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[{"key": "dc.contributor.advisor", "value": "Zvereva, Vera", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vorsobina, Maria", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-04T07:16:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-04T07:16:50Z", "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/123456789/69692", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 kandidaatintutkielmassa tarkastelen kuinka yhden italialaisen yrityksen yritysviestint\u00e4 vaihtelee italialaisessa ja ven\u00e4l\u00e4isess\u00e4 kulttuurikontekstissa. Tutkimukseni aihe on ajankohtainen, sill\u00e4 yritysten verkkoviestint\u00e4 on v\u00e4ltt\u00e4m\u00e4t\u00f6n. Aineistona tutkimusta varten k\u00e4yt\u00e4n Barillan italialaista ja ven\u00e4l\u00e4ist\u00e4 verkkosivustoa, havaintojen tukemiseksi olen k\u00e4ytt\u00e4nyt erilaisia aiheiseen liittyvi\u00e4 akateemisia tekstej\u00e4.\n\nTutkimukseni tarkoituksena on selvitt\u00e4\u00e4, kuinka saman yrityksen, t\u00e4ss\u00e4 tapauksessa Barillan, verkkoviestint\u00e4 voi vaihdella Italian ja Ven\u00e4j\u00e4n v\u00e4lill\u00e4. Tavoitteena on my\u00f6s l\u00f6yt\u00e4\u00e4 eroja Barillan yritysviestint\u00e4strategiassa. T\u00e4m\u00e4n tutkimuksen tavoitteiden saavuttamiseksi suoritan vertailevan analyysin, jossa vertailen kesken\u00e4\u00e4n Barillan italialaista ja ven\u00e4l\u00e4ist\u00e4 verkkosivustoa. Tutkimuksessa analysoin tekstej\u00e4 ja valokuvia, sill\u00e4 kuvien mukaan ottamisella saadaan paremmin perusteltua tehtyj\u00e4 havaintoja.\n\nTutkimuksessani selvisi, ett\u00e4 Barillan verkkosivustoissa on monia sis\u00e4ll\u00f6llisi\u00e4 ja kielellisi\u00e4 eroja, jotka liittyv\u00e4t eri kulttuurikonteksteihin. Tulin siihen johtop\u00e4\u00e4t\u00f6kseen, ett\u00e4 yritysten verkkoviestint\u00e4strategia muuttuu k\u00e4ytettyjen sanontojen ja fraasien, kuvien ja my\u00f6s tuotemarkkinoinnin muodossa, koska t\u00e4m\u00e4 kaikki muuttuu kohdeyleis\u00f6n mukaan. Barilla k\u00e4ytt\u00e4\u00e4 italialaisten kuluttajien osalta monimutkaisempaa viestint\u00e4strategiaa kuin ven\u00e4l\u00e4isten kuluttajien kohdalla, koska Italiassa pastaa pidet\u00e4\u00e4n osana kulttuuria. Strategiaan sis\u00e4ltyy esimerkiksi tuotteen laadun ja tuotteiden ymp\u00e4rist\u00f6yst\u00e4v\u00e4llisyyden esille tuominen, mik\u00e4 tuo etua kilpailijoihin n\u00e4hden. Tulin my\u00f6s siihen johtop\u00e4\u00e4t\u00f6kseen, ett\u00e4 verkkosivustojen lokalisointi saa vakuuttavuuden pysym\u00e4\u00e4n kohdekulttuuriissa. Suuri yritys, kuten Barilla, pyrkii edist\u00e4m\u00e4\u00e4n tuotekuvaa ja \"italialaisuuden\" tunnetta sek\u00e4 levitt\u00e4m\u00e4\u00e4n \"valmistettu Italiassa\" arvoa ymp\u00e4ri maailmaa. Siit\u00e4 huolimatta, ett\u00e4 kaikilla Barillan verkkosivustoilla on vahva linkki italialaiseen kulttuuriin, Barillan oli kuitenkin valittava, mit\u00e4 kohdekulttuurin verkkosivustolla kerrotaan vakuuttavuuden saavuttamiseksi. Lopuksi tulin siihen tulokseen, ett\u00e4 Barillan strategia Italian markkinoilla on luoda yhteys tuotteiden ja kuluttajien v\u00e4lille. Ven\u00e4j\u00e4n kulttuuritilanteessa pasta on synonyymi Italialle, ja t\u00e4m\u00e4n avulla Barilla luo matkan italialaiseen keitti\u00f6\u00f6n.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-06-04T07:16:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-04T07:16:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "41", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "rus", "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": "country-of-origin effect", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "valmistettu Italiassa", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Barilla", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "\u041a\u043e\u0440\u043f\u043e\u0440\u0430\u0442\u0438\u0432\u043d\u0430\u044f \u043e\u043d\u043b\u0430\u0439\u043d \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f \u0432 \u0438\u0442\u0430\u043b\u044c\u044f\u043d\u0441\u043a\u0438\u0445 \u0438 \u0440\u0443\u0441\u0441\u043a\u0438\u0445 \u043a\u0443\u043b\u044c\u0442\u0443\u0440\u043d\u044b\u0445 \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u0430\u0445 : \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u0435\u043b\u044c\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0438 \u0438\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u0441\u0430\u0439\u0442\u043e\u0432 Barilla", "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-202006043948", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "Ven\u00e4j\u00e4n kieli ja kulttuuri", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Russian Language and Culture", "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": "312", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lokalisointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkoviestint\u00e4", "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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