정의 관점의 환경·사회·지배구조(ESG)경영 패러다임과 사례 연구

This study examines that a paradigm shift is necessary in order for ESG management, which has recently emerged as a core issue in corporate management, to be effectively applied and implemented and contribute to the sustainable and stable growth of companies. ESG management is not a management method that suddenly appeared one day, but is in continuity with the traditional issue of corporate social responsibility. If so, it should fundamentally begin with a discussion on the essence of a company, that is, the reason for the existence and purpose of a company. Traditionally, the essence of a company has been approached and discussed from an economic perspective, especially focusing on shareholder value. However, as various stakeholders are involved in corporate activities and the social impact of a company increases, the need to approach and discuss the essence of a company from a social perspective, that is, focusing on the balance of various stakeholder values, has emerged. In order for ESG management to go beyond simple social responsibility activities and become an essential element that enhances corporate sustainability and investment attractiveness, and to become established as a key element that determines the long-term competitiveness of a company, a paradigm shift on the essence of a company must be preceded. To this end, this study first discusses the essence of a company, that is, the reason for the existence or legitimacy of a company, from the perspective of justice. Second, the concept of sustainability and the concept of purpose derived from the essence of a company in the dimension of justice were examined. Third, the purpose-driven management and the specific implementation plan of the culture competence marketing strategy were identified. Fourth, Patagonia, a representative apparel company in the United States, was analyzed as a case of the culture competence marketing strategy and the results were discussed. In conclusion, this study identified the effective ESG management of a company as a paradigm shift based on a new perception and approach to the nature of the company, and the understanding of purpose-driven management and the cultural competence marketing as a practical strategy.