다국적기업 해외자회사 시장지향성이 현지국에서의 기업의 사회적 책임(CSR) 활동에 미치는 영향 = The Effect of Market Orientation of Foreign Subsidiary on Corporate Social Responsibility in Local Market

다국어 초록 (Multilingual Abstract)

This study is constructed to empirically investigate the determinants of corporate social responsibility (CSR) practiced by foreign subsidiaries. So, the purpose of this research can be detailed as follows: first, to examine the effect of market-orientation of foreign subsidiaries on marketing innovation and local relational embeddedness; second, to evaluate the effect of marketing innovation and local relational embeddedness of foreign subsidiaries on their philanthropic CSR practices and non-philanthropic CSR practices including economic, legal, and ethical CSR; finally, to investigate the effect of non-philanthropic CSR on philanthropic CSR. For the study, we have investigated 251 MNCs foreign subsidiaries that entered into the Korean market and analysed collected data via AMOS(7.0 version) and SPSS(15.0 version). There are following empirical results based upon the research: First, it is confirmed that market orientation of foreign subsidiaries can positively influence marketing innovation and local relational embeddedness. Second, marketing innovation of foreign subsidiaries is identified to make a significant influence on non-philanthropic CSR. However, marketing innovation of foreign subsidiary is found to have no influence on philanthropic CSR while local relational embeddedness of foreign subsidiary has a significant relavance to both philanthropic CSR and non-philanthropic CSR. And it is verified that non-philanthropic CSR has a positive impact on philanthropic CSR.

참고문헌 (Reference)

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