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Viitteet 3791-3800 / 5020
Työn imua johtamisella : henkilöstötutkimus siivousalan yritykselle
(Laurea-ammattikorkeakoulu, 2013)
Henkilöstö on yrityksen tärkeimpiä voimavaroja, ja henkilöstön hyvinvointiin panostaminen voi olla jopa kasvun edellytys palvelualan yritykselle. Pienten yritysten on kuitenkin vaikeaa kilpailla työnantajamarkkinoilla ...
Yritysten kasvu ja kasvun rahoitus : Case: Vantaan Uusyrityskeskuksen asiakkaiden kasvun kartoitus
(Laurea-ammattikorkeakoulu, 2013)
Tämä opinnäytetyö tehtiin Vantaan Uusyrityskeskuksen toimeksiannosta. Toimeksiannon tar-koituksena oli tutkia Vantaan Uusyrityskeskuksen palveluiden piirissä vuonna 2008 olleiden asi-akkaiden yritysten kehitystä. Asiakkaat olivat yrittäjiä, jotka...
Company growth and growth financing Case: Growth survey of clients of Vantaan Uusyrityskeskus The thesis was made by the assignment of Vantaan Uusyrityskeskus (Start-up center Vantaa). The purpose of the assignment was to study the development of the companies that had used the services of Vantaan Uusyrityskeskus in the year 2008. The studied companies had been established in 2008 and the state of that year was to be compared to the present state. The aim was to get a comprehensive view of the growth of the companies. The growth was measured by turnover and personnel. The growth of companies plays a key role in the wellbeing of our society. Growing companies create new jobs and yield more tax revenue. The political discussion has been shifted more towards emphasizing the growth of companies than the number of companies. It´s not only the number of companies that matters when striving to preserve our welfare society. Currently the public sector offers various business-services for companies and aims to supplement the financial market through for example Finnvera. The theoretical part discusses the different factors of company growth in general such as op-erational environment and strategy. It also addresses different ways and sources of funding. The theoretical part focuses mainly on the organic growth of small and medium enterprises. The growth companies of official definition and companies growing through acquisitions are not discussed about. The study was a quantitative survey that was implemented by using an electronic questionnaire. The questionnaire was sent to receivers by email and was created with the Webropol application. The sample of the research consisted of 214 entrepreneurs who had established their company in 2008. There were 242 clients who had established a company that year but Vantaan Uusyrityskeskus had the contact information of 214. The survey got 17 responses which makes 7,9 per cent of the whole sample. Of all of the 242 established companies 188 were still operating or at least had an operating status in the company register. That means that 78 per cent of the established companies were still operating which is a good amount compared to the general company statistics from Finland. As the outcome there was no significant growth to be detected among the companies that replied. Turnovers had increased a slightly more than the number of personnel. The economic situation in Finland and most of the world during the observed time span was unstable and Finland even fell into recession. This might have caused the lack of will to grow among the repliers. It might have also reduced the opportunities and lead to a more cautious atmosphere in the entire corporate life....
Company growth and growth financing Case: Growth survey of clients of Vantaan Uusyrityskeskus The thesis was made by the assignment of Vantaan Uusyrityskeskus (Start-up center Vantaa). The purpose of the assignment was to study the development of the companies that had used the services of Vantaan Uusyrityskeskus in the year 2008. The studied companies had been established in 2008 and the state of that year was to be compared to the present state. The aim was to get a comprehensive view of the growth of the companies. The growth was measured by turnover and personnel. The growth of companies plays a key role in the wellbeing of our society. Growing companies create new jobs and yield more tax revenue. The political discussion has been shifted more towards emphasizing the growth of companies than the number of companies. It´s not only the number of companies that matters when striving to preserve our welfare society. Currently the public sector offers various business-services for companies and aims to supplement the financial market through for example Finnvera. The theoretical part discusses the different factors of company growth in general such as op-erational environment and strategy. It also addresses different ways and sources of funding. The theoretical part focuses mainly on the organic growth of small and medium enterprises. The growth companies of official definition and companies growing through acquisitions are not discussed about. The study was a quantitative survey that was implemented by using an electronic questionnaire. The questionnaire was sent to receivers by email and was created with the Webropol application. The sample of the research consisted of 214 entrepreneurs who had established their company in 2008. There were 242 clients who had established a company that year but Vantaan Uusyrityskeskus had the contact information of 214. The survey got 17 responses which makes 7,9 per cent of the whole sample. Of all of the 242 established companies 188 were still operating or at least had an operating status in the company register. That means that 78 per cent of the established companies were still operating which is a good amount compared to the general company statistics from Finland. As the outcome there was no significant growth to be detected among the companies that replied. Turnovers had increased a slightly more than the number of personnel. The economic situation in Finland and most of the world during the observed time span was unstable and Finland even fell into recession. This might have caused the lack of will to grow among the repliers. It might have also reduced the opportunities and lead to a more cautious atmosphere in the entire corporate life....
Mäntsälän maine yritysten näkökulmasta : Case: Mäntsälän Yrityskehitys
(Laurea-ammattikorkeakoulu, 2013)
erilaisen kohderyhmän mielipiteiden avulla. Näitä kohderyhmiä olivat Mäntsälän Yrityskehityksen sidosryhmät ja mahdolliset asiakkaat. Tutkimuksen tulosten perusteella selvitettiin onko tarvetta toimenpiteille, joilla Mäntsälän kunnan mainetta...
Mäntsälä´s reputation from the enterprise perspective. Case: Mäntsälän Yrityskehitys. The theme of this thesis is Mäntsälä´s reputation. The research was implemented in co-operation with Mäntsälän Yrityskehitys. The objective of this thesis was to study the reputation of Mäntsälä. The reputation of Mäntsälä was studied by opinions by two types of target groups. These target groups were interest groups and potential customers of Mäntsälän Yrityskehitys. The results of the study were used to determine if there is a need for actions to be made to clarify the reputation of Mäntsälä. The main problem of this thesis was: What kind of reputation does Mäntsälä have among the companies dealing with Mäntsälän Yrityskehitys as well as potential customers for Mäntsälän Yrityskehitys in the metropolitan area? This research will provide new information to all those interested in Mäntsälä reputation. Additionally, it was analysed whether a recently established holding company has an effect on the reputation of Mäntsälä. The theoretical framework of this thesis was based on reputation theory. The sources used were both domestic and foreign literature and Internet. The research was conducted as a qualitative research and the empirical study was used as a method. The questionnaire consisted of eleven questions in total and was prepared with Surveypal program. Inquiries were dispatched to 120 different companies located near Mäntsälä and in the metropolitan area. The majority of the respondents were business decision-makers. The analyses of the questionnaires noticed that Mäntsälä reputation is positive. Most of the respondents were satisfied with the activities of Mäntsälän Yrityskehitys and had received help and support from them. The respondents felt that the location and reputation of the area have an impact on where companies choose to set up business. Mäntsälä municipality has been active and has done a lot of work to get companies to municipality. The respondents had also noticed that. More than half of the respondents believed that ongoing discussion of holding company have not had effect on Mäntsälä´s reputation. The research showed that the yellow graphic symbol color that Mäntsälä municipality uses for its marketing, is not very recognised yet. Services and events of Mäntsälä municipality should be introduced more widely. Mäntsälä municipality should be more present in public and try to differentiate more clearly from the other municipalities....
Mäntsälä´s reputation from the enterprise perspective. Case: Mäntsälän Yrityskehitys. The theme of this thesis is Mäntsälä´s reputation. The research was implemented in co-operation with Mäntsälän Yrityskehitys. The objective of this thesis was to study the reputation of Mäntsälä. The reputation of Mäntsälä was studied by opinions by two types of target groups. These target groups were interest groups and potential customers of Mäntsälän Yrityskehitys. The results of the study were used to determine if there is a need for actions to be made to clarify the reputation of Mäntsälä. The main problem of this thesis was: What kind of reputation does Mäntsälä have among the companies dealing with Mäntsälän Yrityskehitys as well as potential customers for Mäntsälän Yrityskehitys in the metropolitan area? This research will provide new information to all those interested in Mäntsälä reputation. Additionally, it was analysed whether a recently established holding company has an effect on the reputation of Mäntsälä. The theoretical framework of this thesis was based on reputation theory. The sources used were both domestic and foreign literature and Internet. The research was conducted as a qualitative research and the empirical study was used as a method. The questionnaire consisted of eleven questions in total and was prepared with Surveypal program. Inquiries were dispatched to 120 different companies located near Mäntsälä and in the metropolitan area. The majority of the respondents were business decision-makers. The analyses of the questionnaires noticed that Mäntsälä reputation is positive. Most of the respondents were satisfied with the activities of Mäntsälän Yrityskehitys and had received help and support from them. The respondents felt that the location and reputation of the area have an impact on where companies choose to set up business. Mäntsälä municipality has been active and has done a lot of work to get companies to municipality. The respondents had also noticed that. More than half of the respondents believed that ongoing discussion of holding company have not had effect on Mäntsälä´s reputation. The research showed that the yellow graphic symbol color that Mäntsälä municipality uses for its marketing, is not very recognised yet. Services and events of Mäntsälä municipality should be introduced more widely. Mäntsälä municipality should be more present in public and try to differentiate more clearly from the other municipalities....
Hankinnasta maksuun -prosessin kehittäminen
(Laurea-ammattikorkeakoulu, 2013)
hyvin, kun prosessin vastuu ja prosessin asiantuntijuus on jaettu useampaan vaiheeseen, vai pitäisikö koko hankinnasta-maksuun prosessilla olla prosessin omistaja? Tavoitteena oli myös selvittää hankinnasta maksuun -prosessissa mahdollisesti ilmeneviä...
Developing of the purchase to pay process in Company X Ltd This thesis aims to examine the target company’s purchase to pay process and to identify the problem areas that slow down the process. The target organization Company X Ltd is a group company which is operating in the industrial sector. The objective of this study was to find out if the purchase to pay process works better now, when responsibility and expertise are shared be-tween different parts of the process, or whether there should be a process owner. The theory of the thesis is based on process and the development and management of process. The theoretical section also focuses on financial management processes, especially on the purchase invoice process and the purchase to pay process. The theory does not deal with quality systems or process measurement. The research is a qualitative case study. The data was collected by a survey of the staff's per-ceptions of purchase to pay process. Observation was also used during making of the thesis. The main conclusion drawn from the results of the thesis was that all the main problems in the purchase to pay process were caused by poor communication and differing working methods. The results revealed that the purchase to pay process needs a process owner or a process team....
Developing of the purchase to pay process in Company X Ltd This thesis aims to examine the target company’s purchase to pay process and to identify the problem areas that slow down the process. The target organization Company X Ltd is a group company which is operating in the industrial sector. The objective of this study was to find out if the purchase to pay process works better now, when responsibility and expertise are shared be-tween different parts of the process, or whether there should be a process owner. The theory of the thesis is based on process and the development and management of process. The theoretical section also focuses on financial management processes, especially on the purchase invoice process and the purchase to pay process. The theory does not deal with quality systems or process measurement. The research is a qualitative case study. The data was collected by a survey of the staff's per-ceptions of purchase to pay process. Observation was also used during making of the thesis. The main conclusion drawn from the results of the thesis was that all the main problems in the purchase to pay process were caused by poor communication and differing working methods. The results revealed that the purchase to pay process needs a process owner or a process team....
Sosiaalisen identiteetin johtamisen ilmeneminen työyhteisössä
(Laurea-ammattikorkeakoulu, 2013)
teoriaa. Tutkimusmenetelmänä käytettiin kvalitatiivista tutkimusmenetelmää tarkemmin kuvattuna teemahaastattelua. Haastateltavaksi valittiin viisi henkilöä saman osaston sisältä. Haastateltavista kolme oli samasta tiimistä ja kaksi olivat eri tiimeistä...
The expression of social identity leadership in the work community The goal of this study was to investigate how social identity leadership is expressed in the selected work community. The purpose was to find concrete manifestations of social identity leadership that contribute to the emergence of social identity within the work community. The theoretical framework was based on the difference between social identity and the self-identity, previous research perspectives on leadership and theory of social identity leadership. The research method was a qualitative research method and more specially theme interview. Five people, who were in the same unit, were chosen as interviewees. Three of them were from the same team and the last two belonged to different teams. The interviewees were scrutinized through six themes. The first two related to social work community and the role of the work place’s leader, and the remaining four dealt with the theme of social identity leadership from different perspectives. Social work community cannot be accurately defined based on the study, but the study showed that the seating arrangement has effect on the formation of the so-called in-group form. The leader's role was primarily to be a group of workplace authority, coordinator and advisor. The social identity leadership occurred in four different ways in the work community: free communication within the working day, setting goals, team specialization in certain areas of expertise and rewarding in the work community. In conclusion, it can be said that seating arrangements have a very important influence on both the relationships in the work community and on the emergence of social groups to which members feel they belong to. The social identity leadership is expressed in the work community, even if it is not consciously managed in the work community. Expression of social identity leadership is important to the community because it affects the functioning of the work community. The study shows that further research is needed on the subject of survey on the leaders and the comparison of the results of this study to the results presented. Another topic for further research is to consider the connection between the well-being at work and social identity leadership, and what sort of persons naturally become social identity leaders....
The expression of social identity leadership in the work community The goal of this study was to investigate how social identity leadership is expressed in the selected work community. The purpose was to find concrete manifestations of social identity leadership that contribute to the emergence of social identity within the work community. The theoretical framework was based on the difference between social identity and the self-identity, previous research perspectives on leadership and theory of social identity leadership. The research method was a qualitative research method and more specially theme interview. Five people, who were in the same unit, were chosen as interviewees. Three of them were from the same team and the last two belonged to different teams. The interviewees were scrutinized through six themes. The first two related to social work community and the role of the work place’s leader, and the remaining four dealt with the theme of social identity leadership from different perspectives. Social work community cannot be accurately defined based on the study, but the study showed that the seating arrangement has effect on the formation of the so-called in-group form. The leader's role was primarily to be a group of workplace authority, coordinator and advisor. The social identity leadership occurred in four different ways in the work community: free communication within the working day, setting goals, team specialization in certain areas of expertise and rewarding in the work community. In conclusion, it can be said that seating arrangements have a very important influence on both the relationships in the work community and on the emergence of social groups to which members feel they belong to. The social identity leadership is expressed in the work community, even if it is not consciously managed in the work community. Expression of social identity leadership is important to the community because it affects the functioning of the work community. The study shows that further research is needed on the subject of survey on the leaders and the comparison of the results of this study to the results presented. Another topic for further research is to consider the connection between the well-being at work and social identity leadership, and what sort of persons naturally become social identity leaders....
Esimiestyön laatu
(Laurea-ammattikorkeakoulu, 2013)
Opinnäytetyö tehtiin Länsi-Uudellamaalla toimivalle yritykselle. Opinnäytetyön tarkoituksena oli tutkia kohdeyrityksen tämän hetkistä esimiestyön laatua. Yrityksessä on aikaisemmin tehty konsernin yhteisiä henkilöstökyselyjä, ...
Liiketoiminnan opas yksityisille elinkeinonharjoittajille
(Laurea-ammattikorkeakoulu, 2013)
Uusia yrityksiä perustetaan Suomessa entistä vähemmän, vaikka niitä tarvittaisiin luomaan uusia työpaikkoja. Toiminimellä elinkeinoa harjoittaville ei ole ollut täsmällistä arkikielistä opasta kertomaan, mitä yrittäjyys kaikessa yksinkertaisuudessaan on ja vaatii. Tämän toiminnallisen opinnäytetyön tuloksena syntyi uusi liiketoiminnan opas, tarpeellinen työkalu kaikille yksityisille elinkeinonharjoittajille.
Aihe työlle tuli suoraan työelämän tarpeesta kun toimeksiantajana toiminut Otalammen Autohuollon yrittäjä tarvitsi konsultointia ja muuta apua yrityksensä perustamisessa ja liiketoimintansa alkuvaiheessa. Työn alussa tutustuttiin jo olemassa oleviin oppaisiin yrittäjyyttä suunnitteleville. Näitä oppaita verrattiin toisiinsa ja todettiin, että uudelle oppaalle oli tarvetta. Seuraavaksi ryhdyttiin etsimään toimeksiantajan esittämiin kysymyksiin vastauksia kirjallisuudesta, asiantuntijoilta, laeista sekä eri viranomaisten Internet–sivustoilta. Pääkohdiksi muodostuivat lupa-asiat, rekisteröintitoimenpiteet, rahallisen tuen saamisen vaihtoehdot, kirjanpito, hinnoittelu, laskutus sekä erilaiset mahdollisuudet markkinoinnin ja verkostoitumisen avulla. Kerätyt tiedot raportoitiin ja toimeksiantajan kysymyksiin vastattiin mahdollisimman nopeasti. Saaduista tiedoista koottiin materiaali uuteen liiketoiminnan oppaaseen yksityisille elinkeinonharjoittajille. Opinnäytetyö ja liiketoiminnan opas tehtiin yksityisen elinkeinonharjoittajan ja sellaiseksi aikovan näkökulmasta ja tarpeeseen.
Lopuksi arvioitiin tämän työn tuloksia ja siitä saatua hyötyä. Tavoitteena oli toimeksiantajan kysymyksiin vastaamisen lisäksi oppia itse kokonaisvaltaisesti uuden liiketoiminnan aloittamisesta, käyttää omaa tietotaitoa muiden auttamiseen sekä kannustaa muita yrittäjyyttä suunnittelevia toteuttamaan unelmansa. Asetetuista tavoitteista ensimmäiset saavutettiin, opin paljon uutta ja olisin nyt itse valmis yksityiseksi elinkeinonharjoittajaksi. Työstä on ollut suuri apu myös toimeksiantajalle. Viimeisen, uusien yritysten syntymisen tavoitteen täyttymistä ei vielä pystytä katsomaan saavutetuksi, sillä opas ei ole vielä ollut muiden kuin toimeksiantajan käytössä. Kysyntää oppaalle on, ja sitä on muutama tuleva ammatinharjoittaja jo pyytänyt saada käyttää sen valmistuttua....
in marketing and networking. The collected data was reported and the car services company’s questions were answered as quickly as possible. The data was also collected in the new business guidebook for entrepreneurs. The thesis and the guidebook were both made...
in marketing and networking. The collected data was reported and the car services company’s questions were answered as quickly as possible. The data was also collected in the new business guidebook for entrepreneurs. The thesis and the guidebook were both made...
Luovuustesti ja palkitseminen
(Laurea-ammattikorkeakoulu, 2013)
Luovuudelle annetaan yleensä kaksi ominaisuutta: uutuus ja toimivuus. Tämän jälkeen luovuustutkijoiden käsitykset hajaantuvat. Tämän hetken luovuustutkimuksesta on vaikeaa, ellei mahdotonta muodostaa yhtenäistä kokonaiskuvaa. Toisaalta se ei...
Creativity test and rewarding Two characteristics are usually attributed to creativity: novelty and functionality. Beyond this the opinions of researchers into creativity typically differ and thus it is difficult to form a coherent overall picture of the current state of research into creativity. This thesis first reviews the variety of ways to define, verify and classify creativity and compares them to each other. Subsequently, the thesis focuses on divergent thinking, which is initially defined in terms of psychometric psychology and also contrasted with its counterpart, convergent thinking. Divergent thinking is a thought process used to generate creative ideas by exploring many possible solutions. Convergent thinking is oriented towards deriving the single best answer to a clearly defined question. Divergent thinking is associated with creativity as an important part of the field, although it is not sufficient for creative performance. This paper focuses on divergent thinking as a variety of tests have been developed to measure it. Divergent thinking tests are often called creativity tests, even though they do not actually measure creativity. The Alternative Uses Task (AUT) is one of the most popular. In AUT examinees are asked to list as many possible uses for a common house hold item. Scoring is comprised of four components: fluency, flexibility, originality and elaboration. AUT is not the most accurate and precise creativity test, but it is easy to administer and score and it does not require any training. Dozens of studies have examined the effect of reward on creativity. Despite a sizable literature, the question of whether rewards enhance or hinder creativity remains controversial. Ample evidence has been cited to support both positions, as the results of studies examining the relationship between rewards and creativity have been inconsistent. Much insight can be derived from existing studies on rewards and creativity, although more work needs to be done to further what is known about how and when rewards affect creativity. In this thesis Guilford’s AUT is used to examine the effect of rewards and requests for original responses on divergent thinking. The results show that rewards increased fluency and flexibility when examinees were not requested to be original. Rewards and requests for original responses decreased the level of performance to a lower than without rewards. The results of this research raise new questions. Guilford’s AUT is a good tool to measure creativity, and it can be recommended for use in future studies. The thesis concludes with some suggestions for practical arrangements for such research....
Creativity test and rewarding Two characteristics are usually attributed to creativity: novelty and functionality. Beyond this the opinions of researchers into creativity typically differ and thus it is difficult to form a coherent overall picture of the current state of research into creativity. This thesis first reviews the variety of ways to define, verify and classify creativity and compares them to each other. Subsequently, the thesis focuses on divergent thinking, which is initially defined in terms of psychometric psychology and also contrasted with its counterpart, convergent thinking. Divergent thinking is a thought process used to generate creative ideas by exploring many possible solutions. Convergent thinking is oriented towards deriving the single best answer to a clearly defined question. Divergent thinking is associated with creativity as an important part of the field, although it is not sufficient for creative performance. This paper focuses on divergent thinking as a variety of tests have been developed to measure it. Divergent thinking tests are often called creativity tests, even though they do not actually measure creativity. The Alternative Uses Task (AUT) is one of the most popular. In AUT examinees are asked to list as many possible uses for a common house hold item. Scoring is comprised of four components: fluency, flexibility, originality and elaboration. AUT is not the most accurate and precise creativity test, but it is easy to administer and score and it does not require any training. Dozens of studies have examined the effect of reward on creativity. Despite a sizable literature, the question of whether rewards enhance or hinder creativity remains controversial. Ample evidence has been cited to support both positions, as the results of studies examining the relationship between rewards and creativity have been inconsistent. Much insight can be derived from existing studies on rewards and creativity, although more work needs to be done to further what is known about how and when rewards affect creativity. In this thesis Guilford’s AUT is used to examine the effect of rewards and requests for original responses on divergent thinking. The results show that rewards increased fluency and flexibility when examinees were not requested to be original. Rewards and requests for original responses decreased the level of performance to a lower than without rewards. The results of this research raise new questions. Guilford’s AUT is a good tool to measure creativity, and it can be recommended for use in future studies. The thesis concludes with some suggestions for practical arrangements for such research....
Naisjohtajuus : Naiseuden voimavara johtajuudessa
(Laurea-ammattikorkeakoulu, 2013)
Laurea-ammattikorkeakoulu Tiivistelmä
Laurea Lohja
Liiketalouden koulutusohjelma
Petronella Fagerholm
Naisjohtajuus: Naiseuden voimavara johtajuudessa
Vuosi 2013 Sivumäärä 49
Työn ...
Brändin esiintyvyys blogeissa - Case Adidas
(Laurea-ammattikorkeakoulu, 2013)
käsitellään keskeisiä käsitteitä, joita ovat blogi, brändi ja kampanja. Jokaisessa luvussa esitellään kunkin käsitteen perusteet, minkä jälkeen siirrytään tarkastelemaan tämän opinnäytetyön kannalta oleellisia käsitteiden erityispiirteitä, jotta lukijalle...
Brand visibility on blogs – Case Adidas The purpose of this thesis was to examine the visibility of the adidas brand on Finnish blogs. The objective of the research was to gain an understanding of the different forms in which the adidas brand occurs in Finland's most popular blogs. The Adidas campaign and its visibility in various blogs were also investigated in the research. This thesis was commissioned by Adidas Suomi Oy, which is part of the global Adidas Group. The company is one of the leading sporting goods manufacturers in the world. The theoretical section of this thesis examines the main concepts of blog, brand and campaign. An overview of each concept is presented in turn with specific characteristics explored in order to give the reader a coherent understanding of the thesis. The research problem addressed in this thesis concerned the extent of the visibility of the adidas brand in blogs in Finland. The brands surveyed were the adidas brand itself: the Sport Performance and Sport Style brands together with their sub-brands. The survey was conducted on the Internet using the observation method. The observations were compiled in an Excel chart, where the studies' common observation units, such as campaign and brand, were outlined. The research results revealed a low level of visibility of the adidas brand in blogs in comparison to the number of blog posts. This can be explained by the studied blogs' subject matters, fashion and lifestyle, which do not coincide with the subjects of the adidas brand. Developmental ideas to improve the visibility of the adidas brand in blogs were compiled on the basis of the research results. Developmental ideas focused on cooperation with blogs....
Brand visibility on blogs – Case Adidas The purpose of this thesis was to examine the visibility of the adidas brand on Finnish blogs. The objective of the research was to gain an understanding of the different forms in which the adidas brand occurs in Finland's most popular blogs. The Adidas campaign and its visibility in various blogs were also investigated in the research. This thesis was commissioned by Adidas Suomi Oy, which is part of the global Adidas Group. The company is one of the leading sporting goods manufacturers in the world. The theoretical section of this thesis examines the main concepts of blog, brand and campaign. An overview of each concept is presented in turn with specific characteristics explored in order to give the reader a coherent understanding of the thesis. The research problem addressed in this thesis concerned the extent of the visibility of the adidas brand in blogs in Finland. The brands surveyed were the adidas brand itself: the Sport Performance and Sport Style brands together with their sub-brands. The survey was conducted on the Internet using the observation method. The observations were compiled in an Excel chart, where the studies' common observation units, such as campaign and brand, were outlined. The research results revealed a low level of visibility of the adidas brand in blogs in comparison to the number of blog posts. This can be explained by the studied blogs' subject matters, fashion and lifestyle, which do not coincide with the subjects of the adidas brand. Developmental ideas to improve the visibility of the adidas brand in blogs were compiled on the basis of the research results. Developmental ideas focused on cooperation with blogs....









