[Abstract]
CSR (Corporate Social Responsibility) is a hot issue in the business world. CSR reflects the profit of various interested parties and has become one of the essential factors for the long term survival of a corporation. The social responsibilities of corporations are divided into economic, legal, ethical, and charitable responsibilities. CSR placed emphasis on ethical and charitable responsibilities, but the rise of the concept of sustainability from the 2000s had an immense impact on industrial profits, business survival and growth. In the late 1980s, the studies of CSR was focused on the negative image of giant companies had on the society at large. CSR is variously defined depending on the scholar's or institution's objectives. Bowen (1953) asserted CSR is one of the obligations of the seek principle and follows desirable activities for society objects and value. McGuire et al. (1998) defined the CSR as a duty for the whole society over economic and legal liability.
Recently, CSR is focused on more strategic angles from giant to small companies. It was found that the CSR activities of small and medium-sized firms effect the performance of the firms. If small and medium-sized firms engage in activities for the local society, they could gain a good reputation in the region and open up opportunities for business expansion in their own country and internationally. However, small and medium-sized companies are lacking in manpower, material resources, and understanding to implement CSR. So, they are struggling with how to do CSR activities. The small and medium-sized firms have distinct characteristics compared with big companies, and they could make unique CSR. Because small and medium-sized firms differ from large firms in terms of industrial environment and scale, it is highly likely that they differ in CSR activities as well.
Since previous CSR studies focused on large companies, it is needed to study and suggest methods for a success process of CSR for small and medium-sized firms. This study might be of help to implement CSR activities of small and medium-sized firms and link their performance. Russon and Tencati (2009) emphasized the necessity of a CSR study for only small and medium-sized firms and suggested an effective CSR strategy. This CSR study paid attention to the Korean academic society in the viewpoint of ethical management. There are lack of theory and practical CSR case studies for small and medium-sized firms in Korea.
This study tried to suggest a CSR success process for small and medium-sized firms based on previous literature studies. It is meaningful to suggest a CSR process model because there is little research on CSR of small and medium-sized companies. So, in this study, we suggested a complete success process of CSR of small and medium-sized firms including antecedents and the consequences of CSR. The model consisted of CSR stimulus factors, CSR activity characteristics and CSR results. The CSR stimulus factors were divided into inside and outside aspects and the CSR activity characteristics include congruity, concentration and differentiation. The results of CSR are classified into employee, customer and public aspects. This CSR success process is developed through variables extracted from literature studies and actual firm cases.
There are many CSR cases of small firms, including Neowiz Games, Yujin Kreves, Nano and Tech, Idis, and so on. CSR stimulating factors are divided into internal and external factors, internal factors include moral ability of organization, value and belief of the CEO, and differentiated marketing whereas external factors include policy and regulations, demands of business partners, and pressure from the public. These factors stimulated the CSR activities of small and medium-sized firms. Mostly leaders who have a high moral level activate the firm¡¯s CSR. Recently, CSR is dealing with one of the differentiated marketing factors to appeal to customer and society, so many companies made efforts to do CSR for the differentiation of marketing. Sometimes not only public sectors, but business partners require CSR activities for the sustainability of the whole supply chain. The CSR activities are regarded as important for a strong relationship with the local community.
The required features of CSR activities for small and medium-sized firms are congruity, concentration, and differentiation. Congruity means that CSR activities should be connected with their goods and services. Concentration means that CSR activities should focus on a specific field for effectiveness because small and medium-sized firms have limited resources. Differentiation means that CSR activities are distinctive from competitors. If a small company, who has limited resources, wants to increase the performance of CSR, these three characteristics are necessary.
The results of CSR influence employees, customers, and the public. For employees, CSR activities increase self-esteem, job satisfaction, and confidence in the organization, and these lead to higher productivity, harmony between labor and management, and lower turnover of employees. For customers, successful CSR activities increase confidence and a differentiated image of the product or service and they lead to higher profits and customer loyalty. Finally for the public, successful CSR activities increase corporate awareness and an amicable image and they lead higher corporate value and potential demand.
After developing a CSR process model, this study applies it to a small and medium-sized firm, Yujin Kreves, which is a western tableware (forks and knives) making company in Korea and Vietnam. Young-Gi Moon, the CEO, established Yujin Kreves' cooperate social welfare work with the Sunny Welfare Institution in 1996. The key drivers of the CSR activities of Yujin Kreves were the CEO¡¯s Christian faith and belief in social welfare. Vietnam has complicated regulations, policies and negative viewpoints toward foreign companies. Yujin Kreves offered free heart surgery for children and established a school and sports complex in Vietnam. The CSR activities of Yujin Kreves had the features of congruity, concentration, and differentiation. As a result of their CSR activities, Yujin Kreves is recognized as the most believable company in Vietnam and buyers regard Yujin Kreves as a high quality and good company. Also, the Vietnamese employees have high confidence in the company and cooperation with the labor progressed smoothly. They also overcame the difficulties of a big fire with one accord. Yujin Kreves' CSR activities are well known to foreign buyers. So, they built confidence in the Yujin Kreves company in trade and their products sold at a price premium.
Finally, this study also suggests implications for policy to activate CSR of small and medium-sized companies. The government should emphasize CSR through public campaigns and recognize successful CSR cases of small and medium-sized companies. Systematic CSR education is also needed for small and medium-sized companies and the government should offer standard CSR guidelines and certification.