Implementeringsprocessen av etiska riktlinjer

En kvalitativ studie av den svenska försäkringsbranschen

Level:This is a final thesis for a bachelor degree in Business Administration. The thesis is orientedin the field of marketing and written at the University of Gavle.Authors:Caroline Gustafsson & Caroline Tell LjungbergDate:May 2014Tutors:Lars-Johan Åge, Jonas Molin & Jens Eklinder-FrickTitle:The implementation process of ethical guidelines ? A qualitative study of the Swedishinsurance industryPurpose:The aim of this study is to create an understanding of different approaches to design andimplement organizational guidelines / codes to help the employees to behave ethically and deal withethical dilemmas.Method:By starting from the study's aim, it was appropriate to use a qualitative approach toconducting the survey. The study's empirical study consisted of semi-structured interviews. Weinterviewed ten companies in the Swedish insurance industry. By observing the outcome of theinterviews keywords were obtained. These keywords were then analyzed to find patterns in theresponses.Contribution:We have in this study concluded that it is the management's job that allows for thecodes to permeate the entire organization and that all employees act in accordance with them. Mostcompanies use some form of ethics training for employees to teach them how to deal with ethicaldilemmas. Our study has confirmed much of the existing research in this area but it has alsocontributed to that we can now conclude that the role of the management is crucial for theimplementation 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 theemployees creates discussions and dialogues on ethical issues and also helps the employees topractice on handling ethical dilemmas.Keywords:ethics, ethical guidelines, implementation, insurance


Caroline Gustafsson Caroline Tell Ljungberg

Lärosäte och institution

Högskolan i Gävle/Avdelningen för ekonomi


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