Corporate Social Responsibility in International Channels of Distribution = Evidence from Korean Multinational Corporations’ Relationships with Foreign Partners

국문 초록 (Abstract)

본 연구는 국제 유통 채널의 성과에 대한 기업의 사회적 책임의 효과를 규명하는데 목적을 둔다. 국제 마케팅 분야에서 기업의 사회적 책임의 전략적 중요성에도 불구하고 국제 유통 채널에서의 이러한 기업의 사회적 책임이 성과에 미치는 영향에 관한 연구는 빈약하다. 본 연구에서는 이해 당사자 이론과 관계 마케팅 이론에 기반을 두고 국제 유통 채널에서 기업의 사회적 책임 활동의 효과를 설명하는 실증분석이 가능한 모형이 도출되었다. 이 모형은 한국 다국적 기업들과 그들의 해외 유통 파트너들로부터 수집된 이원 자료를 활용하여 검증되었다. 분석의 단위는 다국적 기업-해외 유통 파트너간의 관계로 설정하였다. 수집된 총 126개 표본을 분석한 결과, 기업의 사회적 책임 노력이 궁극적으로 국제 유통 채널의 성과를 향상시키는 것이 발견되었다. 특히, 기업의 자선적인 사회적 책임 노력은 국제 유통 파트너의 이러한 노력에 대한 인지도를 향상시켜 관계 몰입을 증진시키는 한편, 기업의 윤리적인 사회적 책임 노력은 국제 유통 파트너의 이러한 노력에 대한 인지도를 향상시켜 결과적으로 신뢰를 증진시키는 구조가 발견되었다. 또한, 국제 유통 파트너의 기업의 사회적 책임 지향성이 강할수록 다국적 기업의 사회적 책임에 대한 인지도와 관계 요인들에 대한 영향력을 강화되는 것이 발견되었다. 본 논문은 국제 유통 채널에서 기업의 사회적 책임의 성과에 대한 영향력에 대한 실무적인 의의와 이론적인 기여, 본 연구의 한계, 그리고 향후 연구 방향을 토론하며 결론을 맺는다.

다국어 초록 (Multilingual Abstract)

This study attempts to provide an understanding of the effects of corporate social responsibility (CSR) engagement on outcomes in international channels of distribution. Despite the importance of CSR in international business model and strategy, few studies have addressed the effects of CSR activities on the outcome in these channels. Building on the stakeholder theory and relationship marketing theory, the authors develop an empirically testable model that explains the effectiveness of firms’ CSR engagement in their international channels of distribution. Using dyadic data collected from two surveys, the authors empirically test the model. Findings from an examination of 126 Korean multinational corporation-foreign distributor relationships reveal the positive effects of firms’ CSR efforts on the international channel outcome through distinct mechanisms where ethical CSR improves channel partners’ trust whereas philanthropic CSR enhances relationship commitment. In addition, the authors find that foreign partners’ CSR orientation positively moderates the relationship between each CSR perception and each of relational mediators. This paper offers important implications for theory and practice and concludes with the limitations of the current study and the directions for future research.

목차 (Table of Contents)

• Ⅰ. Introduction
• Ⅱ. Theoretical Background and Hypotheses
• Ⅲ. Research Method
• Ⅳ. Empirical Evidence
• Ⅴ. Discussion
• REFERENCES
• 초록

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