oru.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Hur VD-ordet förändras under en företagskris en fallstudie av Swedbank
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
Örebro University, Örebro University School of Business.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Thesis title: How the CEO-letter change during a corporate crisis - A case study of Swedbank

Keywords: CEO-letter, rhetoric, annual report, crisis, account, Swedbank, corporate crisis, communication

Authors: Martin Larsson, Sebastian Månsson & William Wendel

Advisor: Johanna Thyrén

Problem description: Today's annual reports are not objective documents. Instead they’re being formed to give the brightest possible view of the company. Companies are using the annual reports as a marketing document when they present the year that has been, or gives their view of a negative incident that has occurred.

Purpose: The purpose of this study is to contribute to increased understanding of the annual reports by explaining how organizations may change their language and content depending on the situations that played out during the year. We also want to provide a deeper understanding of why organizations change their CEO-letters. This becomes a problem when the receiver of the information can get a view of the company that does not correspond with reality.

Theoretical framework: The theoretical framework contains four main areas. Theories about the environment are presented first and create the base for the remaining parts. The following sections take up theories about communication, accounts and rhetoric.

Methodology: The study was longitudinally designed with Swedbank as the case study. It is Swedbanks CEO-letter in their annual reports 2007-2010 that has provided data for our text analysis. The text analysis was done using a combined content- and discourse analysis.

Conclusions: There were changes in the CEO-letter over Swedbanks crisis period. The CEO-letter content changed both at what they put focus on and what focus they had. We believe that these differences are primarily due to changes in the organizations problems but also to changes in what was considered legitimate in environment.

Place, publisher, year, edition, pages
2013. , p. 56
Keywords [sv]
VD-ord, retorik, legitimitet, årsredovisning, kris, accounts, Swedbank, företagskris, kommunikation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-28622ISRN: ORU-HHS/FEK-GK-2013/0029--SEOAI: oai:DiVA.org:oru-28622DiVA, id: diva2:615118
Subject / course
Företagsekonomi
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-04-08 Created: 2013-04-08 Last updated: 2017-10-17Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Örebro University School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 214 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf