The challenge in today’s corporations is that even though the technology portfolio of a company plays a crucial role in delivering revenue—falling as a topic mainly under the area of technology management—technology may have a negative image due to observed risks or failing the sustainability criteria. It may influence the company’s image and brand image, possibly also influencing decisions at corporate level. The monitoring of technology sentiments is therefore emphasized, benefiting from the advanced methods for business environment scanning, namely market and competitor intelligence functions. This paper utilizes a new big data based method, mostly utilized in market(MI)/competitor intelligence(CI) functions of the company, opinion mining, to analyse the global media sentiment of nuclear power and projects deploying the technology. With this approach, it is easier to understand the linkage to corporate images of companies deploying the technology and also related corporate decisions, mainly done in the areas of technology market deployment, marketing and strategic planning. The results indicate how the media sentiment towards nuclear power has been mostly negative globally, particularly in social media. In addition, results from similar analyses from a single company’s images for the companies currently deploying the technology are seemingly less negative, indicating the influence of company’s communication and branding activities. This paper has implications showing that a technology’s media sentiment can influence a company’s brand image, marketing communications and the need for actions when technology is deployed. In conclusion, there seems to be a need for better co-operation between different corporate functions, namely technology management, MI, marketing and strategic planning, in order to indicate technology image impacts and also counteract firestorms from social media.

中文翻译：

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探索在公司决策中利用市场情报（MI）功能的新方法：核电案例观点挖掘

当今公司所面临的挑战是，即使公司的技术组合在创造收入方面起着至关重要的作用（作为一个主题，主要属于技术管理领域），由于观察到的风险或未达到可持续性标准，技术可能会受到负面影响。它可能影响公司的形象和品牌形象，也可能影响公司层面的决策。因此，得益于商业环境扫描的先进方法，即市场和竞争对手的情报功能，对技术情绪的监控得到了强调。本文采用了一种基于大数据的新方法，该方法主要用于公司的市场（MI）/竞争者情报（CI）功能，意见挖掘，以分析全球媒体对核电的信心以及部署该技术的项目。通过这种方法，更容易理解与部署技术的公司的企业形象以及相关的公司决策之间的联系，这些决策主要在技术市场部署，市场营销和战略规划领域完成。结果表明，媒体对核电的情绪在全球范围内尤其是在社交媒体中一直是负面的。此外，从单个公司的图像中对当前正在部署该技术的公司进行的类似分析得出的结果似乎不太负面，这表明了公司的交流和品牌活动的影响。本文的含义表明，技术的媒体情绪会影响公司的品牌形象，营销传播以及在部署技术时采取行动的必要性。结论，