Finland s Most Reputable Companies

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Susanna Juusonen
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1 Finland s Most Reputable Companies Part of the World s Largest Study on Corporate Reputation Riku Ruokolahti, RI Associate Hotell Palace

2 The Standard Global Local

3 Tykkäävätkö ne meistä?

4 Miksi ne tykkäävät meistä? The RepTrak Reputation Model The RepTrak Model Reputation Institute s generic model for reputation is structured around four core themes, seven reputation dimensions and 23 reputation attributes. Together, these elements explain a company s reputation. Reputation Pulse At the core, the RepTrak Pulse measures reputation on a scale of based on the four variables measuring a respondent s: Esteem of the company Admiration for the company Trust in the company Overall feeling about the company Dimensions and Attributes The 23 reputation attributes in the model are divided into seven thematic dimensions. The individual attributes and dimensions mean different things to people and are perceived differently in terms of weighted importance. This depends on which stakeholder group is studied. The analytical framework in the model can determine which attributes and dimensions are crucial drivers in building reputation for the group in question.

5 Mitä tykkäämisestä seuraa? BUY TRUST o.88 RECOMMEND FEELING TRUST IN CRISIS RESPECT REPUTATION GFI =.911 NFI =.944 SUPPORT SPEAK POSITIVE ESTEEM WORK FOR INVEST IN

6 2012 RepTrak Pulse Finland maineikkaimmat toimialat Industry Average Count Consumer Products (5) 78,5 499 Pharmaceuticals (5) 74,5 502 Food - Manufacturing (6) 73, Information & Media (3) 72,1 308 Industrial Products (9) 69,7 942 Financial - Diversified (3) 65,5 309 Financial - Insurance (4) 64,8 404 Conglomerate (3) 62,2 306 Construction & Engineering (6) 60,6 631 Services (7) 60,3 730 Raw Materials (4) 59,6 412 Energy (13) 58, Telecommunications (5) 55,9 513 Finland average (All companies) 65,1 Finland average (Reported companies) 65,9

7 2012 RepTrak Pulse Finland: Koneella huippupisteet useilla eri sektoreilla mm. johtamisessa ja taloudellisessa suorituskyvyssä

2012 RepTrak Pulse Finland TOP 10 Rank 2012 Com pany RepTrak Score 2012 1 Fazer 87,4 2 Fiskars 87,0 3 Paulig 84,4 4 Kone 83,2 5 Valio 82,6 6 Nokian Renkaat 77,6 7 Orion 75,8 8 S-ryhmä 75,4 9 Veikkaus

8 2012 RepTrak Pulse Finland TOP 10 Rank 2012 Com pany RepTrak Score Fazer 87,4 2 Fiskars 87,0 3 Paulig 84,4 4 Kone 83,2 5 Valio 82,6 6 Nokian Renkaat 77,6 7 Orion 75,8 8 S-ryhmä 75,4 9 Veikkaus 74,8 10 Tikkurila 74,8 11 Konecranes 74,5 12 Finnair 73,7 13 Sinebrychoff 73,6 14 Bayer 73,1 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a scale). Excellent/Top Tier Above 80 Strong/Robust Average/Moderate Weak/Vulnerable Poor/Bottom Tier Below 40

2012 RepTrak Pulse Finland Rank 2012 Company RepTrak Score 2012 1 Fazer 87,4 2 Fiskars 87,0 3 Paulig 84,4 4 Kone 83,2 5 Valio 82,6 6 Nokian Renkaat 77,6 7 Orion 75,8 8 S-ryhmä 75,4 9 Veikkaus 74,8 10

9 2012 RepTrak Pulse Finland Rank 2012 Company RepTrak Score Fazer 87,4 2 Fiskars 87,0 3 Paulig 84,4 4 Kone 83,2 5 Valio 82,6 6 Nokian Renkaat 77,6 7 Orion 75,8 8 S-ryhmä 75,4 9 Veikkaus 74,8 10 Tikkurila 74,8 11 Konecranes 74,5 12 Finnair 73,7 13 Sinebrychoff 73,6 14 Bayer 73,1 15 Oriola-KD 72,0 16 Op-Pohjola-ryhmä 71,9 17 Stockmann 71,6 18 Wärtsilä 70,8 19 ABB 70,5 20 Uponor 70,5 21 Atria 69,4 22 Ruukki 69,4 23 Tamro 68,9 24 Nokia 68,6 25 Outokumpu 68,4 26 Sanoma 68,1 27 Kesko 67,9 28 Alko 67,3 29 Raha-automaattiyhdistys 67,0 30 Ilmarinen 66,7 31 Cargotec 66,6 32 Metso 66,6 n = Rank 2012 Company RepTrak Score Pöyry 66,1 34 Siemens 66,1 35 Wihuri 66,1 36 Neste Oil 64,9 37 Tapiola 64,7 38 Fennia 64,2 39 Metsäliitto 64,0 40 Teboil 63,7 41 Varma 63,3 42 Pohjolan Voima 63,1 43 Kemira 62,6 44 NCC Rakennus 60,6 45 HK-Scan 60,5 46 Lassila & Tikanoja 60,2 47 Elisa 60,2 48 Skanska 60,1 49 Nordea 60,0 50 Gasum 59,9 51 St1 59,9 52 Telia-Sonera Finland 59,5 53 YIT 59,4 54 Vattenfall 58,4 55 Itella 57,2 56 Lemminkäinen 56,2 57 UPM-Kymmene 55,8 58 Vapo 55,4 59 Sampo Group 54,4 60 DNA 51,7 61 Stora Enso 50,3 62 Sampo Pankki 50,2 63 Fortum 49,4 64 Tieto 49,2 65 VR 47,1 n = Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a scale). Excellent/Top Tier Above 80 Strong/Robust Average/Moderate Weak/Vulnerable Poor/Bottom Tier Below 40 Kaikista mitatuista yrityksistä on saatavilla myös tarkat yrityskohtaiset raportit dimensiokohtaislla luvuilla.

10 Respondent Profile Gender Finland Demographic group Numer of ratings 9081 Gender Male 50,4% Female 49,6% 49,6% 50,4% Age Category ,4% ,9% ,8% ,9% Male Female Region FI Ahvenanmaa 0,0% FI Etelä Suomen lääni 44,2% FI Itä Suomen lääni 9,8% FI Länsi Suomen lääni 33,9% FI Lappi 2,9% FI Oulun lääni 9,2% Education Low 10,9% Middle 51,7% High 37% Low Middle High 37,4% General Education Level 10,9% 51,7% 33,9% 2,9% Region 9,2% 0,0% 9,8% 44,2% FI Ahvenanmaa FI Etelä Suomen lään FI Itä Suome lääni FI Länsi Suomen lään FI Lappi FI Oulun lään 10

11 3 ways you can engage with Reputation Institute 1. Access the Finland RepTrak Pulse 2012 Study purchase a custom Pulse Report Get your specific results identifying dimension strengths and weaknesses Map company-specific reputation against global leaders in your industry and select benchmarks See industry-specific drivers and trend data Understand the value of your current reputation and the potential impact of change Inform the internal dialogue about developing a reputation system 2. Reputation Landscape engage with an RI team to develop a systematic approach to reputation. Rely on existing information to: map your stakeholders, identify strengths, weaknesses, knowledge gaps, and develop a framework for ongoing Reputation Management 3. Stakeholder-specific Deep Dive identify a stakeholder that is critical to your business. Analyze them using the power of the full RepTrak model to develop actionable insights into drivers of reputation and supportive behavior (combine with sales data for ROR analysis)

Please contact us for further details: Riku Ruokolahti RI Associate 0400 512200 riku@t-media.

12 Please contact us for further details: Riku Ruokolahti RI Associate The World s Most Reputable Companies: A Global Study of Consumers in 41 Countries Copyright 2011 Reputation Institute. All rights reserved. Copyright 2011 Reputation Institute. All rights reserved. T-Media Oy Eteläinen Makasiinikatu HELSINKI p. (09)

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