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[{"key": "dc.contributor.advisor", "value": "Suoranta, Mari", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Reuter, Aapo", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-03T09:01:27Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-03T09:01:27Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/69670", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Startup-yritykset ovat t\u00e4rkeit\u00e4 uusien ty\u00f6paikkojen ja innovaatioiden synnytt\u00e4ji\u00e4. Monet niist\u00e4 kuitenkin kaatuvat ennen merkitt\u00e4v\u00e4n kasvun saavuttamista. Syit\u00e4 ep\u00e4onnistumisen on monia, mutta vahvan yritysbr\u00e4ndin on osoitettu suojelevan niist\u00e4 usealta. Mahdollisista hy\u00f6dyist\u00e4 huolimatta useat startup-yritt\u00e4j\u00e4t eiv\u00e4t rakenna br\u00e4ndej\u00e4\u00e4n, koska heilt\u00e4 puuttuu tarvittava tieto tehokkaaseen br\u00e4ndin rakentamiseen pienell\u00e4 budjetilla. Useat tutkimukset pienyritysten br\u00e4ndin rakentamisesta ovat sek\u00e4 osoittaneet tarvetta jatkotutkimukselle ett\u00e4 per\u00e4\u00e4nkuuluttaneet k\u00e4yt\u00e4nn\u00f6n ohjeistusten laatimista.\nT\u00e4m\u00e4 tutkimus vastaa tarpeeseen kuvailemalla yritysbr\u00e4ndin rakentamisen parhaita k\u00e4yt\u00e4nteit\u00e4 startup-yrityksiss\u00e4. Se my\u00f6s osoittaa, ett\u00e4 vahva yritysbr\u00e4ndi vaikuttaa positiivisesti enkelisijoittajien intuitiiviseen p\u00e4\u00e4t\u00f6ksentekoon ja siten auttaa startupeja p\u00e4\u00e4oman ker\u00e4\u00e4misess\u00e4. Tutkimuksen aineisto ker\u00e4ttiin sek\u00e4 kirjallisuuskatsauksella ett\u00e4 laadullisella tapaustutkimuksella, jossa haastateltiin kuutta markkinoinnin ammattilaista, kahta startup-yritt\u00e4j\u00e4\u00e4 sek\u00e4 kahta enkelisijoittajaa.\nTulokset osoittavat ett\u00e4 ottamalla kokonaisvaltaisen otteen br\u00e4ndin rakentamiseen ja seuraamalla t\u00e4ss\u00e4 tutkimuksessa kuvattuja periaatteita, startup-yritykset pystyv\u00e4t rakentamaan yritysbr\u00e4ndi\u00e4\u00e4n k\u00e4ytt\u00e4m\u00e4ll\u00e4 rahan sijaan luovuutta ja aikaa. Tutkimus osoittaa my\u00f6s, ett\u00e4 yritysbr\u00e4ndi vaikuttaa enkelisijoittajien subjektiiviseen arvioon startupista suoraan mielikuvan kautta sek\u00e4 ep\u00e4suorasti perustajatiimin ominaisuuksien kautta. Ehe\u00e4sti rakennettu yritysbr\u00e4ndi lis\u00e4\u00e4 tiimin intohimoa, uskottavuutta sek\u00e4 luotettavuutta, jotka kaikki ovat enkelisijoittajien korkeasti arvostamia piirteit\u00e4.\nT\u00e4m\u00e4 ty\u00f6 hy\u00f6dytt\u00e4\u00e4 startup-yrityksi\u00e4 selvent\u00e4m\u00e4ll\u00e4 yritysbr\u00e4nd\u00e4yksen perusk\u00e4sitteit\u00e4, sek\u00e4 tarjoamalla suoria neuvoja br\u00e4ndin rakentamiseen k\u00e4yt\u00e4nn\u00f6ss\u00e4. Tutkimuksen merkitt\u00e4vin teoreettinen kontribuutio on siin\u00e4 luotu viitekehys, joka osoittaa yritysbr\u00e4ndin vaikutuksen enkelisijoittajan intuitiiviseen p\u00e4\u00e4t\u00f6ksentekoon. Aiemmissa tutkimuksissa ei ole vastaavalla tavalla yhdistetty br\u00e4ndikirjallisuutta yritysrahoituksen tutkimukseen. T\u00e4m\u00e4 tutkielma avaa tiet\u00e4 uudelle tutkimuksen suunnalle br\u00e4ndin vaikutuksesta sijoitusp\u00e4\u00e4t\u00f6ksiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Startup companies are important creators of new jobs and technological innovation, but too many of them fail before reaching substantial growth. The reasons for failure are many but a strong corporate brand has been shown to protect against a number of them. Despite the potential benefits, many startup founders are not building their brands because they are lacking the required knowledge for efficient brand building on a low budget. A number of previous studies about brand building in small businesses have called for the development of practical guidelines and pointed out a need for further research on the topic.\nThe following study addresses the research gap by exploring the best practices of brand building in startups. It also demonstrates that a strong corporate brand can help startups in securing investment by positively influencing the intuitive decision-making of angel investors. The data was gathered both by reviewing the existing academic literature and through a qualitative case study in which thematic interviews were conducted with seven marketing professionals, two startup founders and two angel investors.\nThe results suggest that by adopting a holistic approach to brand building and by following a set of basic principles described in this study, startups can build their corporate brand using creativity and time instead of money. The study also found that the corporate brand influences angel investor\u2019s subjective evaluation of the startup directly through the corporate image and indirectly through the qualities of the founding team. A coherently built corporate brand increases the founding team\u2019s passion, credibility, and trustworthiness, all of which are qualities highly valued by angel investors. \nThis study benefits startups by clarifying the basic concepts of corporate branding and offering actionable advice for brand building in practice. The most significant theoretical contribution of this study is the development of the framework that demonstrates the corporate brand\u2019s subconscious influence on angel investor\u2019s intuitive decision-making. To the authors best knowledge, no previous attempt has been made in connecting branding literature with venture funding studies in this manner. Therefore, this study pioneered a new avenue for future research into brand\u2019s influence on investment decisions.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-06-03T09:01:27Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-03T09:01:27Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "121", "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": "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": "corporate brand", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand building", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "angel investor decision-making", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysbr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "enkelisijoittajan p\u00e4\u00e4t\u00f6ksenteko", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Brand building in startups : best practices and influence on angel investor decision-making", "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-202006033926", "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": "Yritt\u00e4jyys", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Entrepreneurship", "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": "openAccess", "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": "20422", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "intuitio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pienet ja keskisuuret yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritt\u00e4jyys", "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": "liiketoiminta", "language": null, 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