WEB2.0 APPLICATIONS FULFILL VALUE CO-CREATION DRIVES THE EMERGENCE OF CSR2.0

• Main Authors: YU, I-YIN, 余懿瑩
• Other Authors: 邱光輝
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/66594075660704221123

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 97 === Web 2.0 appears after the internet bubble in 2000, it takes one step ahead of the application of the information circulation and social participation. In the field of corporate social responsibility, the focus of the discussion includes that the corporation should respond the expectation and demand of the society passively; and the subjects that the society is concerning about; besides, it is hoped that the corporation can carry out the strategy of the social responsibility and create the meaningful, positive and active influence. The viewpoint in this research is with the characteristic and techniques of Web 2.0, it is able to provide the tool and channel for the corporation to perform its corporate social responsibility through the way of co-creating value of society and corporation. The workable method will drive the emergence of CSR 2.0. This research is an exploratory research, it is based on documentary analysis, secondary data analysis and observation on sites, using the key foundations of co-creation - dialogue, access, risk assessment, and transparency-“DART” of Prahalad and Ramswamy (2002) and Web 2.0 Service as the mode of the individual case analysis, in order to understand the progress that the corporation promotes the mutual creation with consumers with Web2.0 Service, and achieves the target of corporate social responsibility. Comparing the result of analysis with the principles of CSR2.0, interpret the individual case’s emergence of CSR2.0 through value co-creation. The cases are based on the international corporation : 1.HP; 2.Wal-mart; 3.Timberland; 4. Starbucks. The discovery of the research analysis: 1. Web2.0 offers the channel of contact and communication between the corporation and the society. 2. “Co-creation converts the market into a forum” pushes the corporations to adopt Web2.0 3. It is pretty diverse that the way that the corporation fulfill the corporate social responsibility. 4. It is related to the characteristic of the corporation that the way that the corporation fulfill the corporate social responsibility. 5. The corporation who has great reputation is willing to promote and fulfill the corporate social responsibility with Web2.0. 6. Web2.0 provides the platform of the 4 foundation of co-creating value- “DART”. 7. Web2.0 expands the range of interactive point of the society and corporation, and further achieves the “value co-creating”. 8. Web2.0 elaborates its specialty of basis and experience and offers various “Co-creating” experience network. 9. Web2.0 can offer the “Co-creating” platform and drive the emergence of CSR2.0. 10. Web2.0 activate the “DART” mechanism and drives the emergence CSR2.0.