초록/요약

The enormous ripple effect of the Fourth Industrial Revolution is calling for change and innovation in all industries. Even in public-oriented markets such as electricity and water, which are considered to be unrelated to competition, the concept of new competition is being introduced, breaking down the boundaries between industries, and no one can predict the entry of new markets and the emergence of new competitors. Amid this rapidly changing environment, public enterprises are also raising the need for marketing, which values new customer-centric and social values for survival and growth. To date, the Korea Water Resources Corporation(K-water) has made many contributions to underprivileged customers such as low-income families and communities through various social responsibility activities. However, it is time to create a new paradigm of creating shared value, which creates social values with customers and maximizes profits in a way that benefits both customers and K-water, rather than the social responsibility of the form of unilateral sponsorship. Therefore, it is also meaningful to redefine the social responsibility and social value-creating activities of the K-water in accordance with the changes of the Fourth Industrial Revolution. This study first suggests solutions to the essence and characteristics of the Fourth Industrial Revolution, and the ripple effects on the industry, and see how the existing social responsibility activities should transform into shared value-creating activities that create social value. Through comparison of the basic principles of the two concepts, draw differences and explore the direction and strategy of generating shared values that the K-water should pursue. Through this consideration, we explored the direction of the creation of shared values that the K-water should pursue in the era of Fourth Industrial Revolution, and how it should be reflected in the establishment of action strategies. In conclusion, the ongoing passive, one-way social responsibility activities require active customer participation and a shift to a shared value creating strategy that allows businesses through win-win relationship. At a time when new competition and new growth engines are needed in the era of connectivity and convergence, the K-water’s shared value creating strategy should actively explore new customer values through product and market reinterpretation, proceed with the establishment of new value chains with customers and stake holders. In addition, it is necessary to contribute to the development of the local community and create shared value through creating new jobs through the establishment of new industrial clusters of water industry in the face of globalization, technology-intensive, and changes in human resources structure.