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Redovisningskommunikation i turbulenta tider - Swedbanks hantering av penningtvättskandalen

Bojanic, Maja ; Juhl, Isabell and Nguyen, Isabella (2025) FEKH69 20251
Department of Business Administration
Abstract
Research question: In what way has Swedbank applied accounting communication surrounding
the money laundering scandal and how has the communication developed and changed over time
along the course of the event?
Purpose: The purpose of the study was to examine how Swedbank applied accounting
communication in order to manage and rebuild their reputation in connection to the money
laundering scandal by systematically interpreting and analyzing the communication from the
bank.
Methodology: This longitudinal case study was based on a qualitative research method where
the focus revolved around words rather than numbers. The data collection process followed the
most common approach in quantitative analysis of organisation documents, a... (More)
Research question: In what way has Swedbank applied accounting communication surrounding
the money laundering scandal and how has the communication developed and changed over time
along the course of the event?
Purpose: The purpose of the study was to examine how Swedbank applied accounting
communication in order to manage and rebuild their reputation in connection to the money
laundering scandal by systematically interpreting and analyzing the communication from the
bank.
Methodology: This longitudinal case study was based on a qualitative research method where
the focus revolved around words rather than numbers. The data collection process followed the
most common approach in quantitative analysis of organisation documents, a content analysis.
The empirical material was presented through short and concise quotes, which guided the
reflection of the underlying themes in the bank's communication. In the process of the analysis a
continuous exchange between the theory and the empirical evidence was necessary in order to
answer the research question.
Theoretical perspective: William L. Benoit's theoretical framework, Image Repair Theory, was
used to aid in the mapping of how different strategies in image reparation were expressed and
altered in Swedbank’s accounting communication over time.
Result: The empirical evidence showed that Swedbank, during the time period of 2019-2024,
applied a total of nine strategies through their communication. Specifically, the bank has shifted
and denied responsibility as well as emphasized deficiencies in internal governance and control.
They have also highlighted previous good actions, placed the incident in a broader, more positive
context, in order to minimize the extent of the scandal and attacked the accuser. In addition,
corrective actions and admissions of guilt were observed strategies used in order to address and
rebuild Swedbank’s reputation in connection with the money laundering scandal. These
strategies have been assigned varying degrees of prevalence and intensity.
Conclusion: Swedbanks accounting communication was initially very defensive. In the
following stage the bank moved on to admit shortcomings, while, at the same time an emphasis
on positive qualities and corrective actions were given ample space throughout the course of the
events. (Less)
Please use this url to cite or link to this publication:
author
Bojanic, Maja ; Juhl, Isabell and Nguyen, Isabella
supervisor
organization
course
FEKH69 20251
year
type
M2 - Bachelor Degree
subject
keywords
Crisis communication, financial communication, accounting communication, money laundering, Swedbank
language
Swedish
id
9199781
date added to LUP
2025-09-16 10:16:37
date last changed
2025-09-16 10:16:37
@misc{9199781,
  abstract     = {{Research question: In what way has Swedbank applied accounting communication surrounding
the money laundering scandal and how has the communication developed and changed over time
along the course of the event?
Purpose: The purpose of the study was to examine how Swedbank applied accounting
communication in order to manage and rebuild their reputation in connection to the money
laundering scandal by systematically interpreting and analyzing the communication from the
bank.
Methodology: This longitudinal case study was based on a qualitative research method where
the focus revolved around words rather than numbers. The data collection process followed the
most common approach in quantitative analysis of organisation documents, a content analysis.
The empirical material was presented through short and concise quotes, which guided the
reflection of the underlying themes in the bank's communication. In the process of the analysis a
continuous exchange between the theory and the empirical evidence was necessary in order to
answer the research question.
Theoretical perspective: William L. Benoit's theoretical framework, Image Repair Theory, was
used to aid in the mapping of how different strategies in image reparation were expressed and
altered in Swedbank’s accounting communication over time.
Result: The empirical evidence showed that Swedbank, during the time period of 2019-2024,
applied a total of nine strategies through their communication. Specifically, the bank has shifted
and denied responsibility as well as emphasized deficiencies in internal governance and control.
They have also highlighted previous good actions, placed the incident in a broader, more positive
context, in order to minimize the extent of the scandal and attacked the accuser. In addition,
corrective actions and admissions of guilt were observed strategies used in order to address and
rebuild Swedbank’s reputation in connection with the money laundering scandal. These
strategies have been assigned varying degrees of prevalence and intensity.
Conclusion: Swedbanks accounting communication was initially very defensive. In the
following stage the bank moved on to admit shortcomings, while, at the same time an emphasis
on positive qualities and corrective actions were given ample space throughout the course of the
events.}},
  author       = {{Bojanic, Maja and Juhl, Isabell and Nguyen, Isabella}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Redovisningskommunikation i turbulenta tider - Swedbanks hantering av penningtvättskandalen}},
  year         = {{2025}},
}