Abstract ▼ AI-Helper

Corporate social responsibility (CSR) has been established as an essential element for corporate sustainable development. So, the purpose of this study is to compare success and failure cases in the firms performing corporate social responsibility, and so confirm the directions to be pursued by firm...

Corporate social responsibility (CSR) has been established as an essential element for corporate sustainable development. So, the purpose of this study is to compare success and failure cases in the firms performing corporate social responsibility, and so confirm the directions to be pursued by firms. For this purpose, this study conducted its theoretical analysis on CSR, corporate image, profit creation, and sustainability based on preceding studies. As the subjects of its corporate case study, among firms performing corporate social responsibility actively, this study selected firms which had their similar marketing strategies and business models but had their opposite performances so that their implications could be derived. Through this case analysis, this study found the elements for performing strategic CSR effectively. That is, corporate sustainability should be ensured through profit creation based upon effective marketing to enable firms to achieve economic performance as the most fundamental corporate resoponsibility. In addition, firms should actively cope with diverse crisis situations. If firms pursue authenticity and sustainable CSR with which consumers can sympathize in the essential aspects, then they will enjoy the effects of positive corporate image and profit creation.

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