Nokia was forgiven – a historic turnaround in its reputation
This post is available in Finnish. Please see the original post here.T-Media’s annual “ Reputation&Trust ” survey reveals that Finland’s most reputable companies in 2017 are Kone, Supercell, and Ponsse. The results reflect Finns’ high regard for technology companies.
Nokia has seen the biggest jump in reputation in this year’s “ Reputation&Trust ” survey. Nokia’s rise in reputation is greater than that of any other company in the entire history of T-Media’s “ Reputation&Trust ” survey. The company remains on the list of companies with a poor reputation, but its reputation score has risen to a moderate level. T-Media has been studying the reputation of Finnish companies using its current model since 2013.
“The mobile phone business was the part of Nokia that the public knew best. People felt the company had failed when it gave up on mobile phones. The failure in the handset business was a tough pill for Finns to swallow, but now it seems that the general public has forgiven the company and begun to take notice of its new and interesting initiatives.” Riku Ruokolahti , Director of Development at T-Media, commented on Nokia’s turnaround.
According to Ruokolahti, Nokia’s rising reputation is not just a matter of recent acquisitions or product development, even though mobile phones sold under the brand have returned to the market over the summer. “Consumer products arriving in stores certainly influence the company’s reputation, even though the devices are developed and manufactured by another company. However, of the eight different aspects of reputation examined, responsibility has seen the greatest increase and has become the third pillar of Nokia’s reputation,” Ruokolahti continues.
Finlayson Makes Its Debut on the Most Prestigious List
Textile manufacturer Finlayson has risen from being a relatively small company to join the ranks of Finland’s most prestigious companies. Ranked sixth on the list of companies with the best reputations, Finlayson has gained prominence through its bold marketing campaigns and its role in sparking public debate.
“For us, reputation is not an end in itself, but a gratifying and perhaps even surprising result of honoring our roots, upholding strong values, and living by them,” says Jukka Kurttila, CEO of Finlayson.
Finns value technology companies
Elevator manufacturer Kone has held the top spot among Finland’s most reputable companies for the third consecutive year. Mobile gaming company Supercell ranks second, and forestry machinery manufacturer Ponsse has risen to third place.
“The high regard Finns have for technology companies can likely be explained by the companies’ social significance. Technology companies create jobs in Finland and have a visible impact on the trade balance,” Ruokolahti commented.
The results are based on the “ Reputation&Trust ” survey conducted in June–July 2017, the aimed to assess the reputation of companies operating in Finland among the general public. A total of 6,018 Finns participated in the survey, providing a total of 15,955 company ratings.
| Top 10 with a Good Reputation | Company | Number of credits | Change from the previous year |
| 1. | Machine | 4.12 | -0.10 |
| 2. | Supercell | 4.11 | -0.09 |
| 3. | Ponsse | 4.11 | New! |
| 4. | Fazer | 3.83 | -0.02 |
| 5. | 3.79 | New! | |
| 6. | Finlayson | 3.75 | New! |
| 7. | Pekkaniska | 3.72 | New! |
| 8. | OP Group | 3.70 | 0.05 |
| 9. | S Group | 3.66 | 0.09 |
| 10. | Valio | 3.65 | 0.06 |
s with a Bad Reputation TOP 10 |
Company | Number of credits | Change from the previous year |
| 10. | Nokia | 3.09 | 0.31 |
| 9. | Nordea | 3.00 | 0.26 |
| 8. | Telia | 2.97 | New! |
| 7. | VR | 2.97 | 0.15 |
| 6. | Danske Bank | 2.83 | New! |
| 5. | Nestlé | 2.77 | 0.10 |
| 4. | Information | 2.60 | New! |
| 3. | Post | 2.48 | -0.15 |
| 2. | Caruna | 2.28 | 0.11 |
| 1. | Terrafame | 1.86 | New! |
Additional information:
Riku Ruokolahti, Director of Development
riku.ruokolahti@reptrust-staging.fi-p.seravo.com, 0400 512 200
Harri Leinikka, CEO
harri.leinikka@reptrust-staging.fi-p.seravo.com, 040 505 5001
The companies with the best and worst reputations, as reported in the media, were selected for inclusion in the study based on a preliminary survey conducted in March 2017. In the preliminary study, 1,004 Finns spontaneously named two companies they considered to have a particularly good reputation and two with a particularly bad reputation. Of these, the 30 companies with the most mentions were analyzed in detail using the “ Reputation&Trust ” model, in which a company’s reputation score is calculated as the average of eight different categories: corporate governance, finances, leadership, innovation, interaction, products & services, workplace, and corporate responsibility. The company’s reputation score determines its position on the ranking lists.
The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence. The margin of error for the entire data set is at most approximately 1.3 percentage points in either direction.
