경영전략이 기업의 사회적 책임 활동과 기업성과 간의 관계에 미치는 영향

In this study, we examined the impact of the fit between corporate social responsibility (CSR) activities and business strategy on corporate performance. In other words, we examined whether there is a moderating effect of business strategy on the relationship between CSR and corporate performance. It is expected that there will be a plus(+) moderating effect of the Prospector which focuses on the future performance and long term viewpoint of the business strategy, assuming that the CSR activity has a significant positive influence on the corporate performance. As a result of the analysis, CSR activities are expected to positively influence corporate performance. In addition, Prospector had an additional positive impact on firm performance compared to Defender, and also the results of the robustness test considering the CSR score, the lagged effect of the CSR score, bipolar strategy group(Prospector, Defender) led to conclusions supporting the hypothesis. The conclusion implies that the effect of CSR activities on corporate performance is differentiated according to business strategy, and especially CSR activities of Prospector show a greater positive effect than Defender. Meanwhile, the positive effect of such a business strategy on CSR activities and performance is limited to profit firms. In this study, it is important for managers to set up a CSR-related plan by presenting the results of the CSR activities based on the their business strategy. Although most of the existing CSR-related research focuses on the impact of CSR activities on corporate financial performance, in this study, the fit between the CSR activities and the business strategies reflecting the goals and characteristics of the managers will ultimately induce a difference in the level of influence on the business performance.