Strategic CSR and its Applicability in Practice : A Perception from Institutional Isomorphism
- 주제(키워드) CSR , Institutional Isomorphism , Aviation Industry
- 발행기관 고려대학교 국제대학원
- 지도교수 김정호
- 발행년도 2013
- 학위수여년월 2013. 8
- 학위구분 석사
- 학과 국제대학원 국제학과
- 원문페이지 64 p
- 실제URI http://www.dcollection.net/handler/korea/000000046326
- 본문언어 영어
- 제출원본 000045763387
초록/요약
With diverse global problems on the rise, the role of multi-national enterprises has been highlighted. Various areas of corporate social responsibility (CSR) have been explored. The attempt to manage CSR in a strategic way has been discussed thus bringing out ‘strategic CSR’. However, the reality is not in accordance with the theory. Rather there shows a sign of homogenization of CSR. It is dealt as a separate issue aside from the operation of business. This thesis focuses on explaining the converging and homogenization phenomenon through an institutional framework. Star Alliance has been used to explain how convergence of CSR occurs through ‘institutional isomorphism’. ‘Legitimacy’, ‘implicit external forces’ and ‘uncertainty’ is examined in the environment Star Alliance is laid in as those are the factors that arouses institutional isomorphism. Lastly, this thesis searches for possible ways for distinction in the case of the aviation industry. The case of Betapharm is introduced, where CSR have been successfully used to create value for the firm have been introduced. This is followed by the situation the aviation industry is laid in. Keeping in mind the value creation Betapharm has accomplished, this thesis concludes that the aviation industry can use the two environment related situations 1) Other transportation methods emit less Carbon Dioxide and 2) Most of the cause for plain flights are business reasons. Airline that uses these given situations in a strategic way have a chance of freeing themselves from the isomorphism of CSR practices. Keywords: Corporate Social Responsibility (CSR), Strategic CSR, Institutional Isomorphism, Aviation Industry
more목차
1. Introduction 1
2. Review of the Literature 5
2.1. Approaches on CSR 5
2.2. The Convergence of CSR and Institutional Isomorphism 11
3. Industry and CSR Practices 15
3.1 Review of Strategic CSR 15
3.2 Applicability in Strategic CSR in Business Strategy 18
3.2.1 Methodology 18
3.2.2 Results 20
4. Institutional Isomorphism and CSR 25
4.1 Background 25
4.1.2 The Condition of CSR in Aviation Industry 27
4.2 Application 31
4.2.1. The Issue of Uncertainty and Legitimacy 31
4.2.2 Implicit External Forces 36
5. Possibilities of Differentiation of CSR 41
5.1. Chances of Divergence 41
5.2. What the Aviation Industry Can Seize 44
6. Conclusion 51
References 53
