Idag anses startupföretag vara en viktig del av samhället, både för den ekonomiska tillväxten och ekonomiskt välstånd. Främst bidrar de med innovation, nya arbetstillfällen och välstånd. Dock är det endast hälften som lyckas skapa avkastning på investerat kapital. Att anskaffa riskkapital anses vara ett av de största problemen för en startup och är avgörande för dess tillväxt. Det finns ett antal kriterier som venture capital-bolag, VC-bolag, värderar högst vid ett investeringsbeslut hos en startup, de faktorerna har studerats tidigare av många teoretiker. Frågan är dock om teorierna stämmer överens med dagens samhälle med tanke på att läget ser annorlunda ut. Samtidigt är det intressant att veta om startupförtag fokuserar på det VC-bolagen värderar högst vid investeringsbeslutet. Studiens syfte är att se vilka faktorer som främst bidrar till att dagens startupföretag får riskkapital. Vidare undersöks vad startupföretag tror är de mest relevanta faktorerna i VC-bolagens investeringsbeslut. Slutligen visar undersökningen om teorier som finns inom området är applicerbara på svenska venture capital-bolags investeringsbeslut idag. Studien utgår från en kvantitativ ansats med ett deduktivt förhållningssätt och ett positivistiskt perspektiv. All empirisk data är insamlad genom en surveyundersökning med ett urval på 125 företag och vald forskningsdesign är tvärsnitt. Vidare analyseras det insamlade materialet med valda teorier, för att därefter besvara forskningsfrågorna i slutsatsen. Studien ger en detaljerad bild över de kriterier som används vid ett VC-bolags investeringsbeslut i en startup. De viktigaste faktorerna är marknadens behov av produkten, tillväxtpotential inom marknaden och marknadens storlek. Studien har även kommit fram till att startupföretag har en god uppfattning om vad VC-bolag värderar högst vid ett investeringsbeslut. Utöver det här är den har studien kommit fram till att entreprenörens egenskaper har mindre betydelse vid ett investeringsbeslut än vad tidigare teorier betonar. Studien bidrar befintlig teori med nya synsätt av vad dagens svenska VC-bolag värderar högst vid ett investeringsbeslut hos en startup. / Today startups are considered to be an important part of the society, regarding both the economic growth and economic affluence. Foremost they contribute to innovation, job creation and prosperity. Out of ten startups it is only five who succeed in yielding return on invested capital. To procure venture capital is considered to be one of the biggest problems for a startup but also essential for their growth. There are a number of criteria that venture capital firms evaluate before investing in a startup, these criteria have been studied by many theorists. The question is if the theories are relevant to society today, considering it is forever changing. At the same time, it is interesting to research if startups have the same idea regarding the relevance of the criteria that venture capital firms evaluate when making an investment decision. The aim of this study is to evaluate which criteria are contributing to a startup company receiving venture capital. Also what startups think are the most relevant criteria in a venture capital firm’s investment decision are investigated. Finally, the study examines if the existing theories on the subject are still applicable on Swedish venture capital firms’ investment decision. The study is based on a quantitative method with a deductive approach and a positivistic perspective. All empirical data is gathered through a survey with a selection of 125 companies and the research design is cross-sectional. The empirical data is analyzed with the explained theories in order to answer research questions in the conclusion section. The research provides a detailed overview of the criteria that venture capital firms use when making an investments decision for startups. The most important criteria are market need for the product, growth potential of the market and size of the market. The study shows that startups has a good perception of what venture capital firms are valuing the most in an investment decision. In addition to this, the research discovered that entrepreneurial characteristics has less value in an investment decision than previous theories stresses. In conclusion, the study provides a developed view to already existing theories about the criteria used by Swedish venture capital firms when making a decision to invest in a startup today.

Business ethics is a fragmented and well covered scientific field. This Master thesis study concerns two type of organizations, namely family businesses (FB’s) and venture capital firms (VCF’s), in relation to the ethical decision-making process, which is a relatively undiscovered field. The study is conducted in the way it sheds a light on the influences on a manager when taking decisions concerning ethical considerations. Important scholars such as Colby and Kohlberg (1987) and Rest et al. (1999) framed the field of moral development of individuals, and what makes managers unaware of their unethical decisions (Bazerman, 2008). However, a manager’s possibility to take decisions is also influenced by organizational factors and actors. The type of management and ownership structure, and the expectations these actors have with regard to profits, as well as situational factors such as business strategy, maturity of the company, human and financial resources and market position are shaping the environment and possibility for managers to pursue ethical behavior because they affect the decision-making process.The purpose of this study is to understand how managers in FB’s and VCF’s manage ethical considerations. The creating of the conceptual framework was used as a foundation to visualize how ethical behavior is constructed, while the focus laid on the influences and possibility to take decisions including ethical considerations and content. While performing this research, we have conducted eight semi-structured interviews with managers in three VCF’s and two FB’s in Sweden. The respondent companies and interviewees remain anonymous. We did that to increase the chance of honest and unbiased answers since we saw a risk to receive adjusted and image improving responses.The empirical findings show that the VCF’s do not pay attention to ethical considerations in the same extent as FB’s do. Discovered reasons were lack of time and know-how, financial and human resources, business maturity and the fact that they were to generate a high ROI to the venture capitalist. Such a relationship makes the managers focus on profit maximization and short term objectives rather than ethical considerations. The two FB’s did have an ethical code of conduct with the employees and was constructed in order to fulfill acceptance, integration and efficiency with this management tool. The ethical codes of conduct were created with the goal to steer behavior and ensure ethical commitment in certain areas of interest. The major finding is that situational factors either suffocate or give room for ethical considerations in companies when taking decisions.In particular, this research contributes to the field of business ethics and VCF’s in general, but also with regard to FB’s. The results of this thesis are constructed in the decision-making model which is different than the ethical decision-making model we constructed based on the theoretical research. However, reality did not allow us to recognize the fragmented patterns we interpreted from the theory. We therefore created a new top-down model which takes the need for a decision in companies into account, the actors and factors in the organization, the situational factors that influence the happenings in the organization and the outcome of the decision, which possibly contains ethical considerations and content. With the improved model we visualize the decision-making process while taking influences towards ethical decision-making into consideration and visualize organizational reality as we discovered it.Key words: business ethics, ethical considerations, ethical code of conduct, moral awareness, ethical decision-making, ethical behavior, family business, venture capital firm, profit maximization, shareholder preferences.