earticle

영어

This case analyzes the strategic value of corporate social responsibility(CSR) activities POSCO pursues in its globalization process. We first explain the characteristics of the steel industry and review POSCO’s competitiveness over its competitors in the global markets. We then discuss how POSCO can use its CSR activities as a new source of competitive advantages. For this purpose, we review and compare POSCO’s CSR activities at HQ in Korea with those in the foreign subsidiary in China, the most important foreign market for POSCO. We rely on the ESG framework through which we systematically analyze POSCO’s CSR activities along the three dimensions; environment, social, and governance. After revealing the similarities and the differences of POSCO’s CSR activities at home and abroad, we discuss how POSCO should formulate and implement its CSR strategy in the globalization process for sustainable growth. More specifically, we discuss the managerial implications of CSR activities for multinational corporations that usually face the liabilities of foreignness. Given that the industry in which POSCO competes may be one of the so-called dirty industries, we also emphasize the importance of proactive approaches in implementing CSR activities. As revealed by the comparisons of POSCO’s CSR activities at home and abroad, we discuss the pros and cons of the ‘standardization vs. localization’ in CSR activities in foreign subsidiaries, especially those in emerging countries. Based on these discussions, we provide POSCO with some recommendations through which POSCO can use its CSR activities as a new source of competitive advantage for sustainable growth.

한국어

본 사례는 글로벌 과정에서 포스코가 추구하고 있는 기업의 사회적 책임(Corporate Social Responsibility, CSR)활동의 전략적 가치를 분석하였다. 먼저 철강산업의 특성을 설명하고, 경쟁사와의 비교를 통하여 포스코의 경쟁력을 파악하였다. 이를 바탕으로 포스코가 어떻게 CSR 활동을 새로운 경쟁우위의 원천으로서 활용할 수 있을지 논의하였다. 포스코의 CSR활동을 본사 차원에서 살펴보고, 포스코에게 가장 중요한 해외시장으로 간주되고 있는 중국에서의 CSR 활동과 비교·분석하였다. CSR활동의 체계적 비교·분석을 위하여, ESG 프레임워크 즉 환경 (Environment), 사회(Social), 지배구조(Governance)의 영역에 초점을 맞추었다. 포스코의 국내 외 CSR활동의 유사점 및 차이점을 파악한 이후, 포스코가 글로벌 과정에서 지속 가능한 성장 을 위하여 어떻게 CSR전략을 수립하고 실행해야 하는지 등에 대한 논의 주제도 함께 제공하였다.