huippuosaaminen ovat merkitt\u00e4vi\u00e4 tekij\u00f6it\u00e4 osana br\u00e4ndi\u00e4, mutta eiv\u00e4t viel\u00e4 riit\u00e4 asemoimaan suomalaista ruokaa erilaisena, mieleenpainuvana ja mielenkiintoisena ruokakulttuurina. Faktojen tueksi tarvitaan tunteisiin vetoava br\u00e4ndi, joka luo sek\u00e4 tarvetta pohjoisen ruokatuotteille, ett\u00e4 tuo yhteenkuuluvuuden tunteen alan eri toimijoille. Tutkimuksen k\u00e4yt\u00e4nn\u00f6n sovellus keskittyy maabr\u00e4ndin soveltamiseen vienninedist\u00e4misess\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Through globalization, country images are increasingly influencing the daily choices consumers make in different parts of the world. To promote a positive image, many countries are applying strategies in country branding on multiple levels reaching from tourism promotion to exports and investments.\r\nThis research was conducted to explore the Finnish food exporters\u2019 perceptions on their home country\u2019s brand and to discuss the role of the export firms and of an export promotion program in the process of branding a country. The case for this study is the Finnish organization Finpro and their Food From Finland -export program for the food industry. The empirical data of the study includes eight qualitative interviews with the food export firms. The results are aligned with previous studies to that extend that Finland as a country and Finnish food are not yet well known abroad. As the origin is lesser known, the importance of the export firms\u2019 own brands in international marketing increases. In some firm cases the unknown origin was either not highlighted or the origin was related to more known geographical brands such as Scandinavia. However, export firms\u2019 role in country brand promotion is highly important, as these firms act as brand ambassadors for their country brand when doing business abroad. Thereby the role of the export promotion program is also highlighted as a brand coordinator. Additionally, the results of the study indicate that Finland\u2019s country brand is currently focused on few industries including technology, forestry and education, which has not promoted the growth of the food industry. The topic is current as Finland has set targets for increasing food exports remarkably until 2020.\r\nThe results of the study indicate that the branding work for Finnish food is taking its first steps; the target image for Finnish food is currently characterized by clean nature, food safety and innovativeness. For assessing the strengths of the industry, this research applied Porter\u2019s model of National Competitive Advantage. Finnish nature and the top skills and knowhow in the industry are vital for the brand, but they are not enough alone to position Finnish food and food culture as something different, interesting and memorable. To support the brand that relies on these factual characteristics there would still be a need for content that applies to feelings, which would both promote consumers\u2019 need for these food products as well as unify the multiple operators within the industry. The implications of the study include suggestions on applying country branding to export promotion.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Essi Suorsa (esjosuor) on 2018-01-09 10:52:34.223643. 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 2018-01-09T10:52:34Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201801091118.pdf: 1479372 bytes, checksum: 4ea53f978d12f0c1768e0a63aa2de182 (MD5)\r\nlicense.html: 4812 bytes, checksum: dd65c2a8b410ffa786789cb8b275499d (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-01-09T10:52:34Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201801091118.pdf: 1479372 bytes, checksum: 4ea53f978d12f0c1768e0a63aa2de182 (MD5)\r\nlicense.html: 4812 bytes, checksum: dd65c2a8b410ffa786789cb8b275499d (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (79 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": "eng", "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": "country branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "country-of-origin effect", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "economic clusters", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "food branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "export intermediary", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "export promotion", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Country branding in export promotion : case Food From Finland", "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": 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