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[{"key": "dc.contributor.advisor", "value": "Siltaoja, Marjo", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Vaskelainen, Taneli", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hoskonen, Hilla", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-04-19T08:13:30Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-04-19T08:13:30Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1868067", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57696", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kasvisruuan suosio on ollut nousussa viime vuosien ajan. Sekasy\u00f6nti ja niin kutsuttu fleksaus ovat my\u00f6s yleistyneet. Syit\u00e4 t\u00e4h\u00e4n voi etsi\u00e4 esimerkiksi terveys- ja ymp\u00e4rist\u00f6kysymyksist\u00e4. Kasviper\u00e4isten elintarvikkeiden ja vaihtoehtoisten proteiinien kategorisointi markkinoilla on kuitenkin ep\u00e4m\u00e4\u00e4r\u00e4ist\u00e4. T\u00e4ss\u00e4 pro gradu \u2013ty\u00f6ss\u00e4 tavoitteeni on laajentaa ymm\u00e4rryst\u00e4 t\u00e4st\u00e4 kategorisoinnista tapaustutkimuksen avulla: tapauksena uutuustuote nyht\u00f6kaura niin kutsutuilla lihankorvikemarkkinoilla. Gold and Green Foods toi nyht\u00f6kauran markkinoille vuonna 2015, mink\u00e4 j\u00e4lkeen sille on tuotettu moninaisia merkityksi\u00e4. T\u00e4m\u00e4 tutkimus pyrkii vastaamaan kysymykseen, miten nyht\u00f6kaura on kategorisoitu markkinoilla, ja tarkemmin mediassa sek\u00e4 p\u00e4ivitt\u00e4istavarakaupan alalla.\r\nTutkin Suomen johtavan sanomalehden artikkeleita, jotta ymm\u00e4rt\u00e4isin tapahtumaketjua ja toimintaymp\u00e4rist\u00f6\u00e4 ilmi\u00f6n ymp\u00e4rill\u00e4 ja pystyisin kokoamaan ominaisuuksien kollaasin nyht\u00f6kauraan liittyen. Haastattelin my\u00f6s kahtatoista kauppiasta ja muuta ruokakaupan henkil\u00f6st\u00f6\u00e4 ymm\u00e4rt\u00e4\u00e4kseni kuinka nyht\u00f6kauraa kategorisoidaan p\u00e4ivitt\u00e4istavarakaupassa. Kahden aineiston k\u00e4ytt\u00f6 mahdollisti kattavamman ymm\u00e4rryksen luomisen nyht\u00f6kauran kategorisoimisesta. Lopulta aineisto analysoitiin teemoittelevalla otteella.\r\nKategorisoinnin ajureista, toimijoista tai tavoista ei ole t\u00e4ytt\u00e4 yhteisymm\u00e4rryst\u00e4 kategoriakirjallisuudessa. Yleens\u00e4 kategorisoitavat asiat luokitellaan niiden samankaltaisuuden perusteella mutta my\u00f6s esimerkiksi jonkun tavoitteen perusteella. Uusin kirjallisuus toteaa, ett\u00e4 kategoriat muodostuvat sosiaalisesti. T\u00e4ss\u00e4 tutkimuksessa havaittiin, ett\u00e4 nyht\u00f6kauran kategorisointi jakautuu karkeasti ottaen sek\u00e4 prototyyppiseen samanlaisuuteen ett\u00e4 tavoiteperustaiseen kategorisointiin. Nyht\u00f6kaura on saavuttanut prototyyppisen aseman, mutta sen tavoiteperustainen kategorisointi jakautuu edelleen kahtia. Nyht\u00f6kaura n\u00e4hd\u00e4\u00e4n sek\u00e4 vastauksena tavoitteeseen v\u00e4hent\u00e4\u00e4 lihankulutusta ett\u00e4 vaihtoehtona kasvisruokavalion ruokiin. Yhteenvetona voi todeta, ett\u00e4 l\u00e4pi eri kategorisointitasojen yhteinen nimitt\u00e4j\u00e4 nyht\u00f6kauran kategorisoinnissa on liha. N\u00e4in ollen, jotta uudet tuotteet tai kategoriat saavuttaisivat suuren yleis\u00f6n, ts. menestyisiv\u00e4t markkinalla, niille on kannattavaa muodostaa yhteys johonkin erilaiseen kategoriaan, joka on tutumpi suurelle yleis\u00f6lle.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The popularity of vegetarian food has increased in recent years due to for example health and environmental reasons. Mixing diets and the so-called flexitarianism have also become more common. Still, the categorization of plant-based food and alternative proteins is vague. With this thesis I aim to gain more understanding of the ambiguous categorization by conducting a case study about a product called Pulled Oats in the market of meat substitutes. Gold and Green Foods Ltd. launched Pulled Oats in 2015 after which several meanings have been associated to it. The study aims to answer the question \u2018how is Pulled Oats categorized\u2019, and more precisely how is it categorized in media and in the grocery retail.\r\nFirstly, the leading Finnish newspaper was studied to both understand the Pulled Oats phenomenon, its background and development, and make a collage of attributes used to describe Pulled Oats in media. Secondly, 12 interviews with retail personnel were conducted to gain insight about how the product is perceived in the retail sector. The usage of two key sources enabled understanding of the phenomenon and the categorization of the product from different angles. Finally, a thematic analysis was conducted.\r\nCategorization literature is not unanimous about the drivers, actors or ways of categorizing entities. Usually entities are categorized in resemblance to a prototypical product or based on a goal. Most recent literature suggests that categories take shape socially.\r\nThis case study indicates that Pulled Oats has reached a prototypical position but has also been categorized on a goal-based manner, with two sub goals. Pulled Oats is seen as representative of its category and a way of reducing meat consumption as well as an additional food component for vegetarian diet. In conclusion, meat appears to be the common denominator stretching through the different dimensions of the categorization of Pulled Oats. Thus, the successful launch of new products or categories seems to benefit from affiliation with a different category that is more familiar to wider audiences.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Hilla Hoskonen (hijuhosk) on 2018-04-19 08:13:29.336108. 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 2018-04-19T08:13:29Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804192122.pdf: 1145681 bytes, checksum: b7a211c7398fdad82c28b2f824278a32 (MD5)\r\nlicense.html: 4842 bytes, checksum: 9951244a2a92764ef3e601d80c1f5445 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-04-19T08:13:30Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804192122.pdf: 1145681 bytes, checksum: b7a211c7398fdad82c28b2f824278a32 (MD5)\r\nlicense.html: 4842 bytes, checksum: 9951244a2a92764ef3e601d80c1f5445 (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (75 sivua)", "language": null, "element": "format", "qualifier": "extent", "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": "nyht\u00f6kaura", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lihankorvike", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\"Like ambrosia of ancient Greece\" : categorization of pulled oats in the marketplace", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Categorization of pulled oats in the marketplace", "language": null, "element": "title", "qualifier": "alternative", "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-201804192122", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "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": "Yritysten ymp\u00e4rist\u00f6johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Environmental Management", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-04-19T08:13:30Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"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": "20425", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinat (taloustiede)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "prototyypit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kasviproteiinit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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