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—pionee-ring entrepreneurs and following entrepreneurs:the former experience four stages of"perceiving de-mand,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 underly-ing driving forces for this process.Thus,the process and mechanism model of micro-level legitimiza-tion of Confucian business logic are constructed.
关键词
制度逻辑/合法化/儒家文化/儒家商业逻辑
Key words
institutional logic/legitimization/Confucian culture/Confucian business logic
维普
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