국내외 식품기업의 핵심역량을 활용한 전략적 CSR 사례 비교연구

초록

This study aims at providing concrete benchmarking cases that firms should study to succeed in the field of strategic CSR at a global level. We highlight CSR cases in which firms utilize their core competencies to succeed in CSR, which is one of the most representative methodologies of strategic CSR. Specifically, we conducted a comparative study of representative global and Korean food companies, including Nestle, Campbell’s, Pulmuone, and SPC. We analyzed the cases from two perspectives: (1) the four components of strategic CSR suggested by Werther Jr. and Chandler(2010) and (2) the frame of core competence proposed by Hamel and Prahalad(1990). The findings indicate that leading global companies, like Nestle and Campbell’s, have reached a stage where core business execution itself creates the social value of CSR, by applying CSR concepts at each stage of the value chain through linkage and integration of the firm’s core businesses and CSR activities. Pulmuone has a business philosophy and strong CEO leadership that are the basis of its leading role in the field of CSR in Korea. SPC effectively links its core competencies and social contribution activities by inducing employees retaining skills and capabilities that directly contribute to the social contribution activities. This study suggests practical stepwise benchmarking implications to firms pursuing strategic CSR that upgrades their CSR to a strategic level that integrates with the entire business. The first stage is to build a comprehensive understanding of strategic CSR across the organization. The second stage is to develop an implementation system/plan for strategic CSR, based on corporate vision and leadership pursuing both economic and social value. The final stage is to execute strategic CSR projects that link a firm's core competences and CSR activities.

키워드