To the Matten and Moon and Back: En fallstudie av hur hållbarhetsarbetet har utvecklats på Länsförsäkringar Stockholm i en global kontext

Sammanfattning: Corporate Social Responsibility has been a debated practice since the 1970s. 40 years later, Matten and Moon argue that Europe is going in the direction of a more Americanized version of CSR, from implicit to explicit. Since their article, several scholars have expanded and modified their framework and criticized the idea that there would be one unified European approach, instead showing national and regional variances. This thesis focuses on Länsförsäkringar Stockholm, a clear example of how CSR and the approach to sustainability have changed for companies during the last five years. Using the example of Länsförsäkringar Stockholm, this qualitative case study supports the notion that explicit-implicit is too simple a framework to describe the development within CSR, but also that scholars have overestimated the spread of explicit CSR, at least in Sweden. Our findings even suggest that though institutional pressure, and therefore what is included in implicit CSR, might have changed, focus on implicit CSR has actually increased. The study also argues for a more nuanced understanding of the role of communication in relation to the categorization of CSR. Furthermore, the study works as an example of how a company quickly reacts to changes in the environment in order to attain sustainability in an uncertain future.