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One of the main reasons that managers or companies manage their earnings is to meet a pre-specified target, which is often set by an analyst. Companies find it important to make their numbers because their earnings are the companies' profit which analysts use to determine the attractiveness of that specific company's stock. If analysts don't like the earnings produced by the company, they find the stock to be unattractive which will affect the share price and low share price doesn't make the company or management look good.
There is good earnings management and bad earnings management. Earnings management is bad when it becomes abusive, because at that point, it's illegal according to the Securities and Exchange Commission (SEC)...
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