파타고니아, 비즈니스 가치사슬과 CSR의 결합사례

초록

This study aims at showing that, through a case of Patagonia, American outdoor apparel company, the overall combination of business value chain and CSR could lead to a concrete and strategic corporate performance of securing competitiveness through risk management and brand differentiation. By 2010, the CSR has emerged as a strategic tool for securing corporate competitiveness and new brand values, beyond the nature of social norms, such as social contribution, ethical management, and environmental management, that corporations need to comply with. Especially, recent studies on the implementation of the CSR argue that the total combination of business and CSR can be the most ideal achievement. Thus, through the case of Patagonia, this study sought to demonstrate whether the overall combination of business value chain and CSR could bring about both strategic value and actual performance to the firm. The results of a case analysis show that Patagonia was able to combine the CSR perspectives throughout all aspects of the Porter’s value chain. As a result, Patagonia could have effectively prevented the environmental pollution of the apparel industry and the various risks that could arise from poor labor conditions in the Third World OEMs manufacturing sector. Also, by actively spreading the value of environmental preservation beyond environmentally friendly environment through all production processes, products, distribution, customer service, and marketing, Patagonia was recognized as an environmentally friendly brand and has continued to gain a brand loyalty from environmentally friendly consumers who value environmental protection and sustainability. As a result, Patagonia has been able to gain 10 to 15 percent annual sales every year for the past 15 years, and secured a second market share in the U.S. outdoor market. The Patagonia case shows that it is possible to combine business and CSR and indicates that the value chain is a useful tool to combine the CSR with the business.

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