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论文编号：	3310
作者编号：	1120080718
上传时间：	2011/6/7 17:27:23
中文题目：	新企业声誉的来源与效应——基于声誉自建和声誉借用的研究
英文题目：	The source and influence of new venture’ reputation—A research based on the reputation building and borrowing
指导老师：	张玉利 教授
中文关键字：	新企业声誉，声誉自建，声誉借用，合法化
英文关键字：	New venture’s Reputation, Reputation Building, Reputation Borrowing, Organizational Legitimacy
中文摘要：	整合外部资源是新企业生存与发展的关键，但由于新企业的实际质量充满大量争议，导致资源持有者不愿将宝贵的资源投入到新企业中。声誉是资源持有者资源投入决策的关键影响因素，但是以往学者主要关注既有企业声誉研究，认为声誉特有的时间和资金双重约束使新企业只能借用其他组织的声誉，难以自主建立声誉。实际上，新企业自主建立声誉并不是不可行的，很多企业在早期不仅自主建立了声誉，而且与声誉借用活动相互补充，共同推动了企业在生命早期阶段声誉的形成。因此，探讨新企业声誉建立的过程以及它们所建立的声誉存在程度差异的原因，探索合法性对声誉形成过程的影响对于当前理论研究和实践活动具有重要意义。 基于此，本文选取创业板上市的成立年限在10年以内的70家新技术企业为研究对象，从这些企业的初始条件入手，基于组织声誉、意义建构、信号效应以及组织合法化等理论，考察新企业的声誉自建活动和声誉借用活动如何影响新企业声誉的形成，并考虑组织合法化对声誉形成过程的作用机制。本文采用内容分析法收集研究样本的相关信息，并对有效信息采用因子分析、多元回归等分析方法进行了实证检验。研究发现如下： 第一，新企业市场活动越频繁，建立的战略联盟关系越多，越有助于建立公众声誉。市场活动频繁表明新企业积极地通过市场活动展示良好形象和优势资源，并与顾客保持互动，这样更易于提高新企业的知名度并形成公众声誉。战略联盟关系的建立说明新企业的某些资源或能力被高阶组织所重视，不仅提升了新企业在业内的合法性，同时高阶组织的广泛影响力也提升了新企业的知名度并获得了公众更多的信任。 第二，新企业创新活动越频繁，建立的担保关系越多，越有助于建立直接声誉。资源持有者基于经验，通常以创新能力来评估新企业品质，预测新企业的发展前景，因此创新活动频繁让资源持有者感知到正面声誉。关于担保关系，券商和风投为了获得高溢价，他们会依靠自身长期积累的社会网络资源帮助新企业嵌入到市场网络中，占据社会联系中的“结构洞”位置，整合更多的资源，更容易在资源持有者中建立声誉。 第三，新企业合法化的程度，既取得组织成就的数量起到了关键的调节影响，一方面帮助难以形成公众声誉的创新活动和担保关系建立公众声誉，另一方面使市场活动难以建立直接声誉。新企业作为市场结构的新嵌入者，提供新的产品或服务，公众普遍对其缺乏信心，过多的创新活动增加人们的不信任感；证劵市场的不成熟、监管的缺位，使担保关系难以影响新企业公众声誉的形成；但是新企业获得较多的组织成就表明新企业符合产业规范和社会标准，经过了第三方机构的认证和监督，拥有较高的合法性，进而能够弱化信息不对称，增强公众对创新活动和担保关系的信任感，建立正面声誉感知。有趣的是，新企业如果过多的从事市场活动并获得大量组织成就，可能会让资源持有者怀疑新企业的机会主义倾向并产生负面的声誉感知：新企业是为了短期快速整合资源或掩盖内部缺陷。 第四，新企业创新活动强化了战略联盟关系对新企业公众声誉的影响。由于资源禀赋有限，新企业通常与科研机构、其他企业合作完成研发活动，新企业与这些著名组织建立的战略联盟不仅有助于创新活动的开展，同时也增加了公众的信任感。新企业创新活动强化了担保关系对新企业公众声誉的影响。新企业为了快速的把商品推向市场并获得信息反馈，他们通常都会积极的实施市场活动，而风投和券商通常重视新企业的商品化程度和良好的市场前景，因此他们会鼓励并帮助新企业多从事一些市场活动，同时也获得了公众和资源持有者对新企业产生的良好声誉感知。 本论文的创新之处体现在以下三个方面：第一，本文超越了先前关于企业声誉研究的价值、测评、影响这三大主题，重点关注企业声誉的来源，以新企业为样本识别企业声誉形成机理，提升企业声誉与新企业资源整合的解释逻辑；第二，本文突破了新企业主要依靠声誉借用来建立声誉的观点，将声誉自建和声誉借用结合起来探讨新企业声誉形成，更加契合新企业的实际情况；第三，本文综合以往声誉评价模式，按照新企业利益相关者群体将新企业声誉分为公众声誉和直接声誉，使研究更切合创业情境；第四，本文探讨了合法化对新企业声誉形成的影响，研究发现合法化对于重视知名度和美誉度的公众有促进作用，但是对于重视品质信号的资源持有者没有显著影响，甚至会留下负面印象。 本论文共六章，结构安排如下：第一章为绪论，主要介绍研究背景、研究问题和研究意义、并介绍研究内容和方法以及论文研究过程与整体架构安排；第二章为文献回顾与述评，主要对本研究依托的理论基础和相关研究成果进行归纳分析，识别已有研究的不足以及可能的拓展方向；第三章为理论与假设，围绕研究问题与内容，基于严谨的理论推导，提出研究假设和概念模型；第四章为研究设计与研究流程，主要介绍本研究的样本选择与数据收集过程，变量测量，信度与效度检验，并简要说明主要统计分析方法原理；第五章为数据分析与结果，汇报具体数据收集过程、样本数据描述性统计分析、相关分析以及层级回归分析，检验理论假设，得出研究结论及其相应的解释；第六章为结论与展望，提炼论文的主要发现和创新点，重点讨论研究的理论与实践启示，同时指出研究不足和未来研究展望。
英文摘要：	Resource assembly is critical to new venture’s survival and development, but as a new venture’s actual quality is full of controversy, so stakeholder do not want to invest valuable resources to a new venture. The reputation of a new venture is the key mechanism to affect the selection process of the stakeholder, but in the past, scholars focused on the reputation of established firms, they think new ventures can only borrow reputation from other organizations because of the dual constraints of time and money in reputation building process, and as a result, it is difficult for a new venture to develop reputation by itself. In fact, a new venture develops reputation by itself is a major mode, complemented by reputation borrowing activities, which promotes the venture's reputation in the early stages of the formation of life. Therefore, revealing the process of how new ventures establishing reputation and the difference of reputation they have established, and exploring the influence of legalization on the formation of the reputation have great theoretical and practical significance. Based on the background above, the study takes 70 GEM new technology venture in founding period as research objects, combined with reputation theory, sense-making theory, signal theory and the legalization or other theoretical knowledge, in order to examine the reputation building process of a new venture and the influence of legalization of the formation of reputation. This paper uses content analysis to collect information about the research objects through correlation analysis and multiple regression statistical analysis, and tests the relevant theoretical hypotheses. The major findings and conclusions are as follows: Firstly, the more a new venture’s market action, the more establishment of strategic alliances, and the more public reputation building. Frequent market action means new ventures want to shows good image and resources advantages through market action, and maintain interaction with customers, which are helpful to building public reputation. The establishment of strategic alliances means that some resource or capability is significant for higher organizations, not only to enhance the legitimacy of a new venture in the industry, but also to influence the visibility and public trust of a new venture. Secondly, the more a new venture’s innovative action, the more establishment of security relationship, and the more stakeholders’ reputation building. Based on experience, stakeholders often evaluate a new venture’s quality by innovation capability and predict the new venture’s prospects, so stakeholders frequently perceive positive reputation. On security relations, in order to obtain a high premium, brokerage and venture capital will rely on their own long-term social networks to help new ventures to be embedded in market network, occupy "structural hole" position in the social contact, assemble more resource and build stakeholders’ reputation more easily. Thirdly, a new venture’s achievements have played a key regulative rule, which in one hand helps innovation activities and security to build public reputation, and in the other hand induce the market action and it is hard to build stakeholders’ reputation. As a new embedder in the market structure, a new venture provides new products or services, the public lack confidence to them, so too much innovation will increase people's distrust; because securities market is immature, and the absence of regulation, which hardly leads to the formation of public reputation; however, if a new venture obtains more achievements, which means it meets the social standards and industry norms under a third party certification and monitoring, it will has a high legitimacy, and thus can weaken the information asymmetry, enhance public to trust innovation activities and security and establish a positive reputation perception. Interestingly, if a new venture engages in too much innovation activities and obtains many achievements, stakeholders would suspect new venture’s Opportunism tendencies and perceive negative reputation. Fourthly, new venture’s Innovation activities strengthen the impact of strategic alliance relation to new venture’s public reputation. Because of the limited resource, snew venture often cooperated with other scientific institutions or corporation to do Innovation. So with the help of these well-known organizations, a new venture’s not only helps to establish innovative activities, but also increasing the public's trust to new venture. A security relationship enhances public reputation of the new enterprise in order to rapidly integrate new products into the market, and new ventures are usually actively involved in the implementation of market activities and get feedback. Venture capital and brokerage always pay attention to the commercialization of new products, so they will encourage and help new venture engaged in a number of market activities, which will increase the public and stakeholders’ good reputation. The theoretical contributions of this paper are reflected as follows: Firstly, This paper goes beyond three traditional themes: reputation values, reputation evaluation, reputation impact, by focusing on the sources of corporate reputation , and the study takes the new technology ventures in founding period as research object and identifies a formation mechanism of reputation, upgrading corporate reputation and resource assembly interpretation logic; secondly, this paper changes somewhat the view of a new venture mainly relies on borrowing established reputation, integrates reputation borrowing and the reputation building by himself, which is more fit the actual situation of a new venture; thirdly, this paper integrates the previous reputation assessment model, according to New venture stakeholder groups and divides the reputation into public reputation and stakeholder reputation, which fit the new venture situations; fourthly, this paper discusses the effect of legalization to corporate reputation formation, finding that the the importance of legalization on Visibility and reputation of the public role in promoting attention to the quality of the signal but did not significantly affect the stakeholder, or even level a negative impression. This paper is organized as follows: Chapter I is introduction, which mainly expounds the research background, research questions and research significance, and introduces research content and methods, and the research process and the overall structural arrangements. Chapter II is literature review, which mainly reviews the related theories, shows the theoretical context and theoretical bases of the study. Chapter III is theory and hypotheses, which is around the research questions and content, based on rigorous theoretical derivation, propose research hypotheses and conceptual models. Chapter IV is research design and process, which focuses on the sample selection and collection process, variable measurement and statistical analysis method. Chapter V is data analysis and results, which uses the correlation analysis and hierarchical regression analysis to test the theoretical hypotheses, and reports the analysis results. Chapter VI is discussion and conclusions, which focuses on explaining the study’s contribution and innovation points in theoretical and practical aspects, and analyzes the deficiency and the future research around the dissertation issues.
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