An Analysis of Korean Corporate Social Responsibility Activities

Abstract

With the increasing number of Korean companies conducting philanthropic Corporate Social Responsibility (CSR) activities, there is insufficient research on the use of sports to deploy such activities. This study investigates the potential of youth sports programs as an effective choice for companies to deploy their philanthropic CSR activities. This study examines reasons why Korean companies choose or choose not to deploy CSR youth sports programs

characteristics of CSR youth sports programs

and the effectiveness of CSR youth sports programs in Korea.

CSR managers or staff who were conducting CSR youth sports programs were interviewed about the reasons behind conducting programs, the effectiveness of the program, satisfaction levels, monitoring and evaluation procedures, etc. Interviews were also conducted with a CSR manager who did not have experience conducting CSR youth sports programs and an expert on CSR in Korea. The study found that CSR youth sports programs were uncommon, but companies targeting children found the programs to be effective. Companies looking to start a new CSR program turned to youth sports as an attractive solution to address social issues such as the integration of minority groups and the enhancement of childrens physical, mental and social health. Some companies were reluctant to carry out CSR youth sports programs because they were expensive and required a specialized partnering organization to effectively carry out the program. The image of sport being a luxury and difficulty in extracting outcomes were other obstacles to deploy youth sports programs. A wide range of CSR youth sports activities could be observed. The programs effectiveness was measured with the following criteria: satisfaction levels of the company, manager and participants

partial SWOT analysis by managers

implemented partnerships

monitoring and evaluation

the managers viewpoint on the success of the program

and whether the manager would recommend the program to other companies.