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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Suosalo, Emilia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-12-20T06:58:35Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-12-20T06:58:35Z", "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/123456789/66983", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritysten ostok\u00e4ytt\u00e4ytyminen ja -prosessit sek\u00e4 n\u00e4ihin vaikuttavat tekij\u00e4t ovat kiinnostaneet tutkijoita useiden vuosikymmenten ajan, mutta liiketoimintaymp\u00e4rist\u00f6n muutosten my\u00f6t\u00e4 my\u00f6s aiemmin alalla p\u00e4teneet lainalaisuudet ovat muuttuneet. Nyky\u00e4\u00e4n yritysten ydinliiketoiminnan ulkopuolelle j\u00e4\u00e4v\u00e4t toiminnot ulkoistetaan yh\u00e4 herkemmin ja t\u00e4st\u00e4 johtuen yrityspalveluiden ostaminen on kasvanut valtavasti. Yritysasiakkaan monimutkaisen ostoprosessin syv\u00e4llinen ymm\u00e4rt\u00e4minen tarjoaa palveluntarjoajalle parhaimmillaan huomattavaa kilpailuetua, kun myynti- ja markkinointipanostukset osataan kohdistaa oikeisiin toimenpiteisiin. Asiantuntijapalveluiden ostamiseen keskittynyt tutkimus on j\u00e4\u00e4nyt melko v\u00e4h\u00e4iselle huomiolle ja siksi t\u00e4m\u00e4n tutkimuksen tavoitteena on luoda k\u00e4sitys yritysasiakkaan markkinointipalveluiden ostoprosessista, jota tutkitaan Dayn ja Barksdalen (1994) asiantuntijapalveluiden kontekstiin kehitt\u00e4m\u00e4n p\u00e4\u00e4t\u00f6ksentekomallin kautta. Lis\u00e4ksi tutkimuksessa k\u00e4sitell\u00e4\u00e4n ostoprosessiin kokonaisuudessaan vaikuttavia tekij\u00f6it\u00e4, asiantuntijapalveluiden ja niiden ostamisen ominaispiirteit\u00e4, ostamiseen liittyvi\u00e4 riskej\u00e4 ja haasteita sek\u00e4 palveluntarjoajan mahdollisuuksia vaikuttaa my\u00f6nteisesti yrityksen ostoprosessiin. Tutkimus on luoteeltaan laadullinen ja aineisto on ker\u00e4tty puolistrukturoitujen teemahaastatteluiden kautta kuudelta samalta palveluntarjoajalta markkinointipalveluita ostaneelta yrityksen edustajalta. Aineisto on analysoitu teemoittelun kautta. Tutkimuksen tulokset osoittivat, ett\u00e4 yritysten ostoprosessi etenee l\u00e4ht\u00f6kohtaisesti tilanne- ja tapauskohtaisesti, vaikka tietyt yht\u00e4l\u00e4isyydet on tunnistettavissa jokaisesta tapauksesta. Koettua riski\u00e4 v\u00e4hensiv\u00e4t muun muassa suositukset ja referenssit sek\u00e4 mahdollisuus tunnustella yhteisty\u00f6t\u00e4 alkuun yksitt\u00e4isen projektikokeilun kautta. Toisaalta asiakkaan asiantuntemuksen ja kokemuksen puute ostamisen kohteena olevien palveluiden suhteen lis\u00e4siv\u00e4t riskin kokemista. Palveluntarjoajan aktiivinen rooli l\u00e4pi ostoprosessin oli keskeisess\u00e4 asemassa ja sen n\u00e4htiin vaikuttavan merkitt\u00e4v\u00e4sti lopulliseen valintaan saakka etenkin silloin, kun keskin\u00e4inen vuorovaikutus- ja luottamussuhde kehittyi toivotulla tavalla. Yhteenvetona tutkimuksen pohjalta voidaan ehdottaa, ett\u00e4 palveluntarjoajien tulisi panostaa vuorovaikutukseen asiakkaiden kanssa l\u00e4pi koko ostoprosessin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-12-20T06:58:35Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-12-20T06:58:35Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "75", "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.subject.other", "value": "B2B", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoprosessi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yritysasiakkaan ostoprosessi markkinointipalveluita ostettaessa", "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-201912205457", "language": "", "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", "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_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostaminen", "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": "asiantuntijapalvelut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysasiakkaat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ostok\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "palvelut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yrityspalvelut", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "palveluntuottajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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