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Improving strategic decision making with big data-based media analysis - the case of coal power

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  • Kalle Nuortimo
  • Janne Harkonen

Abstract

Big-data based methods are developed to aid corporate decision-making. This study utilises big-data based global media-analysis to clarify the role of coal-power related media-image in company decision-making. Opinion mining by a specific software tool for media-analysis and monitoring is utilised. The analysis bases on the notion that the media-image of company products - or specific technologies - may impact corporate investment and divestment decisions in the energy sector. The assumption is that coal-power related media-image may cause corporate brandimage pressures. The findings indicate that the general media-sentiment towards coal-power is negative, possibly influencing corporate decisions. The large negative media-sentiment towards coal-power may override the benefits of developing cleaner coal-power and related technologies such as carbon capture and storage and utilisation. The negative media-sentiment towards coal-power may mitigate the more positive image of related less-known technologies. Evidence is provided on the media-impact of coal-power related divestment decisions and potential impacts on decision making.

Suggested Citation

  • Kalle Nuortimo & Janne Harkonen, 2019. "Improving strategic decision making with big data-based media analysis - the case of coal power," International Journal of Global Environmental Issues, Inderscience Enterprises Ltd, vol. 18(3), pages 187-208.
    • Handle: RePEc:ids:ijgenv:v:18:y:2019:i:3:p:187-208
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    Cited by:

    1. Kalle Nuortimo & Janne Harkonen, 2019. "Establishing an automated brand index based on opinion mining: analysis of printed and social media," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 141-151, September.

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