본 연구는 사회정체성이론, 유사성-호감이론, 신호이론 등에 근거하여 한국에서 경영활동을 수행하고 있는 다 국적기업 자회사 현지 직원의 자민족중심주의와 문화적 갈등이 현지 직원의 긍정심리자본에 부(-)의 영향을 미칠 것이라고 주장하였다. 또한 다국적기업 자회사의 사회책임활동이 ‘자민족중심주의와 긍정심리자본 간의 관계’와 ‘문화적 갈등과 긍정심리자본 간의 관계’를 부(-)의 방향으로 조절할 것이라고 주장하였다. 9개국 출신, 23개 다 국적기업 자회사에 근무 중인 281명의 현지(한국인) 직원들을 대상으로 설문조사를 통해 획득한 자료를 활용하 여 위계적 회귀분석을 통해 이상의 주장을 실증적으로 검증하였다.

The research has been conducted to explore the combination of three intangible resources, including social capital, entrepreneurship, and resilience capability on the performance of State Capital Enterprises (SCEs) in Vietnam. Both qualitative and quantitative approaches are applied in the study. An in-depth interview of ten CEOs at SCEs in Vietnam was made to explore new indicators for the contextual latent variables in the research models. By employing the data from the authors’ survey of 568 SCEs in Vietnam in 2019, using Cronbach’s alpha, confirmatory factor analysis (CFA) and path analysis (SEM), the mechanism that social capital impacts on SCE performance has been analyzed. In addition to the direct role, social capital indirectly affects corporate performance through entrepreneurship and resilience capability. It was found that social capital has a larger impact on entrepreneurship than resilience capacity. However, the contribution of resilience capacity to the firm performance is much more than the entrepreneurship’s in Vietnamese context. This study enriches the theory by proposing a measurement scale of the contextual latent variables as a result of in-depth interviews with experts using a qualitative analysis technique. In addition, the path analysis findings suggest practical implications for managers to effectively use their resources in SCEs.

Purpose: Most of all studies regarding corporate social responsibility have been dealing with its direct performance. Many previous studies provided the evidence that corporate social responsibility activities directly affect firms‘ competitiveness or corporate reputation. However, there are no studies regarding the role of social capital between corporate social responsibility and firms‘ competitiveness. The present study aims to examine a mediating role of social capital between corporate social responsibility and corporate reputation. Research design, data and methodology: The structural equation model integrating corporate social responsibility, social capital, and corporate reputation was proposed with three hypotheses. Questionnaire including 15 question items for three concepts was designed. Data for testing hypotheses were collected from students and staff who had experienced the social responsibility activities of Korea Hydro & Nuclear Co. Ltd. SPSS and SmartPLS were used to analyze data. Results: All three hypotheses were supported at the significance level of 0.01. Corporate social responsibility have a significant influence on social capital as well as corporate reputation. Social capital plays a mediating role in the relationship between corporate social responsibility and corporate reputation. Conclusions: The present paper identified a missing link between corporate social responsibility and corporate reputation by validating an indirect effect of corporate social responsibility on corporate reputation through social capital. The present study contributes to finding the indirect link between corporate social responsibility and corporate reputation. Implications for academics and practitioners. The research model can be extended to analyze the relationship between corporate social responsibility and its performance. The present study sheds light on identification of a new role of social capital. Managers of firms have the opportunity to recognize the fact that investment recovery of corporate social responsibility results from social capital and corporate reputation in long-term rather than short-term. The results of this study offers an insight that managers can enhance customer loyalty. The process linking corporate social responsibility to corporate reputation through social capital implies that firms can realize spiritual marketing delivering authentic storytelling through corporate social responsibility. The present study has a limitation for generalizing of research results because the sampling came from a case of firm.

Social capital plays a positive role on corporate business performance and business capacity. The paper utilizes corporate social capital theory to discuss marketing channels of sports goods industry, establishes an influence model of corporate social capital for marketing channels of sports goods industry, and elaborates influences of marketing channel design, channel conflict resolution and channel performance management from three aspects, including structure dimension, relational dimension, and cognitive dimension of corporate social capital. Based on analyzing these influence factors, the paper proposes a countermeasure of utilizing network structure and common belief to expand marketing channels and optimize marketing network; using trust, normative mechanism and system to solve channel conflicts; and making use of trust, cooperation, reciprocal norms and external social network to improve market performance.