CAJ | 학술논문

企业战略性慈善日渐成为重要的学术研究对象，其理论研究成果主要来自西方，其中迈克尔·波特的战略性慈善理论最具影响力。文中将其作为研究对象，对其进行深入研究，发现该理论由于排斥所有的形象导向型慈善，从而导致理论本身逻辑自相矛盾以及现实解释力不足的缺陷。进而，文中对其缺陷进行分析，找到缺陷产生的根源以及完善该理论的切入点---该理论分析框架的基础，钻石模型。最终，从拓展钻石模型入手，通过在钻石模型中加入“企业形象”，将具有战略性的形象导向型慈善维度纳入理论的分析框架内，构建新战略性慈善理论，增强理论的逻辑自洽性和现实解释力。
기업전략성자선일점성위중요적학술연구대상，기이론연구성과주요래자서방，기중매극이·파특적전략성자선이론최구영향력。문중장기작위연구대상，대기진행심입연구，발현해이론유우배척소유적형상도향형자선，종이도치이론본신라집자상모순이급현실해석력불족적결함。진이，문중대기결함진행분석，조도결함산생적근원이급완선해이론적절입점---해이론분석광가적기출，찬석모형。최종，종탁전찬석모형입수，통과재찬석모형중가입“기업형상”，장구유전략성적형상도향형자선유도납입이론적분석광가내，구건신전략성자선이론，증강이론적라집자흡성화현실해석력。
The strategic corporate philanthropy has gradually become one important research object, whose major theoretical findings come from western countries,and Michael Porter’s theory of strate-gic corporate philanthropy is the most influential.However,this paper finds that his theory is logical-ly defective and weak in its explanation of the reality due to its exclusion of all the image-oriented cor-porate philanthropy.The paper then analyzes these defects and their root causes as well as the point of departure for improvement,that is,the diamond model developed by Michael Porter in his book The Competitive Advantage of Nations .At last,through adding the “corporate image”to the diamond model,the paper puts the strategic image-oriented corporate philanthropy into the theoretical frame-work and creates a new theory of philanthropy with better logical explanation.