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다국적기업 해외자회사 시장지향성이 현지국에서의 기업의 사회적 책임(CSR) 활동에 미치는 영향

The Effect of Market Orientation of Foreign Subsidiary on Corporate Social Responsibility in Local Market

정갑연|채명수
한국국제통상학회 (The Korean Association of Trade and Industry Studies)|2015.03|국제통상연구 (Journal of International Trade and Industry Studies)|제20권 제1호|pp. 55-92

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키워드

Market Orientation해외자회사시장지향성Marketing InnovationForeign Subsidiary마케팅 혁신성현지국 관계적 책임성자선적 사회적 책임활동비자선적 사회적 책임활동Local Relational EmbeddednessPhilanthropic CSR and Non-Philanthropic CSR
주제분류무역학

초록

본 연구는 해외자회사의 현지에서의 사회적 책임 활동을 자회사의 경쟁우위로살피고, 이러한 경쟁우위의 토대가 자회사의 조직문화라는 판단에 따라 자회사의시장지향적인 조직문화를 기반으로 자회사가 보유한 마케팅 혁신성과 현지 이해관계자들과 구축한 관계적 체화성을 구축하여 현지에서 자회사의 비자선적, 자선적 사회적 책임 활동에 영향을 미치는 지를 규명하고자 하였다. 이를 위해 한국에진출한 251개의 다국적기업 해외자회사를 대상으로 조사를 하였으며, AMOS(7.0version)과 SPSS(15.0 version)을 사용하여 수집된 자료를 분석하였다. 분석결과 해외자회사의 시장지향성은 마케팅 혁신성, 현지국 관계적 체화성 모두에 유의한 영향을 미쳤고, 이렇게 구축된 자회사의 마케팅 혁신성은 비자선적사회적 책임활동에만 영향을 미친 반면에 현지국 관계적 체화성은 비자선적, 자선적 사회적 책임활동 모두에 긍정적인 영향을 미치는 것을 확인되었다. 또한 해외자회사의 비자선적 책임활동은 자선적 책임활동에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 연구 결과는 기존 시장지향성 및 해외자회사 사회적 책임활동과 관련된 연구를 한층 더 발전시켰을 뿐 아니라 한국과 같이 선진국에 막진입한 국가에 진출한 다국적기업 해외자회사의 사회적 책임활동에 필요한 요소들을 제시하였다는데, 그 의의가 있다고 할 수 있다.

Abstract

This study is constructed to empirically investigate the determinants ofcorporate social responsibility (CSR) practiced by foreign subsidiaries. So,the purpose of this research can be detailed as follows: first, to examinethe effect of market-orientation of foreign subsidiaries on marketinginnovation and local relational embeddedness; second, to evaluate theeffect of marketing innovation and local relational embeddedness offoreign subsidiaries on their philanthropic CSR practices andnon-philanthropic CSR practices including economic, legal, and ethicalCSR; finally, to investigate the effect of non-philanthropic CSR onphilanthropic CSR. For the study, we have investigated 251 MNCs foreignsubsidiaries that entered into the Korean market and analysed collecteddata via AMOS(7.0 version) and SPSS(15.0 version). There are following empirical results based upon the research: First, itis confirmed that market orientation of foreign subsidiaries can positivelyinfluence marketing innovation and local relational embeddedness. Second, marketing innovation of foreign subsidiaries is identified to makea significant influence on non-philanthropic CSR. However, marketinginnovation of foreign subsidiary is found to have no influence onphilanthropic CSR while local relational embeddedness of foreignsubsidiary has a significant relavance to both philanthropic CSR andnon-philanthropic CSR. And it is verified that non-philanthropic CSR hasa positive impact on philanthropic CSR.

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