Amway Korea Ltd. pursues varied approaches for the corporate sustainability, but it always confronts the challenge of distrust regarding its social commitment. As there are two different dimensions and judgments have built in the society among general public and stakeholders, thus students have to examine the actual view of the company’s attempt at Corporate Social Responsibility: the window dressing view, that the firm is not taking any significant initiative and there exist illusion only, and the value enhancement view, that the firm have shown practically its commitment towards the society.
The students have to determine a shared value, for Amway to adopt, that could generate value for both the society and for the company in a strategic initiative to show the company’s Sustainable Living Plan. They also have to determine that to create value in the society and to gain legitimacy, the firm’s social participation would be the right approach to pursue? The author, Won-Oh is affiliated with University of Calgary.
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