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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ekstr\u00f6m, Katarina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-06-21T07:33:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-06-21T07:33:52Z", "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/123456789/81914", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Organisaatiot ovat uudistaneet br\u00e4ndej\u00e4\u00e4n kasvavissa m\u00e4\u00e4rin 2000-luvun alusta alkaen ja br\u00e4ndiuudistukset ovat nouseva tutkimusalue my\u00f6s akateemisessa kent\u00e4ss\u00e4. Aiempi tutkimus ei kuitenkaan tarjoa riitt\u00e4v\u00e4n kokonaisvaltaista ymm\u00e4rryst\u00e4 br\u00e4ndiuudistusten toteuttamisesta. T\u00e4m\u00e4n tutkimuksen tavoitteena on luoda laajaan empiiriseen n\u00e4ytt\u00f6\u00f6n perustuva, ammatinharjoittajien sovellettavissa oleva viitekehys revolutiivisen br\u00e4ndiuudistuksen toteuttamiseen. Tutkimuksen keski\u00f6ss\u00e4 on br\u00e4ndiuudistusprosessi sek\u00e4 sen ajurit, vaiheet ja onnistumiseen vaikuttaneet tekij\u00e4t. Tutkimusaineisto on ker\u00e4tty teemahaastattelumenetelm\u00e4ll\u00e4 kahdeksasta suomalaisesta yrityksest\u00e4, jotka ovat toteuttaneet br\u00e4ndiuudistuksen ja sen yhteydess\u00e4 nimenvaihdoksen vuoden 2015 j\u00e4lkeen. Tulosten perusteella br\u00e4ndiuudistus alkaa kontekstin, ajureiden ja tavoitteiden m\u00e4\u00e4ritt\u00e4misell\u00e4, jota seuraa varsinainen br\u00e4ndiuudistusprosessi. Sen osa-alueita ovat aloitus-, analyysi-, suunnittelu-, toteutus- ja jatkoty\u00f6vaiheet sek\u00e4 monivaiheiset alaprosessit, joihin kuuluvat sidosryhm\u00e4viestint\u00e4 ja -yhteisty\u00f6, monitorointi ja arviointi sek\u00e4 menestystekij\u00f6iden huomiointi. Tutkimuksessa kuvattiin vaiheiden sis\u00e4lt\u00f6 sek\u00e4 niiss\u00e4 k\u00e4ytett\u00e4v\u00e4t menetelm\u00e4t. Lis\u00e4ksi tutkimuksessa tunnistettiin br\u00e4ndiuudistuksen ajureita ja tavoitteita, ihmisiin ja prosessiin liittyvi\u00e4 menestystekij\u00f6it\u00e4 sek\u00e4 br\u00e4ndiuudistusten lopputuloksia. Tutkimuksessa esitetty viitekehys tarjoaa yrityksille k\u00e4yt\u00e4nn\u00f6llisen ja kokonaisvaltaisen mallin revolutiivisen br\u00e4ndiuudistuksen toteuttamiseen, ja sill\u00e4 on merkitt\u00e4vi\u00e4 kontribuutioita akateemisella kent\u00e4ll\u00e4 ja yritysmaailmassa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-06-21T07:33:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-06-21T07:33:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": "br\u00e4ndiuudistus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "revolutiivinen br\u00e4ndiuudistus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Revolutiiviset br\u00e4ndiuudistukset suomalaisissa yrityksiss\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-202206213521", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "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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