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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mustonen, Katarina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-06-14T09:38:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-06-14T09:38:00Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/58564", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Organisaatiot kohtaavat haasteita pyrkiess\u00e4\u00e4n tekem\u00e4\u00e4n hyvi\u00e4 sis\u00e4lt\u00f6j\u00e4 sek\u00e4 hy\u00f6dynt\u00e4m\u00e4\u00e4n dataa ja markkinointianalytiikkaa tehokkaasti strategisiin k\u00e4ytt\u00f6tarkoituksiin. Ratkaisuna haasteisiin toimii sis\u00e4lt\u00f6strategia. T\u00e4m\u00e4 tutkimus k\u00e4sittelee sis\u00e4lt\u00f6strategioita ja niiden kehitt\u00e4mist\u00e4 sosiaalisen median kontekstissa. Tutkimuksen tarkoitus on selvitt\u00e4\u00e4, mit\u00e4 sis\u00e4lt\u00f6strategia pit\u00e4\u00e4 sis\u00e4ll\u00e4\u00e4n, millaisen prosessin kautta kehitet\u00e4\u00e4n sis\u00e4lt\u00f6strategia sosiaalisen median kontekstissa, sek\u00e4 miten dataa ja markkinointianalytiikkaa hy\u00f6dynnet\u00e4\u00e4n sis\u00e4lt\u00f6strategian kehitt\u00e4misess\u00e4. Aineistonkeruussa hy\u00f6dynnettiin teemahaastatteluja, joissa haastateltavina oli viisi sis\u00e4lt\u00f6strategioiden asiantuntijaa. Aineisto analysoitiin sis\u00e4ll\u00f6nanalyysin keinoin. Tutkimusta j\u00e4sennettiin Steynin (2004) strategisen johtamisen viitekehyksen avulla, jonka mukaisesti kirjallisuuskatsaus ja tulokset jaoteltiin kontekstiin, sis\u00e4lt\u00f6\u00f6n sek\u00e4 prosessiin, joka jakautui edelleen strategiseen ajatteluun ja strategiseen suunnitteluun. Tutkimustulokset olivat p\u00e4\u00e4piirteitt\u00e4in viitekehyksen mukaiset. Tulokset osoittivat sis\u00e4lt\u00f6strategioiden koostuvan tavoitteista, asiakkaista ja ostajapersoonista, sis\u00e4lt\u00f6jen m\u00e4\u00e4rittelyst\u00e4, tuotantoprosessin m\u00e4\u00e4rittelyst\u00e4 sek\u00e4 kanavista. Sis\u00e4lt\u00f6strategian kehitysprosessi jakautui strategisen ajattelun osalta sis\u00e4isen ja ulkoisen ymp\u00e4rist\u00f6n analysointiin, ostajapersoonien muodostamiseen, sis\u00e4lt\u00f6jen m\u00e4\u00e4rittelyyn sek\u00e4 verkostojen osallistamiseen. Dataa ja markkinointianalytiikkaa todettiin voitavan hy\u00f6dynt\u00e4\u00e4 sis\u00e4isen ja ulkoisen ymp\u00e4rist\u00f6n analysoinnissa sek\u00e4 mittausvaiheessa monin eri tavoin. Strategisen suunnittelun osalta kehitysprosessi jakautui taktiseen suunnitelmaan, toteutukseen sek\u00e4 mittaamiseen. Sosiaalisen median kontekstin my\u00f6t\u00e4 korostuivat vuorovaikutus sek\u00e4 sosiaalinen media datan l\u00e4hteen\u00e4. Sis\u00e4lt\u00f6strategioiden kehitt\u00e4misest\u00e4 ei juuri ole aiempaa tieteellist\u00e4 tutkimusta, joten tutkimus tuo aihepiiriin uutta tietoa. Tutkimuksen tulokset ovat suurimmaksi osaksi yleistett\u00e4viss\u00e4 sis\u00e4lt\u00f6strategiaan ja sen kehitysprosessiin eri konteksteissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-06-14T09:38:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-06-14T09:38:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "45", "language": "", "element": "format", "qualifier": "extent", "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": "sis\u00e4lt\u00f6strategia", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinointianalytiikka", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sis\u00e4lt\u00f6strategioiden kehitt\u00e4minen sosiaalisen median kontekstissa", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201806143212", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "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.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "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_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "strategiat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "data", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4lt\u00f6tuotanto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "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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