This is a final thesis for a bachelor degree in Business Administration. The thesis is oriented
in the field of marketing and written at the University of Gavle.
Caroline Gustafsson & Caroline Tell Ljungberg
Lars-Johan Åge, Jonas Molin & Jens Eklinder-Frick
The implementation process of ethical guidelines – A qualitative study of the Swedish
The aim of this study is to create an understanding of different approaches to design and
implement organizational guidelines / codes to help the employees to behave ethically and deal with
By starting from the study's aim, it was appropriate to use a qualitative approach to
conducting the survey. The study's empirical study consisted of semi-structured interviews. We
interviewed ten companies in the Swedish insurance industry. By observing the outcome of the
interviews keywords were obtained. These keywords were then analyzed to find patterns in the
We have in this study concluded that it is the management's job that allows for the
codes to permeate the entire organization and that all employees act in accordance with them. Most
companies use some form of ethics training for employees to teach them how to deal with ethical
dilemmas. Our study has confirmed much of the existing research in this area but it has also
contributed to that we can now conclude that the role of the management is crucial for the
implementation process for the ethical guidelines efficiency in the insurance industry. Furthermore,
our study shows that the key to effective ethical codes is that the management together with the
employees creates discussions and dialogues on ethical issues and also helps the employees to
practice on handling ethical dilemmas.
ethics, ethical guidelines, implementation, insurance
2014. , 67 p.