한국 기업의 필란트로피 커뮤니케이션 특성에 관한 연구 = A Study of Corporate Philanthropic Communication Traits among Corporations in South Korea

국문 초록 (Abstract)

최근 기업의 사회공헌활동에 대한 관심이 커져왔다. 하지만 선행연구들은 기업들이 규제와 시민단체 감시를 피
하고, 부정적 여론을 피하기 위해 진행한 측면도 있다고 지적한다. 이 같은 한계를 극복하기 위해 제시된 개념이
‘기업의 필란트로피(corporate philanthropy, CP)’다. 자선, 박애 등으로 정의되는 필란트로피를 기업경영에도 적
용한 것으로, 사회와 긍정적인 커뮤니케이션 활동을 제고하자는 취지다. 이에 본 연구는 국내 기업 114곳을 대상
으로 필란트로피 커뮤니케이션에 대한 인식과 현황 등을 7개월간의 심층면접을 통해 파악했다. 그 결과, 기업들
은 CP의 중요성을 인지하고 지출과 투자를 늘리고 있었다. 하지만, 상당수가 중장기적 전략을 수립하지 못했고. 활동에 대한 평가체계도 부실한 것으로 파악됐다. 아울러 CP를 단순히 취약계층이나 교육, 응급재난 구호 등에
기부금를 납부하는 차원으로 이해한 경우도 많았다. 사회적 이슈 영역에 대해서만 지원할 경우, 반기업 정서가
강한 국내 소비자에게는, 보여주기 식의 활동으로 인식돼 진정성이나 일관성, 지속성에 대한 의심으로 이어져 오
히려 역효과를 가져올 수 있다. 따라서 높아진 사회적 CP 기대에 부합하기 위해, 실증적인 전략 분석에 대한 참
고를 제시한다.

다국어 초록 (Multilingual Abstract)

Recently, stakeholders such as consumers, investors, and NGOs worldwide are starting to expect higher standards from corporate philanthropy activities/programs and the society is also anticipating greater value from companies, thereby showing corporate social responsibility(CSR) and corporate philanthropy as a corporate practice. CSR is now perceived as a strategy required for sustainable growth beyond just improving the reputation or image of the company. However, while many companies in Korea are widely aware of the term “CSR,” they lack awareness regarding the term “corporate philanthropy. It is also necessary to evaluate the process and outcomes of conducting philanthropy activities, based on which new business strategies can be established. This will enable Korean companies to be more clearly aware of philanthropy, which is
relatively at a lower level compared to advanced countries and companies.to decreased domestic and international investments in the companies. Therefore, in this study, in-depth interviews were conducted with 114 domestic companies first. we very rigorously selected and interviewed
executives and employees who are actually conducting corporate philanthropy at the company or who can make decisions related to it. Many of the interviewees were executives including the CEO. It is for the purpose of understanding what the companies think about corporate philanthropy, and it can be explained as a kind of diagnosis from a medical point of view. Through this, we tried to analyze the thoughts, strategies and performance levels of companies regarding corporate philanthropy communication. It is because such a process must be preceded in order to analyze the basic perception framework, limitations, expectations, and development potential of companies.

목차 (Table of Contents)

• Ⅰ. Introduction
• Ⅱ. Theoretical Background
• 1. Corporate Philanthropy
• 2. Perception of corporate philanthropy in Korea
• Ⅲ. Methods
• 1. Data collection
• 2. Percentage of Corporate philanthropy Spending by Field
• 3. Corporate philanthropy strategies and organizational systems
• 4. Key Factors Affecting Corporate philanthropy Activities / Programs
• 5. Priority Areas of Interest for Corporate philanthropy
• 6. Key Areas of Future Corporate philanthropy Activities
• 7. Why Corporate philanthropy Activities are Important
• 8. Level of Stakeholders’ Demand for Corporate philanthropy Activities
• 9. Level of Implementation for Corporate Philanthropic Activities by sub-item
• Ⅴ. Conclusion