A study on direction of CSR through convergence design strategies for the improvement of corporate image

As corporate environments diversify and become more complicated, and as expectation of societal role of companies in society increase, a company’s social responsibility is becoming a vital part of corporate activities. This study about CSR direction for corporate image enhancement seeks CSR direction through a differentiated strategy called “convergence design strategy.”
This study figures out the conceptual approach and current status about CSR based on previous existing research. First in studying the CSR direction for corporate image, design standardization process was applied, configuring company CSR related factors "affordability", "differentiation", "responsiveness", and "design." Design standardization process is an important analytical framework used in this study which is widely used in design management and strategy and becomes a conceptual guideline. It is a design focused study of the process of responding appropriately to corporate goals, vision, and external needs. Thus for design management, design standardization process in this study is a conceptual diagram that, including existing general factors, considers things like corporate philosophy and changes in environmental factors and it is useful suggesting efficient CSR direction. Second, focusing on these factors, the study configures CSR in the perspective of design strategy and convergence for efficient and systematic corporate image enhancement. It presents CSR components as efficient CSR framework through convergence design strategy in the perspective of convergence.
As above, this study presents guidelines for application of CSR for corporate image enhancement through convergence design strategy using interaction with related stakeholders such as regional characteristics, company characteristics, corporate vision and philosophy. Thus it presents an efficient direction of CSR for corporate image enhancement using design standardization process configuring affordability, differentiation, responsiveness, and design as CSR’s major factors.