“审时度势、架桥过河”——农民合作社市场进入过程中的制度逻辑与社会拼凑行为探析

摘要/Abstract

摘要： 农民合作社带动小农户成功进入大市场对助力农民增收致富具有重要的现实意义。然而现阶段许多农民合作社面临制度和资源的双重约束,其如何实现与大市场的成功对接在理论上和实践中都还是未解的难题。本文从制度逻辑视角出发,结合社会拼凑理论,对河南省4家在乡村振兴战略背景下成立的农民合作社的市场进入过程进行跨案例分析。研究发现,农民合作社在“探索期—修补期—嵌入期”的市场进入过程中,遵循“公益性效率逻辑—联盟合法性逻辑—关系合法性逻辑”的制度逻辑路径,推进了“价值创造—利益相关者联合—说服”的社会拼凑行动过程,并随着市场合法性的获得和价值链的完善,最终成功进入大市场。研究结果对处于“卖难”等困境中的农民合作社具有启发意义。

关键词: 农民合作社, 社会拼凑, 制度逻辑, 市场进入

Abstract: Cooperatives’s successful entry into market is of great practical significance for the realization of poverty alleviation goal. However, rural cooperatives are often faced with institutional pressure from formal markets and market resources scarcity. Then, how should they break through the double dilemma to enter the market successfully? Based on the institutional logic perspective and social bricolage theory, this study analyzes the institutional environment and resources, dominant logic and social bricolage behavior of four poverty alleviation cooperatives in the process of market entry. The findings show that in the market-entry process that consists of three periods: exploration, bricolage and embedding, cooperatives follow the institutional logic of public welfare efficiency, alliance legitimacy and relationship legitimacy, gradually acquire market legitimacy and improve value chain by social bricolage strategy (i.e., social value creation, stakeholder participation, persuasion). This study establishes an analysis framework about how cooperatives access to market by considering the situation and then committing to social bricolage, and provides theoretical guidance for cooperatives in market entry dilemma.

Key words: rural cooperatives, social bricolage, institutional logic, market entry

张文歌, 买忆媛, 叶竹馨. “审时度势、架桥过河”——农民合作社市场进入过程中的制度逻辑与社会拼凑行为探析[J]. 管理评论, 2022, 34(10): 341-352.

Zhang Wenge, Mai Yiyuan, Ye Zhuxin. The Institutional Logic and Social Bricolage Behavior of Cooperatives in the Market Entry Process[J]. Management Review, 2022, 34(10): 341-352.

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