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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Koskela, Susanna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-10-29T07:33:10Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-10-29T07:33:10Z", "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/123456789/72390", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Globalisaation ja teknologian poikkeuksellisen nopea kehittyminen ovat tehneet osaamisesta merkitt\u00e4v\u00e4n kilpailuedun kansainv\u00e4lisess\u00e4 liiketoiminnassa. Suomen\nyhdeksi merkitt\u00e4vimmist\u00e4 osaamisalueista nimet\u00e4\u00e4n korkealaatuinen koulutus, mutta sen myynnillinen potentiaali on j\u00e4\u00e4nyt osittain hy\u00f6dynt\u00e4m\u00e4tt\u00e4. Koulutusviennin kehitt\u00e4mist\u00e4 on tutkittu Suomessa paljon, mutta tutkimuskent\u00e4st\u00e4 puuttuu l\u00e4hes kokonaan tuotteistamisen ja maabr\u00e4ndin n\u00e4k\u00f6kulmat. Vientiin liittyy yleens\u00e4 aina br\u00e4nd\u00e4ys, joten sen tutkiminen on koulutusviennin kannalta t\u00e4rke\u00e4\u00e4. \nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, millainen merkitys maabr\u00e4ndill\u00e4 on Suomen koulutusviennille. Lis\u00e4ksi tutkimuksessa tarkastellaan, miten maabr\u00e4ndi\u00e4 ja koulutusvienti\u00e4 vahvistetaan Suomessa ja millaisia haasteita Suomessa ilmenee koulutusvientiin liittyen. Lopuksi annetaan my\u00f6s kehitysehdotuksia koulutusviennin myynnilliseen kehitt\u00e4miseen. Tutkimus toteutettiin haastattelemalla kahdeksaa koulutusviennin asiantuntijaa, joista muutama oli erikoistunut my\u00f6s maakuvaviestint\u00e4\u00e4n. Haastatteluja varten muodostettiin teemat, jotka liittyiv\u00e4t vahvasti tutkimuskysymyksiin.\nAineisto analysoitiin aineistol\u00e4ht\u00f6ist\u00e4 sis\u00e4ll\u00f6nanalyysimenetelm\u00e4\u00e4 k\u00e4ytt\u00e4m\u00e4ll\u00e4. Aineisto jaoteltiin eri osiin koodaamalla analyysiyksik\u00f6t p\u00e4\u00e4teemojen mukaisesti. N\u00e4iden p\u00e4\u00e4teemojen alle syntyi analyysin edetess\u00e4 alateemoja, joiden kautta pyrittiin vastaamaan tutkimuskysymyksiin. Tulokset osoittivat, ett\u00e4 Suomen maabr\u00e4ndi liittyi vahvasti my\u00f6s koulutusvientiin, sill\u00e4 maabr\u00e4ndin keskeiset piirteet liittyiv\u00e4t Suomessa korkeaan osaamiseen ja sit\u00e4 kautta syntyneeseen turvallisuuteen ja tasa-arvoon. Sen vuoksi maabr\u00e4ndin koulutusvientiin liittyv\u00e4n merkityssuhteen hy\u00f6dynt\u00e4minen voisi tuottaa parempia taloudellisia tuloksia koulutusviennin kent\u00e4ll\u00e4. Haastattelujen perusteella Suomen koulutusvienti\u00e4 ja maabr\u00e4ndi\u00e4 vahvistettiin aktiivisten toimijoiden sek\u00e4 korkealaatuisen, selke\u00e4n ja\nlaadukkaan koulutuksen avulla. Haasteina koulutusviennin myynnilliselle kehitt\u00e4miselle n\u00e4htiin yhteiskunnalliset hidasteet, k\u00e4ytettyjen markkinoinnin keinojen tavanomaisuus ja tuotteistamisen puutteellisuus.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-10-29T07:33:10Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-10-29T07:33:10Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "76", "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": "maabr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndi-identiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Suomen maabr\u00e4ndin merkitys koulutusviennille", "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-202010296437", "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": "", 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"subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "osaaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vienti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kansainv\u00e4listyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "koulutus", "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": "koulutusvienti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Suomi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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