• Asia Marketing Journal
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• 제5권4호
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• pp.132-152
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• 2003

기업의 사회적 책임 인식이 미약한 편인 우리나라의 경우 사회공헌활동도 대부분 구호차원에서 전개되어 왔다고 하여도 과언이 아니며, 대부분의 활동도 일부 대기업을 중심으로 이루어져 왔다. 한편 최근 몇몇 기업들이 공익과 기업의 성공이라는 두 목적을 성취하려는 공익연계마케팅(cause-related marketing)에 대하여 증진된 관심을 보이고 있는 가운데 우리가 참고할 만한 사례로는 어떠한 것이 있을까 ? 우리나라 공익연계마케팅의 시작이라고 볼 수 있는 사례는 유한킴벌리가 1984년부터 시작하여 지금까지 진행하여 온 '우리강산 푸르게 푸르게' 캠페인이다. 물론 많은 어려움과 위험을 내포하고 있겠지만, 우리나라의 공익연계마케팅활동이 더욱 확산·활성화되기를 희망하는 것이 본 사례연구의 거시적 취지이다. 구체적으로 본 사례는 유한킴벌리의 공익연계마케팅활동의 내용을 상세히 살펴본 후 관리적 차원에서 그 내용을 분석하였다. 또한 공익연계마케팅활동의 바람직한 방향과 시사점, 그리고 더 생각해 보아야 할 과제들에 관하여 논의하였다.

• Korea Petroleum Association Journal
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• 통권275호
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• pp.74-78
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• 2009

GS칼텍스는 '에너지로 나누는 아름다운 대한민국'이라는 사회공헌 슬로건 아래 기업의 사회적 책임을 다하기 위해 활발한 사회공헌활동을 펼치고 있다. 특히 GS칼텍스는 기부금품 위주로 물질적 지원을 넘어 회사 임직원과 지역사회 고객이 함께 참여하여 사회공헌활동을 펼침으로써, 함께 발전하는 지역공동체를 만들고, 나눔문화를 확산시키고자 노력하고 있다. 이를 위해 GS칼텍스는 지난 2005년 사내에 사회공헌 전담부서를 만들었으며, 2006년 8월, 2006년부터 2015년까지 10년 간 매년 100억원씩 출연해 총 1천억원 규모의 공익사업을 전개하는 GS칼텍스재단을 설립하였다. GS칼텍스는 기존에 회사가 펼쳐왔던 공익활동들을 기반으로 회사가 매년 재단에 출연하는 재원을 더해, 의미 있는 공익사업을 펼쳐나가고 있다.

• Korea Science and Art Forum
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• 제19권
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• pp.581-592
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• 2015

This study aims to find the significance of the convention-related public organizations workers' cognition about the importance of public marketing activities. As well as to analysize the outcome of convention organization of public marketing activities holding positive, negative effects and the host brands value relationship. In order to strategically maintain the importance of conventions' differentiation marketing and the brands value of exhibition organization, this research is necessary to explore the importance of public marketing activities held by the public value and brand image link here. In this research, On the convention field public marketing activities' arguments were marketing strategy. In order to construct the convention destination's competitiveness and the differentiation of public marketing strategy, it is necessary to investigate the relation of convention organizations' public marketing activities' importance recognization and destination effections, destination brand value. As the results we can propose the implication of public marketing activities can enhance the competitive.

• Journal of the Society of Disaster Information
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• 제7권3호
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• pp.181-189
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• 2011

Private Security company concentrated on the commerciality as a for-profit businesses. Even so, his role is concerned with public welfare and public security over personal gain. Establishing a company and the business activities are free and protected by the constitutional law and the commercial law such as natural rights. However, it would be restricted in case of need for the national security affairs, public security violation and public weal problems. On the other hand, even though private security law is a for-profit businesses, the natural rights of the text of the Constitution is ignored and distinct from the different apply the rules for the establishment standard and for the business activities. Also, over a certain size of place and capital are required to establish a private security company. Therefore, this paper will study the public interests and the profits of commerciality for the private security by constitutional law and commercial law which assure and conserve the natural rights and the business activities.

• The Journal of the Korea Contents Association
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• 제20권8호
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• pp.513-521
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• 2020

Launched in August, 2016, the online public benefit project ANT FOREST has planted more than one hundred million trees in desertification areas and is currently continuing on with its activities. It is a fruit of online communications network development, and the public benefit project based on this puts more emphasis on the spirits of public interest rather than the investments of public services, unlike traditional public benefit activities. Hence the purpose of this study is to figure out the interaction between the users supporting the online public benefit and the public benefit progress online. The study was divided into 4 stages in order to find out the interaction, key factors for users to continue to support online public interest. First, preceeding studies on online public benefit will be reviewed to understand the characteristics of online public benefit. Second, determine the public benefit nature of ANT FOREST and investigate the project progress. Third, review the usage rate of ANT FOREST and categorize the properties of users. Fourth, interview was conducted to direct the interaction between the online public benefit project and the user. In conclusion, the online public benefit project completes the public benefit process through the user, the operator, and the supporter, the important factor connecting the energy connecting the process in cyber space and the public benefit activity in reality is the sense of participation, and the user continues the public benefit project through this sense of participation.

• Journal of Digital Convergence
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• 제12권6호
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• pp.181-192
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• 2014

This study suggests consulting directions for non-profit private organizations which were found to be inefficient in the efficiency analysis for the public activities support projects on those organizations performed by the Korean government. An ANOVA analysis on seven types of public activities support projects showed that there were differences among those types. By applying CCB-I, BCC-I, Super efficiency models among DEA, performance efficiencies were analyzed. Four input elements (age of the organization, supported amount, number of members, and the number of workers) and three output elements (project scores, financial scores, and comprehensive scores) were analyzed, and high efficient organizations were found as benchmarking objects, and, through super efficiency analysis, those objects were classified into short, mid, and long-term objects. Through such methods, this research provided organizations with the best information on other organizations to learn from and improve themselves.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제22권3호
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• pp.390-397
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• 2021

The selective public-benefit direct payment is a system that provides subsidies to farmers that improve the public benefit of agriculture. However, there are limits in improving the public benefit since the current system simply integrates the prior direct payment system. Therefore, it is necessary to improve the public benefit of agriculture by reorganizing the implementation framework. This study uses the analytic hierarchy process and analytic network process to set the priority of the system and propose an implementation framework. A survey was conducted targeting 51 experts for about two months from August 2020. Study results show that the most important goal of the system is its effectiveness. The public beneficial implementation framework of the selective public-benefit direct payment is bundle type. Meanwhile, the effects of the subcategories of the bundle type lack research. Therefore, it is necessary to conduct a pilot project for the bundled type system and systematically establish policies by analyzing the effects of the pilot project. This study provided indicators about policy directions through the evaluation of the selective public-benefit direct payment (plan). The results of this study are expected to provide an objective basis for government policies related to the reform of selective public-benefit direct payment systems in the future.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• 제10권6호
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• pp.121-132
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• 2015

This study by the authenticity of the CSV in social contribution activities and not giving a positive effect on job satisfaction of employees, as adjusted by the identification variables in the organization that were neglected during the research for the CSV its positive impact on job satisfaction the purpose is to verify whether this study has been carried out by a survey of employees of some medium-sized enterprises and large corporations to small businesses and worker being served on them, social contributions derived for the research activities of public interest and corporate profit activities classified and divided whether the legitimacy of the employees for social contribution activities that are embedded in its base in the perception of moral legitimacy and practical perceived legitimacy of these four variables were presented, and how these variables presented a positive effect on employee job satisfaction, control Job organizational changes saw equate to verify that controls are effective. As a result, first, the authenticity of the CSV is giving a positive effect on the activity of public interest've found that giving a positive effect on the perception of employees and the moral legitimacy, and job satisfaction of employees has showed that it does not affect, whichIt could not be verified because of the moderating effect between job satisfaction and perceived moral legitimacy. Second, CSVDML authenticity showed that a positive effect on the perception of practical legitimacy by giving employees a positive impact on corporate profit activity, which results significantly affected the job satisfaction of employees. And moderator of the organization identified has been proven that there is a moderating effect between job satisfaction and perceived practical justification. In order to improve employee job satisfaction by the public activities through this research, public service activities can be seen that the need for settlement of corporate culture that can impress an astute awareness of the strategic objectives of companies seeking employees.

• KOREAN POULTRY JOURNAL
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• 제53권9호
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• pp.124-127
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• 2021

지난해 AI 발생 이후 계란 값이 연일 상승하고 있다. 소비자 물가 안정을 위해 정부에서는 올해 상반기에 이어 하반기에도 게란 수입에 막대한 세금을 투입한다는 계획을 발표하면서 양계 농가들의 공분을 사는 와중에 소비자를 대표해 (사)소비자공익네트워크 김연화 회장을 만나 최근 활동과 함께 양계(닭고기, 계란)에 대한 생각을 들어보았다.

• The Journal of the Korea Contents Association
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• 제18권8호
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• pp.544-560
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• 2018

Cause-Related Marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from Cause-Related Marketing as a strategic marketing activity. The purpose of this study is to analyze the effects of message of Cause-Related Marketing on consumer attitude, and to examine the moderating effects of ethical consumption propensity, social trust and types of product(utilitarian vs. hedonic) on consumer's product attitude. The research results show that consumers tend to adopt a positive attitude towards those advertisements with Cause-Related Marketing message. In the meanwhile, the ethical consumption propensity and social trust also have moderating effects on Cause-Related Marketing message's influence, but the types of product have no moderating effect. Based on the findings, the theoretical and managerial implication are discussed. In addition, some limitations of this study and future research directions are discussed.