By Christine K. Jacob
본 연구는 2008년에 발생한 경제 위기가 CSR에 미친 영향력을 파악하여 평판 위기 관리에 대한 의미를 제시한다. 연구 결과에 따르면, 많은 기업들은 경제 위기를 겪으면서 대량 해고, 지역사회공헌의 비용 감축 등으로 CSR 이니셔티브에 부정적인 영향력을 크게 끼쳤다고 밝혔다. 뿐만 아니라 기업의 지배구조, 환경 정책, 보상 등 여러 CSR 이슈가 개발, 실행되는 긍정적인 영향력도 있었다.
This paper explores the impact of the financial crisis of 2008 on Corporate Social Responsibility initiatives – CSR –and its implications for reputational risk management. The social risk theory suggests that there is a new kind of risk related to CSR that can affect a company’s reputational value. This research is a multiple case study that considers two multinationals operating in the same sector. Qualitative data have been collected in many ways such as document analysis, semi-structured interviews and a scaling survey in several locations in three different countries including expert views from reliable sustainability management consultants.
Findings show that the financial crisis of 2008 had a clear impact on CSR initiatives in many companies because of the exceptional pressure that they had to face in order to survive and with massive layoffs and expenditure cuts on community involvement programs being the most obvious outcomes of the crisis. However, not all impacts were seen as negative, many CSR issues were pushed forward and gained more depth after the crisis, such as organizational governance and environmental policies, as well as compensation policies.