Kommunikation av hållbarhetsfrågor : Jämförande analys av hållbarhetsredovisningar från SCA och Sveaskog

• Main Author: Öster, Martina
• Format: Others
• Language: Swedish
• Published: Stockholms universitet, Institutionen för mediestudier 2011
• Subjects: CSR; hållbarhetskommunikation; SCA; Sveaskog; intressentteorin
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-78009

The aim of this study is to find out if there is any difference between how a state-owned company and a publicly listed private company communicate its sustainability performance in its sustainability report. It also aims to find out if the communication regarding sustainability has changed over time. The poll was conducted in two Swedish companies, Sveaskog AB and AB SCA, operating in the forestry industry and through a quantitative content analysis, the companies' sustainability reports from 2005 and 2010 were examined. To get a result, the reports has been examined by the GRI framework (Global Reporting Initiative) and an assessment of the communication was made based on a scale of 0-3. The results has been evaluated based on stakeholder theory, legitimacy theory and the growing interest in CSR.  The analyses found evidence that there is a link between the form of ownership of the company and how it communicates regarding sustainability. The results shows that the state-owned company has an inferior communication regarding these issues compared to the publicly listed private company. The results also shows that the communication has improved for both companies during the period for the analyses.