The contemporary society has a change of industrial structure and labor structure which increased leisure time of individual and brought economic growth. Thanks to physical fertility by economic growth, the level of living increased and people had des... The contemporary society has a change of industrial structure and labor structure which increased leisure time of individual and brought economic growth. Thanks to physical fertility by economic growth, the level of living increased and people had desire on the quality of life besides basic life of cloth, meal and house. To achieve better quality of life, the interest in culture and art increased. As creativity is weighed high on the economic growth, the recognition of culture and art became more significant. In line with social trend focusing on culture and art, culture and art are widely used in the marketing of the corporation such as experience marketing that combines products with culture and art, culture marketing that creates customers through communication of various cultural contents like music, art and movie with consumers and artmarketing that adds art to products through collaboration with artists. Management paradigm of the corporation consider sustainable management, creation of shared value and innovation management together with non-financial performance such as ethics, environment and social issues in order to have differentiation with other companies seeking corporate value. While companies use culture and art as a strategy for such change, due to the specialty of culture and art, it is not easy to secure culture and art resources. As an alternative, partnership relation with NGO, art organization and local government is made to share complementary key capacity for effective culture and art activity. This study examined the case of partnership of culture and art activity of the corporation by types and compared and analyzed characteristics of partnership. Based on the characteristics of partnership by type, the study proposed preparation to form positive partnership with culture and art group and various partners. For this purpose, theories on general partnership were examined and case study was made in the category of alliance, collaboration, governance and public project type culture and art cooperation and sponsor which are widely used in culture and art area. As for the case of alliance such as Gmarket, FS and YG Entertainment, mediating groups played an important role in alliance between the company and culture and art, which provided an opportunity to exercise capacity of the company. While there are cases of business plan to specific beneficiary, But the scope of benefit is wide to provide participants of a specific project. But, there was no sustainable of the project and most projects were one-time project. Collaboration of Hyundai Motor Company, Samsonite and Samsung Electronics have executed capacity of production and partner tomaximize synergy. Most companies had direct effect of sales increase. Also, there was an opportunity to introduce existing customers of partner through collaboration and the corporate brand image was increased by giving a new image to the existing image. Governance of Lotte Duty Free Shop and GS Caltex with local government has a large size in finance over other partnership, and it had great effect in job creation and cultural art infrastructure. The role of each subject in the partnership was clearly allocated. While companies were mainly responsible for finance, local governments were for administrative part in the project and ARCON and NGOs planned specific items on the project. Public project type culture and art cooperation by Seoul Mecenat, Artswork and C-Festival promoted by the mediating organization is performed by the participation of companies having common objective and the role and function of mediating organization was more significant than any other types. In this case, companies does not seek mutual profit nor share capacity, but formed network in one project to specify business area and to expand its size. While sponsoring on culture and art area has strong character of 'support', when the cases of GS Caltex, Seoul National University Hospital, Hanwha Group and Amore Pacific were examined, many companies sponsored the business of mediating organization or supported artistic groups or artists that were matched with mediating organization. And, they could progressed the business more effectively through professional organizations and partnership relation. Companies did not seek financial profit from sponsor, but sought positive corporate image and effective work performance by the satisfaction of employees on the companies. Companies could get effects from partnership such as expansion ofactivity size and scope, efficient link of resources, professionality of program, sustainable of business, creation of positive corporate image and securing new customers. Except for collaboration having numerical result as product sold-out, there was no data on accurate effect of collaboration. thus, no minute analysis was performed. The study was significant as it analyzed corporate culture and artistic activities by types in order to examine features and development plan. And, it is hoped that this study would contribute to further studies on culture and art development plan and partnership.
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