Evidence-Based Reputation Management

  • Pekka Aula
  • Jouni Heinonen
Part of the Management for Professionals book series (MANAGPROF)


Reputation management today must be based on evidence. Without evidence, a company is like a log drifting down the rocky rapids of reputation. If a company is not aware of its own reputation, it cannot manage it. However, the ability of the decision-maker to interpret and distill the information is equally important. This is because good information is heavily outweighed by poor quality information dressed up as research data. Indeed, in terms of management, this bogus information can be detrimental and lead a company in the wrong direction. Business leaders must be able to discern between valuable and worthless information, just as they do between good and bad argumentation, high-quality and low-quality journalism, and meaningful and meaningless communications.


Energy Sector Corporate Culture Good Reputation Customer Experience Reputation Management 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Åberg, L. (2000). Viestinnän johtaminen. Keuruu: Inforviestintä.Google Scholar
  2. Burson-Marsteller, (2010). Global message gap research.Google Scholar
  3. Duncan, T., & Moriarty, S. (1997). Driving brand value. New York: McGraw Hill.Google Scholar
  4. Ecceles, R., Newquist, S., & Schatz, R. (2007). Reputation and its risks. Harward Business, 85(2), 104–114.Google Scholar
  5. Genasi, C. (2001). Measuring reputation. In A. Jolly (Ed.), Managing corporate reputations. London: Kogan Page.Google Scholar
  6. Hamel, G. (2007). The future of management. Boston, MA: Harvard Business School Press.Google Scholar
  7. Heinonen, J. (2006). Mainejohtaja. Juva: WSOYPro.Google Scholar
  8. Juholin, E. (1996). Ylivoimapeli mediassa. Julkisuusmekanismit ja julkisuuden hallinta. Porvoo: Inforviestintä.Google Scholar
  9. Reinikainen, J. (2002). toim. Brandien brandit: kaikkien aikojen suomalaiset tuotemerkit. Loviisa: Interpress.Google Scholar
  10. Slater, R. (2003). The Wal-Mart triumph. Inside the world’s #1 company. Portfolio.Google Scholar
  11. The Economist, (2010, 9 Sep). Why expensive consultancy firms are giving away more research, New York.Google Scholar
  12. Young, D. (1996). Building your company’s name. Amacom.Google Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Pekka Aula
    • 1
  • Jouni Heinonen
    • 2
  1. 1.University of HelsinkiHelsinkiFinland
  2. 2.Pohjoisranta Burson-MarstellerHelsinkiFinland

Personalised recommendations