윤리경영 실천을 통한 조직변화 방안: 윤리프로그램 도입과 실천 사례를 중심으로 (Organizational change strategy through the execution of ethics management: Tracing an implementation of code of conduct)

서지정보

· 발행기관 : 대한경영학회
· 수록지 정보 : 대한경영학회지 / 22권 / 2호 / 631 ~ 661페이지
· 저자명 : 한수진, 한병섭

초록

본 연구는 성과가 저조한 한국법인을 변화시키라는 임무를 부여 받은 신임사장이 회사를 성과지향적인 조직으로 변화시키는 과정을 윤리경영 실행 측면에서 살펴보고 있다. 신임사장은 저조한 성과의 원인이 보수적, 연공 중심적인 기업문화, 그리고 오랜 기간 동안 지속되어온 관계지향 중심의 영업관행 때문이라고 판단하였다. 신임사장은 조직변화를 위한 노력의 일환으로 과학적·윤리적인 영업 관행 정착을 시도하게 된다. 윤리강령을 기반으로 만들어진 새로운 영업 마케팅 표준 운영 절차는 과거의 관계지향적인 영업 관행에서 전문 의약 지식을 바탕으로 하는 영업으로의 변화를 요구하는 것이다. 이는 단순한 절차 변화 이상의 문화 변화 시도라고 할 수 있다. 영업관행 변화 과정은 초기 조직 구성원들의 저항으로 어려움을 겪었지만, 이후 실패를 딛고 최고 경영자의 강력한 리더십과 전문적 지식을 보유한 혁신팀의 노력으로 인해 점차 윤리 의식이 조직 내에 뿌리 내리게 되었다.
한국미러클의 윤리경영 실천 과정을 종합해 보면, 총 7단계의 과정을 거친 것을 알 수 있다. 경영이념 및 비전 설정 단계에서 시작된 윤리경영 실천은 내부통제 규정 제정 단계, 윤리경영 문서화 단계 등을 거쳐 시스템 집행에 대한 감시 및 감독 단계까지 발전해 왔다. 본 사례는 윤리경영 실천 과정에서 나타나는 애로점과 윤리경영 실천을 위한 최고경영자의 역할, 윤리경영 추진 방식 등의 측면에서 많은 관리적 시사점을 제시할 수 있다.

영어초록

This case study is to analyze the strategic change process of a Korean branch of multinational pharmaceutical company, Miracle-Korea. The focus of this study is to make the in-depth analysis on how to build ethics management by the CEO and TMT newly dispatched beginning with the time to select and dispatch CEO. In addition, the study has in-depth understanding of how a CEO from outside would apply the strategic direction and value of the overseas head office.
The analytical results of this case indicate that the implementation content changed at intervals and with it, the configuration between the implementation agent and tactic changed. The objects of change are the same in terms of the sense of ethic and sales practices, but the initial radical change shifted into incremental change. In other words, in regards to the same object of change, the degree of change changed at regular intervals. Radical change means a break with the past and points to the type of change that inevitably destroys the present balance. The ethics code is a new standard operations procedure for sales marketing based on ethical management and requires a shift from the past relationship-oriented sales practices toward the sales methods using professional expertise and products. However, radical change later assumes the form of incremental change in which a sustainable management is possible, which means that the use of tactics by the implementation agents must change accordingly.
In the initial stage of the implementation, there was no doubt that the leader of change was the president. The code of conduct was formulated on September, 2003. It was the project that began immediately after the president took over. This case represents an extremely radical change which makes the existing ethical awareness and sales practices entirely different from the past. For this purpose, the strong leadership of the president was required, but the president’s power base was still weak because he or she was a relative newcomer. To overcome this weakness, the implementation revolved around the TFT of his own making. For the initial strategy implementation tactic, logical and emotional persuasion was used and after a period of time the edict tactic was implemented. Once the barrier of resistance showed signs of change due to the use of various tactics in the initial stage, the use of edict tactic was set in place to solidify such change and clearly communicate the intention of the implementation agent to the employees. At this point radical change is converted into incremental change, during which the implementation agent or the implementation tactic changes. However, in the initial stage of gradual change, the process of the implementation didn’t go smoothly. This was because the middle managers lacked professional expertise and even the minimum number of one-way communications failed to provide momentum for the implementation. By contrast, as things progressed in the latter half, outside experts were brought in and rational persuasion, coercive persuasion, and emotional tactic were used.
This study is done throughout 28 months. However, it would be a total of 32 months when combining the post contact through the amendment works after the initial draft, and through the long period of trace study, the in-depth study on the establishment and execution of ethics management.

참고자료

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