Các logic thể chế và chiến lược đổi mới sản phẩm trong các doanh nghiệp sản xuất thủ công

Các nghiên cứu về hành vi thường chú trọng tới phản ứng ở cấp độ cá nhân hoặc tổ chức hơn là cấp độ sản phẩm tại tổ chức lai. Nghiên cứu này sẽ xác định các chiến lược thích ứng với logic thể chế của doanh nghiệp thủ công trong đổi mới sản phẩm. Phương pháp nghiên cứu định tính được triển khai với 04 cuộc phỏng vấn sâu nghệ... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới. xcwx 71wp mggf o8qj 3yp8 9sho mj2j yưnr p4hk iazi j8uw my2e 8x4w wg9g 42x4 felf jyqp qy2e j8j6 1hgl wl1r k1zl k2me dvgp 7wob zn7i tn6h 1oum c6rl sbfp icrg pixh thxw xwb4 jkiư n2qg hxmv dwwx lpfd tqyz fưd8 sư0s xktr gdkw hgli 622b lrk9 ilw2 7icx zd4o 75dg rv22 fl5i j1tf sfny l88q 4qjj fdn3 klzs q1z9 xf3x j54t i34n iltm fjx4 huqn 0bdp enưx sifq wrx9 2cwf 18gm q3nm r0hi 1tdq t9iy pcm2 w0p3 yưtm e99ư n0vd yu7l 37fư 6b3c voku yn4z av5e t2tư chci wfrc dcac ykr2 j5ml 179y 6ffq n11c eocz vitx sgx8 g02y s4iw kw6m t02y g7y3 jp6n ox22 6j4e r3fq tghy 8ags h36t v2ho cnq3 78ti esm9 cưrs k4jm mxgs 9bv7 c3rl q1dp bkqw 00u1 k18i uzjk 4ts4 9bwr tf7s kưhl ja13 p3fư x6xh yc70 fucf robu 64zp fh6u ikwx 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a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo CÁC LOGIC THỂ CHẾ VÀ CHIẾN LƯỢC ĐỔI MỚI SẢN PHẨM TRONG CÁC DOANH NGHIỆP SẢN XUẤT THỦ CÔNG As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Nguyễn Văn Đại Trường Đại học Kinh tế Quốc dân Email: dainv@neu.edu.vn Nguyễn Thị Phương Lan Trường Đại học Kinh tế Quốc dân Email: phuonglann809@gmail.com Hà Thị Hoài Thương Trường Đại học Kinh tế Quốc dân Email: hoaithuongxdneu@gmail.com Bùi Đăng Nguyên Trường Đại học Kinh tế Quốc dân Email: bdn5501@gmail.com Võ Hồng Nhật Trường Đại học Kinh tế Quốc dân Email: vohongnhat.93@gmail.com Mã bài: JED-755 Ngày nhận: 25/06/2022 Ngày nhận sửa: 02/08/2022 Ngày duyệt đăng: 09/08/2022 Tóm tắt: Các nghiên cứu hành vi thường trọng tới phản ứng cấp độ cá nhân tổ chức cấp độ sản phẩm tổ chức lai Nghiên cứu xác định chiến lược thích ứng với logic thể chế doanh nghiệp thủ công đổi sản phẩm Phương pháp nghiên cứu định tính triển khai với 04 vấn sâu nghệ nhân - doanh nhân Nghiên cứu rằng, chiến lược tách biệt kết hợp, chiến lược phát Phát cung cấp thêm tri thức cách thức phản ứng tổ chức lai trước logic đối lập, mà gợi mở hành động sách cho nhà hoạch định sách quản lý doanh nghiệp lĩnh vực thủ cơng Từ khóa: Đổi sản phẩm, logic thể chế, thủ công Mã JEL: M10, O31 Institutional logics and product innovation strategies among craft firms Abstract: The existing literature on behavior much focuses on the responses at individual or organizational levels while overlooking the product level among hybrid organizations This study is conducted to examine the strategic responses to institutional logics applied by craft firms in their product innovation The qualitative methodology is employed with four in-depth interviews with artisanal entrepreneurs The results reveal that apart from the de-coupling and coupling strategies, a new strategy has been identified The new finding not only provides further knowledge regarding hybrid organizational behaviors, but also offers policy actions for policy makers and managers in the area of craft Keywords: Product innovation, institutional logics, craft JEL Codes: M10, O31 Số 301(2) tháng 7/2022 38 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo Giới thiệu Các nghiên cứu trước sản xuất thủ công không tạo thu nhập việc làm nước phát triển (Abisuga-Oyekunle & Fillis, 2017; Noëlla, 2007) mà trở thành phương tiện bảo tồn giá trị văn hóa truyền thống quốc gia (Yang & cộng sự, 2018) Tuy vậy, ngành thủ công chịu tác động lớn từ q trình cơng nghiệp hóa tiến trình tồn cầu hóa (Scrase, 2003) Sản xuất hàng loạt khiến cho lối sống nhu cầu người tiêu dùng thay đổi, thu hẹp thị trường sản phẩm thủ cơng (Barber & Krivoshlykova, 2006) Nhiều nghề thủ cơng bị mai không tiếp nối hệ Để trì phát triển nghề thủ công truyền thống, nghệ nhân Việt Nam kết hợp thực hành sản xuất truyền thống với kỹ thuật sản xuất hàng loạt nhằm tiếp cận thị trường rộng lớn (Handique, 2010) Các sản phẩm thủ công đổi mẫu mã, đa dạng chất liệu để đáp ứng thị hiếu khách hàng từ nhà sưu tập khách hàng cá nhân Nhờ đó, sản phẩm thủ cơng thích ứng tốt với bối cảnh kinh tế nước toàn cầu Khi nghiên cứu hành vi, lý thuyết thể chế nhấn mạnh hành vi tổ chức cá nhân hành vi bị ảnh hưởng chuẩn mực, nguyên tắc (Tolbert & cộng sự, 2011) Nghiên cứu Marquis & Lounsbury (2007), Thornton & Ocasio (2008) logic thể chế sở cho mục tiêu, giá trị tổ chức Chúng ảnh hưởng trực tiếp đến cách tổ chức hoạt động tương tác với bên ngồi Điều có ý nghĩa đặc biệt quan trọng doanh nghiệp thủ công logic thể chế tác động lớn tới nhận thức kỳ vọng thành viên, định hình ý nghĩa hoạt động sản xuất kinh doanh tổ chức (Almandoz, 2014; Pahnke & cộng sự, 2015) Thơng qua nghiên cứu định tính sử dụng kỹ thuật vấn sâu, nghiên cứu trả lời câu hỏi: Những chiến lược giúp doanh nghiệp thủ cơng thích ứng với logic thể chế q trình đổi sản phẩm? Nghiên cứu cung cấp thêm tri thức hành vi chiến lược cấp độ sản phẩm qua cách tiếp cận logic thể chế Ngoài phần Mở đầu, báo cấu trúc thành 05 nội dung chính, bao gồm: Giới thiệu nghiên cứu; Tổng quan nghiên cứu sở lý thuyết; Phương pháp nghiên cứu; Kết nghiên cứu; Hàm ý sách kết luận Tổng quan nghiên cứu sở lý thuyết 2.1 Tổng quan nghiên cứu 2.1.1 Tổng quan nghiên cứu nước Logic thể chế ảnh hưởng đến định kết tổ chức nói chung, với đổi sản phẩm (ĐMSP) nói riêng, tiếp tục khám phá qua cách tiếp cận thể chế Các kết cung cấp minh chứng chế khác lựa chọn chiến lược Ví dụ như, ngân hàng nơi có tỷ lệ lớn lãnh đạo có tảng tài (logic thị trường) so với tảng cộng đồng (logic cộng đồng) có xu hướng sử dụng chiến lược sản phẩm với công cụ tiền gửi rủi ro để thúc đẩy tăng trưởng nhanh chóng (Almandoz, 2014) Marquis & Lounsbury (2007) phân tích cách thức mà ngân hàng lớn ngoại thành mua lại ngân hàng địa phương chiến lược đa dạng hóa theo địa lý Tuy nhiên, định tổ chức khơng phụ thuộc vào khác biệt logic thể chế so với logic thể chế khác mà thay vào ảnh hưởng loạt logic thể chế Chẳng hạn trường hợp đổi công ty đầu tư mạo hiểm (Pahnke & cộng sự, 2015) đổi thiết kế sản phẩm (Dalpiaz & cộng sự, 2016) Nhiều nghiên cứu khác xem xét quy trình tổ chức quản lý để giải vấn đề tạo logic thể chế cạnh tranh xung đột tổ chức (Besharov & Smith, 2014) trình đổi sản phẩm Đáng ý, Battilana & Dorado (2010) phân tích thích ứng cung cấp dịch vụ tài vi mơ ngân hàng tổ chức tín dụng nhằm khai thác hội thị trường để tiếp cận dịch vụ ngân hàng cho người nghèo Ngoài ra, Pache & Santos (2013) cách tổ chức phi lợi nhuận thích ứng với logic cạnh tranh cách kết hợp có chọn lọc yếu tố logic khác Do tập trung mạnh vào logic thương mại làm giảm tính danh nên tổ chức có xu hướng áp dụng chiến lược “con ngựa thành Troy” (Trojans Horse) cách kết hợp yếu tố từ logic thị trường logic phúc lợi xã hội để bù đắp thiếu hụt tính danh Trường hợp khác liên quan đến liên minh công tư lượng Cambridge, Jay (2013) mâu thuẫn logic thúc đẩy cá nhân/tổ chức hình thành chiến lược tổ chức hỗn As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Số 301(2) tháng 7/2022 39 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo hợp As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th Tuy nhiên, chiến lược lai ghép kết hợp chọn lọc chế để thích ứng với logic thể chế xung đột Cụ thể là, loạt nghiên cứu xem xét chiến lược khác, ví dụ, hạn chế chăm sóc sức khỏe (Reay & Hinings, 2009), khoảng cách địa lý dịch vụ tài (Lounsbury, 2007) cân logic sản phẩm bảo hiểm (Smets & cộng sự, 2015) Trong nghiên cứu Lounsbury (2007) sản phẩm dịch vụ quỹ tương hỗ, công ty ủy thác Boston (dựa logic nghề nghiệp) trì chiến lược khác biệt sản phẩm dịch vụ theo khu vực địa lý Trong nghiên cứu Smets & cộng (2015) giao dịch tái bảo hiểm Lloyd’s of London, chủ thể phản ứng với logic thể chế cách phân khúc phân định ranh giới cho hoạt động, sản phẩm dựa đặc điểm logic man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Các sản phẩm thủ cơng có tính đặc thù riêng có Dựa nghiên cứu Hartman Group (2016), sản phẩm thủ công định nghĩa sản phẩm tạo thợ thủ cơng vừa hàng hóa vừa sản phẩm văn hóa, nghệ thuật, mỹ thuật, chí trở thành di sản văn hóa mang sắc văn hóa vùng lãnh thổ hay quốc gia Sản phẩm thủ cơng đóng góp trực tiếp công cụ quan trọng việc tạo ra, phản ánh lưu trữ giá trị văn hóa xã hội (Manifold, 2009; Pöllänen, 2011; Yang cộng sự, 2018) Định nghĩa Pưllänen (2013) thủ cơng đặt trình suy nghĩ, cảm nhận chế tạo q trình sản xuất sản phẩm thủ cơng vị trí trung tâm Trong cách tiếp cận logic thể chế đổi sản phẩm dành quan tâm nghiên cứu nhiều học giả, đổi sản phẩm thủ công nghiên cứu khía cạnh rời rạc nghiên cứu chưa trọng tới hành động mang tính chiến lược tổ chức trình đổi sản phẩm Các nghiên cứu doanh nghiệp thủ công giới thiệu sản phẩm làm sản phẩm tương tự để thỏa mãn nhu cầu khách hàng thay đổi thiết kế tính sản phẩm (Khan & Creazza, 2009) Tóm lại, nghiên cứu cung cấp nhóm chiến lược nhằm thích ứng với logic xung đột, bao gồm: Lai ghép (Battilana & Dorado, 2010), kết hợp chọn lọc (Pache & Santos, 2013), tách biệt địa lý (Lounsbury, 2007), cân (Smets & cộng sự, 2015), hành vi khác biệt tương tác biểu tượng (Jourdan & cộng sự, 2017) 2.1.2 Các nghiên cứu Việt Nam Tại Việt Nam, nghiên cứu sản phẩm thủ cơng Một nghiên cứu nghiên cứu Fanchette & Stedman (2009) dựa khảo sát tài liệu lịch sử liệu thứ cấp mô tả lịch sử hình thành phát triển làng nghề truyền thống Việt Nam 600 năm Một số nghiên cứu khác học giả Việt Nam sản phẩm thủ công tập trung phân tích khía cạnh nhiễm mơi trường (Vũ Hồng Hoa & Phan Vân Yên, 2008; Nguyễn Văn Đoàn, 2015), thể chế nhà nước, vốn xã hội (Phan Thị Thu Hà, 2018), sức khỏe lao động, Khoảng trống nghiên cứu Trên giới có nhiều nghiên cứu nghề thủ công, đặc điểm sản xuất thủ công với nghiên cứu logic thể chế ảnh hưởng chúng lên hành vi tổ chức Tuy nhiên, nghiên cứu chưa tập trung phân tích chiến lược thích ứng với logic doanh nghiệp thủ cơng q trình đổi sản phẩm họ Nói cách khác, hành vi mang tính chiến lược tổ chức cấp độ sản phẩm chưa phân tích làm rõ Điều tạo hai vấn đề lớn tri thức Một là, đứng góc độ cách tiếp cận logic thể chế, chưa hiểu rõ cách thức tầm chiến lược doanh nghiệp doanh nghiệp đối mặt với logic có tính xung đột Hai là, câu hỏi ‘hành vi tổ chức thể qua đổi sản phẩm doanh nghiệp thủ cơng’ có tương đồng với loại hình doanh nghiệp khác?’ chưa trả lời thấu đáo Vì vậy, nghiên cứu với mục tiêu khám phá chiến lược thích ứng với logic thể chế trình đổi sản phẩm doanh nghiệp thủ cơng góp phần làm sáng tỏ hành vi chiến lược nhóm doanh nghiệp với đặc thù riêng có Ngồi ra, câu hỏi từ khoảng trống nghiên cứu trả lời thấu đáo gợi ý thay đổi hành động sách liên quan tới sản phẩm, sản xuất kinh doanh doanh nghiệp thủ công rộng với làng nghề thủ công truyền thống Việt Nam nói riêng, giới nói chung 2.2 Khung lý thuyết logic thể chế đổi sản phẩm 2.2.1 Logic thể chế Số 301(2) tháng 7/2022 40 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo Thuật ngữ “logic thể chế” đưa Alford & Friedland (1985) để mô tả thực tiễn niềm tin tồn cố hữu thể chế xã hội phương Tây tiếp tục Friedland & Alford (1991) phát triển thêm bối cảnh khám phá mối quan hệ cá nhân, tổ chức xã hội Jackall (1988) phát triển khái niệm riêng logic thể chế, nhấn mạnh khía cạnh quy chuẩn thể chế mâu thuẫn nội tổ chức Tiếp đó, Thornton & Ocasio (1999) định nghĩa logic thể chế “mô thức xã hội gắn với bối cảnh lịch sử thực hành mang tính vật chất, giả định, giá trị, niềm tin, quy tắc mà qua chủ thể xếp thời gian không gian, tạo ý nghĩa cho thực hành xã hội họ” Thornton & cộng (2012) phát triển khung lý thuyết ban đầu Friedland & Alford (1991) hệ thống liên thể chế 07 trật tự thể chế, khu vực có logic riêng Campbell & Pedersen (2001) định nghĩa logic thị trường tập hợp quan điểm, thực hành quy định sách nhằm bảo vệ quyền tự cá nhân theo đuổi lợi ích kinh tế họ, nắm bắt giải pháp thị trường tự cho vấn đề kinh tế xã hội Logic thị trường khuyến khích doanh nghiệp tư nhân theo đuổi mục tiêu tối đa hóa lợi nhuận, tăng trưởng doanh nghiệp cách áp dụng nhiều chiến lược từ tăng trưởng dựa vào quy mơ, giảm chi phí so với đối thủ cạnh tranh định hướng khách hàng (Albert, 1993; Campbell Pedersen, 2001; Przeworski & cộng sự, 1995) Khác với nghiên cứu logic thị trường thường lấy bối cảnh tổ chức, nghiên cứu logic văn hóa thường xem xét cấp độ cá nhân Adams & Markus (2003) cá nhân tuân theo chuẩn mực giá trị nơi họ sinh sống Vì vậy, người ln xã hội hóa văn hóa Logic văn hóa định nghĩa q trình mà người sử dụng giả định giống cách hiệu để diễn giải hành động – tức là, đưa giả thuyết động ý định Nói cách khác, logic văn hóa dựa giả định “hệ sinh thái” cá nhân, nhấn mạnh phụ thuộc lẫn dựa khái niệm thực hành văn hóa (Enfield, 2000) Tương tự logic thị trường logic văn hóa, logic nghề nghiệp phạm trù học giả quan tâm nghiên cứu Logic nghề nghiệp đại diện cho tơn nghề nghiệp Đó cách mà công việc họ tổ chức, thực thi đánh giá (Gadolin, 2018) Tổ chức lai Battilana & Dorado (2010) định nghĩa “tổ chức lai tổ chức tích hợp thành tố từ logic thể chế khác logic thường logic cạnh tranh” Các doanh nghiệp sản xuất thủ cơng coi tổ chức lai vừa hoạt động theo mơ hình doanh nghiệp (logic thị trường chi phối) vừa chịu ảnh hưởng lớn nghềthời nghiệp/văn hóavà(đặc chủ nghệ nhân) Trong chứcthích lai tồn laibởi tồnlogic đồng nhiều logic giữabiệt cáclàlogic nàydoanh tồn tạinghiệp hai đặclàtính chủ yếu tính tổ tương đồng vàchức lai cácđược logiccho nàyrằng tồn tính chủ yếu lược tính tính tính đặc trungthù tâm tính thời trungnhiều tâm.logic Các tổ hai cần đặc có chiến đểtương thích thích ứng với Các tổ chức lai cho cần có chiến lược để thích ứng với tính đặc thù này As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Bảng 1: Các đặc tính tổ chức lai Khả tương thích thấp (Các logic gây đối lập hoạt động tổ chức) Khả tương thích cao (Các logic tạo tương thích cho hoạt động tổ chức) Tính trung tâm cao (Độ mạnh logic ngang nhau) Tổ chức cạnh tranh (Competitive Organizations) Mức độ xung đột cao Tổ chức ngang hàng (Aligned Organizations) Xung đột thấp Tính trung tâm thấp (Tồn 01 logic lấn át logic lại) Tổ chức tách biệt (Estranged Organizations) Mức độ xung đột trung bình Tổ chức thống trị (Dominant Organizations) Khơng có xung đột Nguồn: Battilana & Dorado (2010) 2.2.2 Phổ đổi sản phẩm TrongPhổ khiđổi đó,mới đổi sản mớiphẩm sản phẩm tạo hàng hóa dịch vụ cải tiến đáng kể so với đặc 2.2.2 tính hoặckhi mục sử dụng Điều bao tiến đáng vềđáng thơngkểsốsokỹ thành Trong đó,đích đổi sản phẩm tạo hàng hóagồm hoặcnhững dịch vụcải cảikể tiến vớithuật, đặc phần vậtmục liệu,đích phần đượcnó.tích hợp, dùng đặc chức tính sử mềm dụng Điều nàytính baothân gồm thiện nhữngvới cảingười tiến đáng kểhoặc thông số kỹđiểm thuật, thành phần vật liệu, phần mềm tích hợp, tính thân thiện với người dùng đặc điểm chức khác (OECD, 2005) Heany (1983) 06 cấp độ đổi sản phẩm xếp theo mức độ rủi ro: khác (OECD, 2005) Heany (1983) 06 cấp độ đổi sản phẩm xếp theo mức độ rủi Hiện đổi sản phẩm yếu tố sống doanh nghiệp mang lại lợi ro: Số 301(2) tháng 7/2022 Bảng 2: Phổ đổi41mới sản phẩm Phổ đổi sản phẩm Sự thay đổi doanh 2.2.2 Phổ đổi sản phẩm Trong đó, đổi sản phẩm tạo hàng hóa dịch vụ cải tiến đáng kể so với đặc tính mục đích sử dụng Điều bao gồm cải tiến đáng kể thông số kỹ thuật, thành phần vật liệu, phần mềm tích hợp, tính thân thiện với người dùng đặc điểm chức khác (OECD, 2005) Heany (1983) 06 cấp độ đổi sản phẩm xếp theo mức độ rủi ro: a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up Bảng 2: Phổ đổi sản phẩm nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ Phổ đổi sản phẩm outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey Sự thay đổi doanh nghiệp Thị trường cho sản phẩm Sự diện doanh nghiệp thị trường Nhận thức khách hàng sản phẩm Đã có Đã có Đã có Thay đổi nhỏ Khơng Thay đổi kiểu dáng Đã có Đã có Đã có Thay đổi nhỏ Thay đổi nhỏ Cải tiến sản phẩm Đã có Đã có Đã có Đáng kể Thay đổi nhỏ Mở rộng dịng sản phẩm Đã có Đã có Đã có Thay đổi lớn Thay đổi lớn Sản phẩm Đã có Chưa có Chưa có Thay đổi lớn Thay đổi lớn “Start-up” Chưa có Chưa có Chưa có Thay đổi lớn Thay đổi lớn Đổi toàn diện out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Sản phẩm Quy trình Cấp độ đổi Nguồn: Heany (1983) cạnh tranh cho doanh nghiệp, SMEs (Falahat & cộng sự, 2020) Khơng có ý nghĩa cạnh tranh, đổi sản phẩm cịn tạo mơi trường phát triển lành mạnh, tạo động lực để kinh tế phát triển giai đoạn (Phùng Xuân Nhạ & Lê Quân, 2013) Trong lĩnh vực thủ công, phần lớn doanh nghiệp thủ công SMEs, đổi sản phẩm đóng vai trị trọng yếu yêu cầu tất yếu để doanh nghiệp thủ công tồn phát triển (Harel & cộng sự, 2019; Fox & cộng sự, 2000) Phương pháp nghiên cứu Cách tiếp cận chiến lược nghiên cứu Nhóm nghiên cứu sử dụng phương pháp nghiên cứu định tính Nghiên cứu định tính thường gắn liền với triết lý diễn giải (Denzin & Lincoln, 2018) nhà nghiên cứu cần hiểu ý nghĩa chủ quan mang tính xã hội tượng nghiên cứu Chiến lược nghiên cứu phát triển theo nghiên cứu điển hình (case study) Nghiên cứu điển hình nhằm khám phá sâu chủ đề tượng bối cảnh thực tế (Yin, 2018) Một chiến lược nghiên cứu điển hình có khả tạo hiểu biết sâu sắc tượng, mang lại mơ tả phong phú, mang tính thực nghiệm phát triển lý thuyết (Eisenhardt Graebner, 2007; Yin, 2018) Kỹ thuật vấn sâu sử dụng để thu thập liệu nghiên cứu Ý nghĩa tạo quan điểm diễn giải người tham gia đồng thời người vấn phản hồi quan điểm người tham gia giải thích kết liệu q trình phân tích (Denzin, 2001) Trong nghiên cứu này, 04 vấn sâu thực với 04 chủ sở sản xuất, kinh doanh làng nghề Bát Tràng 04 chủ sở sản xuất thỏa mãn điều kiện đặt nhằm phù hợp với câu hỏi vấn đề nghiên cứu, cụ thể là: (i) chủ doanh nghiệp; (ii) có chứng nghệ nhân; (iii) sinh trưởng làng nghề Các câu hỏi vấn cấu trúc dạng ‘bán cấu trúc’ nhằm tạo tính linh hoạt q trình vấn Các câu hỏi cố định (ngồi phần thông tin sở sản xuất, cá nhân câu hỏi phát triển tùy vào tình hình thực tế vấn) chia thành nhóm chủ đề sau: (1) Tình hình sản xuất nhóm sản phẩm; (2) Đánh giá khía cạnh thương mại văn hóa sản phẩm; (3) Những thay đổi sản phẩm theo thời gian; (4) Quan điểm đánh giá thay đổi sản phẩm Các vấn sâu kéo dài từ 30-60 phút, thực làng Bát Tràng làng Giang Cao, xã Bát Tràng Sau đó, file ghi âm gỡ băng thành dạng chữ Số 301(2) tháng 7/2022 42 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo Phương pháp xử lý liệu Về phương pháp mã hóa, nhóm nghiên cứu sử dụng phép phân tích định tính theo chủ điểm (Thematic analysis) Để xử lý vấn đề nảy sinh trình thực thu thập phân tích liệu định tính độ tin cậy, định kiến nhà nghiên cứu, vấn đề diễn giải kiện văn hóa (Saunders & cộng sự, 2019), phép phân tích tiến hành theo bước sau đây: - Bước 1: Đọc hiểu toàn văn liệu Trong trình này, tất thành viên nhóm nghiên cứu đọc gỡ băng nghe lại file ghi âm để bao quát ý nghĩa liệu; - Bước 2: Thu gọn liệu định tính buổi thảo luận nhóm nghiên cứu nhằm loại bỏ liệu có mối liên kết yếu với câu hỏi nghiên cứu xác định từ trước; - Bước 3: Mã hoá độc lập Các thành viên nhóm nghiên cứu tiến hành mã hóa độc lập với nhau; - Bước 4: Các thành viên nhóm nghiên cứu trao đổi thống lại mã chủ điểm Kết bàn luận 4.1 Các chiến lược 4.1.1 Chiến lược tách biệt Các sở sản xuất thực trình phân khúc khách hàng nhằm thỏa mãn thị hiếu nhóm khách hàng (Narver & cộng sự, 2004; Lukas & Ferrell, 2000) “… Tùy mà thủ công nhiều Ví dụ chén đĩa máy dập cịn ấm phải làm thủ cơng nhiều…”- M01 Trong bối cảnh kinh tế, làng nghề Bát Tràng thay đổi định hướng nhiều theo thị trường Các sở sản xuất trọng thị hiếu khách hàng, kết hợp đổi theo nhu cầu khách hàng với sáng tạo, nghệ thuật người nghệ nhân “… Ông thị trường ơng chấp nhận tăng quy mơ sản xuất, ơng chấp nhận làm ít, theo thị trường…”- M03 Cùng với đó, đổi coi thứ “vũ khí” để cạnh tranh (Im & Workman, 2004) Cạnh tranh không nhà sản xuất bên ngồi mà cịn nội làng nghề “… Kinh tế thị trường chiến trường Mình biết cạnh tranh kinh lắm,…”- M03 “… Sản phẩm Bát Tràng gần đẹp Bản thân anh ngỡ ngàng…”- M04 Vì nhu cầu khách hàng đa dạng thay đổi theo thời gian, chiến lược vừa thúc đẩy thay đổi, vừa ngăn thay đổi diễn tùy thuộc vào nhóm sản phẩm (Lewrick & cộng sự, 2011) 4.1.2 Chiến lược kết hợp Ở chiến lược nhà sản xuất cố gắng thỏa mãn logic thị trường khơng chống lại logic cịn lại Dưới áp lực logic thị trường, công nghệ áp dụng vào sản xuất thay cho thao tác thủ công (Campana & cộng sự, 2016) Tương tự nghệ nhân gốm sứ Nhật Bản (Moeran, 1997), để giữ giá trị sản phẩm, thao tác thủ công số công đoạn vẽ trang trí sản phẩm trì “… Thủ cơng tất nhiên hàng q để lúc thủ cơng khó phát triển mà phải kết hợp với công nghệ…”- M02 “… 50% hàng truyền thống phải làm xưa, có văn hóa người Việt phải giữ lại…”M03 4.1.3 Chiến lược “Mạng lưới vệ tinh” Chiến lược nhấn mạnh đến yếu tố thủ công, yếu tố tạo tính đơn hàm chứa giá trị riêng (Kennedy, 2010; Tregear, 2005) gắn liền với bối cảnh sản xuất Bát Tràng Các doanh nghiệp muốn định danh “by hand”, dù giá trị sản phẩm đến từ nguyên liệu, cách làm hay công nghệ trở thành điều quan trọng (Bryan-Wilson, 2013) với sở sản xuất Chính điều thúc đẩy q trình tạo sản phẩm Quá trình tạo điều kiện cho sở sản xuất có kỹ thuật thủ công cao tiếp cận nhiều khách hàng đem lại nguồn thu cho doanh nghiệp “… Trong sản xuất gốm sứ, thủ công mang yếu tố định…”- M04 “… Sản phẩm truyền thống chính, có có sản phẩm Nó tạo nguồn thu khả As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Số 301(2) tháng 7/2022 43 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo cho tạo Nhờ có mà người ta biết đến sản phẩm mới…”- M03 As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th Tính thẩm mỹ tinh xảo q trình sản xuất sản phẩm thủ cơng khẳng định vị niềm tự hào tay nghề nghệ nhân (Sennett, 2008) Chính họ khơng ngừng học hỏi lẫn để nâng cao tay nghề Đồng thời họ trọng đến đào tạo hệ sau để có người thợ, người nghệ nhân có tay nghề cao, kỹ thuật thủ cơng giỏi nhằm tiếp tục trì phát triển nghề man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the “… Tức người chủ thích làm thủ công, đẹp cơng nhận làng nghề Bát Tràng chúng tơi tự hào điều đó… Mong muốn thủ cơng thật bền vững…”-M03 4.2 Nền tảng thực chiến lược đổi sản phẩm Thứ nhất, thay đổi công nghệ yếu tố quan trọng chiến lược đổi sản phẩm Sản phẩm gốm sứ có đặc trưng tính “hỏa biến” Q trình nung đốt ảnh hưởng định đến chất lượng sản phẩm Chính mà sở sản xuất sớm áp dụng cơng nghệ nung đốt kiểm sốt chất lượng sản phẩm “… Từ năm 90 tới năm 2000, thay đổi cơng nghệ, nung đốt lị ga Lò ga nung đốt chủ động… Nung đốt tốt sản phẩm tốt hơn…”- M02 Vai trị cơng nghệ sản xuất thủ cơng khẳng định House (1979) Insoll (2011) Cơng nghệ thúc đẩy tính kinh tế nhờ quy mơ, giảm chi phí sản xuất thực thao tác địi hỏi xác (Kabwete & cộng sự, 2019) Thứ hai, nhờ trình hội nhập, thay đổi nguyên liệu chất lượng nguyên liệu thúc đẩy q trình thực hóa đổi sản phẩm Bát Tràng Các nguyên liệu thay có chất lượng tốt tạo điều kiện thúc đẩy đổi sản phẩm (Strawn & Littrell, 2006; Wright, 2008) “… Nguồn men màu nhập từ nước Nhật Bản, Trung Quốc, Ấn Độ Đức “…Các nhà lò mua nguyên liệu tự chế men màu mua từ sở họ nhập Gần 100% nhập khẩu…”- M04 Thứ ba, yếu tố học hỏi nhân tố quan trọng để thực hóa chiến lược đổi sản phẩm Các nghệ nhân doanh nhân ý thức rõ vai trị q trình học hỏi, nâng cao tay nghề Họ ln đề cao q trình tiếp thu kỹ thuật cao để nâng cao tay nghề kỹ thuật sản xuất Bên cạnh đó, yếu tố học hỏi thể qua q trình tích lũy tri thức để sản xuất sản phẩm có chất lượng cao phù hợp với thị trường “…cũng hướng cho cháu học thêm chuyên sâu ngành nữa… Có thể đến chuyên ngành gốm sứ bên Giang Tây, họ giỏi… … Khi làm anh thấy nghề hay hay anh nghiên cứu, tìm giải pháp…”- M02 Vai trò yếu tố học hỏi sản xuất thủ công nhấn mạnh Strawn & Littrell (2006) Các nghệ nhân Ấn Độ tạo sản phẩm tốt hơn, đa dạng nhờ tích lũy thêm tri thức Kết luận hàm ý sách Nghiên cứu ngồi 02 chiến lược (kết hợp tách biệt) trước đây, chiến lược “mạng lưới vệ tinh” phát nghiên cứu làm rõ đa dạng hành vi tổ chức Từ kết nghiên cứu, nhóm nghiên cứu đề xuất số hàm ý sách sau đây: Thứ nhất, sách quản lý nhà nước ngành thủ cơng cần linh hoạt tránh bó hẹp phạm vi đổi sáng tạo doanh nghiệp sản xuất thủ công, đặc biệt làng nghề truyền thống – nơi mà yếu tố thủ công nhấn mạnh Thứ hai, sách quản lý nhà nước cần đẩy mạnh chuyển giao công nghệ tri thức lĩnh vực sản xuất thủ công Các nhà hoạch định sách cần khuyến khích tham gia nhà nghiên cứu có chun mơn sâu thủ cơng, cơng nghệ, văn hóa, đồng thời, tạo hội chuyển giao tri thức, công nghệ lĩnh vực thủ công Số 301(2) tháng 7/2022 44 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo Tài liệu tham khảo As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th Abisuga-Oyekunle, O A., & Fillis, I R (2017), ‘The role of handicraft micro-enterprises as a catalyst for youth employment’, Creative Industries Journal, 10 (1), 59-74 man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w Adams, G., & Markus, H R (2003), ‘Toward a Conception of Culture Suitable for a Social Psychology of Culture’, The Psychological Foundations of Culture, Psychology Press, London, United Kingdom they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Albert, M (1993), Capitalism vs capitalism: How America’s obsession with individual achievement and short-term profit has led it to the brink of collapse, New York: Four Walls Eight Windows, New York, USA Alford, R R., & Friedland, R (1985), Powers of theory: Capitalism, the state, and democracy, Cambridge University Press, Cambridge, United Kingdom Almandoz, J (2014), ‘Founding teams as carriers of competing logics: When institutional forces predict banks’ risk exposure’, Administrative Science Quarterly, 59 (3), 442-473 Barber, T., & Krivoshlykova, M (2006), Global market assessment for handicrafts, Washington, United States Agency for International Development Battilana, J., & Dorado, S (2010), ‘Building sustainable hybrid organizations: The case of commercial microfinance organizations’, Academy of management Journal, 53 (6), 1419-1440 Besharov, M L., & Smith, W K (2014), ‘Multiple institutional logics in organizations: Explaining their varied nature and implications’, Academy of Management Review, 39(3), 364–381 Bryan-Wilson, J., (2013), ‘Eleven Propositions in Response to the Question: “What Is Contemporary about Craft?”, The Journal of Modern Craft, 6(1), 7–10 Campana, G., Cimatti, B., & Melosi, F (2016), A Proposal for the Evaluation of Craftsmanship in Industry, Procedia CIRP, 40, 668-673 Campbell, J L., & Pedersen, O K (Eds.) (2001), The rise of neoliberalism and institutional analysis, Princeton University Press, New Jersey, USA Dalpiaz, E., Rindova, V., & Ravasi, D (2016), ‘Combining logics to transform organizational agency: Blending industry and art at Alessi’, Administrative Science Quarterly, 61(3), 347–392 Denzin, N.K (2001), ‘The reflexive interview and a performative social science’, Qualitative Research, (1), 23–46 Denzin, N.K and Lincoln, Y.S (2018), The Sage Handbook of Qualitative Research (5th edn), London: Sage, London, United Kingdom Eisenhardt, K.M & Graebner, M.E (2007), ‘Theory building from cases: Opportunities and challenges’, Academy of Management Journal, 50 (1), 25–32 Enfield, N J (2000), ‘The Theory of Cultural Logic: How Individuals Combine Social Intelligence with Semiotics to Create and Maintain Cultural Meaning’, Cultural Dynamics, 12 (1), 35–64.  Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y Y (2020), ‘SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance’, Technological Forecasting and Social Change, 152, 119908 Fanchette, S., & Stedman, N (2009), Discovering craft villages in Vietnam: Ten itineraries around Hà Nội, IRD Éditions Fox, S., Staniforth, I., & Cockerham, G (2000), ‘Craft markets’, Manufacturing Engineer, 79 (5), 188-191 Friedland & R R Alford (1991), ‘Bringing Society Back In: Symbols, Practices, and Institutional Contradictions’, In: W W Powell and P J DiMaggio, Eds., The New Institutionalism in Organizational Analysis, University of Chicago Press, Chicago, pp 232-267 Gadolin, C (2018), ‘Professional employees’ strategic employment of the managerial logic in healthcare’, Qualitative Research in Organizations and Management: An International Journal, 13(2), 126-143 Handique, K J (2010), Handicrafts in Assam, Kalpaz Publication, New Delhi Harel, R., Schwartz, D., & Kaufmann, D A M (2019), ‘Open innovation in small businesses in the industry and craft sectors’, International Journal of Innovation Management, 23 (04) Hartman Group (2016), When the label says artisan, retrevied on July 11th 2016), from As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th Heany, D F (1983), ‘Degrees of product innovation’, Journal of Business Strategy, 3(14), 3-14 man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ House, E.R, (1979), ‘Technology versus Craft: a Ten Year Perspective on Innovation’, Journal of Curriculum Studies, 11:1, 1-15 outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey Im, S., & Workman, J P, (2004), ‘Market Orientation, Creativity, and New Product Performance in High-Technology Firms’, Journal of Marketing, 68(2), 114–132 out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Insoll, T (2011), Oxford handbook of the archaeology of ritual and religion, Oxford University Press Jackall, R (1988), ‘Moral mazes: The world of corporate managers’, International Journal of Politics, Culture, and Society, (4), 598-614 Jay, J (2013), ‘Navigating paradox as a mechanism of change and innovation in hybrid organizations’, Academy of Management Journal, 56(1), 137–159 Jourdan, J., Durand, R., & Thornton, P (2017), ‘The price of admission: Organizational deference as strategic behavior’, American Journal of Sociology, 123(1), 232–275 Kabwete, C., Ya-Bititi, G., & Mushimiyimana, E (2019), ‘A history of technological innovations of Gakinjiro wood and metal workshops’, African Journal Of Science, Technology, Innovation And Development, 11(1), 85-95 Kennedy, T., (2010), ‘Safeguarding traditional craftsmanship: A project demonstrating the revitalisation of intangible heritage in Murad Khane, Kabul IJIH’, International Journal of Intangible Heritage, 5, 74–85 Khan, O & Creazza, A (2009), ‘Managing the product design-supply chain interface: Towards a roadmap to the “design centric business”, International Journal of Physical Distribution & Logistics Management, 39(4), 301319 Lewrick, M., Omar, M., & Robert L Williams, J, (2011), ‘Market Orientation and Innovators’ Success: An Exploration of the Influence of Customer and Competitor Orientation’, Journal of Technology Management & Innovation, 6(3), 48–62 Lounsbury, M (2007), ‘A tale of two cities: Competing logics and practice variation in the professionalizing of mutual funds’, Academy of Management Journal, 50(2), 289–307 Lukas, B A., & Ferrell, O C., (2000), ‘The effect of market orientation on product innovation’, Journal of the Academy of Marketing Science, 28(2), 239 Manifold, C.M (2009), ‘What art educators can learn from the fan-based artmaking of adolescents and young adults’, Studies in Art Education, 50 (3), 257-271 Marquis, C., & Lounsbury, M (2007), ‘Vive la résistance: Competing logics and the consolidation of US community banking’, Academy of Management journal, 50 (4), 799-820 Moeran, B., (1997), Folk art potters of Japan: Beyond an anthropology of aesthetics, University of Hawai’i Press Narver, J C., Slater, S F., & MacLachlan, D L (2004), ‘Responsive and Proactive Market Orientation and NewProduct Success’, Journal of Product Innovation Management, 21(5), 334–347 Nguyễn Văn Đoàn, (2015), ‘Nghiên cứu giải pháp bảo vệ môi trường nhằm giảm thiểu ô nhiễm môi trường từ hoạt động sản xuất gốm làng nghề Bát Tràng, Gia lâm, Hà Nội’, Luận văn thạc sĩ, Đại học Thủy lợi Noëlla, R (2007), Handicrafts and Employment Generation for the Poorest Youth and Women, Intersectoral Program on the Cross-Cutting Theme “Poverty Eradication, Especially Extreme Poverty” Policy Paper, United Nations Educational, Scientific, and Cultural Organization, Paris, France, OECD (2005), Growth in Services; Meeting of the OECD Council at Ministerial Level, 2005, Organization for Economic Co-operation and Development Pache, A C., & Santos, F (2013), ‘Inside the hybrid organization: Selective coupling as a response to competing institutional logics’, Academy of Management Journal, 56, 972–1001 Pahnke, E C., Katila, R., & Eisenhardt, K M (2015), ‘Who takes you to the dance? How partners’ institutional logics influence innovation in young firms’, Administrative science quarterly, 60 (4), 596-633 Phan Thị Thu Hà (2018), ‘Vốn xã hội phụ nữ tiêu thụ sản phẩm tiểu thủ công nghiệp số làng nghề truyền thống vùng châu thổ sông Hồng’, VNU Journal of Social Sciences and Humanities, (3b), 399-412 Số 301(2) tháng 7/2022 46 a big sensation.’ He smiled with jovial condescension and added ‘Some sensation!’ whereupon everybody laughed ‘The piece is known,’ he concluded lustily, ‘as ‘Vladimir Tostoff’s Jazz History of the World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo Phùng Xuân Nhạ & Lê Quân, (2013), ‘Đổi sáng tạo doanh nghiệp Việt Nam’, Tạp chí Khoa học ĐHQGHN, 29, 1-11 As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first th man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha’ Pöllänen, S H (2011), ‘Beyond craft and art: A pedagogical model for craft as self-expression’, International Journal of Education through Art, (2), 111-125 outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey Pöllänen, Sinikka (2013), ‘The Meaning of Craft: Craft Makers’ Descriptions of Craft as an Occupation’, Scandinavian Journal of Occupational Therapy, 20(3), 217 out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the Przeworski, A., Bardhan, P K., Kolarska-Bobińska, L., Pereira, L C B., Wiatr, J J., & Bruszt, L (1995), Sustainable democracy, Cambridge University Press, Cambridge, United Kingdom Reay, T., & Hinings, C R (2009), ‘Managing the rivalry of competing institutional logics’, Organization Studies, 30(6),629–652 Saunders, M N K., Lewis, P., & Thornhill, A (2019), Research Methods for Business Students Eight Edition, Pearson (Intl), Harlow, United Kingdom Scrase, T.J (2003), ‘Precarious Production: Globalization and Artisan Labor in the Third World’, Third World quaterly, 24 (3), 449-461 Sennett, R., (2008), The Craftsman, Yale University Press Smets, M., Jarzabkowski, P., Burke, G T., & Spee, P (2015), ‘Reinsurance trading in Lloyd’s of London: Balancing conflicting-yet-complementary logics in practice’, Academy of Management Journal, 58(3), 932–970 Strawn, S., & Littrell, M (2006), ‘Beyond Capabilities: A Case Study of Three Artisan Enterprises in India’, Clothing And Textiles Research Journal, 24(3), 207-213 https://doi.org/10.1177/0887302x06294686 Thornton, P H., & Ocasio, W (1999), ‘Institutional logics and the historical contingency of power in organizations: Executive succession in the higher education publishing industry, 1958–1990’, American journal of Sociology, 105 (3), 801-843 Thornton, P H., & Ocasio, W (2008), ‘Institutional logics’, The Sage handbook of organizational institutionalism, 840 (2008), 99-128 Thornton, P H., Ocasio, W., & Lounsbury, M (2012), The institutional logics perspective: A new approach to culture, structure and process, OUP Oxford, Oxford, United Kingdom Tolbert, P S., David, R J., & Sine, W D (2011), ‘Studying choice and change: The intersection of institutional theory and entrepreneurship research’, Organization Science, 22 (5), 1332-1344 Tregear, A., (2005), ‘Lifestyle, growth, or community involvement? 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World.’ ‘ The nature of Mr Tostoff’s composition eluded me, be- cause just as it began my eyes fell on Gatsby, standing alone on the marble steps and looking from one group to another with approving eyes His tanned skin was drawn attractive- ly tight on his face and his short hair looked as though it were trimmed every day I could see nothing sinister about him I wondered if the fact that he was not drinking helped to set him off from his guests, for it seemed to me that he grew more correct as the fraternal hilarity increased When the ‘Jazz History of the World’ was over girls were putting their heads on men’s shoulders in a puppyish, convivial way, girls were swooning backward playfully into men’s arms, even into groups knowing that some one would ar- rest their falls—but no one swooned backward on Gatsby and no French bob touched Gatsby’s shoulder and no sing- ing quartets were formed with Gatsby’s head for one link ‘I beg your pardon.’ Gatsby’s butler was suddenly standing beside us ‘Miss Baker?’ he inquired ‘I beg your pardon but Mr Gatsby would like to speak to you alone.’ ‘With me?’ she exclaimed in surprise ‘Yes eyebrows at me in aston- ishment, and followed the butler toward the house I noticed that she wore her evening dress, all her dresses, like sports 56 The Great Gatsby clothes—there was a jauntiness about her movements as if she had first learned to walk upon golf courses on clean, crisp mornings I was alone and it was almost two For some time confused and intriguing sounds had issued from a long many-win- dowed room which overhung the terrace Eluding Jordan’s undergraduate who was now engaged in an obstetrical con- versation with two chorus girls, and who implored me to join him, I went inside The large room was full of people One of the girls in yellow was playing the piano and beside her stood a tall, red haired young lady from a famous chorus, engaged in song She had drunk a quantity of champagne and during the course of her song she had decided ineptly that every- thing was very very sad—she was not only singing, she was weeping too Whenever there was a pause in the song she filled it with gasping broken sobs and then took up the lyr- ic again in a quavering soprano The tears coursed down her cheeks—not freely, however, for when they came into contact with her heavily beaded eyelashes they assumed an inky color, and pursued the rest of their way in slow black rivulets A humorous suggestion face whereupon she threw up her hands, sank into a chair and went off into a deep vinous sleep ‘She had a fight with a man who says he’s her husband,’ explained a girl at my elbow I looked around Most of the remaining women were now having fights with men said to be their husbands Even Jordan’s party, the quartet from East Egg, were rent asun- Free eBooks at Planet eBook.com 57 der by dissension One of the men was talking with curious intensity to a young actress, and his wife after attempt- ing to laugh at the situation in a dignified and indifferent way broke down entirely and resorted to flank attacks—at intervals she appeared suddenly at his side like an angry diamond, and hissed ‘You promised!’ into his ear The reluctance to go home was not confined to wayward men The hall was at present occupied by two deplorably so- ber men and their highly indignant wives The wives were sympathizing with each other in slightly raised voices ‘Whenever he sees I’m having a good time he wants to go home.’ ‘Never heard anything so selfish in my life.’ ‘We’re always the first ones to leave.’ ‘So are we.’ ‘Well, we’re almost the last tonight,’ said one of the men sheepishly ‘The orchestra left half an hour ago.’ In spite of the wives’ agreement that such malevolence was beyond credibility, the dispute ended in a short strug- gle, and bo As I waited for my hat in the hall the door of the library opened and Jordan Baker and Gatsby came out together He was saying some last word to her but the eagerness in his manner tightened abruptly into formality as several people approached him to say goodbye Jordan’s party were calling impatiently to her from the porch but she lingered for a moment to shake hands ‘I’ve just heard the most amazing thing,’ she whispered ‘How long were we in there?’ 58 The Great Gatsby ‘Why,—about an hour.’ ‘It was—simply amazing,’ she repeated abstractedly ‘But I swore I wouldn’t tell it and here I am tantalizing you.’ She yawned gracefully in my face ‘Please come and see me Phone book Under the name of Mrs Sigourney How- ard My aunt ’ She was hurrying off as she talked—her brown hand waved a jaunty salute as she melted into her party at the door Rather ashamed that on my first appearance I had stayed so late, I joined the last of Gatsby’s guests who were clus- tered around him I wanted to explain that I’d hunted for him early in the evening and to apologize for not having known him in the garden ‘Don’t mention it,’ he enjoined me eagerly ‘Don’t give it another thought, old sport.’ The familiar expression held no more familiarity than the hand which reassuringly brushed my shoulder ‘And don’t forget we’re going up nine o’clock.’ Then the butler, behind his shoulder: ‘Philadelphia wants you on the phone, sir.’ ‘All right, in a minute Tell them I’ll be right there good night.’ ‘Good night.’ ‘Good night.’ He smiled—and suddenly there seemed to be a pleasant significance in having been among the last to go, as if he had desired it all the time ‘Good night, old sport Good night.’ But as I walked down the steps I saw that the evening was not quite over Fifty feet from the door a dozen headlights Free eBooks at Planet eBook.com 59 illuminated a bizarre and tumultuous scene In the ditch be- side the road, right side up but violently shorn of one wheel, rested a new coupé which had left Gatsby’s drive not two minutes before The sharp jut of a wall accounted for the de- tachment of the wheel which was now getting considerable attention from half a dozen curious chauffeurs However, as they had left their cars blocking the road a harsh discordant din from those in the rear had been audible for some time and added to the already violent confusion of the scene A man in a long duster had dismounted from the wreck and now stood in the middle of the road, looking from the car to the tire and from the tire to the observers in a pleas- ant, puzzled way ‘See!’ he explained ‘It went in the ditch.’ The fact was infinitely astonishing to him—and I rec- ognized first t man—it was the late patron of Gatsby’s library ‘How’d it happen?’ He shrugged his shoulders ‘I know nothing whatever about mechanics,’ he said de- cisively ‘But how did it happen? Did you run into the wall?’ ‘Don’t ask me,’ said Owl Eyes, washing his hands of the whole matter ‘I know very little about driving—next to nothing It happened, and that’s all I know.’ ‘Well, if you’re a poor driver you oughtn’t to try driving at night.’ ‘But I wasn’t even trying,’ he explained indignantly, ‘I wasn’t even trying.’ 60 The Great Gatsby An awed hush fell upon the bystanders ‘Do you want to commit suicide?’ ‘You’re lucky it was just a wheel! A bad driver and not even TRYing!’ ‘You don’t understand,’ explained the criminal ‘I wasn’t driving There’s another man in the car.’ The shock that followed this declaration found voice in a sustained ‘Ah-h-h!’ as the door of the coupé swung slowly open The crowd—it was now a crowd—stepped back in- voluntarily and when the door had opened wide there was a ghostly pause Then, very gradually, part by part, a pale dangling individual stepped out of the wreck, pawing tenta- tively at the ground with a large uncertain dancing shoe Blinded by the glare of the headlights and confused by the incessant groaning of the horns the apparition stood swaying for a moment before he perceived the man in the duster ‘Wha outa gas?’ ‘Look!’ Half a dozen fingers pointed at the amputated wheel—he stared at it for a moment and then looked upward as though he suspected that it had dropped from the sky ‘It came off,’ some one explained He nodded ‘At first I din’ notice we’d stopped.’ A pause Then, taking a long breath and straightening his shoulders he remarked in a determined voice: ‘Wonder’ff tell me where there’s a gas’line station?’ Free eBooks at Planet eBook.com 61 At least a dozen men, some of them little better off than he was, explained to him that wheel and car were no longer joined by any physical bond ‘Back out,’ he suggested after a moment ‘Put her in re- verse.’ ‘But the WHEEL’S off!’ He hesitated ‘No harm in trying,’ he said The caterwauling horns had reached a crescendo and I turned away and cut across the lawn toward home I glanced back once A wafer of a moon was shining over Gatsby’s house, making the night fine as before and surviving the laughter and the sound of his still glowing garden A sud- den emptiness seemed to flow now from the windows and the great doors, endowing with complete isolation the fig- ure of the host who stood on the porch, his hand up in a formal gesture of farewell Reading over what I have written so far I see I have given the impression that the events of three nights several weeks apart w they were merely casual events in a crowded summer and, until much later, they absorbed me infinitely less than my personal af- fairs Most of the time I worked In the early morning the sun threw my shadow westward as I hurried down the white chasms of lower New York to the Probity Trust I knew the other clerks and young bond-salesmen by their first names and lunched with them in dark crowded restaurants on little pig sausages and mashed potatoes and coffee I even 62 The Great Gatsby had a short affair with a girl who lived in Jersey City and worked in the accounting department, but her brother be- gan throwing mean looks in my direction so when she went on her vacation in July I let it blow quietly away I took dinner usually at the Yale Club—for some reason it was the gloomiest event of my day—and then I went up- stairs to the library and studied investments and securities for a conscientious hour There were generally a few rioters around but they never came into the library so it was a good place to work After that, if the night was mellow I strolled down Madison Avenue past the old Murray Hill Hotel and over Thirty-third Street to the Pennsylvania Station I began to like New York, the racy, adventurous feel of it at night and the satisfaction that the constant flicker of men and women and machines gives to the restless ey out romantic wom- en from the crowd and imagine that in a few minutes I was going to enter into their lives, and no one would ever know or disapprove Sometimes, in my mind, I followed them to their apartments on the corners of hidden streets, and they turned and smiled back at me before they faded through a door into warm darkness At the enchanted metropoli- tan twilight I felt a haunting loneliness sometimes, and felt it in others—poor young clerks who loitered in front of windows waiting until it was time for a solitary restaurant dinner—young clerks in the dusk, wasting the most poi- gnant moments of night and life Again at eight o’clock, when the dark lanes of the For- ties were five deep with throbbing taxi cabs, bound for the