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서비스 산업 내 다국적기업 자회사의 사회공헌활동(CSR) 결정요인

Corporate Social Responsibility of MNEs in the Service Sectors in the Korean Market

박병일|김지혜
한국전략경영학회 (Korean Strategic Management Society)|2015.04|전략경영연구 (Journal of Strategic Management)|제18권 제1호|pp. 57-86|DOI 10.17786/jsm.2015.18.1.003

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참고문헌

키워드

다국적기업한국KoreaCorporate Social Responsibility서비스 산업Stakeholder Theory사회공헌활동이해관계자 이론Multinational Enterprises
주제분류경영학

초록

기업의 사회공헌활동(CSR)이 새로운 경영전략으로 부상함에 따라 CSR의 중요성에 대해 학자들 간일반적인 동의가 이루어지면서 CSR을 촉진시키는 결정요인을 규명하려는 많은 연구들이 수행되어왔다. 하지만 선행연구들 중 대부분의 실증이 제조업에 국한되어 있고, 선진국에 집중되어 있는 것이현실이다. 따라서 본 연구는 신흥시장인 한국을 배경으로 서비스 산업 내 다국적기업 자회사의 CSR을견인하는 이해관계자 집단을 파악하고자 하였고, 특히 이해관계자 이론(stakeholder theory)을 이론적 배경으로 도입하여 구체적인 실증을 진행하였다. 본 연구목적을 달성하기 위해 다중회귀분석 기법을 사용하였으며, 동 분석방법을 통해 다국적기업 자회사의 CSR을 촉진시키는 주요한 이해관계자집단은 경쟁기업과 미디어 및 현지 지역사회인 것으로 확인하였으며, 반면에 정부와 비즈니스 협력기업은 부정적인 영향을 미치는 요인임을 발견하였다. 이러한 실증결과를 바탕으로 본 연구는 한국시장에 진출하고자 하는 서비스 산업 내 다국적기업에게 유용한 실용적 시사점을 제공해 줄 수 있을것으로 판단된다

Abstract

As corporate social responsibility (CSR) emerges as a new business strategy, there is a general consensus about the importance of CSR and thus the academic literature has set about investigating key factors for improving CSR. However, the extant literature dealing with CSR is mainly concentrated on manufacturing industries and generally focuses on developed countries without duly considering emerging markets. The research objective of this paper is to identify primary stakeholders who effectively supervise CSR activities by multinational enterprises (MNEs) in service sectors in South Korea which is considered one of the emerging markets. Especially, theoretical contributions are made by employing the stakeholder theory. To achieve this research objective, we employ multiple regression analysis. By using this technique, we find that ‘competitors’ and ‘media’ subsequently enhance CSR. In contrast, we also uncover that business partners and government function as barriers for ethical behaviors by foreign firms. Based on those findings, this paper suggests some useful implications for practicing managers in MNEs in the service industries which intend to enter the Korean market.

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