Bakgrund: Resurser som är svåra att värdera, och därmed inte kan tas upp i balansräkningen,i kombination med utvecklingen mot informationssamhället har lett till ett ökat behov och användande av tilläggsinformation i årsredovisningarna från företagens sida. Det finns både frivillig och reglerad tilläggsinformation. Ökningen av frivillig tilläggsinformation kan främst ses inom personalredovisning. Syfte: Syftet med denna uppsats är att beskriva utvecklingen av frivillig information om personal i årsredovisningen hos ett urval svenska börsnoterade företag. Den syftar också till att se om utvecklingen har sett olika ut i tillverkningsföretag respektive tjänsteföretag. Metod: Från Stockholmsbörsens A-lista valdes sex tillverkningsföretag och sex tjänsteföretag ut. Med en kombination av kvalitativ och kvantitativ undersökningsmetod har de utvalda företagens årsredovisningar för åren 1995, 1997, 1999, 2001 och 2003 studerats. En modell innehållande sju kategorier; hälsa, mångfald, rekrytering, personalomsättning och trivsel, personalförmåner och motivation, utbildning samt kompetensutveckling, togs fram för att kunna se var inom personalredovisning utvecklingen har skett. Slutsats: Efter slutförd studie kan det konstateras att mängden frivillig tilläggsinformation om personal har ökat, även om andelen information av den totala årsredovisningen endast har ökat nämnvärt för tillverkningsföretag. Gemensamt för tillverkningsföretags och tjänsteföretags redovisning av personal är att kompetensutveckling har varit den dominerande kategorin under perioden och att information om hälsa har ökat, även om ökningen har varit betydligt större i tillverkningsföretagens årsredovisningar. Olikheter är att information om rekrytering har fått stort utrymme i tillverkningsföretagens årsredovisningar men mycket litet i tjänsteföretagens. Personalomsättning och trivsel, mångfald samt personalförmåner och motivation har alla givits större mängd information i tjänsteföretagens årsredovisningar än i tillverkningsföretagens. / Background: Resources that are hard to put a value on and cannot be classified as assets in the balance sheet as well as the development towards the information society has led to an increasing need and use for voluntary information in the annual reports. The increase of voluntary information can foremost be seen in the field of human resources. Purpose: The purpose of this thesis is to describe the development of voluntary information about human resources in the annual report of a number of Swedish quoted companies. The purpose is also to see if there is a difference in the development between manufacturing companies and service companies. Method: Six manufacturing companies and six service companies were chosen from the Stockholm exchange A-list. Using both a qualitative and quantitative research method the annual reports of the chosen companies were studied for the years 1995, 1997, 1999, 2001, and 2003. A model consisting of seven categories; health, diversity, recruitment, staff turnover and comfort, benefits and motivation, education and competence development, was developed to clarify were the development took place. Conclusions: After finishing the study one can tell that the amount of voluntary information about human resources in the annual report has increased even though the percentage share of the total annual report only has increased appreciably for manufacturing companies. Manufacturing companies and service companies have in common that competence development is the most frequent disclosed information during the period. Information about health has increased, even though the increase is more considerable in the annual reports of manufacturing companies. Differences can be seen between manufacturing companies and service companies in the recruitment category,were manufacturing companies disclose more information. Service companies, on the other hand, disclose more on staff turnover and comfort, diversity and benefits and motivation.

<p>Bakgrund: Resurser som är svåra att värdera, och därmed inte kan tas upp i balansräkningen,i kombination med utvecklingen mot informationssamhället har lett till ett ökat behov och användande av tilläggsinformation i årsredovisningarna från företagens sida. Det finns både frivillig och reglerad tilläggsinformation. Ökningen av frivillig tilläggsinformation kan främst ses inom personalredovisning.</p><p>Syfte: Syftet med denna uppsats är att beskriva utvecklingen av frivillig information om personal i årsredovisningen hos ett urval svenska börsnoterade företag. Den syftar också till att se om utvecklingen har sett olika ut i tillverkningsföretag respektive tjänsteföretag.</p><p>Metod: Från Stockholmsbörsens A-lista valdes sex tillverkningsföretag och sex tjänsteföretag ut. Med en kombination av kvalitativ och kvantitativ undersökningsmetod har de utvalda företagens årsredovisningar för åren 1995, 1997, 1999, 2001 och 2003 studerats. En modell innehållande sju kategorier; hälsa, mångfald, rekrytering, personalomsättning och trivsel, personalförmåner och motivation, utbildning samt kompetensutveckling, togs fram för att kunna se var inom personalredovisning utvecklingen har skett.</p><p>Slutsats: Efter slutförd studie kan det konstateras att mängden frivillig tilläggsinformation om personal har ökat, även om andelen information av den totala årsredovisningen endast har ökat nämnvärt för tillverkningsföretag. Gemensamt för tillverkningsföretags och tjänsteföretags redovisning av personal är att kompetensutveckling har varit den dominerande kategorin under perioden och att information om hälsa har ökat, även om ökningen har varit betydligt större i tillverkningsföretagens årsredovisningar. Olikheter är att information om rekrytering har fått stort utrymme i tillverkningsföretagens årsredovisningar men mycket litet i tjänsteföretagens. Personalomsättning och trivsel, mångfald samt personalförmåner och motivation har alla givits större mängd information i tjänsteföretagens årsredovisningar än i tillverkningsföretagens.</p> / <p>Background: Resources that are hard to put a value on and cannot be classified as assets in the balance sheet as well as the development towards the information society has led to an increasing need and use for voluntary information in the annual reports. The increase of voluntary information can foremost be seen in the field of human resources.</p><p>Purpose: The purpose of this thesis is to describe the development of voluntary information about human resources in the annual report of a number of Swedish quoted companies. The purpose is also to see if there is a difference in the development between manufacturing companies and service companies.</p><p>Method: Six manufacturing companies and six service companies were chosen from the Stockholm exchange A-list. Using both a qualitative and quantitative research method the annual reports of the chosen companies were studied for the years 1995, 1997, 1999, 2001, and 2003. A model consisting of seven categories; health, diversity, recruitment, staff turnover and comfort, benefits and motivation, education and competence development, was developed to clarify were the development took place.</p><p>Conclusions: After finishing the study one can tell that the amount of voluntary information about human resources in the annual report has increased even though the percentage share of the total annual report only has increased appreciably for manufacturing companies. Manufacturing companies and service companies have in common that competence development is the most frequent disclosed information during the period. Information about health has increased, even though the increase is more considerable in the annual reports of manufacturing companies. Differences can be seen between manufacturing companies and service companies in the recruitment category,were manufacturing companies disclose more information. Service companies, on the other hand, disclose more on staff turnover and comfort, diversity and benefits and motivation.</p>

Till följd av ökad medvetenhet hos företagens intressenter förväntas företagoffentliggöra så kallad frivillig information i sina årsredovisningar för atttillfredsställa det ökade informationsbehovet. I bakgrund av detta har syftet medstudien varit att få en bättre inblick i utvecklingen av företags frivilligainformation i sina årsredovisningar. Vi har undersökt om mängden frivilliginformation i årsredovisningar har ökat från år 2015 till år 2019 och hurvariationen av den frivilliga informationen sett ut samt vad som kan förklara denvariationen. Vi har även undersökt om det förekommer skillnader mellan de tvåobserverade branscherna sjukvård- och teknikbranschen på Nasdaq OMXStockholm. Studien tillämpar en kvantitativ metod med en deduktiv ansats. Utifrånteorier och tidigare studier har vi utformat fem hypoteser som testats där urvaletbestod av totalt 66 företag. Datamaterialet har samlats in från årsredovisningarutifrån en checklista som består av fem inriktningar som tillsammans innehåller 27upplysningar. Vår studie identifierar en ökning av frivillig information iårsredovisningar med 6–10 procentenheter under en femårsperiod.Sjukvårdsbranschen tenderar att offentliggöra mer frivillig information änteknikbranschen inom samtliga inriktningar med undantag från inriktningenframtidsutsikter. Studien påvisar att frivillig information i årsredovisningartenderar att öka över tid samt att företagen generellt lämnar minst informationinom inriktningarna forskning och utveckling samt framtidsutsikter. / As a result of increased awareness among their stakeholders, companies areexpected to publish so-called voluntary information in their annual reports tosatisfy the increased need for information. The purpose of the study has been togain a better insight into the development of companies' voluntary information intheir annual reports. We investigate whether the amount of voluntary informationin annual reports has increased from 2015 to 2019 and how different the voluntaryinformation is and the explanation of the difference. We also investigate whetherthere are differences between the two observed industries, healthcare andtechnology on Nasdaq OMX Stockholm. The study applies a quantitative methodwith a deductive approach. Based on theories and previous studies, we havedesigned five hypotheses that are tested when the sample consists of a total of 66companies. The data was collected from annual reports based on a checklistconsisting of five specializations that together contain 27 pieces of information.Our study identifies an increase in voluntary information in annual reports by 6–10percentage points over a five-year period. The healthcare industry tends to publishmore voluntary information than the technology industry in all areas except forfuture prospects. The study confirms that voluntary information in annual reportstends to increase over time and that companies generally provide the leastinformation in the categories of research and development and prospects.

Sveriges kommuner startar allt fler företag. Tillsammans omsätter dessa företag sammanlagt 200 miljarder kronor och utgör en viktig del av en kommuns ekonomi. En av de branscher där det finns flest kommunägda bolag är elbranschen, en bransch som sedan avregleringen på 90-talet förändrats på det sättet att ett kommunalt elbolag inte längre kan vara säkra att invånarna i deras kommun väljer dem som elleverantör. Detta har inneburit att de kommunala elbolagenmåste hitta strategier för att locka kunder. Kommunikation är grundläggande för att ett bolag ska nå framgång. Ett av de viktigaste sätten att kommunicera med sina intressenter är att göra det genom sin årsredovisning och här är det främst de frivilliga upplysningarna som kan användas till detta, då de finansiella upplysningarnas utformning är reglerade i Årsredovisningslagen. De frivilliga upplysningarna har ökat i omfattning på senare år och används numera allt oftare som ett kommunikationsverktyg mot bland annat bolagens kunder och därför är detta intressant att studera. Den här uppsatsen har därför som syfte att undersöka på vilket sätt kommunala elbolag kommunicerar genom frivilliga upplysningar i sin årsredovisning och hur det har förändrats under perioden 2008-2017.Den metod som användes för att analysera materialet var en innehållsanalys. Den ansågs som lämplig då den brukar användas i forskning för analysera innehållet av dokument och syftar till att ta fram betydelsen av en text och det underliggande som författaren vill få sagt med sin text. En bildanalys användes också som komplement till innehållsanalysen. Detta för att en bildanalys kan komplettera helhetsbilden och eftersom bilder har blivit en integrerad del i årsredovisningar. De två kommunala elbolag som valdes för studien var Kungälv Energi och Karlstads Energi, vilka är bolag som är väl etablerade bland invånarna i respektive kommun och vars årsredovisningar innehåller frivilliga upplysningar. Resultaten visar att bolagen främst använder sina frivilliga upplysningar till att redogöra förårets händelser och för att upprätthålla sin image och legitimitet som bolag. Detta har inte förändrats under den här undersökningsperioden, utan det som främst har förändrats är att de frivilliga upplysningarna blivit mer informationsrika, att bolagen använder sig mer av bilder i sin kommunikation och att deras årsredovisningar har blivit mer lättolkade och intresseväckande. Avslutningsvis kommer vi fram till att det inte skiljer speciellt mycket mellan de kommunala och privata bolagens sätt att kommunicera genom de frivilliga upplysningarna. / The number of Swedish public owned companies are increasing. Altogether these companies have a revenue of 200 billion Swedish crowns and play an important role for the public sector. The electric market has one of the highest number of public sector owned companies. Since the deregulation in the 90’s, the market has changed a lot for the public owned electric companies, who can no longer count that the citizens in their town will choose them as their electricity provider. Therefore the public owned companies have to find new strategies to make them more attractive. Communication is a key point in succeeding. One of the most important ways to communicate with its stakeholders is through the annual report, where the voluntary disclosures are to most useful section since it is not regulated like the financial disclosures. The voluntary disclosure is also more extensive nowadays and more used as a communication tool towards the customers, therefore it is interesting to study. The aim with the study is to investigate in which way public owned electric companies are communicating through their voluntary disclosure and how it has changed through the period 2008-2017.The study is written in Swedish and the method that has been used for analyzing the material is a content analysis. It was found suitable since it is commonly used when analyzing documents and aims to produce the meaning of a text and the underlying meaning in the text that the author wants to say with the text. An image analysis has also been used as a compliment as it could supplement the overall picture and because images have become an integral part of annual reports. The two public owned companies that were selected for the study were Kungälv Energi and Karlstads Energi, which are companies that are well established among the inhabitants of each municipality and whose annual reports contain voluntary disclosure. The results show that the companies mainly use their voluntary disclosure to account for the events of the year and to maintain their image and legitimacy as a company. This has not changed during the chosen period, but what has mainly changed is that the voluntary disclosure has become more informative, that the companies use more images in their communication and that their annual reports have become more easily interpreted and interesting. In conclusion there is not much difference between the public owned and the private companies way of communicating through the voluntary disclosure.

Research on Voluntary Information Disclosure (VID) has been of interest in several disciplines including, but not limited to, entrepreneurship, accounting, finance, law, and marketing. Although there has been extensive research on VID aimed at financial market investors, scant research in marketing exists on VID targeted at prospective business partners that can influence firm future performance significantly. Financial and marketing disclosures have been advocated for by investors and public policymakers as they mitigate the adverse selection problems between the firm and its stakeholders (e.g., investors, customers, and prospective channel partners). Managers are, however somewhat skeptical about its outcomes because of the cost of disclosures (i.e., ex-ante costs of collecting, processing and disseminating the information, ex-post costs of conflicts and litigations, competitive position and proprietary costs). My dissertation consists of three essays on voluntary disclosure of performance metrics in marketing channels and aims to enhance our understanding of the antecedents and consequences of such VIDs. The first essay examines the antecedents of ex-ante VID for standardized contracts in marketing channels. Prior literature in accounting, entrepreneurship, and marketing has investigated drivers of information disclosures to analysts, investors, and customers. Nonetheless, this study bridges the gap in examining why some firms disclose information to prospective channel partners when it cost them to do so and makes the firms vulnerable to competitors. If the disclosure is a signal of quality, we are also interested in knowing whether it is a substitute for other signals of quality or a complement. I draw on signaling and institutional theories to develop a theoretical framework and empirically test it through econometric analyses of multi-sector panel data for the U.S. franchising industry. The results suggest that firms (e.g., franchisors) make such disclosures to prospective business partners (e.g., franchisees) in order to signal profitability of partnering, to attract financial and managerial resources, and develop their entrepreneurial networks. This study contributes to signaling theory literature by investigating organizational quality signaling, providing empirical evidence for drivers of multiple signaling and shedding light on the conflicting views on substitutability or complementarity of multiple quality signals. The study has implications for managers who wish to attract potential business partners through signaling profitability of their business. Furthermore, there are some insights for regulators on the debate on making voluntary disclosures mandatory. The second essay examines the performance consequences of i) signaling through ex-ante voluntary disclosure of performance metrics and ii) screening through selection standards, in the formation stage of new partnerships in marketing channels. It is essential for many entrepreneurial business networks to expand their channel by attracting business partners while still preventing low-quality partners from joining the network. However, information asymmetry between the two parties introduces a double-sided adverse selection problem to the relationship. In other words, the heterogeneous quality - the ability to perform the job - of each party (i.e., the focal firm or the prospective partner) is unknown to the other party. To date, most of the empirical studies have addressed the issue from only one side, either from the perspective of the buyer or the supplier, and have assumed that the other side is open to the relationship. However, in a selective inter-firm relationship that both parties have the option to select the other party, adverse selection problems should be resolved for both of them to enhance the performance of the partnership. To bridge this gap in the literature (i.e., to mitigate double-sided adverse selection problems), I propose a novel framework based on signaling and transaction cost theories. This study suggests and empirically examines a complementary effect of the simultaneous use of signaling and screening on the firm performance. I integrate secondary data from various sources to shape a unique multi-sector panel data set that allows for assessment of the effects of these predictors on firm performance over time through a rigorous econometric model. Contrary to some claims in the extant literature, the results demonstrate that rigorous screening process hurts the firm performance unless it is combined with a proper quality signaling mechanism. This study contributes to the B2B marketing literature and provides implications for practitioners by shedding light on the performance implications of channel governance mechanisms such as signaling and screening. Further, it provides empirical support for the effects of B2B marketing strategies on firm sales revenue growth. The third essay looks closely into the voluntary disclosure of performance metrics. In the previous studies, the decision to disclose is operationalized as a binary variable of whether a firm discloses or not. In the absence of comprehensive regulation, disclosure strategies are subject to significant variation amongst firms, but can also vary over time within an individual firm. Through a content analysis of disclosure documents and scrutiny of the different components that comprise them, I explore the impact of disclosure content on firm performance. This study attempts to reconcile conflicting views of managers, investors, analysts, and regulators. On the one hand, VID should positively impact firm performance through mitigating information asymmetry. On the other hand, skeptical managers make the argument that VID negatively impacts a firm’s performance through costs of preparation, dissemination, potential litigation, and competition. Using a sample of publicly traded restaurant chains in the U.S., I empirically assess firm performance as a function of the disclosure strategy and its interactions with the firm’s characteristics and governance mechanisms. I collect independent variables from the firms’ disclosures through content analysis of public documents and obtain performance metrics of the firms in the stock market from Compustat. This study provides a novel context within which to investigate whether and how financial markets look at the firm’s disclosure behavior in dealing with its prospective channel partners, and it contributes to marketing-finance interface literature. My dissertation is positioned in the marketing strategy-entrepreneurship interface domain and is a multi-faceted study that looks at the phenomenon of VID from different angles and provides implications for several stakeholders. / Thesis / Doctor of Philosophy (PhD) / Distribution channel strategy has a long-term effect on firm performance, is associated with considerable irreversible costs, and can constitute a sustainable asset and competitive advantage for firms. Information asymmetry among the distribution channel members has been known as the basis of opportunistic actions in such exchange relationships. My dissertation research investigates drivers and consequences of information disclosure strategies and is focused on the firms’ voluntary disclosure of performance metrics at the inter-firm relationship formation stage of developing marketing channels. This dissertation consists of three inter-related essays. In the first one, I study drivers of voluntary information disclosures to prospective channel partners. Then, I investigate the performance consequences of such disclosures and their interactions with channel governance mechanisms such as screening, in the second study. Since firms are heterogeneous in the content of their disclosures, in the third study, I conduct a content analysis of the firm’s disclosures to understand its influence on firm performance. Based on Organizational Economics theories and Institutional Theory, I develop my theoretical frameworks and test them empirically using archival data. The empirical context for my work is the franchising industry because it is the most common type of partner-based retail system and is a significant component of the US economy as well as other developed countries and emerging economies. The research findings offer both theoretical and practical implications for researchers and practitioners and contribute to the literatures on signaling and transaction cost theories as well as information disclosure and franchising.

Titel: Finansiella målsättningar inom årsredovisningar – En kvantitativ studie av svenska börsbolag Nivå: C-uppsats i ämnet företagsekonomi Författare: Andreas Hamrén och Nils Ryngmark Handledare: Arne Fagerström Datum: 2016 – januari Syfte: Syftet med denna studie är att beskriva och jämföra skillnader angående finansiella målsättningar i årsredovisningar samt hur förutbestämda faktorer påverkar dessa skillnader.   Metod: Studien har en kvantitativ metod som utgår från en deduktiv ansats. Insamlingen av data har skett från årsredovisningar, som sedan ställts mot tidigare forskning och teorier. Dokumenten har granskats med en innehållsanalys för att sedan undersökas genom korrelationsanalyser som presenteras tillsammans med resultatet. De oberoende variablerna som studien utgått ifrån är bransch, storlek, antal styrelseledamöter, lönsamhet och skuldsättningsgrad. Resultat och slutsats: Studiens resultat tydliggör flertalet skillnader och likheter gällande finansiella målsättningar. De slutsatser som dras utifrån de statistiska testerna är att storlek och skuldsättningsgrad hade signifikanta samband med antalet finansiella målsättningar. Styrelseledamöter visade ett svagare samband, medan lönsamhet inte hade någon korrelation. Den deskriptiva variabeln bransch åskådliggjorde stora skillnader mellan segmenten och gav en bild av tillhörighetens betydelse för differensen. Uppsatsen bidrag: Det praktiska bidraget ger en bild över förekomsten av finansiella målsättningar på Stockholmsbörsen samt vilka typer av mål som är vanligast förekommande. Bidraget kan ge ett förslag till nynoterade bolag i uppbyggnadsfasen angående i vilken utsträckning marknaden presenterar målsättningar. Det teoretiska bidraget kan stärka intressent- och signaleringsteorins betydelse gällande frekvensen av målsättningar. Förslag till fortsatt forskning: Förslag till vidare forskning är att komplimentera studien med intervjuer, detta för att få en uppfattning av de bakomliggande faktorerna till utformandet av målsättningarna. Ett ytterligare förslag är att inkludera exempelvis den danska börsen som är liknande den svenska för att finna avvikelser mellan företagskulturerna. Nyckelord: Finansiella målsättningar, frivillig information, framåtblickande information, årsredovisningar, asymmetrisk information, intressentteorin, signaleringsteorin / Title: Financial targets in annual reports – a quantitative study of swedish listed companies Level: Final assignment for Bachelor Degree in Business Administration Author: Andreas Hamrén and Nils Ryngmark Supervisor: Arne Fagerström Date: 2016 - January Aim: The purpose of this study is to describe and compare differences regarding the financial objectives in the annual reports and how predetermined factors influence the differences. Method: This study has a quantitative method based on a deductive approach. Data have been collected from annual reports, which are then set against previous research and theories. The documents were reviewed by a content analysis then examined by correlation analysis and presented along with the results. The independent variables of the study were industry, company size, number of board members, profitability and debt ratio. Result and conclusion: The result of the study make clear majority of the differences and similarities regarding financial objectives. The conclusions drawn on the basis of the statistical tests are that the size and debt ratio have a significant correlation with the number of financial objectives. Board members showed a weaker correlation, while profitability had no correlation at all. The descriptive variable industry illustrated the large differences between the segments and gave a picture of the importance of industry affiliation. Contribution of the thesis: The practical contribution illustrates the occurrence of financial targets on the Stockholm Stock Exchange and the types of goals that are most common. The contribution may give proposals to new listed companies in the construction phase regarding the extent to which the market presents the objectives. The theoretical contribution can give strength to the importance of stakeholder and signaling theory regarding the frequency of objectives. Suggestions for future research: Suggestions for further research is to implement studies with interviews, in order to gain an understanding of the underlying incentives of the financial objectives. A further proposal is to include, for example, the Danish stock exchange that is similar to the Swedish in order to find similarities and differences between corporate cultures. Key words: Financial objectives, goals, voluntary information, forward-looking information, annual reports, asymmetric information, stakeholder theory, signaling theory