• International Commerce and Information Review
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• v.13 no.4
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• pp.151-176
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• 2011

Recently, the importance and requirement for Corporate Social Responsibility(CSR) is continuously growing in both korea and foreign countries. This paper tried to analyze on the theoretical trend of CSR and to draw out managemental implications for Korean firms' global CSR strategy by means of comparative case study for the CSR activities of Toyota and Hyundai Motor in China. The results and implications of this study are as follows. First, this study showed that these companies had carried out a systemic legal and ethical responsibility. Second, according to the model of Porter & Kramer and Ibuki Eiko, these companies had recognized the importance of CSR and had recently begun to implement their strategic CSR Third, Toyotas' CSR activities in China are more closely related to auto industry and more strategic in compare with Hyundai Motors' CSR activities in China. Fourth, therefore, the more strategic and long-term planned effective CSR activities of Korean firms in China will be needed in the future.

• Korea Trade Review
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• v.43 no.2
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• pp.205-227
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• 2018

This study reviews strategic CSR, which recently has become a controversial topic, and examines the implications of strategic CSR activities on corporate performance. For this, three hypotheses were set. First we categorize CSR activities into economic, legal·ethical, philanthropic, and social innovation responsibility, and to verify if these CSR activities have positive influences on the performance of Chinese and Korean companies. Second, we explore the moderating effects of globalization between the CSR activities and corporate performance. In addition, CSR activities were separated into traditional and strategic in order, and to determine whether the strategic activities had a more positive influence on corporate performance than traditional CSR activities. For this, a total of 646 surveys (401 from China and 245 from Korea) were collectd from MBA students in China and Korea, and the results were comparatively analyzed.

• (The) Korean Journal of Advertising
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• v.27 no.8
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• pp.59-90
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• 2016

Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.119-128
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• 2016

This study is designed with an intention to understand CSR story strategies that the corporates use, focusing on analyzing the method of composition of Hyundai Motor Company's CSR website stories. When analyzing based on interactivity, ease of use, newest, and informativity, interactive dialogue feature was mostly lacking. It is not the most up-to-date data and lacks the newest. However, as sharing information feature was presented, information spread quickly. When applying Greimas' Actantial Model into the 'CSR News' that conveys the news about corporate philanthropic activities, it turned out that the CSR strategies were authenticity, consistency and flexibility. When doing CSR storytelling, a corporate should not only use pre-existing executives and staff members but should use new icons including civic organizations and the youth if possible, and perform its role as a supporter. At the same time, a corporate must build strategical storytelling to the new values and engage in systematic corporate philanthropic activities that meets the need of the time period.

• Journal of Practical Engineering Education
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• v.10 no.2
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• pp.149-157
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• 2018

China evaluates corporate management activities based on the policies and assessment criteria of corporate social responsibility (CSR) based on the national development plan goals. This assessment should be understood in advance as a key issue for Korean companies into the Chinese market. Therefore, this research was presented to analyze the process, trends and related systems of CSR based on Chinese political specialties. Through this is aimed at utilizing this study as a CSR implementation strategy and CSR training frame for companies considering to China in order to understand the reality of CSR in China and applying it to business strategy.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.79-89
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• 2013

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.575-585
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• 2022

Negative perceptions about corporate social responsibility (CSR) crises and repeated crises are increasing. It is necessary to examine the effects of a proactive strategy of disclosing crisis information against the negative perceptions. The research is intended to analyze ability-based trust, and benevolence-based trust by crisis type, crisis history, and timing of crisis disclosure. In this regard, a 2 (crisis history: present vs. absent) x 2 (crisis type: corporate ability crisis vs CSR crisis) x 2 (timing of crisis disclosure: stealing thunder vs thunder) between-groups design experiment was conducted. Research results show crisis type and crisis history have significant interaction effects on ability-based trust. In the CSR crisis, the case with crisis history shows lower ability-based trust than the case without crisis history. Timing of crisis disclosure showed significant interactions with crisis history and crisis type. The stealing thunder strategy heigntened ability-based trust and benevolence-based trust against the CSR crises and the cases without crisis history more than the corporate ability crises and the cases with crisis history. Considering that the stealing thunder strategy is more effective with the CSR crises than the corporate ability crises, the research results suggest that future CSR crisis responses should prepare active disclosure of crisis information before news media disclosure of such information.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.1
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• pp.26-40
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• 2016

The importance of Corporate Social Responsibility (CSR) implementation is increasing and CSR activity has become a core activity for firms. The increase on CSR activity expenditures also increases the need for strategic. When firms implement CSR strategically, firms need to consider consumers' perspectives toward CSR. This research investigated how Korean fashion companies integrate consumers' CSR expectations into CSR implementation. Through a qualitative study, we researched a firm's consideration of consumers which are reflected in detailed procedures of CSR implementation. We conducted in-depth interviews with executives and managers in charge of CSR and found the following results. First, motivations for CSR implementation were both strategic and moral along with consumers who play a crucial role in CSR motivation. Second, firms conducted various strategic CSR activities differentiating themselves using a specific resource. Third, self-CSR evaluation was not active and structured. Few companies were collecting consumer responses to CSR activities. Last, executives and managers have difficulties to perform CSR activities due to gaps between ethical consumption consciousness and the ethical consumption behavior, measurement of CSR effect, and lack of understanding of strategic CSR. The results of our study show that firm's consideration of consumers is insufficient despite executives and managers who strongly agree with the need for strategic CSR.

• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.36-46
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• 2021

The purpose of this study is to have insights comparing Korea with US media companies on investigating their CSR goals, targets, methods, and strategies. Specifically, this study finds out the characteristics of CSR cases on broadcasting companies, telecom enterprises, and internet businesses on both countries. The results indicate that the US media companies focus more on inner stakeholders like employees as stimulating employees' welfare, ESG recognition, education, and culture via socially responsible business practices whereas the Korean media companies prefer to supporting have-nots, solving social issues, and market expansion through cause promotions and community volunteering. On CSR activity strategies, there is no difference between countries but some gaps between ones. Of companies, telecom enterprises, regardless of nations, are the best on strategical approaches of CSR activity.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.1
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• pp.225-235
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• 2020

The Korean government is attempting to promote technology-based start-ups and venture firms that can lead to new national growth engines being developed. Although government support policies focus on improving survival rates, strategic tools for sustainability management based on a continuing company's assumption are also relevant. Previous studies indicate corporate social responsibility (CSR) as an important strategic tool for the management of corporate sustainability. This research is an exploratory study that seeks to empirically analyze the applicability of such CSR to venture firms. Existing previous studies have been carried out by large companies and surveys, and there are limitations that do not reflect the characteristics of companies. To complement the shortcomings of previous studies and propose practical consequences, this study conducted an empirical analysis using raw data from government approval statistics to identify the growth stages of venture firms. Using the 2018 Survey of Korea Venture Firms, we identified the growth stages of domestic venture firms and used the data envelopment analysis (DEA) to investigate the effect of CSR activities on managerial efficiency. The analysis found that CSR during start-up and early growth cycles did not affect managerial performance. The organization that conducted enthusiastic CSR activities performed better than those that did not perform CSR activities since the rapid growth era. Ultimately, the scale efficiency of venture business was the highest from the rapid growth era when the CSR was not done. This study is a pioneering study that found that after the period of high growth, venture firms' CSR activities can affect managerial performance. Therefore, it is important to advise applicable policies and business decision-makers that CSR practices can be a tactical resource for improving performance of management.