기업의 사회적 책임과 기업의 평판 - 도요타와 현대차의 비교 연구 -

This study aims to examine how corporate social responsibility(CSR) encompassing diverse sha reholders contr ibute to socia l reputation between Toyota and Hyundai Motors from a comparative perspective arising from corporate governance and shareholder theory. Toyota stands the first-mover advantage in light of cause-related marketing(CRM) with the partner of NPO(non-profit organization). Maintaining strong relationships with a given stakeholder may serve to develop a unique capability. Such a network may be useful for obtaining significant information related to the ongoing effectiveness and benefit of a CSR activity. The trust and learning of intra-organization and inter-organization such as labor relations in the anchor firm and the anchor firm-the suppliers may be an important source of competitive advantage. Despite of those advantages, Toyota has recently obtained a disgrace due to the concealment of recall problems. While Hyundai still demonstrates the weak stakeholder relationship with the employees and suppliers due to a lack of ethic management, its relation with consumers has been enhanced. Its relationship with local society tends to focus on sport marketing, but is moving to local social welfare such as the handicapped, the veterans, and the Auto Valley Welfare Center in Ulsan through the partnership between the management and the trade union. At the same time, Hyundai would trace an isomorphic path to build the strong networks as well as CRM and strategic CSR with an emphasis on environment and safety.