건설업 사회공헌 실태조사 및 발전 방안 연구

A Study on the Corporate Philanthropy of Construction Company

&nbsp;&nbsp;Recently, corporate philanthropy has risen as an important issue in Korean construction industry. In this study we conduct survey of Korean construction companies&quot; philanthropy activities and then we suggest several proposals and guidelines for construction companies to develop and implement strategic philanthropy activities.<BR>&nbsp;&nbsp;As the results of survey, we have found that for recent 10 years many Korean construction companies have contributed huge sums in social contribution efforts, however they have not enjoyed the heights of positive public reaction, which are usually expected.<BR>&nbsp;&nbsp;Through comparing construction company data with non-construction sector&quot;s company data, we could find several reasons. First of all, this is because construction companies&quot; social contributions resulted only from a corporate&quot;s feeling of obligation to give back to the community a portion of its accumulated wealth. Consequently, many construction companies have not enjoyed the fruits of their charity investment.<BR>&nbsp;&nbsp;Therefore there is a necessity for Korean construction companies to shift practices to this new form that is mutually beneficial to both corporate and society. Actually many Korean big corporations in other sectors are devoting funds to social organizations in order to raise brand recognition. Furthermore, through social contribution activities, they have sought to utilize employee-volunteer programs to improve business. This tendency, which is different from construction companies&quot; methods, is known as strategic social contribution activities.<BR>&nbsp;&nbsp;From the results of the survey, we will suggest several directional proposals for Korean construction company that are in accordance with the changed paradigm of corporate philantrophy activities.<BR>&nbsp;&nbsp;First, construction companies must develop contribution programs that are related to corporate ideology and strategy rather than distributing funds in the form of scholarships or other traditional methods. It is important to conduct social contribution activities according to a distinct mission, ideology and strategy so that through these activities a corporation&quot;s mission, ideology and strategy are communicated to several stakeholders. Especially, Korean construction companies need to conduct social contribution activities that are related to the characteristics of its major products or corporate image in order to effectively promote their brand.<BR>&nbsp;&nbsp;Second, some programs, such as awards programs, matching grant programs and vacation programs for volunteer work, should be developed making it easier for employees to volunteer their time to social organizations.<BR>&nbsp;&nbsp;Third, small and medium construction companies need to find solutions to regional community problems because those companies have resource limitation. Therefore for small and medium construction companies, the relationship with the regional community is a major part of corporate contributions.<BR>&nbsp;&nbsp;Finally, we suggest three steps for construction companies to develop and implement corporate philanthropy activities. Through these three steps construction company could include social contribution activities in their business strategy. And construction company will not only be able to recruit quality employees, but also be viewed positively by consumers and other stakeholders.