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초록

Purpose: Recently, creating shared value receives much attention from companies that attempt to contribute communities, consumers, stakeholders and relevant others. The purpose of this study is to investigate the concept and strategy of creating shared value and its applicability to on-line business. Characteristics of on-line business resembles key strategies of creating shared value in off-line business. By understanding the nature of creating shared value and the business model of on-line business, companies in on-line business will cope with future challenge in their environment effectively. Composition/Logic: Creating shared value pursues to meet both corporate social responsibility and profitability of the companies by identifying additional value in value chain and creating new business model that benefits both the corporate and consumers and stake holders. This study, first, examines the nature and strategies of creating shared value. The study identifies examples of creating shared value in on-line business such as Naver and Google. Implications from these examples are discussed for other online companies. Findings: While offline companies pursue profitability in their business process and then include activities that generate social benefits, online companies aim to meet the social needs of users at first and then pursue revenue and profitability later in their business model. The created shared value by online companies provide strong market position for the online companies in the beginning of forming the market. The business model of on-line business and the strategy of creating shared value both share similarities in pursuing both social and economic value. Originality/Value: Traditionally, companies have not focused on the importance of social value in keeping their business in market. Coping with corporate social responsibility becomes crucial in keeping their sustainability of modern companies. I emphasizes creating shared value as strategic alternatives to cope with the corporate social responsibilities. Particularly creating shared value in online is important in establishing new market. Applying the concept of creating shared value to the business model of on-line companies is new in its application and important for their success.

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