How JYP and their partners benefit from Hurrikaaniverkosto

Abstract

JYP Jyväskylä ltd offers to its partners networking platform called Hurrikaaniverkosto. Hurrikaaniverkosto includes companies that are sponsoring Jyp and as return they are getting also services from JYP. Hurrikaaniverkosto has about 300 members and it is divided to four different categories. This research papers objective was to find out how JYP and the partners could get more out from the network. JYP wants more ac tive partners and the partner companies want more visibility and new companies and contacts that could do business with them. Some of the members are not so active with the events and with the letters JYP sends to companies. JYP wants to do something so that companies would be more active and that was the main reason for this research to be executed. There has been similar thesis written about Hurrikaaniverkosto before. It was done 2009 by Jaana Leppilampi she found out that partners of Hurrikaaniverkosto wanted JYP to be more active in the eyes of the partner and better communication between network partners (Leppilampi 2009). The network has grown a lot since that, and the world also has changed with world too for example with social media. Webropol service was used to send a survey to the networks members. Survey inclu ded multiple choice questions and open questions. With the open questions it was easier to hear what kind of development ideas partners would have. The survey was 5 sent to every member of the Hurrikaaniverkosto via JYP’s newsletter. There was also a lottery for everyone who answered the survey that included one gameworn jersey from this years JYP player. The response rate was decent with about one fourth of the companies anwering the survey. From the results we can say that mostly the partners are happy how Hurrikaaniver kosto operates at the moment. Still there is some improvements to be made for example relating to communication. Some of the longer e-mails that JYP sends through the network are not so well received. Partners also would like events that do not limit just around hockey. Positive comments were also included for example pre christmas event was liked a lot. We were able to make good and effective analyzes from the survey because there was quite good amoung of responses (66). It is still good to remember that there is almost 300 partners included in Hurrikaaniverkosto so there was possibility to get even more answers. Also many of the 66 companies that answered did not answer any open ended questions. It is good to think was the survey too long or too time consuming that some companies did not have time to think about open ended ques tions and answers for them.