창의적 공유가치 창출(CSV)을 위한 디자인 속성에 관한 연구

Abstract

The purpose of this thesis is to reestablish the properties of Shared Value Design(SVD) and to define individual concepts that Shared Value Design pursues through the clear understanding of the essential meaning of CSV(Creating Shared Value) and the significance of CSV that grows in importance within modern society. In order to build a successful CSV activity, it is important to identify the properties of design which aim to create the economic value that companies tend to seek as well as sociocultural value production more clearly and to establish differentiated design strategies. In this thesis, the core properties that creative Shared Value Design needs to include are classified into three different attributes; Fun, Authenticity and Sustainability and are explained more in depth. The study consists of two methods which are literature analysis and case analysis. on the basis of two different methods, not only are the concept and value of CSV discussed within the perspective of design, but the idea of Shared Value Design is also defined and studied as the differentiated design that creates shared values. Furthermore, the thesis makes a profound study on the role of Shared Value Design and its importance by explaining the concept and the meaning of Cause Marketing that is one of the most remarkable marketing methods that construct CSV. Getting to the point in the thesis, the historical background of Shared Value Design is explained through the study of social effects that ethical consumers have on modern society and of the paradigm of Emotional Design. In addition, the thesis studies the correlation of ethicality, sociality and economic feasibility as the main factor that brings about a considerable change of design paradigm in the history, not to mention the fact that it analyzes several case studies of CSV that embody emotional and empirical appealing points. As the result of the analysis, Shared Value Design composed of creative properties of CSV motivates consumers to participate in CSV activities that produce sociocultural, social and economic values, which subsequently helps to build up trust between a company and a consumer through the experiences shared in CSV activities and to create sustainable social values. The purpose of CSV activities is no longer to enhance the reputation of a brand by simply fulfilling social contribution such as making a donation, but it should aim to create an authentic value of social responsibility that a company pursues on the basis of systematic design framework. The three core properties of Shared Value Design(Fun, Authencity, Sustainability) that this thesis proposes are expected to play an important role in constructing effective strategic framework of CSV activities in the near future.