본문 바로가기
KERD
논문KCI 등재

다국적 기업 해외자회사의 현지 CSR 활동이 현지 구직자의구직 의도에 미치는 영향: 국가이미지의 조절효과를 중심으로

The Impact of Foreign MNEs’ Local CSR Activities on Local Applicants’ Apply Intention: The Moderating Role of Country Image

김은미|홍가혜
한국국제경영학회 (Korean Academy of International Business)|2018.08|국제경영연구 (International Business Journal)|제29권 제3호|pp. 61-84|DOI http://dx.doi.org/10.14365/ibj.2018.29.3.3

0

조회

0

다운로드

9

인용

0

참고문헌

키워드

국가이미지Corporate social responsibilityCountry image사회적 책임 활동구직자의 구직 의도Applicant attraction
주제분류경영학

초록

다국적 기업의 현지 사회적 책임 활동(CSR, corporate social responsibility)은 현지의 다양한 이해관계자에게 정당성을 확보하는 방안 중 하나로써, 최근 그 중요성이 부각되고 있다. 이에 본 연구는 해외 기업의 현지 사회적 책임 활동이 현지 지원자의 구직 의도에 미치는 영향에 관해 실증적으로 분석하고자 한다. 더 나아가 국가이미지(country of origin image)에 따라 사회적 책임 활동의 영향이 달라질 수 있음을 살펴보고자 한다. 국내 대학생을 대상으로 실시한 설문조사를 바탕으로 실증분석을 진행한 결과, 국내 구직자에게 있어 다국적 기업 해외자회사의 국내 사회적 책임 활동은 구직의도에 긍정적인 영향을 미치며, 중국기업의 경우 이러한 사회적 책임 활동의 긍정적인 영향이 더 커지는 것으로 나타났다. 이에 본 연구는 국가 이미지가 상대적으로 호의적이지 않은 신흥국 기반의 다국적 기업들의 현지 진출 시, 현지의 사회적 책임 활동이 현지 구직자의 지원의도를 높일 수 있는 중요한 기업전략임을 확인함으로써, 학문적 및 실무적 관점에서 의미 있는 시사점을 제공할 수 있을 것으로 기대된다.

Abstract

In today’s globalized world, attracting local top talent is a competitive advantage for the success of a multinational enterprise in international markets. In general, foreign firms suffer from the liability of foreignness in local markets, thus they face greater challenges in attracting local potential job seekers. One of the strategy to acquire legitimacy in local markets is foreign firms’ corporate social responsibility (CSR) activities. Thus, this study investigates how local CSR activities of foreign firms affect to local applicant attraction. Furthermore, this study examines how country image moderates the positive effect of local CSR activities on local applicant attraction. Specifically, we suggest that the positive effect of local CSR might be stronger for foreign firms from emerging economies compared to developed countries. Based on an experimental study of 175 Korean job seekers, findings show that Korean job seekers are more likely to pursue jobs with foreign firms engaging in local CSR activities. Moreover, the positive impact of local CSR activities has a demonstrably stronger impact on job pursuit intentions for Chinese firms compared to US firms. Consequently, this study suggests local CSR activities as a meaningful way to attract local talent for foreign firms, especially from emerging economies.

참고문헌 (46)

  1. 안종희, "사회공헌 추진유형별 사회공헌기여도 및 기업연상에 미치는 영향 분석: 전략적 사회공헌을 중심으로", 전략경영연구, 17(1), pp.1~25 (2014), 한국전략경영학회[DOI]
  2. 안종석, "중국 소비자의 적대감이 국가이미지 효과에 미치는 영향", 국제경영연구, 25(2), pp.57~86 (2014), 한국국제경영학회[DOI]
  3. Ashforth, B. E, "Social Identity Theory and The Organization", Academy of Management Review, 14(1), pp.20~39 (1989)
  4. Barber, A. E, "Recruiting Employees: Individual and Organizational Perspectives" (1998), Sage
  5. Bowen, H. R, "Social Responsibility of The Businessman" (1953), Harper
  6. Carroll, A. B, "A Three-dimensional Conceptual Model of Corporate Performance", Academy of Management Review, 4(4), pp.497~505 (1979)
  7. Carroll, A. B, "Managing Ethically with Global Stakeholders: A Present and Future Challenge", Academy of Management Executive, 18, pp.114~120 (2004)
  8. Carroll, A. B, "The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice", International Journal of Management Reviews, 12(1), pp.85~105 (2010)
  9. 최윤호, "다국적기업 자회사 현지 직원의 자민족중심주의와 문화적 갈등이 긍정심리자본에 미치는 영향: 사회책임활동의 조절효과", 국제경영연구, 27(4), pp.93~121 (2016), 한국국제경영학회[DOI]
  10. Duarte, A.P, "Tell Me Your Socially Responsible Practices, I Will Tell You How Attractive for Recruitment You Are!The Impact of Perceived CSR on Organizational Attractiveness", Tekhne–Review of Applied Management Studies, 12(1), pp.22~29 (2014)
  11. Dunning, J. H, "The Rise of Transnational Corporations from Emerging Markets: Threat or Opportunity", pp.158~180 (2008), Cheltenham
  12. Ehrhart, K. H, "Why Are Individuals Attracted to Organizations", Journal of Management, 31(6), pp.901~919 (2005)
  13. 칭지판, "소비자 적개심과 국가이미지가 제품평가에 미치는 영향: 중국과 러시아에 대한 비교연구", 국제경영리뷰, 19(3), pp.105~124 (2015), 한국국제경영관리학회
  14. Froese, F. J, "Organizational Attractiveness of Foreign Firms in Asia: Soft Power Matters", Asian Business & Management, 12(3), pp.281~297 (2013)
  15. Froese, F. J, "Organizational Attractiveness of Foreign-based Companies: A Country-of-Origin Perspective", International Journal of Selection and Assessment, 18(3), pp.271~281 (2010)
  16. Gammeltoft, P, "Emerging Multinationals : Outward Foreign Direct Investment from Emerging and Developing Economies", Journal of International Management, 16(2), pp.95~194 (2010)
  17. Gatewood, R. D, "Corporate Image, Recruitment Image, and Initial Job Choice Decisions", Academy of Management Journal, 36(2), pp.414~427 (1993)
  18. Greening, D. W, "Corporate Social Performance as a Competitive Advantage in Attracting a Quality Workforce", Business & Society, 39(3), pp.254~280 (2000)
  19. 한충민, "개도국 시장에서의 자선적 CSR 효과: 베트남 소비자를 중심으로", 국제경영연구, 27(3), pp.111~137 (2016), 한국국제경영학회[DOI]
  20. 한충민, "한국 제품의 해외 이미지 결정 요인: 28개국 실증 연구", 국제경영연구, 25(1), pp.1~28 (2014), 한국국제경영학회[DOI]
  21. Katrin Held, "The influence of images on organizational attractiveness: comparing Chinese, Russian and US companies in Germany", The International Journal of Human Resource Management, 29(3), pp.510~548 (2016), Informa UK Limited[DOI]
  22. Highhouse, S, "Social-Identity Functions of Attraction to Organizations", Organizational Behavior and Human Decision Processes, 103(1), pp.134~146 (2007)
  23. 정갑연, "중국소비자의 한국화장품 브랜드에 대한 감성적 소비가치와 브랜드동일시가 브랜드애착에 미치는 영향", 국제경영리뷰, 20(2), pp.181~212 (2016), 한국국제경영관리학회
  24. Jones, D. A, "Why are Job Seekers Attracted by Corporate Social Performance? Experimental and Field Tests of Three Signal-Based Mechanisms", Academy of Management Journal, 57(2), pp.383~404 (2014)
  25. Kim, S, "Corporate Social Responsibility as an Organizational Attractiveness for Prospective Public Relations Practitioners", Journal of Business Ethics, 103(4), pp.639~653 (2011)
  26. Laroche, M, "The Influence of Country Image Structure on Consumer Evaluations of Foreign Products", International Marketing Review, 22(1), pp.96~115 (2005)
  27. 이정은, "기업은 왜 CSR 보고서를 발행하는가?: 주주 권익 보호정도, 제도의 변화, CSR 성과를 중심으로", 전략경영연구, 19(2), pp.39~61 (2016), 한국전략경영학회[DOI]
  28. 이지은, "사회공헌활동의 업연계성: 활동 분야, 활동 지역, 그리고 인적자원 참여 여부의 영향", 전략경영연구, 21(1), pp.81~92 (2018), 한국전략경영학회[DOI]
  29. Li, D, "The Asymmetric Influence of Cognitive and Affective Country Image on Rational and Experiential Purchases", European Journal of Marketing, 48(11, pp.12) (2014), 2153~2175
  30. Luo, Y, "International Expansion of Emerging-Market Enterprises:A Springboard Perspective", Journal of International Business Studies, 38(4), pp.481~498 (2007)
  31. Martin, I. M, "Measuring A Multi-Dimensional Construct:Country Image", Journal of Business Research, 28(3), pp.191~210 (1993)
  32. McWilliams, A, "Corporate Social Responsibility: A Theory of the Firm Perspective", Academy of Management Review, 26(1), pp.117~127 (2001)
  33. Nagashima, A, "A Comparison of Japanese and U.S. Attitudes Toward Foreign Products", Journal of Marketing, 34, pp.68~74 (1970)
  34. Newburry, W, "Organizational Attractiveness is in The Eye of The Beholder : The Interaction of Demographic Characteristics with Foreignness", Journal of International Business Studies, 37(5), pp.666~686 (2006)
  35. Newburry, W, "Employer Attractiveness in Latin America: The Association among Foreignness, Internationalization and Talent Recruitment", Journal of International Management, 20(3), pp.327~344 (2014)
  36. 이양복, "해외자회사 사회적 책임활동의 결정요인: 글로벌 vs. 로컬", 국제경영리뷰, 20(2), pp.1~25 (2016), 한국국제경영관리학회
  37. 이양복, "한국기업 해외자회사의 전략적 CSR 활동의 동인 및 성과에 관한 연구", 국제경영연구, 27(1), pp.83~110 (2016), 한국국제경영학회[DOI]
  38. Roth, K. P, "Advancing the Country Image Construct", Journal of Business Research, 62(7), pp.726~740 (2009)
  39. Rupp, D. E, "Applicants’ and Employees’ Reactions to Corporate Social Responsibility: The Moderating Effects of First-Party Justice Perceptions and Moral Identity", Personnel Psychology, 66(4), pp.895~933 (2013)
  40. Rynes, S. L, "Handbook of Industrial and Organizational Psychology", pp.399~444 (1991), Consulting Psychologists
  41. Tajfel, H, "The Social Dimension: European Developments in Social Psychology", pp.15~40 (1985), Cambridge University Press
  42. Turban, D. B, "Corporate Social Performance and Organizational Attractiveness to Prospective Employees", Academy of Management Journal, 40(3), pp.658~763 (1997)
  43. Turker, D, "How Corporate Social Responsibility Influences Organizational Commitment", Journal of Business Ethics, 89, pp.189~204 (2009)
  44. Verlegh, P. W, "A Review and Meta-Analysis of Countryof-Origin Research", Journal of Economic Psychology, 20(5), pp.521~546 (1999)
  45. Zaheer, S, "Overcoming The Liability of Foreignness", Academy of Management Journal, 38(2), pp.341~363 (1995)
  46. Zhang, L, "Corporate Social Responsibility, Applicants’Individual Traits, and Organizational Attraction: A Person-organization Fit Perspective", Journal of Business and Psychology, 27(3), pp.345~362 (2012)

이 간행물의 다른 논문 (3건)

Subsidiary Staff Composition and Repatriation of Earnings: Moderating Effects of Subsidiary Ownership and Age이승래, 김광호, JaeHong Parkpp. 1-32The Moderating Effect of Crossvergent Cultural Values on Turnover Intention in ChinaYANGYI, 박용석pp. 33-60International Aspects of Corporate Governance and Corporate Social Performance of Chinese Listed Firms: Moderating Effect of Organizational Slack백유진, 박영렬, Yiling Piao, 최순규pp. 85-112
원문 보기