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한국진출 다국적기업 자회사의 업령이 자선활동에 미치는 영향: 동태적 외국인 비용 관점

The Liability of Foreignness and Corporate Philanthropy of MNC Subsidiaries in Korea: A Dynamic Approach

박철형|진규호
한국전략경영학회 (Korean Strategic Management Society)|2019.12|전략경영연구 (Journal of Strategic Management)|제22권 제3호|pp. 95-119|DOI 10.17786/jsm.2019.22.3.005

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참고문헌

키워드

기부금Liability of ForeignnessCorporate Philanthropy외국인 비용자선활동자회사 업령Tenure of MNC Subsidiaries
주제분류경영학

초록

다국적기업의 현지 사회공헌활동은 외국인 비용을 극복하고 현지사회로부터 정당성을 획득할 수 있는 전략적 수단으로 주목받고 있다. 본 연구는 다국적기업 자회사의 업령에 따른 외국인 비용의 변화와 현지 자선활동 간의 동태적 관계를 규명하기 위해 한국진출 다국적기업 자회사의 2002년부터 2016년까지 기부금 지출 자료를 이용해 실증분석하였다. 실증분석결과 다국적기업 자회사의 업령은 자선활동과 역U자(inverted U shape)의 관계를 가지는 것으로 나타났다. 즉, 자회사 설립 이후 자회사 업령과 자선활동이 정(+)의 관계를 가지다가 일정 시점부터는 업령과 자선활동이 부(-)의 관계로 전환되는 것이다. 이는 다국적기업 자회사의 업령에 따라 외국인 비용 극복을 위한 자선활동 수행의 필요성과 능력 모두 동태적으로 변화함을 의미한다. 또한, 자회사의 광고집중도는 자회사 업령과 자선활동 간의 관계를 더욱 강화하는 것으로 나타났다. 광고집중도가 높을수록 정당성 획득 압력이 증가하여 자선활동 수준이 높아질 뿐만 아니라 정당성 획득 과정(legitimating processes) 또한 가속화되어 외국인 비용 극복 시점이 빨라지는 것으로 확인된다. 본 연구는 외국인 비용 극복의 동태적 메커니즘에 주목하여 현지 정당성 획득을 위한 다국적기업 자회사의 자선활동이 업령에 따라 어떻게 증감하는지를 규명하였다는 점에서 이론적 의미를 가진다. 또한 본 연구는 한국진출 다국적기업 자회사의 자선활동 결정요인을 자회사 조직특성변수를 중심으로 실증분석함으로써 정책적·실무적 시사점을 제공할 수 있을 것으로 기대된다.

Abstract

Corporate social responsibility (CSR) has attracted scholarly attention as a strategic means to mitigate the liability of foreignness facing multinational corporations (MNCs). This study investigates the relationship between tenure of MNC subsidiaries in the host country and corporate philanthropy and conducts an empirical analysis using the sample of MNC subsidiaries founded in Korea during periods between 2002 and 2016. The results reveal that the relationship represents an inverted U shape, suggesting that corporate philanthropy initially increases with the tenure, but reverses itself at higher levels when the liability of foreignness is alleviated enough at which point corporate philanthropy is no longer required as much. We hold that this is because both the liability of foreignness confronting newly founded MNC subsidiaries and their ability to address the liability change over time. We also find that this main relationship is moderated by advertising intensity, such that the underlying legitimating process is both accelerated and reinforced at the same time as advertising intensity increases. This finding implies that advertising serves as a double-edged sword: increasing sales at the cost of triggering the social sensemaking process that heightens the legitimating pressure for MNCs by raising visibility of their profit-maximizing behaviors. This study contributes to literature by shedding light on how CSR activities of MNCs purported to address the liability of foreignness can change dynamically with reference to organizational attributes.

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