생명보험기업의 태국시장 현지화 전략에 관한 탐색적 연구: 합작법인 타이삼성의 사례를 중심으로

Abstract

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.