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[{"key": "dc.contributor.advisor", "value": "Heikkinen, Suvi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pirskanen, Santtu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-05-03T05:17:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-05-03T05:17:08Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/94653", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Urheilusponsoroinnista on kasvanut modernissa yhteiskunnassa merkitt\u00e4v\u00e4 liiketoiminnan muoto. Sponsorointia on tutkittu viime vuosikymmenin\u00e4 akateemisesti, mutta tutkimukset ovat keskittyneet yksityisten yritysten n\u00e4k\u00f6kulmaan. Varsinkin pohjoismaisissa yhteiskunnissa my\u00f6s julkiset instituutiot, kuten kunnat, sponsoroivat paikallisia urheiluseuroja. T\u00e4m\u00e4 tutkimus tutkii urheilusponsorointia kunnan n\u00e4k\u00f6kulmasta.\n\nTutkimuksen viitekehys yhdist\u00e4\u00e4 k\u00e4sitteist\u00f6\u00e4 ja tutkimuksia niin urheiluliiketoiminnasta, kuin my\u00f6s muilta liiketoiminta-alueilta. Sponsoroinnin tutkimuksia ja k\u00e4sitteit\u00e4 yhdistet\u00e4\u00e4n teorioihin arvonluonnista liiketoiminnassa. T\u00e4m\u00e4n yhdistelm\u00e4n avulla esitell\u00e4\u00e4n ajatus arvopohjaisesta sponsorointiyhteisty\u00f6st\u00e4 tavoitteiden edist\u00e4misen pohjana. Lis\u00e4ksi viitekehys kuvaa erityispiirteit\u00e4 kunnan ja kyseisen alueen urheiluseuran symbioosista.\n\nTutkimuksessa selvitet\u00e4\u00e4n, kuinka kunta voi hy\u00f6dynt\u00e4\u00e4 arvopohjaista sponsorointiyhteisty\u00f6t\u00e4 p\u00e4\u00e4sarjatason urheiluseurojen kanssa vastuullisuustavoitteidensa edist\u00e4miseen. Aineistonkeruu toteutettiin kvalitatiivisia tutkimusmenetelmi\u00e4 hy\u00f6dynt\u00e4en. Tutkimuksen kohdekaupunkina k\u00e4ytettiin suurehkoa suomalaista kaupunkia. Tutkimuksen aineistonkeruu toteutettiin puolistrukturoiduilla haastatteluilla nelj\u00e4n sellaisen seuran edustajan kanssa, jolla on voimassa oleva yhteisty\u00f6sopimus kohdekaupungin kanssa. Litteroitu aineisto analysoitiin hy\u00f6dynt\u00e4m\u00e4ll\u00e4 teemoittelua.\n\nTutkimuksen tulokset osoittavat, ett\u00e4 vastuullisuusteemat ovat muodostuneet t\u00e4rke\u00e4ksi osaksi urheiluseurojen toimintaa varsinkin sponsorointin\u00e4k\u00f6kulmasta. Urheiluliiketoiminnan erityispiirteet tekev\u00e4t siit\u00e4 hedelm\u00e4llisen alustan vastuullisuustavoitteiden edist\u00e4miseen erilaisille sidosryhmille. Vastuullistoiminnan ja urheilusponsoroinnin hy\u00f6tyjen mitattavuus on kuitenkin viel\u00e4 haastavaa. T\u00e4t\u00e4 taustaa vasten my\u00f6s julkisilla toimijoilla on mahdollisuus hy\u00f6dynt\u00e4\u00e4 urheilusponsorointia keinona vastuullisuustavoitteiden edist\u00e4miseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sport sponsorship has become a notable form of business in modern society. Sport sponsorship has been studied in academia during the last decades, but the studies are mostly concentrated on the viewpoint of private businesses. Especially in Nordic countries also public institutes, such as municipalities, are sponsoring local sport clubs. This study investigates sport sponsorship from the viewpoint of municipality.\n\nThe theoretical framework of the study combines terms and research from the area of sport business with research from other business fields. Concepts and theories of sport sponsorship are combined with theories of value-creation in business. With this combination, the concept of value-based sponsorship cooperation as a base for pursuing desired objectives is introduced. In addition, the framework describes special qualities of the symbiosis between a municipality and a sport club in the area. \n\nThis study investigates how a municipality can utilize value-based sponsorship cooperation with top-division sport clubs to pursue responsibility goals. Data collection was done using qualitative research methods. The target area of the study is a rather big city in Finland. Data collection is conducted using semi-structured interviews. The interviews were conducted with four representatives of sport clubs, who have ongoing sponsorship contract with the target municipality. Transcribed material was analysed with thematical content analysis methods.\n\nResults of the study show, that responsibility themes have become a major part of the sport club actions, especially from the sponsorship viewpoint. The special characteristics of sport business make it a fruitful field for pursuing responsibility targets for different stakeholder groups. Measurement of the benefits of responsibility actions and sport sponsorships is still rather challenging. Against this background, it is still possible to state that public actors have the possibility to use value-based sport sponsorship to pursue responsibility targets.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2024-05-03T05:17:08Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-05-03T05:17:08Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "55", "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": "corporate social responsibility", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sustainability", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sport business", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "municipality marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheiluliiketoiminta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuntamarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Value-based sponsorship between municipality and top-division sport clubs", "language": null, "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-202405033279", "language": null, "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": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Management and Leadership", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Johtaminen", "language": "fi", "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": "20424", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vastuullisuus", "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": "yhteiskuntavastuu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "responsibility (properties)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorship", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sports", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "societal responsibility", "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"}]
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