공유가치창출(CSV) 시대의 소비자 연구 제안

Abstract

The term CSV(creating shared value) which refers to the notion of pursuing social and economic value simultaneously has been gaining a lot of attention lately. The idea was first introduced in 2011 by Porter and Kramer, and soon it became sensation among leading companies all over the world, Korea being no exception. As Korea recently experienced market problems where economic value such as efficiency and social value as reviving small business collide, CSV became an important research topic in Korea, too. CSV has the obvious advantage in the point of seeing a social problem as an opportunity to strengthen corporate competitiveness. However CSV is only a recent concept and its limits have been raised which include the lack of theoretical originality, conceptual ambiguity, and excessive idealism. CSV is only at the beginning stage where only framework concept is presented. A review of Korean literature on the topic revealed that research thus far have been limited to the topic of business strategy development and empirical studies showed that the notion of CSV has not yet been cleared distinguished from the notion of CSR. Also, the number and scope of research on the topic thus far is very limited. The objectives of this study are as follows. First, in order to understand CSV, the market environment and changes behind the introduction of CSV was reviewed, and the notion of CSV will be comprehensively explained. Second, theoretical and practical limits that CSV has are critically investigated. Third, future subjects of study and practical tasks with regard to CSV are proposed. An integrative effort of all members of society in relation to value creation is required for CSV implementation. A company should make the structure of company in general so that CSV implementation is possible. And the government and civil society should actively support and cooperate so that the company can sufficiently display ability that the company has. Besides, consumers should recognize a role of consumer citizen, and should take an interest in the activities of company, government and civil society. In the academic area, it is necessary to discuss the concept of created value and the range of benefits through CSV. And it is necessary to make an effort to find what is intersection of sets of economic value and social value previously regarded as antagonistic to each other, and to find the optimal point of shared value area. Besides, we should carry out a study on a conflict between the stakeholders concerned in CSV and a plan of relieving it. We should eventually think whether the paradigm of CSV can overcome the problem of conventional capitalism and can act as an engine for sustainable development of society. This study has academic and practical significance in the point of expanding a discussion focusing on the influence and role of consumer that is the subject of consumption decision-making, going further than Porter and Kramer's study that regarded only company as the subject of CSV.