사회적기업의 경쟁우위 창출방안에 관한 사례연구: 대기업과 연계된 ㈜우시산 사례를 중심으로

Abstract

The purpose of this study is to examine and analyze the business model of Wooshisan Co., Ltd., a social enterprise associated with SK Innovation, a large company, and to present a sustainable model of social enterprise operation and a role model for large corporations in connection with social enterprises. For this, the competitive advantage in the operation of Wooshisan Co., Ltd., an SK star social enterprise was examined in terms of value proposition, value creation and delivery, and value capture in connection with role of large corporation. The main implications of the study are as follows. First, in response to SK Innovation's pursuit of environmental values, Wooshisan Co., Ltd. is creating a revenue stream by developing various tourism products with stories about whales, which are Ulsan's specialized cultural contents. It suggests that social enterprises can enhance the sustainability of social enterprises by using a storytelling brand strategy that matches the region of the social enterprise while sharing environmental values with large corporation. Second, Wooshisan Co., Ltd was able to smoothly supply major raw materials by establishing a close cooperation system with SK Innovation's external value network to improve its business capabilities, expand contact points with customers, and efficiently utilize management resources. It suggests that social enterprises need to build a sustainable business model through active use of large corporations’ networks as well as support programs of large corporations. Third, was able to secure the know-how and network for procurement of waste plastic by sharing its know-how with SK Innovation, and was able to establish a foundation for growth through SK's overall management support. It suggests that social enterprises can establish a foundation for growth through sharing know-how and support with a large corporations for overall management as well as specific support areas.