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題名：打造正當性--公平貿易新創事業的個案分析
書刊名：產業與管理論壇
作者：蔡依倫 引用關係
作者(外文)：Tsai, I-lun
出版日期：2014
卷期：16:2
頁次：頁4+6-25
主題關鍵詞：公平貿易；正當化策略；制度邏輯；新創事業；語言的；Fair trade；Legitimation strategies；Institutional logics；New venture creation；Rhetoric
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:0
  • 點閱點閱:265
在全球化的時代，「自由貿易」無疑是最被熟知且接納的制度邏輯，晚近以來「公平貿易」也逐漸成為新崛起的市場交易邏輯。然而，在公平貿易邏輯尚未被大眾熟悉前，其新創事業如何異軍突起？本研究透過組織的正當性觀點，探討新興制度邏輯下的新創公司如何能存活並進而持續成長。實徵上，本研究分析2006～2012年間，在社會大眾對公平貿易邏輯感到陌生的不利情況下，台灣第一家取得公平貿易咖啡認證的生態綠股份有限公司，如何透過創業行動與實務作為，打造自身正當性，度過創業維艱時期。研究結果發現，該新創公司參照新興的公平貿易邏輯，創造出新的實務作為，使公平貿易的意義具象化；另一方面，新事業仍受制於咖啡產業的既有邏輯，故他們服從既有的咖啡產業邏輯，但也不忘適時地操弄改變其規範。本研究歸納出新創事業家之正當化策略的實務作為，並強調「語言」扮演重要的輔助角色。透過本研究案例分析，可做為未來新創事業開創者的參考。
Free trade is the most well-known institutional logic in the globalized world. However, fair trade has recently emerged as a new logic for business. Although the market has been dominated by free-trade logic, how fair-trade businesses thrive must be analyzed. Based on an organizational legitimacy perspective, this study explored how a new venture survives and grows when stakeholders are unfamiliar with new institutional logics. This study empirically analyzed the legitimation process as demonstrated by the first fair-trade coffee business startup in Taiwan during 2006-2012. This study showed that the start-up initiated entrepreneurial practices to signify fairtrade logic. However, concerning the legitimacy of a coffee seller, some of the practices adopted by the startup complied with extant coffee industry logics. This study discovered that the startup manipulated coffee industry logics to accord with fair-trade logics. This study identified 4 legitimation strategies practiced by the startup to emphasize the value of rhetoric in practicing legitimation strategies.
期刊論文
1.Santos, Filipe M.、Eisenhardt, Kathleen M.(2009)。Constructing markets and shaping boundaries: Entrepreneurial power in nascent fields。Academy of Management Journal，52(4)，643-671。  new window
2.楊芙宜(201201)。也是咖啡王國。臺灣光華雜誌，37(1)，38-45。  延伸查詢new window
3.Aurini, J.(2006)。Crafting legitimation projects: An institutional analysis of private education businesses。Sociological Forum，21(1)，83-110。  new window
4.Clarke, J.、Comelissen, J.(2011)。Language, communication, and socially situated cognition in entrepreneurship。Academy of Management Review，36(4)，776-778。  new window
5.Dacin, M. T.、Dacin, P. A.、Tracey, P.(2011)。Social entrepreneurship: A critique and future directions。Organization Science，22(5)，1203-1213。  new window
6.Creed, W. D.、Scully, M. A.、Austin, J. R.(2002)。Clothes make the person? The tailoring of legitimating accounts and the social construction of identity。Organization Science，13(5)，475-496。  new window
7.David, R. J.、Sine, W. D.、Haveman, H. A.(2013)。Seizing opportunity in emerging fields: How institutional entrepreneurs legitimated the professional form of management consulting。Organization Science，24(2)，356-377。  new window
8.Delmar, F.、Shane, S.(2004)。Legitimating first: Organizing activities and the survival of new ventures。Journal of Business Venturing，19(3)，385-410。  new window
9.FINE(2001)。Fair trade definition and principles as agreed by FINE in December 2001。  new window
10.Green, S. E. Jr.、Li, Y.(2011)。Rhetorical institutionalism: Language, agency, and structure in institutional theory since Alvesson。Journal of Management Studies，48(7)，1662-1697。  new window
11.Jennings, P. D.、Greenwood, R.、Lounsbury, M. D.、Suddaby, R.(2013)。Institutions, entrepreneurs, and communities: A special issue on entrepreneurship。Journal of Business Venturing，28(1)，1-9。  new window
12.Khaire, Mukti、Wadhwani, R. Daniel(2010)。Changing landscapes: The construction of meaning and value in a new market category-Modem Indian art。Academy of Management Journal，53(6)，1281-1304。  new window
13.Navis, C.、Glynn, M. A.(2010)。How new market categories emerge: Temporal dynamics of legitimacy, identity, and entrepreneurship in satellite radio。Administrative Science Quarterly，55(3)，439-471。  new window
14.Pache, A. C.、Santos, F.(2013)。Inside the hybrid organization: Selective coupling as a response to competing institutional logics。Academy of Management Journal，56(4)，972-1001。  new window
15.Schultz, P. L.、Marin, A.(2014)。The impact of media on the legitimacy of new market categories: The case of broadband internet。Journal of Business Venturing，29(1)，34-54。  new window
16.Tomikoski, E. T.、Newbert, S. L.(2007)。Exploring the determinants of organizational emergence: A legitimacy perspective。Journal of Business Venturing，22(2)，311-335。  new window
17.Tracey, Paul、Phillips, Nelson、Jarvis, Owen(2011)。Bridging institutional entrepreneurship and the creation of new organizational forms: A multilevel model。Organization Science，22(1)，60-80。  new window
18.Bruton, G. D.、Ahlstrom, D.、Li, H.-L.(2010)。Institutional theory and entrepreneurship: Where are we now and where do we need to move in the future?。Entrepreneurship Theory and Practice，34(3)，421-440。  new window
19.Tolbert, P. S.、David, R. J.、Sine, W. D.(2011)。Studying choice and change: The intersection of institutional theory and entrepreneurship research。Organization Science，22(5)，1332-1344。  new window
20.Suchman, Mark C.(1995)。Managing Legitimacy: Strategy and Institutional Approaches。Academy of Management Review，20(3)，571-585。  new window
21.Thornton, P. H.(2002)。The rise of the corporation in a craft industry: Conflict and conformity in institutional logics。Academy of Management Journal，45(1)，81-101。  new window
22.Lounsbury, Michael、Glynn, Mary Ann(2001)。Cultural Entrepreneurship: Stories, Legitimacy, and the Acquisition of Resources。Strategic Management Journal，22(6/7)，545-564。  new window
23.Suddaby, Roy、Greenwood, Royston(2005)。Rhetorical Strategies of Legitimacy。Administrative Science Quarterly，50(1)，35-67。  new window
24.Zimmerman, Monica A.、Zeitz, Gerald J.(2002)。Beyond survival: Achieving new venture growth by building legitimacy。Academy of Management Review，27(3)，414-431。  new window
25.Aldrich, Howard E.、Fiol, C. Marlena(1994)。Fools rush in? The institutional context of industry creation。The Academy of Management Review，19(4)，645-670。  new window
26.Oakes, L. S.、Townley, B.、Cooper, D. J.(1998)。Business planning as pedagogy: Language and control in a changing institutional field。Administrative Science Quarterly，43(2)，257-292。  new window
27.Orlikowski, Wanda J.(2002)。Knowing in Practice: Enacting a Collective Capability in Distributed Organizing。Organization Science，13(3)，249-273。  new window
28.Benford, Robert D.、Snow, David A.(2000)。Framing Processes and Social Movements: An Overview and Assessment。Annual Review of Sociology，26(1)，611-639。  new window
29.Shane, Scott A.、Venkataraman, Sankaran(2000)。The promise of entrepreneurship as a field of research。Academy of Management Review，25(1)，217-226。  new window
30.Baker, Ted、Nelson, Reed E.(2005)。Creating something from nothing: Resource construction through entrepreneurial bricolage。Administrative Science Quarterly，50(3)，329-366。  new window
學位論文
1.Huybrechts, B.(2010)。Exploring the diversity of fair trade social enterprises (Unpublished doctoral dissertation(博士論文)。University of Liege，Belgica。  new window
圖書
1.Scott, W. Richard(2008)。Institutions and organizations: Ideas and interests。Sage。  new window
2.Berger, Peter、Luckmann, Thomas(1967)。The Social Construction of Reality: A Treatise in Sociology Knowledge。Garden City, NY：Anchor Books。  new window
3.經濟部中小企業處(2012)。中小企業白皮書：邁向區域經濟整合下之中小企業新出路。臺北：經濟部中小企業處。  延伸查詢new window
4.Bourdieu, Pierre、Wacquant, Loïc J. D.(1992)。An invitation to reflexive sociology。Polity Press。  new window
5.Thornton, Patricia H.、Ocasio, William、Lounsbury, Michael(2012)。The Institutional Logics Perspective: A New Approach to Culture, and Process。Oxford University Press。  new window
其他
1.王素梅，吳怡玲(2009)。台灣咖啡市場現況與動態分析，http://www2.itis.org.tw/netreport/NetReportDetail.aspx?rpno=450449954。  延伸查詢new window
2.生態綠股份有限公司(2008)。生態綠開幕宣告：生態綠引進公平貿易，http://www.okogreen.com.tw/blog/? p=21。  延伸查詢new window
3.生態綠股份有限公司(2009)。台灣農業的另類出路，http://www.okogreen_com.tw/blog/? p=148。  延伸查詢new window
4.生態綠股份有限公司(2013)。生態綠簡介，www.seietw.org/sites/seietwjsheng_tai_ lu_gongsi_jian_jie_2013.pdf。  延伸查詢new window
5.Fairtrade International(2013)。About fairtrade，http://www.fairtrade.net/about-fairtrade.html。  new window
6.Fairtrade International(2013)。Standards，http://www.fairtrade.net/standards.html。  new window
7.Fairtrade International(2013)。FAQs: Frequently asked qestions，http://www.fairtrade.net/ faqs.html?&L=0。  new window
8.Hir, C.，Francis, M.，Franci, N.，Franci, M.，Franci, N.(2006)。Black gold，United State：Speakit Films。  new window
圖書論文
1.梁瓊丹、吳宗昇(2013)。生態綠：一粒咖啡豆的消費革命。我們的小幸福、小經濟：9個社會企業的熱血、追夢實戰故事。台北：新自然主義。  延伸查詢new window
2.趙義隆(2012)。用消費改變世界的生態綠：生態綠商業有限公司。逆境創新展翅飛翔：中小企業成長之道。台北：經濟部中小企業處。  延伸查詢new window
3.Lawrence, T. B.、Suddaby, R.(2006)。Institutions and institutional work。The Sage handbook of organization studies。Sage。  new window
4.Stinchcombe, A. L.(1965)。Organizations and social structure。Handbook of organizations。Chicago, IL：Rand McNally。  new window
5.Hardy, C.、Maguire, S.(2008)。Institutional Entrepreneurship。The Sage Handbook of Organizational Institutionalism。London：SAGE Publications Ltd。  new window
6.Friedland, Roger、Alford, Robert R.(1991)。Bringing Society Back In: Symbols, Practices, and Institutional Contradictions。The New Institutionalism in Organizational Analysis。University of Chicago Press。  new window
 
 
 
 
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