Abstract
Since 2000, the development of welfare marketization has reduced the regulations and protections of government and has required that social welfare corporations manage themselves independently by self-responsibility. Simultaneously, in recent years, social welfare corporations have been expected more and more to play public roles in order to solve social problems such as "social exclusion" in communities. This means that social welfare corporations will face the dichotomous business challenge of balancing profit-making pursuits and accomplishing nonprofit social missions as well. How should social welfare corporations perform new public roles in communities and still build their raison d'etre in the market? This article presents an overview through the concept of "commercialization of the social welfare corporation" regarding the reform of the management environment in the social welfare corporation by introducing a certain market mechanism. Regarding this new publicness, this study attempted to examine from the viewpoint of a "business domain" (1) customer base, (2) customer functions, and (3) skills that are demanded of the social welfare corporation. Finally, this paper also proposes the social balance sheet as a way to evaluate the social aspects and nonprofit activities of an organization, which are not represented in its own financial statements.
