시민브랜드(citizen brand)로서 기업 CSR(corporate social responsibility) 활동의 확장에 관한 연구 ‘닥터유 프로젝트’를 중심으로
Corporate Social Responsibility as Citizen Brand
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초록
본 연구는 국내 기업들의 CSR 활동 중 해당 기업의 경영활동, 생산활동 등으 로 인해 발생된 공공의제에 대한 지역사회의 요구에 초점을 맞추고, 이를 통해 시민브랜드 구축이라는 CSR의 새로운 패러다임 영역을 제시하고자 했다. 기업 은 이제 어떻게 하면 사회적 책임 즉 CSR(Corporate Social Responsibility) 활동을 통해 공중, 사회와 서로 win-win 할 수 있는가에 대한 다각적인 방법을 모색하고 있다. 하지만 지금까지 CSR 활동은 비즈니스차원의 활동 외에 수동적 인 방어 차원, 예를 들어 기업이 윤리적, 정치적, 경제적, 법적 문제 등에 대한 문제로 인해 위기상황에 직면했을 때 여론을 의식해 위기 모면 차원의 기부행위 나 봉사활동 등의 양상을 보인 것이 사실이다. 본 연구에서는 기업들이 그들이 속한 사회에 적극적으로 참여하면서 본질적인 사회문제 해결에 앞장서고, 사회 의 위기가 곧 그 기업 자신들의 위기라는 인식 하에, 자신들의 산업영역에서 발생할 수 있는 문제들에 대해 책임감을 갖고 능동적으로 해결방안을 제시하고 대처하는 CSR 활동에 주목했다. 그리고 기업 활동을 통해 발생한 공공의 문제 에 능동적인 캠페인을 통해 접근하는 일련의 PR 캠페인 활동을 시민브랜드로 재규정해 보았다. 이를 위해 시민브랜드 활동으로 규정할 수 있는 활동을 사례 연구 및 심층 인터뷰를 통해 분석해 봄으로써 기업들이 CSR의 차원에서 어떻게 시민브랜드를 구축하며 장기적으로는 기업의 영속성을 개선해 나갈 수 있는지 가능성을 살펴보았다. 궁극적으로 시민브랜딩 CSR 활동에 대한 이해를 도모하 고 이를 능동적인 사회참여의 모델로 제시했다.
Abstract
The current research focused on CSR(Corporate social responsibility) activities that corporations serve public interest by preactively dealing with problems related to their business operations in the community. Furthermore the research suggests building citizen brand as a new area of CSR. In fact, corporations often use CSR as a way of buffering their wrongdoing or of upholding their business interests in the forms of seasonal donations or volunteer activities. These activities raise ethical questions. CSR should be undertaken as an ethical position of serving society beyond corporations’ self-interests. Corporations lacking genuineness in their CSR activities never gain public legitimacy. Therefore, this study examines a proactive CSR campaign, Dr. Yoo project by Orion and seeks to answer the questions 1) what is Citizen Brand? 2) How can we distinguish those activities building citizen brand from other CSR related activities? 3) What kinds of preconditions have to be done for a corporation to establish Citizen Brand? Answering these questions will provide corporations with a way of carrying out their societal role.
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