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[{"key": "dc.contributor.advisor", "value": "Gr\u00e9nman, Miia", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Laitinen, Salli", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-20T09:57:17Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-20T09:57:17Z", "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/123456789/81893", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Fuusiot ja yrityskaupat ovat suosittuja strategioita yrityksille, jotka pyrkiv\u00e4t saavuttamaan kasvua ja/tai monipuolistumista yhdist\u00e4m\u00e4ll\u00e4 yrityksi\u00e4, muita liiketoiminnan organisaatioita tai niiden toimintayksik\u00f6it\u00e4. Edelliseen vuoteen verrattuna yrityskauppojen m\u00e4\u00e4r\u00e4 kasvoi maailmanlaajuisesti 64 prosenttia vuonna 2021. T\u00e4m\u00e4 usein sis\u00e4lt\u00e4\u00e4 my\u00f6s br\u00e4ndien yhdist\u00e4mist\u00e4. Strategioita on monia, mukaan lukien yhden br\u00e4ndin k\u00e4ytt\u00f6\u00f6notto, kahden br\u00e4ndin yhdistelm\u00e4n luominen, t\u00e4ysin uuden br\u00e4ndin kehitt\u00e4minen tai olla muuttamatta mit\u00e4\u00e4n.\nT\u00e4m\u00e4 tutkielma tarkastelee yrityskaupan j\u00e4lkeist\u00e4 br\u00e4ndin muutosta ja sen vaikutusta ostetun yrityksen yritysasiakassuhteisiin. Tavoitteena on selvitt\u00e4\u00e4 mit\u00e4 br\u00e4ndien yhdist\u00e4minen tarkoittaa ja mist\u00e4 se koostuu, miten br\u00e4ndimuutos vaikuttaa asiakassuhteisiin ja mitk\u00e4 ovat t\u00e4rkeimm\u00e4t tekij\u00e4t, joihin onnistuneessa br\u00e4ndimuutoksessa kannattaa keskitty\u00e4.\nTutkielman tutkimuskysymyksiin vastattiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 aikaisempaa markkinoinnin ja muiden tieteenalojen kirjallisuutta sek\u00e4 suorittamalla kvalitatiivinen tutkimus. Empiiriset tulokset ker\u00e4ttiin seitsem\u00e4ll\u00e4 yksil\u00f6haastattelulla. Haastateltavat olivat ostetun, br\u00e4ndimuutosta l\u00e4pik\u00e4yv\u00e4n yrityksen ty\u00f6ntekij\u00f6it\u00e4, jotka ty\u00f6skenteliv\u00e4t p\u00e4ivitt\u00e4in ulkoisten asiakkaiden kanssa.\nTulosten mukaan yrityskaupan j\u00e4lkeisell\u00e4 br\u00e4ndimuutoksella ei ole juurikaan vaikutusta ostetun yrityksen ulkoisiin asiakassuhteisiin. Vaikutuksia voidaan havaita koskien yrityksen sis\u00e4isi\u00e4 asiakkaita eli ty\u00f6ntekij\u00f6it\u00e4. Tuntemukset muutoksesta vaihtelivat. Osa koki asian pelk\u00e4st\u00e4\u00e4n positiivisena, kun taas osan mielest\u00e4 pienemm\u00e4n yrityksen perhem\u00e4inen kulttuuri ei en\u00e4\u00e4 tuntunut samalta. Onnistuneen br\u00e4ndimuutoksen t\u00e4rkeimm\u00e4ksi tekij\u00e4ksi todettiin viestint\u00e4 sek\u00e4 sis\u00e4isille ett\u00e4 ulkoisille asiakkaille. Jatkuva ja j\u00e4rjestelm\u00e4llinen viestint\u00e4 niin ennen br\u00e4ndimuutosta kuin sen j\u00e4lkeenkin on eritt\u00e4in t\u00e4rke\u00e4\u00e4 hyvien asiakassuhteiden yll\u00e4pit\u00e4miselle.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mergers and acquisitions (M&As) are a popular strategy for companies to gain growth and/or diversification by joining companies, other business organizations or their operating units together. Compared to the year before, the number of M&A worldwide went up 64 percent in 2021. It often includes merging of brands too. Strategies to do so are many, including adopting one brand, creating a combination of two brands, go with something entirely new or change nothing.\nThis study examines a post-acquisition brand change and how does that affect the acquired company\u2019s corporate customer relationship. The aim is to find out, what does a brand merger mean and consists of, how does a brand change affect customer relationships, and what are the most important factors to focus on in a successful brand change.\nThe research questions of this study were answered by utilizing previous literature from marketing and other branch of sciences as well as conducting qualitative research. The empirical data was collected with seven individual interviews. The interviewees were employees of the acquired company going through a brand change and were working with external customers on a daily basis.\nAccording to the results of this study, a brand change after an acquisition doesn\u2019t have a lot of effects on the external customer relationships of the acquired company. Some effects can be found regarding the internal customers, or employees. The feelings varied, some saying there were only positive feelings about it while others felt like the small, family-like company didn\u2019t feel the same anymore. The most important factor for successful brand change was found to be communication for both internal and external customers. Constant and systematic communication both before and after brand change is crucial for maintaining good customer relationships.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-20T09:57:16Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-20T09:57:17Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "56", "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": "mergers and acquisitions", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand merger", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand change", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "customer relationships", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Merging brands : the effects of a post-acquisition brand change to corporate customer relationships", "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-202206203502", "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": "yrityskaupat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysfuusiot", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "muutos", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "corporate acquisitions", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mergers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "change", "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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