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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sihvonen, Anton", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-09-05T05:53:57Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-09-05T05:53:57Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/88874", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tavoitteena oli selvitt\u00e4\u00e4, miten sponsorin ja sponsoroitavan v\u00e4list\u00e4 suhdetta hallitaan suomalaisessa urheilussa. Lis\u00e4ksi tutkittiin, mitk\u00e4 tekij\u00e4t vaikuttavat osapuolen valintaan. Aikaisempi tutkimus on koskenut l\u00e4hinn\u00e4 sponsorin n\u00e4k\u00f6kulmaa, joten tutkimuksissa on ollut tilaa my\u00f6s sponsoroitavan n\u00e4k\u00f6kulmille.\n Tutkimus toteutettiin haastattelemalla kolmea suomalaista joukkueurheiluseuraa ja kolmea yrityst\u00e4, jotka sponsoroivat seuroja. Tutkimus oli laadullinen ja haastattelut analysoitiin abduktiivisesti, hy\u00f6dynt\u00e4en aiempaa teoriaa tutkimuksen pohjana. Aiempana teoriana k\u00e4ytettiin sponsorointiin liittyvien tutkimuksien lis\u00e4ksi sidosryhm\u00e4- sek\u00e4 suhdemarkkinointiteoriaa. Tavoitteena oli l\u00f6yt\u00e4\u00e4 uusia n\u00e4k\u00f6kulmia tuloksiin ja lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 sponsoroinnin liittyvist\u00e4 tekij\u00f6ist\u00e4.\n Tulosten perusteella havaittiin, ett\u00e4 sponsorisuhteen hallintaan vaikuttavat merkitt\u00e4v\u00e4sti henkil\u00f6suhteet, luotettavuus ja arvojen yhteensopivuus. Yritysten n\u00e4k\u00f6kulmasta suurin motiivi sponsoroinnille oli paikallisen yhteis\u00f6n tukeminen ja edist\u00e4minen. Sponsorointia kuitenkin pidettiin monipuolisena ty\u00f6kaluna yrityksille, esimerkiksi ty\u00f6hyvinvoinnin edist\u00e4misess\u00e4, n\u00e4kyvyyden parantamisessa tai paikallisen hyv\u00e4ksynn\u00e4n saavuttamisessa. Urheiluseurojen osalta resurssipula ajoi seuroja valitsemaan suurempia yrityksi\u00e4 sponsoreiksi, ja resurssien puute saattoi vaikuttaa suhteen hallintaan negatiivisesti. Taloudellinen tilanne oli merkitt\u00e4vin tekij\u00e4 yritysten p\u00e4\u00e4tett\u00e4ess\u00e4 sponsorisuhteesta, kun taas arvojen ep\u00e4sopivuus oli suurin yksitt\u00e4inen tekij\u00e4 suhteen p\u00e4\u00e4ttymisess\u00e4 urheiluseurojen aloitteesta. Yleisesti ottaen sponsorisuhteen hallinta Suomessa on monipuolista, ja sponsoroinnin tavoitteet vaihtelevat suuresti eri yritysten ja seurojen v\u00e4lill\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-09-05T05:53:57Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-09-05T05:53:57Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "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": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "urheiluliiketoiminta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sponsorisuhteiden hallinta Suomessa", "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-202309054905", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "suhdemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sidosryhm\u00e4t", "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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