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Hållbara investeringar - Hur tolkas och används de i varumärkesbyggande syfte?

Björck, Linnea LU ; Löfkvist, Mathias LU and Dieden Bengtsson, Molly LU (2018) FEKH29 20181
Department of Business Administration
Abstract (Swedish)
Title: Sustainable investments. How are they interpreted and used as a part of branding?

Seminar date: 2018-06-01

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr)

Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson

Advisor: Veronika Tarnovskaya

Key words: Sustainable investments, ESG, branding, fund managers, banks

Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding

Methodology: The essay has a qualitative research method and uses an abductive research method. The analysis and conclusion build upon empirical data collected from the... (More)
Title: Sustainable investments. How are they interpreted and used as a part of branding?

Seminar date: 2018-06-01

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr)

Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson

Advisor: Veronika Tarnovskaya

Key words: Sustainable investments, ESG, branding, fund managers, banks

Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding

Methodology: The essay has a qualitative research method and uses an abductive research method. The analysis and conclusion build upon empirical data collected from the selected companies’ websites.

Theoretical perspectives: The theories utilized to fulfill the purpose relate to sustainable investments and branding. The methodology and principles for executing sustainable investments is used in combination with branding-theory and how sustainability can be integrated into a corporate brand. Third-party labels and a critical perspective relating to greenwashing is presented to allow a deeper analysis and understanding of what affects branding.

Empirical foundation: The analysed empirical data is primarily from the selected companies’ websites and online reports.

Conclusions: The conclusions made are that all companies in our selection interpret sustainable investments in a similar way and what varies is which national and international standards they abide to and their methodology for implementing sustainable investments. From a branding perspective big banks generally have a lower visibility of their information relating to sustainable investments and their focus lies on economic yield and how their operations compare and relate to international standards. Smaller fund-managing companies have more visibility of their information regarding sustainable investments and the focus of their marketing lies on how they relate to third-party and national standards and why sustainable investing is important. (Less)
Please use this url to cite or link to this publication:
author
Björck, Linnea LU ; Löfkvist, Mathias LU and Dieden Bengtsson, Molly LU
supervisor
organization
course
FEKH29 20181
year
type
M2 - Bachelor Degree
subject
keywords
Hållbara investeringar, ESG, Varumärkesbyggande, Fondförvaltare, Banker
language
Swedish
id
8953098
date added to LUP
2018-07-05 11:43:34
date last changed
2018-07-05 11:43:34
@misc{8953098,
  abstract     = {Title: Sustainable investments. How are they interpreted and used as a part of branding?

Seminar date: 2018-06-01

Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or (ECTS-cr)

Authors: Linnea Björck, Mathias Löfkvist, Molly Dieden Bengtsson

Advisor: Veronika Tarnovskaya

Key words: Sustainable investments, ESG, branding, fund managers, banks

Purpose: How fund management companies interpret sustainable investments and how they use sustainable investments in their branding

Methodology: The essay has a qualitative research method and uses an abductive research method. The analysis and conclusion build upon empirical data collected from the selected companies’ websites.

Theoretical perspectives: The theories utilized to fulfill the purpose relate to sustainable investments and branding. The methodology and principles for executing sustainable investments is used in combination with branding-theory and how sustainability can be integrated into a corporate brand. Third-party labels and a critical perspective relating to greenwashing is presented to allow a deeper analysis and understanding of what affects branding.

Empirical foundation: The analysed empirical data is primarily from the selected companies’ websites and online reports.

Conclusions: The conclusions made are that all companies in our selection interpret sustainable investments in a similar way and what varies is which national and international standards they abide to and their methodology for implementing sustainable investments. From a branding perspective big banks generally have a lower visibility of their information relating to sustainable investments and their focus lies on economic yield and how their operations compare and relate to international standards. Smaller fund-managing companies have more visibility of their information regarding sustainable investments and the focus of their marketing lies on how they relate to third-party and national standards and why sustainable investing is important.},
  author       = {Björck, Linnea and Löfkvist, Mathias and Dieden Bengtsson, Molly},
  keyword      = {Hållbara investeringar,ESG,Varumärkesbyggande,Fondförvaltare,Banker},
  language     = {swe},
  note         = {Student Paper},
  title        = {Hållbara investeringar - Hur tolkas och används de i varumärkesbyggande syfte?},
  year         = {2018},
}