Omistajuuden määritelmät S-ryhmässä
Rissanen, Raila (2008)
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Pro gradu -tutkielma
Rissanen, Raila
2008
Tiivistelmä
Tämän tutkimuksen tavoitteena on kuvata miten omistajuus on ollut esillä S-ryhmän Ässä ammattilehdessä vuosina 1991- 2005. Tutkimuksen tarkoituksena on ymmärtää millaisia merkityksiä omistajuuteen on liitetty valittuna ajanjaksona. Tutkimus on luonteeltaan laadullinen, jossa tutkimusmetodina on käytetty diskurssianalyysia. Tutkimusaineisto koostuu vuosilta 1995—2000 kerätyistä S-ryhmän ammattilehdistä. Tutkimuksessani tarkastellaan omistajuuden ilmenemistä aineistossa institutionaalisesta, psykologisesta ja sosiaalisesti rakentuvasta dimensiosta. Tutkimustulosten perusteella voidaan todeta, että S-ryhmässä asiakasomistajuudesta viestittiin neljän diskurssin kautta: Osuustoiminnallinen yhteisöllisyys", "Omistajuudesta lisäarvoa", "Omistajuudesta kumppanuuteen, sekä " Asiakasomistajuus tärkein kilpailuvaltti". Asiakasomistajuutta S-ryhmässä kuvaa vahva yhteisöllisyys sekä pyrkimys psykologisen omistamisen vahvistamiseen päämääränä asiakasomistajan lisäksi työntekijän emotionaalinen sitoutuminen ryhmään. Omistajuutta kuvaavat tutkimustulosten perusteella yhteisöllisyys, Iisäarvo, kilpailuetu, sitoutuneisuus sekä kumppanuus. Merkittävimmin omistajuus esiintyy tutkimusaineistossa psykologisessa dimensiossa ja tämän kollektivistisessa näkökulmassa. The aim of this dissertation is to describe how ownership has been portrayed in S-group's professional Ässä-magazine during 1991-2005. The purpose of the dissertation is to understand the various meanings attached to ownership during the chosen time period.
The dissertation is qualitative where discourse analysis has been used as the research method. The research material consists of collected S-group professional magazines from 1995-2000. My dissertation examines demonstrations of ownership in the material through institutional, psychological and socially constructed dimensions.
Based on the research results it can be concluded that in the S-group client ownership was communicated through four discourses: "Co-operative community", "Added value from ownership", "From ownership to companionship", as well as "Client ownership as the main competitive advantage". Client ownership in the S-group is described though strong community as well as an aim of strengthening the psychological ownership with the goal being, besides the client owner, emotionally binding the employee to the group. According to the research results the ownership is described by community, added value, competitive advantage, engagement, and partnership. In the research material ownership is portrayed most significantly in the psychological dimension though its collective point of view.
The dissertation is qualitative where discourse analysis has been used as the research method. The research material consists of collected S-group professional magazines from 1995-2000. My dissertation examines demonstrations of ownership in the material through institutional, psychological and socially constructed dimensions.
Based on the research results it can be concluded that in the S-group client ownership was communicated through four discourses: "Co-operative community", "Added value from ownership", "From ownership to companionship", as well as "Client ownership as the main competitive advantage". Client ownership in the S-group is described though strong community as well as an aim of strengthening the psychological ownership with the goal being, besides the client owner, emotionally binding the employee to the group. According to the research results the ownership is described by community, added value, competitive advantage, engagement, and partnership. In the research material ownership is portrayed most significantly in the psychological dimension though its collective point of view.