공유가치창출(CSV)인식 및 적용방안에 관한 연구

Abstract

Recently, social responsibilities of the corporations for the society(CSR, Corporate Social Responsibility) are getting grow. People think that economic entities are indebted to the society they belong and shall repay by some means. Many companies conduct various campaigns to meet the needs in prosperous times. In the situation of the world economic depression, however, these responsibilities are huge burden for many companies. And plenty of studies says that it cannot be long last and will finish up only for show. In the meantime the revolutionary concept of the Creating Shared Value (CSV) appears. CSV means that companies can make profit by solving the society problems which means the responsible entities may escape form their debts by earning their own money. It is innovative and step forward concept in comparison with CSV. However, as unusual concept CSV is required to have more accurate and actual meaning. As a matter of fact, the meaning of the CSV is not familiar even in the related academia. The main theme of this study is finding the practical conception of CSV. In this study, through the two methods, one way is comparing concept of CSR and the other is by in-depth interviews of field experts, the CSV may be recognised and accepted as a authentic theory. Firmly establishing the concept of the CSV is the first and utmost step for study of the CSV. By the first method, it is possible to clear as well as the background of CSV and its own importance. CSV is coming form CSR but it will replace its origins by resolve the defects in realistic ways. CSV is not the extension of CSR but the new-born concept which break its own shell. CSR may be considered as “Zero sum” but CSR can be “Win-win”. This is whythe CSV can be the new strategy in the business field. With the second method, it can be proved the significance of CSV in actual business section and possibilities of CSV as an strategy of successful business especially by the cost-efficiency way. It shows and suggests the present and the future of CSV in real world while the first method hereabove reflects the past of the CSV. Even though the CSV is only the beginnig so far, it might change the business world fundamentally at once. Thus, the main subjects of the study are as follows. First, the CSV can be a new strategy of successful business, because the concept of the CSV came from the CSR but it overcome the weakness of CSR. CSV is based on the enterpreneurship that is basically focused on profit creation not the cost occurrence. Second, it is linked with the first one, in aspect of cost-efficiency, the potential of the CSV is more likely to spread ever than CSR. At last with these two understanding, case analysis of successful CSV business model can be made.