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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Stevander, Fanni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-08-05T05:13:43Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-08-05T05:13:43Z", "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/123456789/71328", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Nykyp\u00e4iv\u00e4n urheilumaailmassa menestymisess\u00e4 urheilulliset saavutukset eiv\u00e4t en\u00e4\u00e4 riit\u00e4, vaan urheilujoukkueen on erotuttava kilpailijoistaan my\u00f6s muilla keinoilla. Erottautuminen on mahdollista vahvan br\u00e4ndin rakentamisella ja sen jatkuvalla tarkoituksenmukaisella kehitt\u00e4misell\u00e4. Urheilujoukkueen br\u00e4ndin rakentumista ja kehitt\u00e4mist\u00e4 on tutkittu jonkin verran, mutta kaikki tutkimukset keskittyv\u00e4t suurille markkina-alueille kuten Pohjois-Amerikkaan, jolloin tuloksia ei voida suoraan yleist\u00e4\u00e4 Suomen urheilukent\u00e4ss\u00e4 p\u00e4teviksi. T\u00e4st\u00e4 syyst\u00e4 t\u00e4ss\u00e4 tutkimuksessa perehdyt\u00e4\u00e4n urheilujoukkueen br\u00e4ndin kehitt\u00e4misen merkitykseen sek\u00e4 kehitt\u00e4misen mahdollistaviin resursseihin suomalaisten urheilujoukkueiden n\u00e4k\u00f6kulmasta. Lis\u00e4ksi luodaan katsaus siit\u00e4, millaisista tekij\u00f6ist\u00e4 suomalainen urheilubr\u00e4ndi koostuu. \n T\u00e4ss\u00e4 tutkimuksessa urheilujoukkueen br\u00e4ndi\u00e4 tarkastellaan yhti\u00f6br\u00e4ndin k\u00e4sitteen kautta sek\u00e4 resurssiperusteisen n\u00e4k\u00f6kulman silm\u00e4lasein. Tutkimus suoritettiin laadullisin menetelmin haastatellen suomalaisten urheilujoukkueiden br\u00e4ndin kehitt\u00e4misest\u00e4 ja markkinoinnista vastaavia henkil\u00f6it\u00e4. Empiirinen aineisto osoittautui rikkaaksi, ja siit\u00e4 saatiin esiin monenlaisia tuloksia. \n Ensinn\u00e4kin ymm\u00e4rrys br\u00e4ndist\u00e4 ja kaikista sen tuomista mahdollisuuksista sek\u00e4 \nsen kehitt\u00e4misen t\u00e4rkeydest\u00e4 on p\u00e4\u00e4osin hyv\u00e4ll\u00e4 tasolla, joskin poikkeuksiakin l\u00f6ytyy. \nHaasteeksi koettiin ennemminkin br\u00e4ndil\u00e4ht\u00f6isen ajattelun ulottaminen l\u00e4pi organisaation, jotta se toimisi kokonaisuutena br\u00e4ndin kehitt\u00e4misen tukena. Lis\u00e4ksi pitk\u00e4j\u00e4nteisen strategian puute sek\u00e4 kilpailukauden hetkisyys nousivat esiin haasteena kehitt\u00e4misen sis\u00e4ist\u00e4miseksi osaksi jokap\u00e4iv\u00e4ist\u00e4 toimintaa. Resurssit koettiin pieniksi verrattuna esimerkiksi kansainv\u00e4lisiin markkinoihin, mutta suomalaiset urheilujoukkueet hy\u00f6dynt\u00e4v\u00e4t n\u00e4it\u00e4 niukkoja resursseja tehokkaasti. Selv\u00e4sti alihy\u00f6dynnettyj\u00e4kin resursseja kuitenkin l\u00f6ytyi, kun tuloksia verrattiin aikaisempaan tutkimukseen. Suomalaiset urheilujoukkueet eiv\u00e4t hy\u00f6dynn\u00e4 pelaajiaan br\u00e4ndil\u00e4hettil\u00e4in\u00e4 l\u00e4hesk\u00e4\u00e4n t\u00e4ydell\u00e4 potentiaalilla, eiv\u00e4tk\u00e4 ole my\u00f6sk\u00e4\u00e4n toistaiseksi onnistuneet valjastamaan kannattajissa makaavaa resurssia esimerkiksi sis\u00e4ll\u00f6ntuottajina tai perustamalla dialogiyhteyden heid\u00e4n kanssaan sitoutuneisuuden parantamiseksi. Tulosten perusteella esitettiin my\u00f6s liikkeenjohdollisia kehitysehdotuksia, jotka on aikaisemmassa tutkimuksessa todettu tehokkaiksi keinoiksi kehitt\u00e4\u00e4 br\u00e4ndi\u00e4 ja sen n\u00e4kyvyytt\u00e4 sek\u00e4 sitouttavuutta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-08-05T05:13:43Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-08-05T05:13:43Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "81", "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.title", "value": "Suomalaisen urheilujoukkuebr\u00e4ndin kehitt\u00e4minen digitaalisessa ymp\u00e4rist\u00f6ss\u00e4", "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-202008055473", "language": "", "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.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": "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "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": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kehitt\u00e4minen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "joukkueet (urheilu)", "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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