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Implementeringsprocessen av etiska riktlinjer: En kvalitativ studie av den svenska försäkringsbranschen
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


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


May 2014


Lars-Johan Åge, Jonas Molin & Jens Eklinder-Frick


The implementation process of ethical guidelines – A qualitative study of the Swedish

insurance industry


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

ethical dilemmas.


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

Place, publisher, year, edition, pages
2014. , 67 p.
National Category
Business Administration
URN: urn:nbn:se:hig:diva-16842Archive number: FE1:38/2014OAI: diva2:723528
Subject / course
Business administration
Educational program
Real estate brokering
Available from: 2014-06-18 Created: 2014-06-11 Last updated: 2014-06-18Bibliographically approved

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