How to Overcome the Negative Images Due to a Product-Harm Crisis Through CSR Activities in a Foreign Market: Evidence from Samsung Galaxy Note 7 in the United States

• 발행기관: 한국무역연구원
• 저자명: 최우진(Woo Jin-Choi) 윤호정(Ho-Jung Yoon) 강지윤(Ji-Yun Kang)
• 간행물 정보: 『무역연구』제17권 제4호, 71~79쪽, 전체 9쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.08.30

영문 초록

Purpose - The current research seeks to investigate how consumers respond to a company’s CSR activities in the product-harm crisis in the foreign market, focusing on the case of the Samsung Galaxy Note 7 Battery Explosion case in 2017 in the U.S. market. Adopting the specific types of corporate responsibilities that Carroll (1991) suggests, we classified the CSR activities into three (i.e., the legal, ethical, and philanthropic responsibilities) and examined which type of CSR activity is the most effective in dealing with consumer response to the product-harm crisis. Design/Methodology/Approach - For this purpose, we experimented in the United States. 65 US participants were recruited for our experiment. Samsung’s Galaxy Note 7 Battery Explosion crisis was described to participants first; then one of the three types of CSR activities was presented according to the conditions in which participants were randomly assigned. Then participants indicated the evaluation of Samsung. Findings - The results indicate that consumers’ evaluation of Samsung was more positive when Samsung involves in ethical or philanthropic responsibility than a legal responsibility. Research Implications - We make significant theoretical and managerial contributions. We advance the CSR literature as well as the product-harm crisis literature by incorporating that companies’ CSR initiatives could be a good way to soothe dissatisfactory consumers. Our results are also managerially meaningful by providing specific guidelines regarding which type of CSR activity is more effective in handling the negative consequences due to a product-harm crisis.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Framework

Ⅲ. Study

Ⅳ. Discussion

References

키워드

Corporate Social Responsibility Foreign Market Product-harm Crisis Samsung South Korea The U.S.