Dancing Alone or Together： Organizational Duality and Place Co-branding

Abstract

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

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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