跨国企业合法性危机:一种文化间性的研究路径——基于“NBA莫雷”危机事件的个案研究

An Intercultural Research Approach to the Crisis of Multinational Corporations’Legitimacy:A Case Study of NBA Morey Incident

近年来,随着信息技术的连接不断扩大,逆向全球化思潮持续发酵,国家霸权主义借机表达重建利益格局的诉求,形形色色的民族主义和民粹主义声浪加大,跨文化传播越来越趋向“文化冲突”的自我实现。在此背景下,跨国企业跨文化沟通与共通意义构建面临着前所未有的重大挑战,企业在不同文化场域遭遇合法性危机的风险骤然增加。为帮助跨国企业更好地应对合法性危机,文章从跨文化视野出发,引入文化间性理论,聚焦“NBA莫雷”事件,探讨事件发生的原因、合法性危机类型、公关问题和解决路径。研究发现,文化差异的存在以及对他者文化的漠视使得危机走向愈发严重的对立,增加了企业合法性修复的难度。为应对企业合法性构建中的跨文化挑战,企业需要从文化间性出发建立跨文化敏感性,以他者的智慧避免陷入文化冲突的陷阱中,在理性交往中形成新的文化规则。

In recent years,with the continuous expansion of the connection of information technology,the trend of reverse globalization has continued to ferment,and national hegemonism has taken the opportunity to express its appeal for the reconstruction of the interest pattern.Various nationalism and populism have increased in voice.It seems to becomethe“Cultural conflict”self-realization.In this context,multinational companies face unprecedented major challenges in cross-cultural communication and the construction of common meaning.The risk of corporates experiencing legality crises in different cultural fields has suddenly increased.To help multinational companies better respond to the crisis of legitimacy,this study introduces intercultural theories from a cross-cultural perspective with a focus on the NBA Morey incident,and discusses the causes of the incident,the types of legitimacy crisis,public relations issues,and solutions.It is found that the existence of cultural differences and indifference to the culture of others makes the crisis more and more confrontational,making it more difficult for companies to repair their legality.In order to cope with the crosscultural challenges in the construction of corporate legitimacy,companies need to establish inter-cultural sensitivity from the perspective of interculturality,avoid the trap of cultural conflicts with the wisdom of others,and form new cultural rules in rational communication.