| 摘要: | 自亞當史密斯國富論出版以來，主張資本主義的企業家創造財富但也衍生社會貧富差距、勞工人權、能源環保等議題。企業逐漸重新省思其定位，不只以追求股東最大利潤為唯一的責任和目標愈來愈多的企業採用企業社會責任(Corporate Social Responsibility, CSR)策略來提升企業的經營視野與形象。基於競爭優勢與社會利益不衝突的觀點，企業在推動CSR時採創造共享價值(Creating Shared Value, CSV)之策略，可促成企業和社會形成共生關係，藉着運用企業資源和能力造福社會並達到公司成長和發展之目標。
電信產業結合行動電話、及電腦網路等服務可以說是高度發展和競爭的行業，鑑於CSR在各種產業之發展趨勢，電信產業不可避免的也需要更創新的經營模式及共享價值策略思考。電信業可以藉着採用CSR和CSV策略，提高企業研發資源使用效率，積極進行有利於社會與環境的流程改造和推動市場和產品創新。因此，本研究以電信業為研究產業，運用系統思考之研究方法，建立模型來觀察分析CSR和CSV策略對於企業成長之可能影響並透過問卷調查分析其執行效益。
本研究結果主要提供兩項實務意涵。第一、以系統思考模式建立企業與環境共生並持續成長的經營藍圖。第二、問卷分析結果發掘了目前電信產業採CSR與CSV策略之主要效益和待改善項目，作為持續成長參考依據。
關鍵字： 企業社會責任 創造共享價值 系統思考 電信產業
The dramatic changes of global climate, industrial and technological innovations, and social needs have launched a review on the solely profit-oriented business practices and their side effects on the global society and economic systems. Corporate social responsibility (CSR) has become one of the emerging topics among the areas of business, management, and social science. Conventional business models have long focused on the developments to fulfill the economic needs. However, recent studies have consistently suggested that societal needs can define the modern markets and social harms can create internal costs for firms. For corporates and organizations, socially responsible business models are very demanding for enhancing their sustainable competitive advantages and can be rapidly spread over many industries highly associated with the society such as the telecommunications industry. Telecommunications systems can be considered as a core in this world's operations. Complex networks, telephones, mobile phones and internet-linked PCs are bundled together to serve nearly all of us. Over the past decade, rapid deregulation and innovation have made the telecommunications industry to deeper association with the society. In many countries around the world, even government monopolies are now privatized and they face a relatively open competition. Strategic thinking and innovative business models are indeed required for better practices.
In this paper, we propose a strategic thinking and comprehensive systems analysis of socially responsible business models in the telecommunications industry. Systems thinking methodology and causal loop diagram are applied to the causal loops analysis of three different business paradigms: (1) the conventional business models, (2) CSR anchored business models, and (3) the socially responsible business models with shared values. The systems thinking modeling can improve our understanding on the features of socially responsible business models in the telecommunications industry and, most importantly, the strategies for business improvements and the challenges to be cautious with future business and market competition.
Keywords：Corporate social responsibility, creating shared value, business model, systems thinking, green economy, telecommunications industry |
