Företags publika ansvarskommunikation: En fallstudie om ansvarskommunikation i den svenska amorteringsdebatten och dess konsekvenser på operativ nivå
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Background and problem: Corporate communication is a part of what influence stakeholders when it comes to creating an image of the organizations identity, image and reputation. Through CSR-communication, organizations want to affect people’s perceptions about them and create legitimacy.responsibility are easily overlooked. Amortizations on house loans have been a much-disputed question in theSwedish society, where several of institutes have made public statements. Our opinion is that a Swedish bank, Swedbank, have profiled themselves considerably in the debate. Swedbank have communicated officially and ask to be more regulated through legal text regarding amortizations, a behavior which we consider very unusual. We interpreted these statements from Swedbank as an example of CSR-communication.Purpose: The purpose of the study is to describe how Swedbanks external CSR- communication in the amortization issue is perceived on an operational level at Swedbank and the other major banks in Sweden to gain knowledge about the effects of a larger organizations external CSR-communication has on an operational level.Method: We chose implement a qualitative study where we gathered information through interviews of employees from the four largest banks in Sweden. Through the empirical material we chose theories to support our analysis of the empirical material. Through the analysis we then test and further develop the chosen theories, which make the study of an inductive character. Conclusion: Throughout the study we have found that public CSR- communication can significantly affect the values of employees in an organization. CSR-communication had an effect on employee’s values and it gave them support in their daily work. Further it can also motivate the employees in the organization to act in a desired way since they feel more comfortable with the organizations values in specific questions. The study’s results indicate that CSR communication from an organization has very limited effects among their competitor’s employees. All of the banks that we interviewed thought that it was the national governments bank SBAB that have been normative for an increased debt-to-equity ratio and a more enervated culture of amortization in Sweden. When the risk-taking increases, the four major banks in Sweden believes that it is hard for a single institute to act responsible without losing financially. The banks all thought that interest organizations that are normative, like the Swedish banking association, should take action for a decreased debt-to-equity ratio in Sweden.
Place, publisher, year, edition, pages
2014. , 48 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, CSR, amortering, ansvarskommunikation, finansbranschen
IdentifiersURN: urn:nbn:se:ltu:diva-54103Local ID: b143fa6f-3e8d-4686-8820-1d2931d9b1b3OAI: oai:DiVA.org:ltu-54103DiVA: diva2:1027483
Subject / course
Student thesis, at least 30 credits
Business and Economics, master's level
Validerat; 20140616 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved