생명보험기업의 태국시장 현지화 전략에 관한 탐색적 연구

• 영문명: An Exploratory Study on the Localization Strategy of a Korean Life Insurance Company in Thailand: The Case of Samsung Life Insurance
• 발행기관: 한국무역연구원
• 저자명: 신태진(Tae-Jin Shin) 노태우(Tae-Woo Roh) 이강문(Kang-Moon Lee)
• 간행물 정보: 『무역연구』제13권 제3호, 343~357쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.06.30

영문 초록

Samsung Life Insurance, a leading life insurance company in Korea, entered the Thai market in 1997 and established Thai Samsung Life Insurance. In the last five years, GGP (Green Global Project) has been participated by both local and headquarter employees. As a result, Thai Samsung has been recognized as a company that successfully fulfills its social responsibilities in Asia, especially in Thailand. In this regard, this study investigates the literature on CSR of global corporations and interviews executives of Samsung Life who have made efforts for localized CSR. This study focuses on overcoming the liabilities of foreignness that Samsung Life Insurance experienced when it entered the Thailand market. Through our case analysis, we find out that CSR activities in the insurance industry such as the life insurance will help localization of the company. In addition, this study deals with the fact that continuous CSR activities, rather than one-off events, are positively recognized both internally and externally in the local market. Finally, we found that the cooperation with local partners is of utmost importance in CSR activities for localization when MNEs enter the emerging countries.

목차

Ⅰ. 서론

Ⅱ. 문헌연구

Ⅲ. 사례연구

Ⅳ. 사례분석

Ⅴ. 결론

키워드

Localized CSR Localization Samsung Life Insurance Thai Samsung