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Legitimitet genom CSR?: - En studie av SEB:s hållbarhetsstrategier
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Sammandrag

Denna studie behandlar Corporate Social Responsibility (CSR) inom den svenska banksektorn, en sektor där ansvarsfrågor traditionellt inte uppmärksammats då banker inte ansetts ha stor inverkan på samhälls- och miljöproblem. Företag generellt förväntas idag aktivt arbeta med CSR-frågor, dock förekommer en strategi att kommunicera CSR istället för att agera, i syfte att stärka legitimiteten i varumärket. Studien belyser frågor kring CSR inom banksektorn, då det idag finns indikationer på att även banker måste arbeta med frågorna. Studien undersöker varför SEB, en av Sveriges storbanker, arbetar med CSR, hur de anpassar CSR till sin unika verksamhet och hur de väljer att kommunicera arbetet i syfte att skapa sig förtroende och legitimitet gentemot omvärlden. För att undersöka detta har en kvalitativ fallstudie genomförts, med intervjuer på SEB och Svenska Bankföreningen. De slutsatser som dras av studien är att det idag finns tendenser som visar att CSR blivit en institutionaliserad norm inom bankväsendet. SEB strävar efter att integrera hållbarhetsarbetet i sin kärnverksamhet för att uppnå långsiktighet. Resultaten visar även att SEB kommunicerar sitt hållbarhetsarbete med försiktighet. Samtidigt rapporterar hållbarhetsteamet till kommunikationschefen, något som tyder på att frågan är viktig ur ett kommunikations- och imageperspektiv.

Abstract [en]

Abstract

Purpose: This study aims at analyzing Corporate Social Responsibility (CSR) in the financial sector. CSR has been under debate and companies are expected to manage their businesses responsibly. Companies’ tendency to communicate about, but not act in these questions have been discussed and criticized. Companies often see CSR as a communicational issue and as a strategy to build a legitimate brand. The financial sector has not been subject for these kinds of discussions since they are not considered to have a great impact on societal issues, especially not environmental issues. Therefore, this study aims at shedding new light on CSR-issues in the financial sector, since today there are indications that also banks should pay attention to these questions. By studying one of Sweden’s four major banks, SEB, the authors examine why SEB works with CSR, how they translate CSR to fit their unique business, and how they communicate their CSR-commitments to gain trust and legitimacy.

Method: To examine this, a qualitative case study has been made, and a semi-structured interview method has been used to collect material. This method has been supplemented with secondary material like annual reports and other.

Results: In conclusion, the authors see proof that CSR has been institutionalized within the banking sector. SEB has put much emphasis on integrating their sustainability commitments into their core business, both by integrating responsibility aspects into the daily activities, and by developing concrete projects with responsibility profiles. This is done to create a long-term sustainable platform on which SEB:s business can grow. The results also show that SEB communicate their sustainability commitments with caution. However, the sustainability team reports to the chief of communications, which suggests that this question is of importance from a communications- and brand image perspective. Their strategy to “act first, talk after”, is a strategy that can be successful from a legitimacy point of view. 

Place, publisher, year, edition, pages
2013. , 46 p.
Keyword [en]
Legitimacy, CSR, Communication Institutional Theory, Translation Theory, The Self Promotor’s paradox.
Keyword [sv]
Legitimitet, CSR, Kommunikation, Institutionell teori, Translation Theory, ”The Self Promotor’s Paradox”, Gröna Obligationer.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-202610OAI: oai:DiVA.org:uu-202610DiVA: diva2:632383
Subject / course
Business Studies
Educational program
Freestanding course
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2013-06-25 Created: 2013-06-24 Last updated: 2013-06-25Bibliographically approved

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Legitimitet genom CSR? - En studie av SEB:s hållbarhetsarbete(5241 kB)1464 downloads
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