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An Experience of Social Enterprise Education at the Undergraduate Level
민동권 한국로고스경영학회 2012 로고스경영연구 Vol.10 No.4
This paper deals with what and how to teach undergraduate students on social enterprise (SE) in order to infuse social entrepreneurship into them. We discuss our experience by sharing a course example and the real responses from students. To date, the effectiveness of a particular undergraduate SE course has not been unleashed from a real setting. And, until recently business professors have not had a grasp on what they would expect from their students in an SE class and what students would expect from their professors. Our goal is to provide insights on effective SE education at the undergraduate level. To this end, we have investigated existing syllabi, major SE topics, and SE textbooks, designed an introductory SE course as a course example, and conducted a survey to the course students after they had classes in it. According to our investigation, there is no guarantee that covering an SE textbook in its contents sequence would serve the transformative purposes of the course. Whatever teaching materials and methods are adopted, the educational emphasis should be placed on socio-ethical and sustainability aspects of SE. From a survey, it was found that a majority of students were aware of SE to some extent, while the information for their awareness originated more from mass media than from academic sources. Before taking an SE class, the students expect that the class would fulfill their simple curiosity or interests in SE rather than help to pursue their career in the field. To them, cases/stories are the most helpful methods to meet the expectations. The responses to our introductory SE course are as follows: Students’ satisfaction level was quite high. Almost all of them affirmed that they intended to take more SE classes. Moreover, their attitudes substantially changed in favor of SE.
저관여 사회적 기업 제품의 가치 평가에 관한 재탐색: 참고가격과 자아해석의 영향 분석
민동권,유한나 한국경영교육학회 2016 경영교육연구 Vol.31 No.1
[Purpose]To design a participative pricing mechanism for social enterprises, this explorative experiment investigates two factors possibly affecting the WTP(Willingness-To-Pay) to capture higher social value of their products. [Methodology]To this end, experiments are conducted with two experimental designs-between-design versus within-design. Target products are ones with low involvement including castella and bar-type hand-cleansing soap, and those two factors incorporate reference price-based appealing methods and self-construal types. [Findings]The research findings are as follows: First, reminding potential buyers of an internal reference price impacts positively on higher social value evaluation, or bigger WTP. Second, this impact exists for a product with low involvement, other than food items. Third, self-construal types make a significant difference on the social value evaluation interactively with the internal reference price. [Implications]This research suggests insights that social enterprises, whenever possible, choose products with low involvement and stick with the reference price-based appealing method especially due to potential buyers with interdependent self-construal type. [연구목적]본 연구는 사회적 기업의 참여적 가격정책에 초점을 맞춘 것으로, 사회적 기업의 제품 구매자로부터 더 높은 사회적 가치를 인정받고 나아가 더 높은 고객만족을 얻기 위해 구매자의 WTP(Willingness-To-Pay, 최대로 지불할 의사가 있는 금액)에 영향을 미치는 요인을 탐색적으로 분석한다. [연구방법]두 가지 제품(카스테라와 비누)에 대해 두 가지 설계방식으로 실험을 진행했다. 대상 제품은 선행연구에서 사회적 가치를 인정받는 데 유리한 것으로 검증된 저관여 제품이고, 분석한 요인은 참고가격 기준의 소구방식과 자아해석 성향이다. [연구결과]연구 결과를 요약하면 다음과 같다. 첫째, 잠재 구매자들에게 내적 참고가격을 대비케 하는 소구방식이 높은 사회적 가치 평가를 받는 데에 긍정적인 영향력을 미친다. 둘째, 제품의 식음료 여부가 아니라 관여도가 낮은지의 여부가 이 영향력과 관련이 높다. 셋째, 자아해석 성향 자체가 사회적 가치 평가에 영향이 있기보다는 참고가격 소구와의 상호작용을 통해 영향력이 발휘된다. [연구의 시사점]연구의 시사점은 사회적 기업이 가능하면 저관여 제품을 선택하는 것이 유리하다는 것이다. 또한, 참고가격을 대비하도록 하는 소구방식을 택하는 것이 좋은데, 특히 상호의존적 자아해석 성향이 있는 소비자를 고려할 때 더욱 효과적이라는 것이다.