组织场域的衰落、重现与制度创业:基于中国直销行业的案例研究  

How an Organizational Field Declines and Reemerges?Institutional Entrepreneurship in the Direct Marketing Industry in China

作　　者：尹珏林[1] 任兵[1] 

机构地区：[1]南开大学商学院

出　　处：《管理世界》2009年第B02期13-26,130,共14页Journal of Management World

基　　金：国家自然科学基金重点项目(70732004);教育部人文社会科学青年基金项目(08JC630050)的资助;南开大学"985工程""中国企业管理与制度创新"创新基地阶段研究成果

摘　　要：新兴行业的兴起和衰落是转型经济过程中的一个突出现象。中国直销行业的兴起、衰落和再发展就是一个典型的例子。直销行业组织场域的发展离不开场域制度合法性的建立和场域内制度创业者对合法性的追求。本文以组织场域相关理论和制度创业理论为基础,围绕制度合法性这个关键概念,深入研究了中国的直销行业形成组织场域并建立合法性的过程,比较了制度创业者在这个过程中采取的策略和发挥的作用。我们的研究结果有力地支持了制度合法性观点,同时揭示了转型经济背景下的独特情境因素所发挥的重要作用。The rise and decline of new industries is accelerating its pace nowadays,especially in the transi-tional economies.The emergence,decline and reemergence of the organizational field of direct marketing is an illustrative example.Legitimacy establishment and institutional entrepreneurial activities are essential to the de-velopment of the direct marketing field.Based on the literature on organizational field and institutional en-trepreneurship,this paper builds an in-depth case study of the legitimacy building process of direct marketing industry in China and of the strategies employed and the roles played by different institutional entrepreneurs.While strongly supporting extant studies on the evolution of organizational fields,we contribute to previous theo-retical findings based in the Western context by revealing some unique contextual effects of the transitional e-conomy of China.

关 键 词：组织场域 合法性 制度创业 直销行业 转型经济 

分 类 号：F713.32[经济管理—产业经济] F203