사회공헌활동의 전략, 동기 및 조직능력 : 스타벅스커피 코리아의 사례연구

This study investigates the motives and the strategies of corporate philanthropy, analyzes organizational capability factors, and suggests the relationships between corporate philanthropy and organizational capabilities by the case study of Starbucks Coffee Korea. The major findings of this study are as follows. First, it shows that it is characterized by the proactive and employee-participative philanthropy. Second, it shows that the motives for its philanthropy are the expression of organizational identity, the quest for legitimacy, the adaptation to ethical consumerism, and the favorable relationship building with local community. Finally, the proactive and participative philanthropy needs the balanced support of three capabilities. Human capital with coffee expertise and service mind is related to the local capability. Direct retail operation by the company headquarter, CSR policies of U.S. global headquarter, and its ethical and horizontal culture are related to the architectural capabilities. And CEO commitment, internal communication and social partnership are related to process capabilities. The organizational capability factors interact to develop its differentiated philanthropy. The results suggest the basis to understand the strategic philanthropy, develop methodologies and practices for corporate philanthropy.