从契约到信誉:企业行为分析的新视角

From Contract to Credit: A New Perspective on Enterprise Behavior

文章基于南京冠生园由于出售用陈馅制造的月饼这一欺骗行为导致其由盛转衰至破产这一案例,指出传统企业理论由于建立在以“经济人”假设基础上,没有将信誉作为内生变量纳入分析框架的不足。重新建立起将信誉作为内生变量的企业行为分析框架,并利用该框架对原案例进行分析,从理论和实证上得出了内、外部信誉机制对于企业生存发展的重要意义。

This paper ponders deeply on Nanjing GuanShengYuan' s bankraptcy because of its cheating behavior of producing moon cake with used materials. The paper points out that the traditional enterprise theory doesn' t take credibility as an endogenous variable into its analytical framework because it is set up on the basis of the supposed economic people , which is imperfect. So the text set up a framework of enterprise behavior analysis with regard to credibility as an endogenous variable to analyze the case in order to get such conclusion that outside credibility mechanism and inside credibility mechanism are equally important to the survival and development of enterprises.