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[{"key": "dc.contributor.advisor", "value": "Gr\u00e9nman, Miia", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "V\u00e4\u00e4n\u00e4nen, Natalia", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-20T09:00:06Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-20T09:00:06Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/81885", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yritysaktivismi on nouseva trendi, jonka monet yritykset sis\u00e4llytt\u00e4v\u00e4t markkinointiinsa. Sen kautta yritykset ottavat kantaa yhteiskunnallisiin asioihin ja pyrkiv\u00e4t yleens\u00e4 saamaan aikaan jonkinlaista muutosta. Yritysten rooli yhteiskunnallisessa keskustelussa on kiistatta kasvanut. Samaan aikaan kuluttajien odotukset yritysten yhteiskunnalliseen osallistumiseen ovat nousseet. Erityisesti Z-sukupolvi, jonka suurimmat arvot liittyv\u00e4t vastuullisuuteen ja yhteiskunnan hyvinvoinnista huolehtimiseen, odottavat yrityksilt\u00e4 kannanottoja ep\u00e4kohtiin. Yritysaktivismi on kuitenkin usein riskialtis keino, jota yritykset ovat historiallisesti v\u00e4ltelleet sidosryhmien karkottamisen pelossa. Lis\u00e4ksi sen on v\u00e4litytt\u00e4v\u00e4 autenttisena ollakseen toimiva markkinointikeino. T\u00e4ss\u00e4 laadullisessa tutkielmassa pyrittiin tarkemmin analysoimaan Z-sukupolven suhtautumista yritysaktivismin ilmi\u00f6\u00f6n, kartoittamaan heid\u00e4n odotuksiaan sek\u00e4 ymm\u00e4rt\u00e4m\u00e4\u00e4n, millainen yritysaktivismi on heid\u00e4n mielest\u00e4\u00e4n autenttista. Aineisto ker\u00e4ttiin fokusryhm\u00e4haastatteluilla, jotka koostuivat Z-sukupolven edustajista. Fokusryhmi\u00e4 oli kokonaisuudessaan viisi, joista jokaiseen osallistui 3\u20135 haastateltavaa. Yhteens\u00e4 haastateltavia oli 19. Tulokset osoittivat, ett\u00e4 Z-sukupolvi pit\u00e4\u00e4 yritysaktivismia yleisesti my\u00f6nteisen\u00e4, tehokkaana vaikuttamisen keinona, jolla pyrit\u00e4\u00e4n saamaan aikaan muutosta niin yksil\u00f6- kuin yhteiskuntatasolla sek\u00e4 kasvattamaan voittoja ja asiakaskuntaa. Z-sukupolvi pit\u00e4\u00e4 yrityksi\u00e4 vastuussa aktivismin harjoittamiseen, mik\u00e4li niiden resurssit riitt\u00e4v\u00e4t siihen. Yksil\u00f6tasolla muutoksen aikaansaaminen voi olla jopa mahdotonta, ja yritysten tulee vaikuttavina yhteiskunnallisina toimijoina edist\u00e4\u00e4 muun muassa ymp\u00e4rist\u00f6n hyvinvoinnin, tasa-arvon ja oikeudenmukaisuuden toteutumista. Aktivismin autenttisuus voi synty\u00e4 useista tekij\u00f6ist\u00e4, ja joillekin autenttisen viestin v\u00e4littymisen ei ole t\u00e4rke\u00e4\u00e4. Olennaisinta on, ett\u00e4 aktivismin taustalta l\u00f6ytyy\ntodellisia tekoja yhteisen hyv\u00e4n puolesta. Tutkimus korostaa, ett\u00e4 Z-sukupolven n\u00e4k\u00f6kulmasta yritysaktivismia on t\u00e4rke\u00e4\u00e4 harjoittaa, mutta se tulee tehd\u00e4 harkiten ja strategisesti.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-20T09:00:06Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-20T09:00:06Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "80", "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": "yritysaktivismi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sosiaalinen yritysaktivismi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "poliittinen yritysaktivismi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yritysaktivismi Z-sukupolven kuluttajien n\u00e4k\u00f6kulmasta", "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-202206203494", "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": "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": "z-sukupolvi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "autenttisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ymp\u00e4rist\u00f6aktivismi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "aktivismi", "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": "kuluttajat", "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", 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