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사회목적조직(SPOs)의 비즈니스 모델 캔버스 연구: (사)한국예절문화원(KEI) 사례를 중심으로

A Study on the Business Model Canvas of Social Purpose Organizations(SPOs): Focusing on the case of Korea Etiquette

전재희|최진숙
사단법인 사회적기업학회 (Academy of Social Enterprise)|2021.12|사회적가치와 기업연구 (Journal of Social Value and Enterprise)|제14권 제3호|pp. 63-101|DOI 10.32675/ses.2021.14.3.003

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참고문헌

키워드

Business Model수혜자공동생산자미션Beneficiary비즈니스 모델Business Model Canvas비즈니스 모델 캔버스Co-creator사회목적조직이중목적Social Purpose Organizations(SPOs)Dual Purposes. Mission
주제분류경영학

초록

SPOs은 영리와 비영리의 중간 조직 유형으로써 사회적 가치와 경제적 가치를 추구하고 있다. 따라서SPOs의 이중목적을 달성하기 위해서는 SPOs의 특성이 반영된 비즈니스 모델 캔버스가 필요하다. 그러나SPOs 비즈니스 모델 캔버스에 대한 연구는 매우 부족한 실정이다. 이에 본 연구의 목적은 사회목적조직 (Social Purpose Organizations: SPOs)을 위한 비즈니스 모델 캔버스의 적용 가능성을 탐색하고자 한다. 본 연구에서는 선행연구 고찰을 통해 SPOs과 SPOs의 비즈니스 모델 캔버스의 의미를 분명히 하였다. 또 한, SPOs에 적합한 캔버스로 Qastharin(2014)이 제안한 사회적 기업을 위한 비즈니스 모델 캔버스를 제안 하였으며, (사)한국예절문화원(KEI)의 성공 사례 분석을 통해 비즈니스 모델 캔버스의 적합성 및 실용성을 분석하였다. 사례 분석 결과 캔버스는 사회적 및 경제적 가치 창출의 이중목적을 가진 SPOs이 사용하기 적합하고 실용성이 높은 것으로 검토되었다. 첫째, KEI분석을 통해 가치 제안과 고객 세그먼트에서 블록 내 공동생산자와 수혜자를 구분함으로써 SPOs의 미션에 부합되는 차별화된 이중 가치 제안이 필요성과 가능함을 확인하였다. 이러한 결과는 사회목적조직의 영속성을 유지하기 위해서는 이해관계자를 포함하는 비즈니스 모델이 필요하며, 조직의 사명을 확인하는 미션과 영향 측정의 구성요소가 포함되어야 한다는 것 을 의미한다. 둘째, Qastharin(2014)의 캔버스는 KEI의 이중목적의 비즈니스 모델을 파악하는데 용이하였기 때문에 SPOs이 이중목적의 비즈니스 모델을 개발하고 혁신하는데 있어서 효과적으로 사용될 수 있다. 본 연구를 통해 SPOs의 이중목적 비즈니스 모델 개발의 중요성과 필요성을 실증적 분석을 통해 제시하였으 며, SPOs을 대상으로 지금까지 검토되고 있지 않은 Qastharin의 캔버스의 적합성을 확인하였다는데 의의 가 있다. 향후 SPOs의 캔버스 활용도를 높이기 위한 방안으로 BMC 등록 및 우수 BMC 인증제도를 도입 하여 이에 맞는 지원이 필요하다. 향후 SPOs의 비즈니스 모델과 캔버스 개발 연구를 위한 자료로 활용될 수 있다.

Abstract

SPOs are pursuing social and economic values as an intermediate type of organization between profit and non-profit. Therefore, in order to achieve the dual purpose of SPOs, a business model canvas reflecting the characteristics of SPOs is required. However, research on SPOs business model canvas is very scarce. Therefore, the purpose of this study is to explore the applicability of the business model canvas for social purpose organizations(SPOs). In this study, the meaning of the business model canvas of SPOs and SPOs was clarified through a review of previous studies. In addition, as a canvas suitable for SPOs, the business model canvas for social enterprises proposed by Qastharin(2014) was proposed, and the suitability and practicality of the business model canvas were analyzed through the success case analysis of the Korean Etiquette Institute(KEI). As a result of the case analysis, it was reviewed that the canvas is suitable for use by SPOs with a dual purpose of creating social and economic values and is highly practical. First, through KEI analysis, it was confirmed that a differentiated dual value proposal consistent with SPOs’ mission was necessary and possible by distinguishing between co-producers and beneficiaries in the block in the customer segment. These results imply that a business model including stakeholders is required to maintain the permanence of a social purpose organization, and components of mission and impact measurement must be included to confirm the organization’s mission. Second, Qastharin(2014) canvas was easy to identify KEI's dual-purpose business model, so SPOs can be effectively used to develop and innovate dual-purpose business models. Through this study, the importance and necessity of developing SPOs’ dual-purpose business model were presented through empirical analysis, and it is meaningful that SPOs confirmed the suitability of Qastharin’s canvas, which has not been reviewed so far. As a way to increase SPOs’ use of canvas in the future, it is necessary to introduce a BMC registration and excellent BMC certification system to provide appropriate support. It can be used as data for SPOs’ business model and canvas development research in the future.

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