주요논리 관점에서 본 소비자생활협동조합의 전략: 아이쿱생협의 공정무역 사업 사례연구
A Consumer Co-operative’s Strategy from the Perspective of Dominant Logic : The Case of Fair Trade Business of iCOOP
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국내 소비자생활협동조합(이하 생협)은 국내 유기농 생산과 소비를 발전시키는데 중요한 역할을 했다. 그러나 해외 농식품 수입에 대해서는 의견 차이를 보이고 있다. 이는 공정무역(Fair Trade) 사업을 실행하는 사업전략에서 드러난다. 본 연구의 목적은 생협의 사업전략을 주요논리(dominantlogic) 관점을 통해 설명하는 것이다. 주요논리라는 개념은 조직 전략, 구조, 시스템을 이루고 있는 근본 요소 같은 특성을 말한다. 이를 위해 사례연구방법(case study method)을 이용하여 국내 생협 중 가장 매출 규모가 큰 아이쿱생협의 공정무역 사업전략을 연구하였다. 아이쿱생협은 소비자중심과 협동조합중심이라는 두 가지 논리가 공정무역 사업의 전략, 가치, 성과에 결합되어 강화되거나, 공정무역이 가진 의미와 가치와 갈등을 나타내고 있다. 본 논문은 경영전략론의 새로운 연구모형인 주요논리 이론을 이용하여 협동조합 조직과 사업전략을 설명한다. 본 연구의 가치와 독창성은 한국 생협의 공정무역 사업을 경영전략론의 관점에서 연구한 것이다.
Abstract
Various perspectives on Fair Trade have been developed and are related to the business strategies of the players who participate in the Fair Trade market. Although consumer co-operatives have been important players in the mainstreaming of Fair Trade, limited research has been conducted with regard to their business practices. This study aims to investigate the Fair Trade business strategies of consumer co-operatives. A case study method was adopted to investigate Fair Trade businesses in iCOOP KOREA, the largest consumer co-operative in Korea. Among the various perspectives on management strategy theories, dominant logic provides a vantage view to describe interactive processes in strategy formulation and implementation. The dominant logic of iCOOP Korea, derived from the nature of consumer co-operatives, fits well in accounting for Fair Trade businesses with cooperative-centrism and consumption-centrism. The case of iCOOP Korea shows that the Fair Trade strategy has reinforced the dominant logic and that there are conflicts when an organization practices Fair Trade. This research provides insights to explain the different views and practices of Fair Trade players.
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