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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Laine, Antti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lagerblom, Jori", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-10-24T05:27:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-10-24T05:27:52Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/66010", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, kuinka urheiluorganisaatiot toteuttavat yhteiskuntavastuullista toimintaa ja kuinka sit\u00e4 hy\u00f6dynnet\u00e4\u00e4n osana sponsorointikumppanuuksia. Pyrkimyksen\u00e4 on selvitt\u00e4\u00e4 urheiluorganisaatioiden yhteiskuntavastuullisen toiminnan muotoja, motiiveja sek\u00e4 siit\u00e4 saatavia hy\u00f6tyj\u00e4. Urheilusponsoroinnin kautta tarkasteluun nostetaan my\u00f6s kumppanin n\u00e4k\u00f6kulma yhteiskuntavastuullisuuteen ja sen yhteiseen toteuttamiseen. Tutkimus toteutettiin laadullisena tutkimuksena haastattelemalla nelj\u00e4\u00e4 suomalaista ammattilaisurheiluorganisaatiota j\u00e4\u00e4kiekon korkeimmalta sarjatasolta Liigasta sek\u00e4 yht\u00e4 kumppania jokaiselta organisaatiolta. Aineiston analyysiss\u00e4 k\u00e4ytettiin teoriaohjaavaa sis\u00e4ll\u00f6nanalyysi\u00e4. \nTutkimuksen p\u00e4\u00e4tulokset osoittavat, ett\u00e4 yhteiskuntavastuullisuus on koko organisaation kattavaa p\u00e4ivitt\u00e4ist\u00e4 toimintaa. Vapaaehtoista, lain vaatimukset ylitt\u00e4v\u00e4\u00e4 yhteiskuntavastuullista toimintaa organisaatiot voivat toteuttaa yhdistelem\u00e4ll\u00e4 sen osa-alueita taloudellista, sosiaalista sek\u00e4 ekologista vastuuta arvoihinsa sek\u00e4 strategisiin l\u00e4ht\u00f6kohtiinsa. Lis\u00e4ksi haastatteluaineistosta ilmeni, ett\u00e4 urheiluorganisaatiot toteuttavat yhteiskuntavastuullista toimintaa Porterin ja Kramerin (2011) jaetun arvon mukaisesti, jossa toiminta n\u00e4hd\u00e4\u00e4n investointina lis\u00e4\u00e4ntyneiden kulujen sijasta. Yhteiskuntavastuullisen toiminnan hy\u00f6tyn\u00e4 on erityisesti sen riippumattomuus urheilullisesta menestyksest\u00e4 sek\u00e4 uusien kohderyhmien tavoittaminen, jotka eiv\u00e4t ole kiinnostuneita itse urheilusta. \nSmithin ja Westerbeekin (2007) jaottelun mukaisesti urheiluorganisaatioiden oman yhteiskuntavastuun lis\u00e4ksi toimintaa voidaan hy\u00f6dynt\u00e4\u00e4 osana urheilusponsorointisuhteita. Tutkimuksen tulokset osoittavat urheilusponsoroinnin my\u00f6t\u00e4 yhteiskuntavastuullista toimintaa voidaan tehd\u00e4 vaikuttavammin sek\u00e4 n\u00e4kyv\u00e4mmin, kun sit\u00e4 tehd\u00e4\u00e4n yhteisty\u00f6ss\u00e4 kumppanien kanssa. Tulosten perusteella urheiluorganisaatioiden sek\u00e4 yhteisty\u00f6kumppaneiden kannattaa investoida resursseja edist\u00e4\u00e4kseen itselle t\u00e4rkeit\u00e4 asioita paremman ja kest\u00e4v\u00e4mm\u00e4n huomisen puolesta Urheiluorganisaation sek\u00e4 yhteisty\u00f6kumppanin n\u00e4htiin hy\u00f6tyv\u00e4n hyvinvoivasta ymp\u00e4rist\u00f6st\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim of this study was to examine how the sport organizations execute their own corporate social responsibility (CSR) and how it is utilized in their sponsorship collaborations. The interests of the study were the forms, motivational factors and benefits of corporate social responsibility. In addition, as we extended the perspective to cover CSR in sponsorship collaborations, we were able to understand the execution and objectives from the both sides of the relationship. Study was conducted with qualitative research methods by interviewing four professional sport organizations from the ice hockey\u2019s elite level Liiga and one partner from each sport organization. The interviews were analysed with theory-based content analysis\nThe results of the study show that CSR activities should encompass sport organizations operations by daily basis. As CSR activities are voluntary and exceeding the legal requirements, the activities are based to organizations values and strategy objectives, and can be divided to economic, social and ecological responsibilities. Additionally, interviews indicate that sport organizations execute CRS activities by the idea of shared value by Porter and Kramer (2011), as the CSR activities are seen as an investment instead of cost for the organization. The especial benefit of the CSR activities is the successions independence from the athletic success and with CSR activities sport organizations can reach audiences that may not be interested about sports. \nAs Smith and Westerbeek (2007) has stated, besides sport organization own CSR activities, CSR activities can be utilized as a part of sponsorship collaboration. The study show that the results of CSR activities are more effective and more visible when part of collaboration. When included in the collaboration, the efforts of CSR activities are more than the sum of the parts. According to the results, both parties of the sponsorship collaboration should invest resources to the CSR activities for the sustainable development of its surroundings. Affluent economic, social and ecological surrounding is beneficial for the actors in the long run.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-10-24T05:27:51Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-10-24T05:27:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "95", "language": "", "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.title", "value": "Urheiluorganisaation yhteiskuntavastuu ja sen hy\u00f6dynt\u00e4minen urheilusponsoroinnissa", "language": "", "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-201910244576", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "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.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "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.department", "value": "Liikunta- ja terveystieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Sport and Health Sciences", "language": "en", "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", 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