Title page
Contents
Abstract 6
I. Introduction 9
II. CORPORATE SOCIAL RESPONSIBILITY (CSR) 12
A. Trend of CSR 12
1. Definition of Corporate Social Responsibility (CSR) 12
2. CSR as a Social Obligation 13
3. CSR as a Business Strategy 13
4. The Value of CSR in Korea 16
B. Modern Forms of CSR 19
1. Cause Promotion 21
2. Cause-Related Marketing 23
3. Corporate Social Marketing 25
4. Corporate Philanthropy 27
5. Community Volunteering 30
6. Socially Responsible Business 32
III. BRAND MARKETING FOR CSR 35
1. Human Resources 36
2. Risk Management 38
3. Brand Differentiation 40
4. Operational Efficiency 42
5. Reputation Management 46
6. Investor Relations and Access to Capital 50
7. Learning and Innovation 52
IV. Case Study 54
1. Prudential Korea 55
1) Corporate Overview 55
2) Marked Accomplishments 56
3) Corporate and Community programs 57
4) Future Development 59
2. IBM Korea 60
1) Corporate overview 60
2) Marked Accomplishments 62
3) Corporate and Community programs 64
4) Future Development 66
3. Allianz Life Korea 67
1) Corporate Overview 67
2) Marked Accomplishments 68
3) Corporate & Community programs 71
4) Future Development 73
V. Conclusion 74
BIBLIOGRAPHY 77
국문초록 80
Table 1. Modern forms of CSR initiatives 20
Table 2. IBM Korea sales 62
Table 3. Allianz Life Korea Sales 69
Figure 1. Corporate Stakeholders 48