한국에 있어서 기업의 사회공헌의 본질:

The Essence of Corporate Philanthropy in Korea ： The Spirit and Practice Issues

Corporate philanthropy or corporate giving is the act of corporations donating some of their profits, or their resources， to nonprofit organizations. Corporate giving is often handled by the corporation, directly, or it may be done through a company foundation. Corporations most commonly donate cash, but they also donate the use of their facilities, property，services, or advertising support. They may also set up employee volunteer groups that then donate their time. Corporations give to all kinds of nonprofit groups, from education and the arts to human services and the environment. When it comes to philanthropy, executives increasingly see themselves as caught between critics demanding ever higher levels of corporate social responsibility and investors applying pressure to maximize short-term profits. Increasingly, philanthropy is used as a form of public relations or advertising, promoting a company ‘ s image through high-profile sponsorships. But there is a more truly strategic way to think about philanthropy. Corporations can use their charitable efforts to improve their competitive context—the quality of the business environment in the locations where they operate. Using philanthropy to enhance competitive context aligns social and economic goals and improves a company ‘ s long-term business prospects. Addressing context enables a company not only to give money but also leverage its capabilities and relationships in support of charitable causes. Taking this new direction requires fundamental changes in the way companies approach their contribution programs. Adopting a context-focused approach requires a far more disciplined approach than is prevalent today. But it can make a company’ s philanthropic activities far more effective. In this article, I argue what is the best way to achieve corporate philanthropy and why business association should seek philanthropy in Korea by introducing global enterprises wellknown corporate philanthropy cases.