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CSR och de fyra storbankerna: En kvalitativ innehållsanalys av storbankernas CSR-kommunikation
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2018 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Bakgrund och problematisering: Kraven på CSR har ökat i både Sverige och i omvärlden. En bransch som under 2000-talet har ökat sitt engagemang i CSR-frågor är banksektorn. Banker har en stor ekonomisk betydelse för samhället, men även en stor betydelse för hållbarhet och social utveckling. Banker är aktiva i socialt ansvarstagande företag och är benägna att redovisa information om sina CSR-aktiviteter. Trots detta har banker inte haft en stor uppmärksamhet inom CSR-forskningen jämfört med andra sektorer. Likaså har få studier inom CSR varit longitudinella.

Syfte: Syftet med detta arbete är att beskriva och analysera hur de fyra största svenska bankerna, Handelsbanken, SEB, Nordea och Swedbank har presenterat sina CSR-aktiviteter under perioden 2000–2010.

Frågeställning: Hur har CSR-aktiviteterna utformats inom de fyra största bankerna i Sverige mellan åren 2000–2010?

Metod: För denna undersökning har en kvalitativ innehållsanalys av storbankernas års- och hållbarhetsredovisningar mellan åren 2000–2010 genomförts. I innehållsanalysen tillämpades en framväxande kodning där kategorier utformades efter en granskning av det empiriska materialet. Innehållet delades in i fyra teman; intressenter, miljö, etik och filantropi.

Resultat och slutsats: Resultaten i denna undersökning visar att bankerna har utformat CSR-aktiviteter inom liknande områden vilka är intressenter, miljö, etik och filantropi. Alla bankerna hade utökat sina ansvarsåtaganden och haft ett aktivt deltagande i CSR-frågor genom åren 2000–2010. Skillnaderna i deras CSR-arbete ligger mest på när bankerna har utvecklat sina aktiviteter, men CSR-arbetet inom storbankerna har i slutändan tenderat att likna varandra.

Abstract [en]

Background and problematization: The demands of CSR have increased in both Sweden and the rest of the world. A sector which has during the 2000s increased its commitment to CSR issues is the banking industry. Banks have a great economic importance for society, but also a great importance for sustainability and social development. Banks are active in socially responsible companies and are inclined to report information about their CSR activities. Despite this, banks have not had a great attention in the field of CSR research compared to other sectors. Few studies within CSR have also been longitudinal.

Purpose: The purpose of this study is to describe and analyze how the four largest Swedish banks Handelsbanken, SEB, Nordea and Swedbank have presented their CSR activities during 2000-2010.

Research question: How have the CSR activities been formed within the four largest banks in Sweden between the years 2000-2010?

Method: For this study has a qualitative content analysis of the four largest banks annual reports and sustainability reports during 2000-2010 been conducted. In the content analysis, emerging coding has been used where categories were developed after an examination of the empirical material. The content was divided into four themes: stakeholders, environment, ethics and philanthropy.

Result and conclusion: The result in this study shows that the banks have presented CSR activities in similar areas which are stakeholders, environment, ethics and philanthropy. All the banks had extended their responsibilities and had an active participation in CSR issues during 2000-2010. The differences between their CSR activities are mostly when they developed them, but in the end the banks have tended to be similar in their CSR.

Place, publisher, year, edition, pages
2018. , p. 46
Keywords [en]
Qualitative content analysis, major banks, banks, CSR, Corporate Social Responsibility
Keywords [sv]
Kvalitativ innehållsanalys, storbanker, banker, CSR, Corporate Social Responsibility
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35505OAI: oai:DiVA.org:sh-35505DiVA, id: diva2:1214753
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-06-07 Created: 2018-06-07 Last updated: 2018-06-07Bibliographically approved

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