独舞还是共舞：合作社二元性与区域公用品牌

摘要/Abstract

摘要： 通过对浙江省武义县供销合作总社的案例研究,本文分析了合作社二元性的多个维度、管理过程及其结果。基于半结构化访谈、档案文件、直接观察等多种来源的数据,研究利用ATLAS.ti8.3分析了合作社二元性对区域公用品牌发展的影响路径,探讨了组织印记的稳定性与新颖性、政府治理和公司治理、社会目标与经济目标三个维度的二元性对区域公用品牌产量、产品质量、产品差异化、品牌文化、品牌知名度及合作网络的指向性。研究剖析了如何管理合作社二元性带来的张力,以实现各利益相关者的包容性发展。本文以合作社和区域公用品牌发展为情境,研究了三个维度的组织二元性所产生的作用,也丰富了关于包容性发展的讨论。

关键词: 合作社, 二元性, 区域公用品牌, 组织印记, 包容性发展

Abstract: Based on the case study of Wuyi Cooperative in Zhejiang Province, this paper analyzes the multiple dimensions, management process and results of the duality of the cooperative. Drawing upon the data gathered from semi-structured interviews, archives and participant observation, and using ATLAS.ti 8.3, we identify three dimensions of duality:(1) imprint stability and novelty, (2) government governance and corporate governance, and (3) idealism and pragmatism. We find the directivity of duality to product yields, product quality, product differentiation, brand culture, brand awareness and cooperation network. We analyze how to manage the tension brought by the cooperative duality to realize the inclusive development of stakeholders. This paper contributes to the research of organizational duality by revealing three dimensions and the outcomes of it. The inclusive development literature also benefits from our discussion.

Key words: cooperative, duality, place co-branding, organizational imprinting, inclusive development

朱蓉, 赵佳鑫, 肖建强. 独舞还是共舞：合作社二元性与区域公用品牌[J]. 管理评论, 2022, 34(3): 255-267.

Zhu Rong, Zhao Jiaxin, Xiao Jianqiang. Dancing Alone or Together： Organizational Duality and Place Co-branding[J]. Management Review, 2022, 34(3): 255-267.

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