공유가치창출을 위한 기업의 역할 변화와 소비자 참여 = Creating Shared Value: Redefining the Role of the Corporation and Consumer

다국어 초록 (Multilingual Abstract)

The purpose of this study is to explore the concept of Creating Shared Value (CSV), and the possibility of integration with consumerism. CSV is different from traditional CSR in several ways. For example, CSR is treated as costs in order to improve corporate image while CSV considers that companies can increase profitability by helping to solve social problems. Furthermore, traditional CSR does not count what consumers want from CSR. In this sense, whether CSV succeeds or not depends on consumer``s active participation as well as business`` change of mindset. At first, we examine how the concepts of CSR and CSV are developed, and critique traditional corporate social responsibility and consumer social responsibility as the other CSR. After that, we analyze how successful cases which are integrated with consumerism are operated, what factors are contributed to their success, and what kinds of values are created. By doing this, we can draw the typology of cases in terms of stakeholder roles change. Four cases-ASKUL, Shop Channel, Airbnb, and Mirinae store-are selected as subject of analysis. The firstly, ASKUL offers more than 40,000 items with nationwide delivery within 24 hours. It has tried to take away unnecessary package which are resulted in saving both parties`` costs-consumers save trash throwing costs and the company save packing costs. Consequently, consumers and company share protection of the environment, convenience, effectiveness related values. The secondly, Shop Channel is the TV home shopping channel. One of the most interesting thing they choose the products for sale is that consumers can suggest the local product they want to watch on TV for sale, and it leads to consumer satisfaction and trust itself. Incidently, it invigorates the local economy. Airbnb is an online marketplace for vacation rentals that connects consumer with property to rent with consumer looking to rent the space. Airbnb makes use of existing resources in a more sustainable way through collaborative consumption. Lastly, Mirinae Store has its origin in Suspended Coffee. The cooperation between consumers and small businesses become a partner for realize social responsibility. Although it is very simple, such as pay in advance for someone in need, it creates values such as sharing, Communitarianism, and social consideration for the socioeconomically disadvantaged. After taking everything into consideration, it is critical that creating shared values requires different stakeholder roles and transforms relationships. Lastly, it discuss implications for future research. What kinds of shared values consumers want to create with business, what goals consumer and business can achieve jointly, or what push and pull factors are influencing to stakeholder``s participation. These questions remained unanswered. Through answering those questions, integrative and sustainable business model for creating shared values can be developed.

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