경쟁우위와 글로벌 성장에서의 공유가치창출 (CSV)의 효과

학위논문 (석사)-- 서울대학교 국제대학원 : 국제대학원 국제학과 국제통상 전공, 2016. 2. Dukgeun Ahn.The Impact of Creating Shared Value (CSV) on Competitive Advantage and Global Growth Battur, Misheel International Commerce Graduate School of International Studies Seoul National University The role of business in society has become progressively significant over the years than ever before. Especially with the current economic turmoil, the main cause of problems involving social, environmental, and economic issues are being viewed as businesses and corporations. Such increasing discontent with business corporations stems from the perception of society that corporations are benefiting at the expense of the entire community. As society demands for greater responsibility and ownership of these issues, corporations have been earnest to provide suitable solutions and few have been able to do so. Along with this shift, the term Creating Shared Value (CSV) has emerged, offering a broader and long-term focus for corporations to meet customer needs as well as achieve value creation. The main purpose of this paper is to assess whether Creating Shared Value (CSV) has a positive effect on the competitive advantage of a corporation and ultimately have an impact on global growth as a whole. Creating Shared Value (CSV) initially operates on three levels and this paper seeks to analyze whether these levels can be modified or improved upon. The research also delves into case studies of major Korean as well as international corporations that have successfully implemented the strategy and utilized it to improve their position in the market. Another aspect of this paper is to analyze whether it is plausible for not only large corporations but all businesses in general to utilize Creating Shared Value (CSV) in order to establish a mutual bond with their respective communities and maximize their growth. Keywords: Creating Shared Value (CSV), Corporate Social Responsibility (CSR), Competitive Advantage, Value Chain, Capitalism, Levels of Shared Value Student ID: 2013-239731. INTRODUCTION 1 2. LITERATURE REVIEW 7 2.1 Background 7 2.2 Corporate Philanthropy 9 2.3 Corporate Social Responsibility (CSR) 12 2.4 Fortune at the Bottom of the Pyramid 19 2.5 Creating Shared Value (CSV) 22 2.6 Extension of Creating Shared Value (CSV) 28 3. CASE STUDIES 30 3.1 Nestlé 30 3.2 CJ Corporation 31 4. CRITICISM 33 5. CONCLUSION 35 REFERENCES 37 국문초록 40Maste