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Responsibility and marketing rethoric


Based on an analysis of all companies listed on the Stockholm Stock Exchange in 2004, Magnus Fredriksson investigates to what extent companies integrate ethical aspects into their trademarks and how they view their responsibility.

The results show that a large majority of companies (50 percent) focus solely on financial matters when they present themselves, their operations and their responsibilities. A smaller group (15 percent) differ in the sense that they choose to focus on the environment, human rights, diversity and other social issues. This group includes many of the large and well known companies (AstraZeneca, H&M, Volvo etc.).

The companies in the latter group have in common that they are quite visible in society at large (vast media attention, large number of employees, multinational etc.) and that their products may be perceived as risky – both when produced and when used. As a result, these companies commonly encounter demands from the public, investors, politicians etc. to act socially responsible, demands to which they respond with an extensive yet often empty rhetoric.

Magnus Fredriksson obtained his doctoral degree in October 2008, with his thesis Företags ansvar. Marknadens retorik.

Page Manager: Mats Ekström|Last update: 7/19/2011
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