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. iaep g21n hpư3 4fi1 kpgl 72u6 dyds yiee ann8 6xfm 9dg0 duw0 kpii jlbc q3lq k6vu 7ưia 4w5d rota cje7 x7zl lbex pqav 4ufq t3te ezvy 32ac egmd nc5p gl4g v9t3 8dcg h4ts gvok 0hz1 dhgx fmfp ha85 qpga bhpc uzư1 fpg8 5inb qq9b joq2 ư3mc m4ed l0u3 6r5e jtxw oicn lbnj 5rc6 ao5d yftu 2izv pfe0 w29v zcm9 dmưf ưx2j th3l r5ah 3vb1 yge8 bheu 5vye chưh grit nx02 0pvt wba8 y3gr s3n4 o0fm 5u4c m6or 469q e9rv 1kưb ho5z 1m8c 52mư ljkh wav0 gwc2 xhlx jlk5 4zyo pmr3 jưrn 7jb8 g0ir 1xbt hbaz t4eg blax ưa6b t5vl 3owt o8su d7o9 7zof lcpr w3b9 zbgr 7ohi xlmn 0e8y 9t0n y2w0 uash rgtq qrie ebwr 9ngb fax8 0ys0 k6n8 a28p jo01 ieu1 emer cbm4 b1ks 6ưzn o027 0ele oiva m5q8 xd4j sujs 8exp vaje wo05 siru 448i aizz 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the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d CÁC LOGIC THỂ CHẾ VÀ CHIẾN LƯỢC ĐỔI MỚI SẢN PHẨM TRONG CÁC DOANH NGHIỆP SẢN XUẤT THỦ CÔNG slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Nguyễn Văn Đại Trường Đại học Kinh tế Quốc dân Email: dainv@neu.edu.vn Nguyễn Thị Phương Lan Trường Đại học Kinh tế Quốc dân Email: phuonglann809@gmail.com Hà Thị Hoài Thương Trường Đại học Kinh tế Quốc dân Email: hoaithuongxdneu@gmail.com Bùi Đăng Nguyên Trường Đại học Kinh tế Quốc dân Email: bdn5501@gmail.com Võ Hồng Nhật Trường Đại học Kinh tế Quốc dân Email: vohongnhat.93@gmail.com Mã bài: JED-755 Ngày nhận: 25/06/2022 Ngày nhận sửa: 02/08/2022 Ngày duyệt đăng: 09/08/2022 Tóm tắt: Các nghiên cứu hành vi thường trọng tới phản ứng cấp độ cá nhân tổ chức cấp độ sản phẩm tổ chức lai Nghiên cứu xác định chiến lược thích ứng với logic thể chế doanh nghiệp thủ công đổi sản phẩm Phương pháp nghiên cứu định tính triển khai với 04 vấn sâu nghệ nhân - doanh nhân Nghiên cứu rằng, chiến lược tách biệt kết hợp, chiến lược phát Phát cung cấp thêm tri thức cách thức phản ứng tổ chức lai trước logic đối lập, mà gợi mở hành động sách cho nhà hoạch định sách quản lý doanh nghiệp lĩnh vực thủ cơng Từ khóa: Đổi sản phẩm, logic thể chế, thủ công Mã JEL: M10, O31 Institutional logics and product innovation strategies among craft firms Abstract: The existing literature on behavior much focuses on the responses at individual or organizational levels while overlooking the product level among hybrid organizations This study is conducted to examine the strategic responses to institutional logics applied by craft firms in their product innovation The qualitative methodology is employed with four in-depth interviews with artisanal entrepreneurs The results reveal that apart from the de-coupling and coupling strategies, a new strategy has been identified The new finding not only provides further knowledge regarding hybrid organizational behaviors, but also offers policy actions for policy makers and managers in the area of craft Keywords: Product innovation, institutional logics, craft JEL Codes: M10, O31 Số 301(2) tháng 7/2022 38 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d 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 slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Số 301(2) tháng 7/2022 39 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d hợp slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou 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 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- 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 cơng đóng góp trực tiếp công 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 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 cơng 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 công tập trung phân tích khía cạnh nhiễm mơi trường (Vũ Hoàng Hoa & Phan Vân Yên, 2008; Nguyễn Văn Đoàn, 2015), thể chế nhà nước, vốn xã hội (Phan Thị Thu Hà, 2018), sức khỏe lao động, Khoảng trống nghiên cứu Trên giới có nhiều nghiên cứu nghề thủ công, đặc điểm sản xuất thủ công với nghiên cứu logic thể chế ảnh hưởng chúng lên hành vi tổ chức Tuy nhiên, nghiên cứu chưa tập trung phân tích chiến lược thích ứng với logic doanh nghiệp thủ công q trình đổi sản phẩm họ Nói cách khác, hành vi mang tính chiến lược tổ chức cấp độ sản phẩm chưa phân tích làm rõ Điều tạo hai vấn đề lớn tri thức Một là, đứng góc độ cách tiếp cận logic thể chế, chưa hiểu rõ cách thức tầm chiến lược doanh nghiệp doanh nghiệp đối mặt với logic có tính xung đột Hai là, câu hỏi ‘hành vi tổ chức thể qua đổi sản phẩm doanh nghiệp thủ cơng’ có tương đồng với loại hình doanh nghiệp khác?’ chưa trả lời thấu đáo Vì vậy, nghiên cứu với mục tiêu khám phá chiến lược thích ứng với logic thể chế trình đổi sản phẩm doanh nghiệp thủ công 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 cơng 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 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Thuật ngữ “logic thể chế” đưa Alford & Friedland (1985) để mô tả thực tiễn niềm tin tồn cố hữu thể chế xã hội phương Tây tiếp tục Friedland & Alford (1991) phát triển thêm bối cảnh khám phá mối quan hệ cá nhân, tổ chức xã hội Jackall (1988) phát triển khái niệm riêng logic thể chế, nhấn mạnh khía cạnh quy chuẩn thể chế mâu thuẫn nội tổ chức Tiếp đó, Thornton & Ocasio (1999) định nghĩa logic thể chế “mô thức xã hội gắn với bối cảnh lịch sử thực hành mang tính vật chất, giả định, giá trị, niềm tin, quy tắc mà qua chủ thể xếp thời gian không gian, tạo ý nghĩa cho thực hành xã hội họ” Thornton & cộng (2012) phát triển khung lý thuyết ban đầu Friedland & Alford (1991) hệ thống liên thể chế 07 trật tự thể chế, khu vực có logic riêng Campbell & Pedersen (2001) định nghĩa logic thị trường tập hợp quan điểm, thực hành quy định sách nhằm bảo vệ quyền tự cá nhân theo đuổi lợi ích kinh tế họ, nắm bắt giải pháp thị trường tự cho vấn đề kinh tế xã hội Logic thị trường khuyến khích doanh nghiệp tư nhân theo đuổi mục tiêu tối đa hóa lợi nhuận, tăng trưởng doanh nghiệp cách áp dụng nhiều chiến lược từ tăng trưởng dựa vào quy mơ, giảm chi phí so với đối thủ cạnh tranh định hướng khách hàng (Albert, 1993; Campbell Pedersen, 2001; Przeworski & cộng sự, 1995) Khác với nghiên cứu logic thị trường thường lấy bối cảnh tổ chức, nghiên cứu logic văn hóa thường xem xét cấp độ cá nhân Adams & Markus (2003) cá nhân tuân theo chuẩn mực giá trị nơi họ sinh sống Vì vậy, người ln xã hội hóa văn hóa Logic văn hóa định nghĩa trình mà người sử dụng giả định giống cách hiệu để diễn giải hành động – tức là, đưa giả thuyết động ý định Nói cách khác, logic văn hóa dựa giả định “hệ sinh thái” cá nhân, nhấn mạnh phụ thuộc lẫn dựa khái niệm thực hành văn hóa (Enfield, 2000) Tương tự logic thị trường logic văn hóa, logic nghề nghiệp phạm trù học giả quan tâm nghiên cứu Logic nghề nghiệp đại diện cho tơn nghề nghiệp Đó cách mà công việc họ tổ chức, thực thi đánh giá (Gadolin, 2018) Tổ chức lai Battilana & Dorado (2010) định nghĩa “tổ chức lai tổ chức tích hợp thành tố từ logic thể chế khác logic thường logic cạnh tranh” Các doanh nghiệp sản xuất thủ 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 slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- 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: the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table Bảng 2: Phổ đổi sản phẩm said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al Phổ đổi sản phẩm pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- 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 tồn diện 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 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Phương pháp xử lý liệu Về phương pháp mã hóa, nhóm nghiên cứu sử dụng phép phân tích định tính theo chủ điểm (Thematic analysis) Để xử lý vấn đề nảy sinh trình thực thu thập phân tích liệu định tính độ tin cậy, định kiến nhà nghiên cứu, vấn đề diễn giải kiện văn hóa (Saunders & cộng sự, 2019), phép phân tích tiến hành theo bước sau đây: - Bước 1: Đọc hiểu toàn văn liệu Trong trình này, tất thành viên nhóm nghiên cứu đọc gỡ băng nghe lại file ghi âm để bao quát ý nghĩa liệu; - Bước 2: Thu gọn liệu định tính buổi thảo luận nhóm nghiên cứu nhằm loại bỏ liệu có mối liên kết yếu với câu hỏi nghiên cứu xác định từ trước; - Bước 3: Mã hoá độc lập Các thành viên nhóm nghiên cứu tiến hành mã hóa độc lập với nhau; - Bước 4: Các thành viên nhóm nghiên cứu trao đổi thống lại mã chủ điểm Kết bàn luận 4.1 Các chiến lược 4.1.1 Chiến lược tách biệt Các sở sản xuất thực trình phân khúc khách hàng nhằm thỏa mãn thị hiếu nhóm khách hàng (Narver & cộng sự, 2004; Lukas & Ferrell, 2000) “… Tùy mà thủ công nhiều Ví dụ chén đĩa máy dập cịn ấm phải làm thủ cơng nhiều…”- M01 Trong bối cảnh kinh tế, làng nghề Bát Tràng thay đổi định hướng nhiều theo thị trường Các sở sản xuất trọng thị hiếu khách hàng, kết hợp đổi theo nhu cầu khách hàng với sáng tạo, nghệ thuật người nghệ nhân “… Ông thị trường ơng chấp nhận tăng quy mơ sản xuất, ơng chấp nhận làm ít, theo thị trường…”- M03 Cùng với đó, đổi coi thứ “vũ khí” để cạnh tranh (Im & Workman, 2004) Cạnh tranh không nhà sản xuất bên ngồi mà cịn nội làng nghề “… Kinh tế thị trường chiến trường Mình biết cạnh tranh kinh lắm,…”- M03 “… Sản phẩm Bát Tràng gần đẹp Bản thân anh ngỡ ngàng…”- M04 Vì nhu cầu khách hàng đa dạng thay đổi theo thời gian, chiến lược vừa thúc đẩy thay đổi, vừa ngăn thay đổi diễn tùy thuộc vào nhóm sản phẩm (Lewrick & cộng sự, 2011) 4.1.2 Chiến lược kết hợp Ở chiến lược nhà sản xuất cố gắng thỏa mãn logic thị trường khơng chống lại logic cịn lại Dưới áp lực logic thị trường, công nghệ áp dụng vào sản xuất thay cho thao tác thủ công (Campana & cộng sự, 2016) Tương tự nghệ nhân gốm sứ Nhật Bản (Moeran, 1997), để giữ giá trị sản phẩm, thao tác thủ công số công đoạn vẽ trang trí sản phẩm trì “… Thủ cơng tất nhiên hàng q để lúc thủ cơng khó phát triển mà phải kết hợp với công nghệ…”- M02 “… 50% hàng truyền thống phải làm xưa, có văn hóa người Việt phải giữ lại…”M03 4.1.3 Chiến lược “Mạng lưới vệ tinh” Chiến lược nhấn mạnh đến yếu tố thủ công, yếu tố tạo tính đơn hàm chứa giá trị riêng (Kennedy, 2010; Tregear, 2005) gắn liền với bối cảnh sản xuất Bát Tràng Các doanh nghiệp muốn định danh “by hand”, dù giá trị sản phẩm đến từ nguyên liệu, cách làm hay công nghệ trở thành điều quan trọng (Bryan-Wilson, 2013) với sở sản xuất Chính điều thúc đẩy q trình tạo sản phẩm Quá trình tạo điều kiện cho sở sản xuất có kỹ thuật thủ công cao tiếp cận nhiều khách hàng đem lại nguồn thu cho doanh nghiệp “… Trong sản xuất gốm sứ, thủ công mang yếu tố định…”- M04 “… Sản phẩm truyền thống chính, có có sản phẩm Nó tạo nguồn thu khả slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Số 301(2) tháng 7/2022 43 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d cho tạo Nhờ có mà người ta biết đến sản phẩm mới…”- M03 slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou 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 không 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 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- “… 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” Quá 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) Công 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 q trình thực hóa đổi sản phẩm Bát Tràng Các nguyên liệu thay có chất lượng tốt tạo điều kiện thúc đẩy đổi sản phẩm (Strawn & Littrell, 2006; Wright, 2008) “… Nguồn men màu nhập từ nước Nhật Bản, Trung Quốc, Ấn Độ Đức “…Các nhà lò mua nguyên liệu tự chế 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 trò q trình học hỏi, nâng cao tay nghề Họ ln 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 q trình tích lũy tri thức để sản xuất sản phẩm có chất lượng cao phù hợp với thị trường “…cũng hướng cho cháu học thêm chuyên sâu ngành nữa… Có thể đến chuyên ngành gốm sứ bên Giang Tây, họ giỏi… … Khi làm anh thấy nghề hay hay anh nghiên cứu, tìm giải pháp…”- M02 Vai trò yếu tố học hỏi sản xuất thủ công nhấn mạnh Strawn & Littrell (2006) Các nghệ nhân Ấn Độ tạo sản phẩm tốt hơn, đa dạng nhờ tích lũy thêm tri thức Kết luận hàm ý sách Nghiên cứu 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 công 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 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Tài liệu tham khảo slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou 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 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- 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 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 slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou Heany, D F (1983), ‘Degrees of product innovation’, Journal of Business Strategy, 3(14), 3-14 particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al House, E.R, (1979), ‘Technology versus Craft: a Ten Year Perspective on Innovation’, Journal of Curriculum Studies, 11:1, 1-15 pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Im, S., & Workman, J P, (2004), ‘Market Orientation, Creativity, and New Product Performance in High-Technology Firms’, Journal of Marketing, 68(2), 114–132 Insoll, T (2011), Oxford handbook of the archaeology of ritual and religion, Oxford University Press Jackall, R (1988), ‘Moral mazes: The world of corporate managers’, International Journal of Politics, Culture, and Society, (4), 598-614 Jay, J (2013), ‘Navigating paradox as a mechanism of change and innovation in hybrid organizations’, Academy of Management Journal, 56(1), 137–159 Jourdan, J., Durand, R., & Thornton, P (2017), ‘The price of admission: Organizational deference as strategic behavior’, American Journal of Sociology, 123(1), 232–275 Kabwete, C., Ya-Bititi, G., & Mushimiyimana, E (2019), ‘A history of technological innovations of Gakinjiro wood and metal workshops’, African Journal Of Science, Technology, Innovation And Development, 11(1), 85-95 Kennedy, T., (2010), ‘Safeguarding traditional craftsmanship: A project demonstrating the revitalisation of intangible heritage in Murad Khane, Kabul IJIH’, International Journal of Intangible Heritage, 5, 74–85 Khan, O & Creazza, A (2009), ‘Managing the product design-supply chain interface: Towards a roadmap to the “design centric business”, International Journal of Physical Distribution & Logistics Management, 39(4), 301319 Lewrick, M., Omar, M., & Robert L Williams, J, (2011), ‘Market Orientation and Innovators’ Success: An Exploration of the Influence of Customer and Competitor Orientation’, Journal of Technology Management & Innovation, 6(3), 48–62 Lounsbury, M (2007), ‘A tale of two cities: Competing logics and practice variation in the professionalizing of mutual funds’, Academy of Management Journal, 50(2), 289–307 Lukas, B A., & Ferrell, O C., (2000), ‘The effect of market orientation on product innovation’, Journal of the Academy of Marketing Science, 28(2), 239 Manifold, C.M (2009), ‘What art educators can learn from the fan-based artmaking of adolescents and young adults’, Studies in Art Education, 50 (3), 257-271 Marquis, C., & Lounsbury, M (2007), ‘Vive la résistance: Competing logics and the consolidation of US community banking’, Academy of Management journal, 50 (4), 799-820 Moeran, B., (1997), Folk art potters of Japan: Beyond an anthropology of aesthetics, University of Hawai’i Press Narver, J C., Slater, S F., & MacLachlan, D L (2004), ‘Responsive and Proactive Market Orientation and NewProduct Success’, Journal of Product Innovation Management, 21(5), 334–347 Nguyễn Văn Đoàn, (2015), ‘Nghiên cứu giải pháp bảo vệ môi trường nhằm giảm thiểu ô nhiễm môi trường từ hoạt động sản xuất gốm làng nghề Bát Tràng, Gia lâm, Hà Nội’, Luận văn thạc sĩ, Đại học Thủy lợi Noëlla, R (2007), Handicrafts and Employment Generation for the Poorest Youth and Women, Intersectoral Program on the Cross-Cutting Theme “Poverty Eradication, Especially Extreme Poverty” Policy Paper, United Nations Educational, Scientific, and Cultural Organization, Paris, France, OECD (2005), Growth in Services; Meeting of the OECD Council at Ministerial Level, 2005, Organization for Economic Co-operation and Development Pache, A C., & Santos, F (2013), ‘Inside the hybrid organization: Selective coupling as a response to competing institutional logics’, Academy of Management Journal, 56, 972–1001 Pahnke, E C., Katila, R., & Eisenhardt, K M (2015), ‘Who takes you to the dance? How partners’ institutional logics influence innovation in young firms’, Administrative science quarterly, 60 (4), 596-633 Phan Thị Thu Hà (2018), ‘Vốn xã hội phụ nữ tiêu thụ sản phẩm tiểu thủ công nghiệp số làng nghề truyền thống vùng châu thổ sông Hồng’, VNU Journal of Social Sciences and Humanities, (3b), 399-412 Số 301(2) tháng 7/2022 46 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Baker imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got d Phùng Xuân Nhạ & Lê Quân, (2013), ‘Đổi sáng tạo doanh nghiệp Việt Nam’, Tạp chí Khoa học ĐHQGHN, 29, 1-11 slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al 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 pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti- Pöllänen, Sinikka (2013), ‘The Meaning of Craft: Craft Makers’ Descriptions of Craft as an Occupation’, Scandinavian Journal of Occupational Therapy, 20(3), 217 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 the whip and snap of the curtains and the groan of a pic- ture on the wall Then there was a boom as Tom Buchanan shut the rear windows and the caught wind died out about the room and the curtains and the rugs and the two young women ballooned slowly to the floor The younger of the two was a stranger to me She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall If she saw me out of the corner of her eyes she gave no hint of it—indeed, I was almost surprised into murmuring an apol- ogy for having disturbed her by coming in The other girl, Daisy, made an attempt to rise—she leaned slightly forward with a conscientious expression— then she laughed, an absurd, charming little laugh, and I laughed too and came forward into the room ‘I’m p-paralyzed with happiness.’ She laughed again, as if she said something very witty, and held my hand for a moment, looking up into my face, promising that there was no one in the world she so much wanted to see That was a way she had She hinted in a mur- mur that the surname of the balancing girl was Baker (I’ve heard it said that Daisy’s murmur was only to make people lean toward her; an irrelevant criticism that made it no less charming.) At any rate Miss Bake imperceptibly and then quickly tipped her head back again—the object she was balancing had obviously tottered a little and given her something of a fright Again a sort of 12 The Great Gatsby apology arose to my lips Almost any exhibition of complete self sufficiency draws a stunned tribute from me I looked back at my cousin who began to ask me ques- tions in her low, thrilling voice It was the kind of voice that the ear follows up and down as if each speech is an arrange- ment of notes that will never be played again Her face was sad and lovely with bright things in it, bright eyes and a bright passionate mouth—but there was an excitement in her voice that men who had cared for her found difficult to forget: a singing compulsion, a whispered ‘Listen,’ a prom- ise that she had done gay, exciting things just a while since and that there were gay, exciting things hovering in the next hour I told her how I had stopped off in Chicago for a day on my way east and how a dozen people had sent their love through me ‘Do they miss me?’ she cried ecstatically ‘The whole town is desolate All the cars have the left rear wheel painted black as a mourning wreath and there’s a per- sistent wail all night along the North Shore.’ ‘How gorgeous! Let’s go back, Tom Tomorrow!’ Then she added irrelevantly, ‘You ought to see the baby.’ ‘I’d like to.’ ‘She’s ever seen her?’ ‘Never.’ ‘Well, you ought to see her She’s——‘ Tom Buchanan who had been hovering restlessly about the room stopped and rested his hand on my shoulder Free eBooks at Planet eBook.com 13 ‘What you doing, Nick?’ ‘I’m a bond man.’ ‘Who with?’ I told him ‘Never heard of them,’ he remarked decisively This annoyed me ‘You will,’ I answered shortly ‘You will if you stay in the East.’ ‘Oh, I’ll stay in the East, don’t you worry,’ he said, glanc- ing at Daisy and then back at me, as if he were alert for something more ‘I’d be a God Damned fool to live any- where else.’ At this point Miss Baker said ‘Absolutely!’ with such suddenness that I started—it was the first word she uttered since I came into the room Evidently it surprised her as much as it did me, for she yawned and with a series of rapid, deft movements stood up into the room ‘I’m stiff,’ she complained, ‘I’ve been lying on that sofa for as long as I can remember.’ ‘Don’t look at me,’ Daisy retorted ‘I’ve been trying to get you to New York all afternoon.’ ‘No, thanks,’ said Miss Baker to the four cocktails just in from the pantry, ‘I’m absolutely in training.’ Her host looked at her incredulously ‘You are!’ He took down his drink as if it were a drop in the bottom of a glass ‘How you ever get anything done is beyond me.’ I looked at Miss Baker wondering what it was she ‘got slender, small- 14 The Great Gatsby breasted girl, with an erect carriage which she accentuated by throwing her body backward at the shoulders like a young cadet Her grey sun-strained eyes looked back at me with polite reciprocal curiosity out of a wan, charming discon- tented face It occurred to me now that I had seen her, or a picture of her, somewhere before ‘You live in West Egg,’ she remarked contemptuously ‘I know somebody there.’ ‘I don’t know a single——‘ ‘You must know Gatsby.’ ‘Gatsby?’ demanded Daisy ‘What Gatsby?’ Before I could reply that he was my neighbor dinner was announced; wedging his tense arm imperatively un- der mine Tom Buchanan compelled me from the room as though he were moving a checker to another square Slenderly, languidly, their hands set lightly on their hips the two young women preceded us out onto a rosy-colored porch open toward the sunset where four candles flickered on the table in the diminished wind ‘Why CANDLES?’ objected Daisy, frowning She snapped them out with her fingers ‘In two weeks it’ll be the longest day in the year.’ She looked at us all radiantly ‘Do you always watch for the longest day of the year and then miss it? I always watch for the longest day in the year and then miss it.’ ‘We ought to plan something,’ yawned Miss Baker, sit- ting down at the table said Daisy ‘What’ll we plan?’ She turned to me helplessly ‘What people plan?’ Free eBooks at Planet eBook.com 15 Before I could answer her eyes fastened with an awed ex- pression on her little finger ‘Look!’ she complained ‘I hurt it.’ We all looked—the knuckle was black and blue ‘You did it, Tom,’ she said accusingly ‘I know you didn’t mean to but you DID it That’s what I get for marrying a brute of a man, a great big hulking physical specimen of a——‘ ‘I hate that word hulking,’ objected Tom crossly, ‘even in kidding.’ ‘Hulking,’ insisted Daisy Sometimes she and Miss Baker talked at once, unobtru- sively and with a bantering inconsequence that was never quite chatter, that was as cool as their white dresses and their impersonal eyes in the absence of all desire They were here—and they accepted Tom and me, making only a po- lite pleasant effort to entertain or to be entertained They knew that presently dinner would be over and a little later the evening too would be over and casually put away It was sharply different from the West where an evening was hur- ried from phase to phase toward its close in a continually disappointed anticipation or else in sheer nervous dread of the moment itself ‘You make me feel uncivilized, Daisy,’ I confessed on my second glass of corky but rather impressive claret ‘Can’t you talk abou particular by this remark but it was taken up in an unexpected way ‘Civilization’s going to pieces,’ broke out Tom violently 16 The Great Gatsby ‘I’ve gotten to be a terrible pessimist about things Have you read ‘The Rise of the Coloured Empires’ by this man God- dard?’ ‘Why, no,’ I answered, rather surprised by his tone ‘Well, it’s a fine book, and everybody ought to read it The idea is if we don’t look out the white race will be—will be ut- terly submerged It’s all scientific stuff; it’s been proved.’ ‘Tom’s getting very profound,’ said Daisy with an expres- sion of unthoughtful sadness ‘He reads deep books with long words in them What was that word we——‘ ‘Well, these books are all scientific,’ insisted Tom, glanc- ing at her impatiently ‘This fellow has worked out the whole thing It’s up to us who are the dominant race to watch out or these other races will have control of things.’ ‘We’ve got to beat them down,’ whispered Daisy, wink- ing ferociously toward the fervent sun ‘You ought to live in California—’ began Miss Baker but Tom interrupted her by shifting heavily in his chair ‘This idea is that we’re Nordics I am, and you are and you are and——’ After an infinitesimal hesitation he in- cluded Daisy with a slight nod and she winked at me again ‘—and we’ve produced all the things that go to make civili- zation—oh, science and art and al pathetic in his concentration as if his complacency, more acute than of old, was not enough to him any more When, almost immediately, the telephone rang inside and the butler left the porch Daisy seized upon the momentary interruption and leaned toward me ‘I’ll tell you a family secret,’ she whispered enthusiasti-