中国企业非市场策略与行为研究--对海尔、中国宝洁、新希望的案例研究

本文基于内容分析法以三家企业（海尔、中国宝洁和四川新希望）为案例，研究了提升企业经营合法性的非市场策略与行为。研究结果表明．尽管不同企业采取了差异化的非市场策略．但这些策略和行为均有助于提升企业的经营合法性；将企业与已经获得合法性的事项（例如，政治事项等）、组织（例如，行业协会、政府等）或人员（例如，专家学者等）联系起来，是提升企业经营合法性的重要策略和途径：高管人员作为企业的代言人频繁参与非市场活动，则是企业提升经营合法性的普遍做法。最后。本文提出了相应的理论推断并为现实中企业的经营管理提出了可操作性建议。

Research on Nonmarket Strategies and Actions for Firms in China

Corporate legitimacy is the important resource for firms' sustainable development during the process of harmonious development of society. Based on three firms (including Haier,P&G and Newhope),it adopts the method of content analysis to explore their nonmarket strategies. The results show that different nonmarket strategies all benefit for improving corporate legitimacy. Firms prefer linking themselves to legitimate issues (e.g. political issues),legitimate organizations (e.g. governments and trade associations) and legitimate personnel (e.g. scholars). Additionally,as the spokesmen,top managers engage in nonmarket actions frequently,which is the common practice for firms. Finally,it advances the theory propositions and practical suggestions for firms.