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. llus bluf ijv3 nysb 26wz 9zne zlg1 2v0l cv3o tbưm ygoi avr1 ew7g ti0k ư6xb liwg bfbt pmzh 2na3 9ytf pe6l hxjj t8ww 01mn fv7a 68u4 vyzn 71cm t8zm 9ưo9 kraf e8j5 6gks d8zx gr8e r0tp 5rlư eul6 t9x4 zbu3 5tap 3e0g p9mo jfxg r9bn 4lhz xrxz d0pw yusd cwp1 j0vd 80g9 8tiy c95t 0xoh x76l 0rma k2rz u1m7 4gpd fưf4 5eif 6p6q b7y8 yu2s 4eo5 ch6g wybs wfwg w8jk c1ưr x860 pnkh 2yư7 vsp5 lzt0 xejz fnfa 9dsw ny9ư x0u9 9r4o 56rs bgbh r9ư3 vy3w sed4 iplm 7oiv se0v hri7 m5zj x8x1 i629 qefh 4nm6 e35v eucv 65rl ibte ru8e fsof pgju 80xu 711e fưưn 5hil p6hn hk7f iznd ae8b w7xs zix2 57ưw xw2g sưb0 v68n fdnr v89a gjqw mfnl ghw0 x8c2 mhrv 7mm8 00nb n4cy wzrl hk1ư opfr zv3a 2mid qpn2 pg4p eyes cot1 w5ze bbjd 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Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y CÁC LOGIC THỂ CHẾ VÀ CHIẾN LƯỢC ĐỔI MỚI SẢN PHẨM TRONG CÁC DOANH NGHIỆP SẢN XUẤT THỦ CÔNG perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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 cịn 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 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y 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 cơng 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 công (Barber & Krivoshlykova, 2006) Nhiều nghề thủ cơng bị mai khơng tiếp nối hệ Để trì phát triển nghề thủ cơng 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) Thông 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 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 perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to Số 301(2) tháng 7/2022 39 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y hợp perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a 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 that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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 công 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 công đóng góp trực tiếp cơng cụ quan trọng việc tạo ra, phản ánh lưu trữ giá trị văn hóa xã hội (Manifold, 2009; Pưllänen, 2011; Yang cộng sự, 2018) Định nghĩa Pöllänen (2013) thủ cơng đặt q trình suy nghĩ, cảm nhận chế tạo 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 q trình đổi sản phẩm Các nghiên cứu doanh nghiệp thủ cơng 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 công Một nghiên cứu nghiên cứu Fanchette & Stedman (2009) dựa khảo sát tài liệu lịch sử liệu thứ cấp mơ 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 cơng tập trung phân tích khía cạnh nhiễm mơi trường (Vũ Hồng Hoa & Phan Vân n, 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 cơng, 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 công’ 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 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y 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 mô, 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 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 cơng 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 công 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 perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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: Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y Bảng 2: Phổ đổi sản phẩm volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem Phổ đổi sản phẩm just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated 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 these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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 tạo môi 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 cơng SMEs, đổi sản phẩm đóng vai trò 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 mô 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 thơng 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 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y 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 q 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 tồn văn liệu Trong q 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 hố 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 cơng 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 “… Ơng 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 khơng nhà sản xuất bên ngồi mà 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 không chống lại logic 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 cơng đoạn vẽ trang trí sản phẩm trì “… Thủ cơng tất nhiên hàng quý 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 cơng, 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 trình tạo sản phẩm Quá trình tạo điều kiện cho sở sản xuất có kỹ thuật thủ cơng 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 perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to Số 301(2) tháng 7/2022 43 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y cho tạo Nhờ có mà người ta biết đến sản phẩm mới…”- M03 perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a Tính thẩm mỹ tinh xảo trình sản xuất sản phẩm thủ công 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 that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to “… Tức người chủ thích làm thủ cơng, đẹp cơng nhận làng nghề Bát Tràng 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 công nghệ nung đốt kiểm soát chất lượng sản phẩm “… Từ năm 90 tới năm 2000, thay đổi cơng nghệ, nung đốt lị ga Lị ga nung đốt chủ động… Nung đốt tốt sản phẩm tốt hơn…”- M02 Vai trị cơng nghệ sản xuất thủ công khẳng định House (1979) Insoll (2011) Cơng nghệ thúc đẩy tính kinh tế nhờ quy mơ, giảm chi phí sản xuất thực thao tác đòi hỏi xác (Kabwete & cộng sự, 2019) Thứ hai, nhờ trình hội nhập, thay đổi nguyên liệu chất lượng nguyên liệu thúc đẩy 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 cịn 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 đề cao trình tiếp thu kỹ thuật cao để nâng cao tay nghề kỹ thuật sản xuất Bên cạnh đó, yếu tố học hỏi thể qua 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 trị 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 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 công 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 cơng nhấn mạnh Thứ hai, sách quản lý nhà nước cần đẩy mạnh chuyển giao công nghệ tri thức lĩnh vực sản xuất thủ cơng 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 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Tài liệu tham khảo perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a 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 that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp 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 Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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 perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a Heany, D F (1983), ‘Degrees of product innovation’, Journal of Business Strategy, 3(14), 3-14 that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem House, E.R, (1979), ‘Technology versus Craft: a Ten Year Perspective on Innovation’, Journal of Curriculum Studies, 11:1, 1-15 just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated Im, S., & Workman, J P, (2004), ‘Market Orientation, Creativity, and New Product Performance in High-Technology Firms’, Journal of Marketing, 68(2), 114–132 these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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 Đồn, (2015), ‘Nghiên cứu giải pháp bảo vệ mơi 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 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his dream in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y Phùng Xuân Nhạ & Lê Quân, (2013), ‘Đổi sáng tạo doanh nghiệp Việt Nam’, Tạp chí Khoa học ĐHQGHN, 29, 1-11 perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once rem 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 just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated Pöllänen, Sinikka (2013), ‘The Meaning of Craft: Craft Makers’ Descriptions of Craft as an Occupation’, Scandinavian Journal of Occupational Therapy, 20(3), 217 these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormous buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to 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? The balance of goals of UK artisan food producers’, Entrepreneurship & Regional Development, 17(1), 1–15 Võ Hoàng Hoa, & Phan Vân Yên (2008), ‘Đánh giá tình hình nhiễm mơi trường đề xuất giải pháp giảm thiểu ô nhiễm làng nghề mây tre đan tỉnh Hà Tây’, Tạp chí Khoa học Kĩ thuật Thủy lợi Môi trường, 22, 33-40 Wright, K (2008), ‘Cleverest of the Clever: Coconut Craftsmen in Lamu, Kenya’, The Journal Of Modern Craft, 1(3), 323-343 Yang, Y., Shafi, M., Song, X., & Yang, R (2018), ‘Preservation of cultural heritage embodied in traditional crafts in the developing countries A case study of Pakistani handicraft industry’, Sustainability, 10 (5), 1336 Yin, R.K (2018), Case Study Research and Applications: Design and Methods (6th edn), London: Sage, London, United Kingdom Số 301(2) tháng 7/2022 47 Chapter I n my younger and more vulnerable years my father gave me some advice that I’ve been turning over in my mind ever since ‘Whenever you feel like criticizing any one,’ he told me, ‘just remember that all the people in this world haven’t had the advantages that you’ve had.’ He didn’t say any more but we’ve always been unusually communicative in a reserved way, and I understood that he meant a great deal more than that In consequence I’m in- clined to reserve all judgments, a habit that has opened up many curious natures to me and also made me the victim of not a few veteran bores The abnormal mind is quick to detect and attach itself to this quality when it appears in a normal person, and so it came about that in college I was unjustly accused of being a politician, because I was privy to the secret griefs of wild, unknown men Most of the con- fidences were unsought—frequently I have feigned sleep, preoccupation, or a hostile levity when I realized by some unmistakable sign that an intimate revelation was quiver- ing on the horizon—for the intimate revelations of young men or at least the terms in which they express them are usually plagiaristic and marred by obvious suppressions Reserving judgments is a matter of infinite hope I am still a little afraid of missing something if I forget that, as my fa- The Great G snobbishly repeat a sense of the fundamental decencies is parcelled out unequally at birth And, after boasting this way of my tolerance, I come to the admission that it has a limit Conduct may be founded on the hard rock or the wet marshes but after a certain point I don’t care what it’s founded on When I came back from the East last autumn I felt that I wanted the world to be in uniform and at a sort of moral attention forever; I want- ed no more riotous excursions with privileged glimpses into the human heart Only Gatsby, the man who gives his name to this book, was exempt from my reaction—Gatsby who represented everything for which I have an unaffect- ed scorn If personality is an unbroken series of successful gestures, then there was something gorgeous about him, some heightened sensitivity to the promises of life, as if he were related to one of those intricate machines that register earthquakes ten thousand miles away This responsiveness had nothing to with that flabby impressionability which is dignified under the name of the ‘creative temperament’— it was an extraordinary gift for hope, a romantic readiness such as I have never found in any other person and which it is not likely I shall ever find again No—Gatsby turned out all right at the end; it is what preyed on Gatsby, what foul dust floated in the wake of his drea in the abortive sorrows and short- winded elations of men My family have been prominent, well-to-do people in this middle-western city for three generations The Car- Free eBooks at Planet eBook.com raways are something of a clan and we have a tradition that we’re descended from the Dukes of Buccleuch, but the ac- tual founder of my line was my grandfather’s brother who came here in fifty-one, sent a substitute to the Civil War and started the wholesale hardware business that my father car- ries on today I never saw this great-uncle but I’m supposed to look like him—with special reference to the rather hard-boiled painting that hangs in Father’s office I graduated from New Haven in 1915, just a quarter of a century after my father, and a little later I participated in that delayed Teutonic mi- gration known as the Great War I enjoyed the counter-raid so thoroughly that I came back restless Instead of being the warm center of the world the middle-west now seemed like the ragged edge of the universe—so I decided to go east and learn the bond business Everybody I knew was in the bond business so I supposed it could support one more single man All my aunts and uncles talked it over as if they were choosing a prep-school for me and finally said, ‘Why—ye- es’ with very grave, hesitant faces Father agreed to finance me for a y perma- nently, I thought, in the spring of twenty-two The practical thing was to find rooms in the city but it was a warm season and I had just left a country of wide lawns and friendly trees, so when a young man at the office sug- gested that we take a house together in a commuting town it sounded like a great idea He found the house, a weather beaten cardboard bungalow at eighty a month, but at the last minute the firm ordered him to Washington and I went The Great Gatsby out to the country alone I had a dog, at least I had him for a few days until he ran away, and an old Dodge and a Finnish woman who made my bed and cooked breakfast and mut- tered Finnish wisdom to herself over the electric stove It was lonely for a day or so until one morning some man, more recently arrived than I, stopped me on the road ‘How you get to West Egg village?’ he asked helpless- ly I told him And as I walked on I was lonely no longer I was a guide, a pathfinder, an original settler He had casu- ally conferred on me the freedom of the neighborhood And so with the sunshine and the great bursts of leaves growing on the trees—just as things grow in fast movies—I had that familiar conviction that life was beginning over again with the summer There was so much to read for one thing and so much fine health to be pulled down out of the y volumes on banking and credit and investment securities and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mae- cenas knew And I had the high intention of reading many other books besides I was rather literary in college—one year I wrote a series of very solemn and obvious editorials for the ‘Yale News’—and now I was going to bring back all such things into my life and become again that most limited of all specialists, the ‘well-rounded man.’ This isn’t just an epigram—life is much more successfully looked at from a single window, after all Free eBooks at Planet eBook.com It was a matter of chance that I should have rented a house in one of the strangest communities in North Ameri- ca It was on that slender riotous island which extends itself due east of New York and where there are, among other natural curiosities, two unusual formations of land Twenty miles from the city a pair of enormous eggs, identical in contour and separated only by a courtesy bay, jut out into the most domesticated body of salt water in the Western Hemisphere, the great wet barnyard of Long Island Sound They are not perfect ovals—like the egg in the Columbus story they are both crushed flat at the contact end—but their physical resemblance must be a that fly overhead To the wingless a more arresting phenomenon is their dissimilarity in every particular except shape and size I lived at West Egg, the—well, the less fashionable of the two, though this is a most superficial tag to express the bi- zarre and not a little sinister contrast between them My house was at the very tip of the egg, only fifty yards from the Sound, and squeezed between two huge places that rented for twelve or fifteen thousand a season The one on my right was a colossal affair by any standard—it was a factual imi- tation of some Hôtel de Ville in Normandy, with a tower on one side, spanking new under a thin beard of raw ivy, and a marble swimming pool and more than forty acres of lawn and garden It was Gatsby’s mansion Or rather, as I didn’t know Mr Gatsby it was a mansion inhabited by a gentle- man of that name My own house was an eye-sore, but it was a small eye-sore, and it had been overlooked, so I had a The Great Gatsby view of the water, a partial view of my neighbor’s lawn, and the consoling proximity of millionaires—all for eighty dol- lars a month Across the courtesy bay the white palaces of fashionable East Egg glittered along the water, and the history of the summer really begins on the evening I drove over there to have dinner with the Tom Buchanans Daisy was my second cousin once re just after the war I spent two days with them in Chicago Her husband, among various physical accomplishments, had been one of the most powerful ends that ever played football at New Haven—a national figure in a way, one of those men who reach such an acute limited excellence at twenty-one that everything afterward savors of anti-cli- max His family were enormously wealthy—even in college his freedom with money was a matter for reproach—but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest It was hard to real- ize that a man in my own generation was wealthy enough to that Why they came east I don’t know They had spent a year in France, for no particular reason, and then drifted here and there unrestfully wherever people played polo and were rich together This was a permanent move, said Daisy over the telephone, but I didn’t believe it—I had no sight into Daisy’s heart but I felt that Tom would drift on forever seek- ing a little wistfully for the dramatic turbulence of some irrecoverable football game Free eBooks at Planet eBook.com And so it happened that on a warm windy evening I drove over to East Egg to see two old friends whom I scarce- ly knew at all Their house was even more elaborate than I exp Colonial man- sion overlooking the bay The lawn started at the beach and ran toward the front door for a quarter of a mile, jumping over sun-dials and brick walks and burning gardens—final- ly when it reached the house drifting up the side in bright vines as though from the momentum of its run The front was broken by a line of French windows, glowing now with reflected gold, and wide open to the warm windy afternoon, and Tom Buchanan in riding clothes was standing with his legs apart on the front porch He had changed since his New Haven years Now he was a sturdy, straw haired man of thirty with a rather hard mouth and a supercilious manner Two shining, arrogant eyes had established dominance over his face and gave him the appearance of always leaning aggressively forward Not even the effeminate swank of his riding clothes could hide the enormous power of that body—he seemed to fill those glistening boots until he strained the top lacing and you could see a great pack of muscle shifting when his shoulder moved under his thin coat It was a body capable of enor- mous leverage—a cruel body His speaking voice, a gruff husky tenor, added to the im- pression of fractiousness he conveyed There was a touch of paternal contempt in it, even toward people he liked—and there were men at New Haven who had hated these matters is final,’ 10 The Great Gatsby he seemed to say, ‘just because I’m stronger and more of a man than you are.’ We were in the same Senior Society, and while we were never intimate I always had the impression that he approved of me and wanted me to like him with some harsh, defiant wistfulness of his own We talked for a few minutes on the sunny porch ‘I’ve got a nice place here,’ he said, his eyes flashing about restlessly Turning me around by one arm he moved a broad flat hand along the front vista, including in its sweep a sunken Italian garden, a half acre of deep pungent roses and a snub- nosed motor boat that bumped the tide off shore ‘It belonged to Demaine the oil man.’ He turned me around again, politely and abruptly ‘We’ll go inside.’ We walked through a high hallway into a bright rosy- colored space, fragilely bound into the house by French windows at either end The windows were ajar and gleaming white against the fresh grass outside that seemed to grow a little way into the house A breeze blew through the room, blew curtains in at one end and out the other like pale flags, twisting them up toward the frosted wedding cake of the ceiling—and then rippled over the wine-colored rug, mak- ing a shadow on it as wind does on the sea The only completely stationary object in the room was an enormou buoyed up as though upon an anchored balloon They were both in white and their dresses were rippling and fluttering as if they had just been blown back in after a short flight around the house I must have stood for a few moments listening to