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企业如何确保员工有动力去建立和维持企业声誉?不同于现有理论视角,本文从企业内部(员工)视角给出解答。要建立良好声誉,企业必须从两种机制着手,即事前选人机制和事后监督机制,且只有搭配使用两种机制才能确保以最有效的方式建立企业声誉,两种机制的匹配程度取决于企业使用每种机制花费的相对成本。要维持良好声誉,企业还需将声誉租金分配给员工,以激励他们保持声誉状态的稳定性。本文使用乔家字号史料佐证了这些想法。
How to ensure that employees have the motivation to establish and maintain corporate reputation? Different from the existing theoretical perspective, this article from the enterprise (staff) perspective to give answers. To establish a good reputation, companies must proceed from two mechanisms, namely the pre-election mechanism and the post-monitoring mechanism, and only using two mechanisms together can ensure that the corporate reputation is established in the most effective way. The matching degree of the two mechanisms depends on the enterprise The relative cost of using each mechanism. To maintain a good reputation, companies also need to distribute reputational rents to employees to motivate them to maintain the stability of their reputation. This article uses the historical data of Qiao Jia corroborating these ideas.