| 摘要: | 經濟學家梅爾頓?弗利德曼 (Milton Friedman)主張：一個企業唯一的社會責任就是利潤極大化。但現今企業的營運目標已從股東利潤最大化，擴大到追求所有與企業組織有關的利害相關團體，股東、員工、供應商、顧客、社區，甚至自然環境等整體價值的極大化。台新金控在合乎企業倫理的原則上，發展出一些彈性以及新思維方向，使企業能兼顧企業倫理和企業競爭力，並在誠信原則與利益最大化中取得一個平衡點，成為台新金控得以長期投注公益事業的基礎。本研究藉由Martin(2002)的道德矩陣，試圖發展台新金控企業社會責任之實踐模式。研究結果發現台新金控執行之CSR活動有別於其他金融業之特色，除了具長期實踐企業社會責任的意願、整合當地產業的特色、利用網路的高流動性順利推動CSR外，最值得學習的特色，就是透過台新金控與旗下Payeasy網站的整合，讓股東及一般民眾參與企業社會責任的意願提高。
Milton Friedman, a Nobel Laureate Economist once said: “The Social Responsibility of Business is to Increase its Profits”(Milton Friedman, “The Social Responsibility of Business Is to Increase Its Profits,” New York Times Magazine, September 13, 1970. ) However, in today's corporate business, they pursue a broader goal than increasing its profits: maximize their comprehensive value. The comprehensive value indicates all the organization’s stakeholders concerned groups: the shareholders, employees, suppliers, customers, communities and the natural environment. Taishin International Bank, in line with business ethics in principle, has developed some new direction of creative thinking and flexibility, which allow the enterprise to take both the business ethics and corporate competitiveness into account, and reach a balance between increasing profits and royalty. The belief that Taishin Bank has become the foundation for them to sustain their participation in public welfare works. In this study, the moral matrix of Martin (2002) and the matrix of inference of Peloza (2006) are introduced to conduct those features when Taishin International Banks implement CSR. The CSR conducted by Taishin International banks was proven to have different characteristics from the other companies, including longer life cycle, they consolidate local industry culture, and expand the influence of CSR by appropriately applying the advantages of Internet. Moreover, through the integration between Taishin Financial Holding and its affiliated website: Payeasy, the willingness of participation of their shareholders and general public in corporate social responsibility has been enhanced. |
