기업위기에서 사회공헌활동이 기업평가와 반기업정서에 미치는 영향 : 제조업과 서비스업의 비교

초록

Corporate social responsibility (CSR) activities become increasingly important in corporate world. They have been recognized as business activities including management strategy, not as a simple charitable activity. In particular, companies after crisis (e.g., usurpation, environmental pollution or product-harm etc.) seem to be interested in changing their negative images thorough CSR activities. In other words, CSR activities are the key factors that the companies can overcome the crisis and recover the trust. The current research investigates how a CSR activity effects on recovering company evaluations and anti-corporate sentiments after a crisis occurs to a company. The research is divided into two types of CSR activities as material donations and volunteer work, and comparison of manufacturing and services industry. Two results were found from the current research on effects of CSR activities. First, there are significant differences in the types of CSR activities and the corporate evaluations depending on the current type of industry a corporate is in. Specifically, the CSR activities in material donations were more effective than volunteer work when a company is in the manufacturing industry. Whereas, the CSR activities in volunteering were more effective than material donations when the company is in the services industry. Second, there are no significant differences in the types of CSR activities and the anti-corporate sentiments depending on the type of industry. However, the main effect that the types of CSR activities affect on the anti-corporate sentiments was discovered during the investigation.