儒家商业逻辑的微观合法化过程与机理研究

Research on the Micro-level Legitimization Process and the Mechanism of Confucian Business Logic

随着弘扬中华优秀传统文化成为建设社会主义文化强国的重大战略任务,我国相继涌现出一批摒弃源于西方文化的经济逻辑、运用儒家商业逻辑打造幸福企业、实现可持续发展的企业家。本文以5个践行儒家文化的企业为研究对象,采用多案例研究方法,探讨儒家商业逻辑在企业家层面获得认知合法化的过程以及这一过程得以实现的机理。研究识别出两类合法化主体——先行企业家与追随企业家;前者对儒家商业逻辑的认知合法化经历了“感知需求、内摄、认同、辐射”四个阶段,后者则经历了“示范引领、内摄、认同、辐射”等阶段。儒家文化的社会合法性、个体对幸福感的需求及儒家文化的独特意涵是驱动该过程发生的底层动力。由此构建了儒家商业逻辑微观合法化的过程与机理模型。

With the promotion of the excellent traditional Chinese culture being a major national strategy,a number of entrepreneurs have emerged in China,who abandon the economic logic derived from western culture and apply Confucian business logic to build happy enterprises and achieve sustainable development.This reseach paper studies five sample enterprises that practice Confucian culture to explore the cognitive legalization process of Confucian business logic at the entrepreneur level and the mechanism driving this process.We identify two types of legitimacy subjects—pioneering entrepreneurs and following entrepreneurs:the former experience four stages of“perceiving demand,internal penetration,acceptation and radiation”,while the latter experience“demonstration leading,internal penetration,acceptation and radiation”.The social legitimacy of Confucian culture,the individual demand for happiness and the unique connotation of Confucian culture are the underlying driving forces for this process.Thus,the process and mechanism model of micro-level legitimization of Confucian business logic are constructed.