The case asks students to evaluate that whether it would be helpful for Amway Korea Ltd. to achieve legitimacy and to improve its notoriety through participation in Corporate Social Responsibility. The company, in a multi-level marketing industry, wants to enhance its social responsibility, which creates the motivations along with numerous challenges.
This initiative by the firm creates two different perspectives in the society about the firm: that the firm’s participation in CSR is not a genuine attempt, i.e. deceiving its stakeholders (the window-dressing perspective), and the firm is making the actual attempt towards improvement of stakeholder value (the value-enhancement perspective).
Students have to determine the values that could be beneficial for both the company and its stakeholder and that Amway Korea could pursue as an initiative in its Corporate Social Responsibility. The author, Won-Yong Oh, has affiliation with University of Calgary.
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