BOP시장을 위한 공유가치창출(CSV) 디자인 사례연구

Abstract

Background: Many companies are fostering corporate social responsibility (CSR) activities to get a good brand image. In the past, CSR was operated on the level of 'conscience of the enterprise' by the pressure of outside the company. However, CSV is a new business strategy and another business opportunity because it pursues economic value unlike other CSR activities. From this point of view, the change and growth of the BOP market, which is called 'new market', must be a blue ocean in which companies can take social and economic value through CSV activities. Methods: Research methods are largely composed of literature review and case analysis. Through the literature survey, I will examine and analyze the BOP market, the concept of CSV and the CSV design cases applied to the BOP market. The theoretical development and the analysis of the BOP market and CSV design are conducted based on a review of 40 cases on the major D/B, information on related Internet sites, publications such as monographs and papers, etc. Result: To review the CSV design cases that are doing well in the BOP market, we can get something in common. Because of the design results with the attributes of authenticity and sustainability, local communities can provide economic independence by supplying labor force with voluntary participation of local people. The companies that enter or start in the region will be able to pioneer new markets and at the same time be able to fundamentally address the social problems they have and to achieve sustained growth. Conclusion: I hope that it will be useful as a basic information for providing opportunities as designers who can work for the marginalized 90% and to cooperate with various fields of ODA. The direction of CSV design presented in this paper is expected to play a small role in building an effective framework of various CSV activities in the future.