Research Article
Creating Shared Value in Senior Parcel Delivery: The Case of “CJ korea express”
Chung-Ang University
Published: January 2015 · Vol. 19, No. 4 · pp. 105-128
Full Text
Abstract
Senior parcel delivery service by CJ korea express is an interesting model of creating shared value (CSV) that successfully organized mutual cooperation among government agencies, local communities and firms. As the population of seniors grows large, creating jobs and enhancing welfare for senior citizens become one of the crucial social agendas for the government and most local communities for their thriving economy. The government and local agencies have developed and implemented diverse policies of creating jobs for the welfare of seniors but most of them failed to make expected outcomes. Most silver jobs for seniors provided by the government or local community agencies have limitations of fulfilling the sense of belongingness, achievement and satisfaction for seniors because of their poor quality of jobs and low wages. CJ korea express also faces problems on human resource management with rapid increase of cost, delivery target and the quantity of goods transported in nation. In that situation, CJ korea express started new senior parcel delivery service based on CJ’s philosophy of “Co-existence and co-prosperity”. Unlike other competitors in senior parcel delivery service, CJ korea express strategically approached the service with the viewpoints of creating shared value in the value chain of the delivery service. At first, CJ korea express identified the needs of the government, local communities and agencies as well as its own needs. In coordination with local community and agencies, CJ korea express began to establish local delivery base office in the middle of densed apartment complex, which is critical for the efficiency of delivery service by seniors. Local base offices take the role of community center for the senior workers and enhance job satisfaction of seniors. CJ korea express also developed unique equipments for senior workers that make delivery service more convenient and green. Dynamic capabilities of CJ korea express and CJ’s philosophy of “Co-existence and co-prosperity” turned the low wage and dissatisfied silver jobs into satisfied jobs for seniors.
