The corporate image of Posiva
Koskela, Otto (2010)
Koskela, Otto
Satakunnan ammattikorkeakoulu
2010
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201101071085
https://urn.fi/URN:NBN:fi:amk-201101071085
Tiivistelmä
Corporate image and corporate reputation have been topics for academic discussion since the 1950s and they are as relevant today as they were back then, since the image and/or reputation an organisation has can greatly influence its fortunes. This study investigates what the corporate image of Posiva Oy is among two target groups; university students in the Satakunta region and Tampere, and municipal councillors from towns in the Satakunta region. The relevant theory in this thesis deals with what are the components of corporate personality, identity, image, and reputation. As well, clear definitions to each of these terms are given, and how they are interrelated and together influence how a company is seen by its stakeholders is discussed. Finally, the topic of corporate communications is touched to present how organisations can influence their image. The research was conducted by hosting an online questionnaire which was sent to a combined total of 4411 students from Satakunta University of Applied Sciences and Tampere University of Technology, and over 450 students participated in the research. A slightly modified questionnaire was then sent to a total of 156 municipal councillors, of which 43 replied. After initial analysis of the questionnaire results was done, ten people, six students and four municipal councillors, were interviewed using semi-structured interviews. The analysis revealed that among the university students, Posiva is a fairly unknown company with no clear image in the minds of the respondents, except for a small minority. Among the municipal councillors, recognisability of the company is considerably better and a mostly positive image of Posiva has formed. The key recommendations given to the company are the incorporation of social media as a part of the communication strategy to better reach students, closer co-operation with universities regarding recruitment events and projects, and a realignment of the sponsoring and corporate advertising efforts towards student magazines, organisations, and events. By utilising the knowledge acquired from the study and taking into consideration the recommendations given, the company will be able to devise a strategy that can greatly improve its recognisability among university students and other young people.