공유가치창출의 동기에 대한 이해당사자들의 인식이 성과에 미치는 영향

초록

The creating shared value(CSV) is more, not less overarching issue in business field, for both research and practice. Even though many firms annually invest corporate social responsibility(CSR) and CSV activities including lots of cost, it turned out that they do not grasp, in fact, accurate performance like what they earned benefits from them. In previous research the CSV is associated with company image positively but there are negative effects on reducing corporate identity in spite of spending great expenses. According to that reason, there are two purposes of this paper. First, based on stakeholder approach, we organize how CSV’s definitions have changed and shaped. Second, we develop a theoretical model in which the motivation and performance of CSV influence the relationship between corporate and individual stakeholders. This research investigates empirically a reason why corporate images are falling down through the motivation of CSV. In order to do this, we explore following what an individual recognizes a stimulant of CSV by companies, how they do obtain an evaluation of CSV activities. By using a comprehensive sample of survey, which has a public confidence with estimation of validity and reliability analysis by SPSS and LISREL statistic package program, we determined that there are two independent variables such as a profitable motive and social motive to measure the relationship between revenue, employee and social welfare. Our results reveal that in general two types of motive were germane to corporate performance and welfare significantly. Further analyses indicate positive intervening effects between performance and motivation in CSV. We overcome the limitation established in former researches. First, the CSV shows the impact on company and individual including various interests while existing papers focused on consumer’s perspective. Second, we denote that if companies prefer to utilize the CSV’s performance to manage relationship with stakeholders in non profit perspective, the CSV’s motive is to reinforce generally social welfare. Lastly, the CSV is one of cardinal economic activities and its information is significant with firms and stakeholders, especially making relationship with them. For future research, we need to figure out for that social needs like cultural, institutional things depend on macro-environmental factors and internal characteristics of company such as firm size.

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