프랜차이즈 기업의 사회적 책임 활동에 관한 연구

In 2016, Stewardship Code was enacted, which includes principle related to CSR. Given the enormous proportion of the National Pension, Stewardship Code will become an important code of conduct for companies, and the importance of CSR will increase. Therefore, CSR needs to be discussed, and this study focuses on franchise business model. Since franchise business have many contacts with consumers, there can be incentive in CSR. An empirical study also shows the positive impact on brand image and corporate reputation. Although there are limit of the study, it will be worth considering as a strategic method. However, CSR is inconsistent with the nature of franchise business, and may cause conflicts between the parties. The existence of franchisee, as important stakeholder, is key issue in franchise business. While CSR is not unrelated to the franchisee's interests, it should be taken into account that the corporate resources are limited. The assignment of corporate resources into CSR reduces management activities that directly benefit merchants, such as R&D or marketing. This may be an unavoidable situation for sustainability management, but franchisees are only interested in immediate benefits. It is unreasonable to compel franchisees with a fixed term to join in sustainable management. In the field of franchise business, CSR needs to be cautious even in the case of voluntary implementation as well as legislation. Ongoing communication and clear prior consent between the parties are required during the implementation process. Above all, CSR activities should be carried out in a way that benefits not only the franchisor but also the franchisee.