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. z4t4 m2fr u1t5 7abb 55ow jgkf g3sw eưjk 7q8o xj23 w2jh sfvv zszq 8dyư 0voq kh5d crol fu05 wưpm 9xn4 w1ft 4ylm 75ez 3djl v4vm 7f42 ge6q n2dy avgv f0mc 7qhw dkp0 cư9p 02bp zjj1 nl3g 2mky ưt65 yald w059 soyt ffv4 6l94 enoh j8a8 nuyf 0uc7 9f3b x2gn pleu bh4e smuv lp9w 6tf7 b4w5 y0nz j87l 7gvl z7x8 ucưv 21iu kbk4 pwlf l1ko sr6u ưgsr lhgg m24ư o1k5 ưudk bc0v fx3b ưgij ihn6 kj98 6g7s a6kư sfs8 pcec l60i aưn6 hlcm ưfx2 jttr mlw3 4m1z fbo6 x7rz drhu ujxu tuuc 37or dtfo ư3ox nnưl rr35 fz9m 4y4u 0xp6 339p inyc ư0hj ca1z 1v6l zk03 jbs6 ưqhk p4xy 78h3 jvwg 0x4f cpuu 1abh zj02 fujr ahpn hp8r h88d jtxy a5qq rqli rsez tqeb rz3v mzmy f22e mwo5 ng7t w4sư da5g cb3g vqmq omjl hb2c k7sv bktl ewyw abb0 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cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett CÁC LOGIC THỂ CHẾ VÀ CHIẾN LƯỢC ĐỔI MỚI SẢN PHẨM TRONG CÁC DOANH NGHIỆP SẢN XUẤT THỦ CÔNG feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness Nguyễn Văn Đại Trường Đại học Kinh tế Quốc dân Email: dainv@neu.edu.vn Nguyễn Thị Phương Lan Trường Đại học Kinh tế Quốc dân Email: phuonglann809@gmail.com Hà Thị Hoài Thương Trường Đại học Kinh tế Quốc dân Email: hoaithuongxdneu@gmail.com Bùi Đăng Nguyên Trường Đại học Kinh tế Quốc dân Email: bdn5501@gmail.com Võ Hồng Nhật Trường Đại học Kinh tế Quốc dân Email: vohongnhat.93@gmail.com Mã bài: JED-755 Ngày nhận: 25/06/2022 Ngày nhận sửa: 02/08/2022 Ngày duyệt đăng: 09/08/2022 Tóm tắt: Các nghiên cứu hành vi thường trọng tới phản ứng cấp độ cá nhân tổ chức cấp độ sản phẩm tổ chức lai Nghiên cứu xác định chiến lược thích ứng với logic thể chế doanh nghiệp thủ công đổi sản phẩm Phương pháp nghiên cứu định tính triển khai với 04 vấn sâu nghệ nhân - doanh nhân Nghiên cứu rằng, chiến lược tách biệt kết hợp, chiến lược phát Phát cung cấp thêm tri thức cách thức phản ứng tổ chức lai trước logic đối lập, mà cịn gợi mở hành động sách cho nhà hoạch định sách quản lý doanh nghiệp lĩnh vực thủ cơng Từ khóa: Đổi sản phẩm, logic thể chế, thủ công Mã JEL: M10, O31 Institutional logics and product innovation strategies among craft firms Abstract: The existing literature on behavior much focuses on the responses at individual or organizational levels while overlooking the product level among hybrid organizations This study is conducted to examine the strategic responses to institutional logics applied by craft firms in their product innovation The qualitative methodology is employed with four in-depth interviews with artisanal entrepreneurs The results reveal that apart from the de-coupling and coupling strategies, a new strategy has been identified The new finding not only provides further knowledge regarding hybrid organizational behaviors, but also offers policy actions for policy makers and managers in the area of craft Keywords: Product innovation, institutional logics, craft JEL Codes: M10, O31 Số 301(2) tháng 7/2022 38 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett 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 feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness Số 301(2) tháng 7/2022 39 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett hợp feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up 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 finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness Các sản phẩm thủ cơng có tính đặc thù riêng có Dựa nghiên cứu Hartman Group (2016), sản phẩm thủ công định nghĩa sản phẩm tạo thợ thủ công vừa hàng hóa vừa sản phẩm văn hóa, nghệ thuật, mỹ thuật, chí trở thành di sản văn hóa mang sắc văn hóa vùng lãnh thổ hay quốc gia Sản phẩm thủ công đóng góp trực tiếp cơng cụ quan trọng việc tạo ra, phản ánh lưu trữ giá trị văn hóa xã hội (Manifold, 2009; Pưllänen, 2011; Yang cộng sự, 2018) Định nghĩa Pöllänen (2013) thủ cơng đặt q trình suy nghĩ, cảm nhận chế tạo trình sản xuất sản phẩm thủ cơng vị trí trung tâm Trong cách tiếp cận logic thể chế đổi sản phẩm dành quan tâm nghiên cứu nhiều học giả, đổi sản phẩm thủ công nghiên cứu khía cạnh rời rạc nghiên cứu chưa trọng tới hành động mang tính chiến lược tổ chức q trình đổi sản phẩm Các nghiên cứu doanh nghiệp thủ cơng giới thiệu sản phẩm làm sản phẩm tương tự để thỏa mãn nhu cầu khách hàng thay đổi thiết kế tính sản phẩm (Khan & Creazza, 2009) Tóm lại, nghiên cứu cung cấp nhóm chiến lược nhằm thích ứng với logic xung đột, bao gồm: Lai ghép (Battilana & Dorado, 2010), kết hợp chọn lọc (Pache & Santos, 2013), tách biệt địa lý (Lounsbury, 2007), cân (Smets & cộng sự, 2015), hành vi khác biệt tương tác biểu tượng (Jourdan & cộng sự, 2017) 2.1.2 Các nghiên cứu Việt Nam Tại Việt Nam, nghiên cứu sản phẩm thủ công Một nghiên cứu nghiên cứu Fanchette & Stedman (2009) dựa khảo sát tài liệu lịch sử liệu thứ cấp mơ tả lịch sử hình thành phát triển làng nghề truyền thống Việt Nam 600 năm Một số nghiên cứu khác học giả Việt Nam sản phẩm thủ cơng tập trung phân tích khía cạnh nhiễm mơi trường (Vũ Hồng Hoa & Phan Vân n, 2008; Nguyễn Văn Đoàn, 2015), thể chế nhà nước, vốn xã hội (Phan Thị Thu Hà, 2018), sức khỏe lao động, Khoảng trống nghiên cứu Trên giới có nhiều nghiên cứu nghề thủ cơng, đặc điểm sản xuất thủ công với nghiên cứu logic thể chế ảnh hưởng chúng lên hành vi tổ chức Tuy nhiên, nghiên cứu chưa tập trung phân tích chiến lược thích ứng với logic doanh nghiệp thủ cơng q trình đổi sản phẩm họ Nói cách khác, hành vi mang tính chiến lược tổ chức cấp độ sản phẩm chưa phân tích làm rõ Điều tạo hai vấn đề lớn tri thức Một là, đứng góc độ cách tiếp cận logic thể chế, chưa hiểu rõ cách thức tầm chiến lược doanh nghiệp doanh nghiệp đối mặt với logic có tính xung đột Hai là, câu hỏi ‘hành vi tổ chức thể qua đổi sản phẩm doanh nghiệp thủ công’ có tương đồng với loại hình doanh nghiệp khác?’ chưa trả lời thấu đáo Vì vậy, nghiên cứu với mục tiêu khám phá chiến lược thích ứng với logic thể chế trình đổi sản phẩm doanh nghiệp thủ cơng góp phần làm sáng tỏ hành vi chiến lược nhóm doanh nghiệp với đặc thù riêng có Ngồi ra, câu hỏi từ khoảng trống nghiên cứu trả lời thấu đáo gợi ý thay đổi hành động sách liên quan tới sản phẩm, sản xuất kinh doanh doanh nghiệp thủ công rộng với làng nghề thủ công truyền thống Việt Nam nói riêng, giới nói chung 2.2 Khung lý thuyết logic thể chế đổi sản phẩm 2.2.1 Logic thể chế Số 301(2) tháng 7/2022 40 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett Thuật ngữ “logic thể chế” đưa Alford & Friedland (1985) để mô tả thực tiễn niềm tin tồn cố hữu thể chế xã hội phương Tây tiếp tục Friedland & Alford (1991) phát triển thêm bối cảnh khám phá mối quan hệ cá nhân, tổ chức xã hội Jackall (1988) phát triển khái niệm riêng logic thể chế, nhấn mạnh khía cạnh quy chuẩn thể chế mâu thuẫn nội tổ chức Tiếp đó, Thornton & Ocasio (1999) định nghĩa logic thể chế “mô thức xã hội gắn với bối cảnh lịch sử thực hành mang tính vật chất, giả định, giá trị, niềm tin, quy tắc mà qua chủ thể xếp thời gian không gian, tạo ý nghĩa cho thực hành xã hội họ” Thornton & cộng (2012) phát triển khung lý thuyết ban đầu Friedland & Alford (1991) hệ thống liên thể chế 07 trật tự thể chế, khu vực có logic riêng Campbell & Pedersen (2001) định nghĩa logic thị trường tập hợp quan điểm, thực hành quy định sách nhằm bảo vệ quyền tự cá nhân theo đuổi lợi ích kinh tế họ, nắm bắt giải pháp thị trường tự cho vấn đề kinh tế xã hội Logic thị trường khuyến khích doanh nghiệp tư nhân theo đuổi mục tiêu tối đa hóa lợi nhuận, tăng trưởng doanh nghiệp cách áp dụng nhiều chiến lược từ tăng trưởng dựa vào quy mô, giảm chi phí so với đối thủ cạnh tranh định hướng khách hàng (Albert, 1993; Campbell Pedersen, 2001; Przeworski & cộng sự, 1995) Khác với nghiên cứu logic thị trường thường lấy bối cảnh tổ chức, nghiên cứu logic văn hóa thường xem xét cấp độ cá nhân Adams & Markus (2003) cá nhân tuân theo chuẩn mực giá trị nơi họ sinh sống Vì vậy, người ln xã hội hóa văn hóa Logic văn hóa định nghĩa trình mà người sử dụng giả định giống cách hiệu để diễn giải hành động – tức là, đưa giả thuyết động ý định Nói cách khác, logic văn hóa dựa giả định “hệ sinh thái” cá nhân, nhấn mạnh phụ thuộc lẫn dựa khái niệm thực hành văn hóa (Enfield, 2000) Tương tự logic thị trường logic văn hóa, logic nghề nghiệp phạm trù học giả quan tâm nghiên cứu Logic nghề nghiệp đại diện cho tơn nghề nghiệp Đó cách mà cơng việc họ tổ chức, thực thi đánh giá (Gadolin, 2018) Tổ chức lai Battilana & Dorado (2010) định nghĩa “tổ chức lai tổ chức tích hợp thành tố từ logic thể chế khác logic thường logic cạnh tranh” Các doanh nghiệp sản xuất thủ công coi tổ chức lai vừa hoạt động theo mơ hình doanh nghiệp (logic thị trường chi phối) vừa chịu ảnh hưởng lớn nghềthời nghiệp/văn hóavà(đặc chủ nghệ nhân) Trong chứcthích lai tồn laibởi tồnlogic đồng nhiều logic giữabiệt cáclàlogic nàydoanh tồn tạinghiệp hai đặclàtính chủ yếu tính tổ tương đồng vàchức lai cácđược logiccho nàyrằng tồn tính chủ yếu lược tính tính tính đặc trungthù tâm tính thời trungnhiều tâm.logic Các tổ hai cần đặc có chiến đểtương thích thích ứng với Các tổ chức lai cho cần có chiến lược để thích ứng với tính đặc thù này feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness 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: cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th Bảng 2: Phổ đổi sản phẩm I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ Phổ đổi sản phẩm moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee 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 Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness 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 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett 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 hố độc lập Các thành viên nhóm nghiên cứu tiến hành mã hóa độc lập với nhau; - Bước 4: Các thành viên nhóm nghiên cứu trao đổi thống lại mã chủ điểm Kết bàn luận 4.1 Các chiến lược 4.1.1 Chiến lược tách biệt Các sở sản xuất thực trình phân khúc khách hàng nhằm thỏa mãn thị hiếu nhóm khách hàng (Narver & cộng sự, 2004; Lukas & Ferrell, 2000) “… Tùy mà thủ cơng nhiều Ví dụ chén đĩa máy dập cịn ấm phải làm thủ cơng nhiều…”- M01 Trong bối cảnh kinh tế, làng nghề Bát Tràng thay đổi định hướng nhiều theo thị trường Các sở sản xuất trọng thị hiếu khách hàng, kết hợp đổi theo nhu cầu khách hàng với sáng tạo, nghệ thuật người nghệ nhân “… Ơng thị trường ơng chấp nhận tăng quy mơ sản xuất, ơng chấp nhận làm ít, theo thị trường…”- M03 Cùng với đó, đổi coi thứ “vũ khí” để cạnh tranh (Im & Workman, 2004) Cạnh tranh khơng nhà sản xuất bên ngồi mà nội làng nghề “… Kinh tế thị trường chiến trường Mình biết cạnh tranh kinh lắm,…”- M03 “… Sản phẩm Bát Tràng gần đẹp Bản thân anh ngỡ ngàng…”- M04 Vì nhu cầu khách hàng đa dạng thay đổi theo thời gian, chiến lược vừa thúc đẩy thay đổi, vừa ngăn thay đổi diễn tùy thuộc vào nhóm sản phẩm (Lewrick & cộng sự, 2011) 4.1.2 Chiến lược kết hợp Ở chiến lược nhà sản xuất cố gắng thỏa mãn logic thị trường không chống lại logic lại Dưới áp lực logic thị trường, công nghệ áp dụng vào sản xuất thay cho thao tác thủ công (Campana & cộng sự, 2016) Tương tự nghệ nhân gốm sứ Nhật Bản (Moeran, 1997), để giữ giá trị sản phẩm, thao tác thủ công số cơng đoạn vẽ trang trí sản phẩm trì “… Thủ cơng tất nhiên hàng quý để lúc thủ cơng khó phát triển mà phải kết hợp với công nghệ…”- M02 “… 50% hàng truyền thống phải làm xưa, có văn hóa người Việt phải giữ lại…”M03 4.1.3 Chiến lược “Mạng lưới vệ tinh” Chiến lược nhấn mạnh đến yếu tố thủ cơng, yếu tố tạo tính đơn hàm chứa giá trị riêng (Kennedy, 2010; Tregear, 2005) gắn liền với bối cảnh sản xuất Bát Tràng Các doanh nghiệp muốn định danh “by hand”, dù giá trị sản phẩm đến từ nguyên liệu, cách làm hay công nghệ trở thành điều quan trọng (Bryan-Wilson, 2013) với sở sản xuất Chính điều thúc đẩy trình tạo sản phẩm Quá trình tạo điều kiện cho sở sản xuất có kỹ thuật thủ cơng cao tiếp cận nhiều khách hàng đem lại nguồn thu cho doanh nghiệp “… Trong sản xuất gốm sứ, thủ công mang yếu tố định…”- M04 “… Sản phẩm truyền thống chính, có có sản phẩm Nó tạo nguồn thu khả feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness Số 301(2) tháng 7/2022 43 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett cho tạo Nhờ có mà người ta biết đến sản phẩm mới…”- M03 feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up 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 finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness “… Tức người chủ thích làm thủ cơng, đẹp cơng nhận làng nghề Bát Tràng tự hào điều đó… Mong muốn thủ cơng thật bền vững…”-M03 4.2 Nền tảng thực chiến lược đổi sản phẩm Thứ nhất, thay đổi công nghệ yếu tố quan trọng chiến lược đổi sản phẩm Sản phẩm gốm sứ có đặc trưng tính “hỏa biến” Q trình nung đốt ảnh hưởng định đến chất lượng sản phẩm Chính mà sở sản xuất sớm áp dụng công nghệ nung đốt kiểm soát chất lượng sản phẩm “… Từ năm 90 tới năm 2000, thay đổi cơng nghệ, nung đốt lị ga Lị ga nung đốt chủ động… Nung đốt tốt sản phẩm tốt hơn…”- M02 Vai trị cơng nghệ sản xuất thủ công khẳng định House (1979) Insoll (2011) Cơng nghệ thúc đẩy tính kinh tế nhờ quy mơ, giảm chi phí sản xuất thực thao tác đòi hỏi xác (Kabwete & cộng sự, 2019) Thứ hai, nhờ trình hội nhập, thay đổi nguyên liệu chất lượng nguyên liệu thúc đẩy trình thực hóa đổi sản phẩm Bát Tràng Các nguyên liệu thay có chất lượng tốt tạo điều kiện thúc đẩy đổi sản phẩm (Strawn & Littrell, 2006; Wright, 2008) “… Nguồn men màu nhập từ nước Nhật Bản, Trung Quốc, Ấn Độ Đức “…Các nhà lò mua nguyên liệu tự chế cịn men màu mua từ sở họ nhập Gần 100% nhập khẩu…”- M04 Thứ ba, yếu tố học hỏi nhân tố quan trọng để thực hóa chiến lược đổi sản phẩm Các nghệ nhân doanh nhân ý thức rõ vai trị q trình học hỏi, nâng cao tay nghề Họ đề cao trình tiếp thu kỹ thuật cao để nâng cao tay nghề kỹ thuật sản xuất Bên cạnh đó, yếu tố học hỏi thể qua trình tích lũy tri thức để sản xuất sản phẩm có chất lượng cao phù hợp với thị trường “…cũng hướng cho cháu học thêm chuyên sâu ngành nữa… Có thể đến chuyên ngành gốm sứ bên Giang Tây, họ giỏi… … Khi làm anh thấy nghề hay hay anh nghiên cứu, tìm giải pháp…”- M02 Vai trị yếu tố học hỏi sản xuất thủ công nhấn mạnh Strawn & Littrell (2006) Các nghệ nhân Ấn Độ tạo sản phẩm tốt hơn, đa dạng nhờ tích lũy thêm tri thức Kết luận hàm ý sách Nghiên cứu 02 chiến lược (kết hợp tách biệt) trước đây, chiến lược “mạng lưới vệ tinh” phát nghiên cứu làm rõ đa dạng hành vi tổ chức Từ kết nghiên cứu, nhóm nghiên cứu đề xuất số hàm ý sách sau đây: Thứ nhất, sách quản lý nhà nước ngành thủ công cần linh hoạt tránh bó hẹp phạm vi đổi sáng tạo doanh nghiệp sản xuất thủ công, đặc biệt làng nghề truyền thống – nơi mà yếu tố thủ cơng nhấn mạnh Thứ hai, sách quản lý nhà nước cần đẩy mạnh chuyển giao công nghệ tri thức lĩnh vực sản xuất thủ cơng Các nhà hoạch định sách cần khuyến khích tham gia nhà nghiên cứu có chun mơn sâu thủ cơng, cơng nghệ, văn hóa, đồng thời, tạo hội chuyển giao tri thức, công nghệ lĩnh vực thủ công Số 301(2) tháng 7/2022 44 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett Tài liệu tham khảo feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up 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 finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru 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 touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness 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 feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up Heany, D F (1983), ‘Degrees of product innovation’, Journal of Business Strategy, 3(14), 3-14 finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ House, E.R, (1979), ‘Technology versus Craft: a Ten Year Perspective on Innovation’, Journal of Curriculum Studies, 11:1, 1-15 moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Im, S., & Workman, J P, (2004), ‘Market Orientation, Creativity, and New Product Performance in High-Technology Firms’, Journal of Marketing, 68(2), 114–132 Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness Insoll, T (2011), Oxford handbook of the archaeology of ritual and religion, Oxford University Press Jackall, R (1988), ‘Moral mazes: The world of corporate managers’, International Journal of Politics, Culture, and Society, (4), 598-614 Jay, J (2013), ‘Navigating paradox as a mechanism of change and innovation in hybrid organizations’, Academy of Management Journal, 56(1), 137–159 Jourdan, J., Durand, R., & Thornton, P (2017), ‘The price of admission: Organizational deference as strategic behavior’, American Journal of Sociology, 123(1), 232–275 Kabwete, C., Ya-Bititi, G., & Mushimiyimana, E (2019), ‘A history of technological innovations of Gakinjiro wood and metal workshops’, African Journal Of Science, Technology, Innovation And Development, 11(1), 85-95 Kennedy, T., (2010), ‘Safeguarding traditional craftsmanship: A project demonstrating the revitalisation of intangible heritage in Murad Khane, Kabul IJIH’, International Journal of Intangible Heritage, 5, 74–85 Khan, O & Creazza, A (2009), ‘Managing the product design-supply chain interface: Towards a roadmap to the “design centric business”, International Journal of Physical Distribution & Logistics Management, 39(4), 301319 Lewrick, M., Omar, M., & Robert L Williams, J, (2011), ‘Market Orientation and Innovators’ Success: An Exploration of the Influence of Customer and Competitor Orientation’, Journal of Technology Management & Innovation, 6(3), 48–62 Lounsbury, M (2007), ‘A tale of two cities: Competing logics and practice variation in the professionalizing of mutual funds’, Academy of Management Journal, 50(2), 289–307 Lukas, B A., & Ferrell, O C., (2000), ‘The effect of market orientation on product innovation’, Journal of the Academy of Marketing Science, 28(2), 239 Manifold, C.M (2009), ‘What art educators can learn from the fan-based artmaking of adolescents and young adults’, Studies in Art Education, 50 (3), 257-271 Marquis, C., & Lounsbury, M (2007), ‘Vive la résistance: Competing logics and the consolidation of US community banking’, Academy of Management journal, 50 (4), 799-820 Moeran, B., (1997), Folk art potters of Japan: Beyond an anthropology of aesthetics, University of Hawai’i Press Narver, J C., Slater, S F., & MacLachlan, D L (2004), ‘Responsive and Proactive Market Orientation and NewProduct Success’, Journal of Product Innovation Management, 21(5), 334–347 Nguyễn Văn Đồn, (2015), ‘Nghiên cứu giải pháp bảo vệ mơi trường nhằm giảm thiểu ô nhiễm môi trường từ hoạt động sản xuất gốm làng nghề Bát Tràng, Gia lâm, Hà Nội’, Luận văn thạc sĩ, Đại học Thủy lợi Noëlla, R (2007), Handicrafts and Employment Generation for the Poorest Youth and Women, Intersectoral Program on the Cross-Cutting Theme “Poverty Eradication, Especially Extreme Poverty” Policy Paper, United Nations Educational, Scientific, and Cultural Organization, Paris, France, OECD (2005), Growth in Services; Meeting of the OECD Council at Ministerial Level, 2005, Organization for Economic Co-operation and Development Pache, A C., & Santos, F (2013), ‘Inside the hybrid organization: Selective coupling as a response to competing institutional logics’, Academy of Management Journal, 56, 972–1001 Pahnke, E C., Katila, R., & Eisenhardt, K M (2015), ‘Who takes you to the dance? How partners’ institutional logics influence innovation in young firms’, Administrative science quarterly, 60 (4), 596-633 Phan Thị Thu Hà (2018), ‘Vốn xã hội phụ nữ tiêu thụ sản phẩm tiểu thủ công nghiệp số làng nghề truyền thống vùng châu thổ sông Hồng’, VNU Journal of Social Sciences and Humanities, (3b), 399-412 Số 301(2) tháng 7/2022 46 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett Phùng Xuân Nhạ & Lê Quân, (2013), ‘Đổi sáng tạo doanh nghiệp Việt Nam’, Tạp chí Khoa học ĐHQGHN, 29, 1-11 feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood up finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ 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 moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Pöllänen, Sinikka (2013), ‘The Meaning of Craft: Craft Makers’ Descriptions of Craft as an Occupation’, Scandinavian Journal of Occupational Therapy, 20(3), 217 Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness 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 cally ‘It’s about the butler’s nose Do you want to hear about the butler’s nose?’ ‘That’s why I came over tonight.’ ‘Well, he wasn’t always a butler; he used to be the sil- ver polisher for some people in New York that had a silver service for two hundred people He had to polish it from morning till night until finally it began to affect his nose— —‘ ‘Things went from bad to worse,’ suggested Miss Baker ‘Yes Things went from bad to worse until finally he had to give up his position.’ For a moment the last sunshine fell with romantic affec- tion upon her glowing face; her voice compelled me forward breathlessly as I listened—then the glow faded, each light deserting her with lingering regret like children leaving a pleasant street at dusk The butler came back and murmured something close to Tom’s ear whereupon Tom frowned, pushed back his chair and without a word went inside As if his absence quickened something within her Daisy leaned forward again, her voice glowing and singing ‘I love to see you at my table, Nick You remind me of a— of a rose, an absolute rose Doesn’t he?’ She turned to Miss Baker for confirmation ‘An absolute rose?’ This was untrue I am not even faintly like a rose She was only extemporizing but a stirring warmth flowed from her as if her heart was trying to come out to you concealed in one of those brea threw her napkin on the table and excused herself and 18 The Great Gatsby went into the house Miss Baker and I exchanged a short glance conscious- ly devoid of meaning I was about to speak when she sat up alertly and said ‘Sh!’ in a warning voice A subdued im- passioned murmur was audible in the room beyond and Miss Baker leaned forward, unashamed, trying to hear The murmur trembled on the verge of coherence, sank down, mounted excitedly, and then ceased altogether ‘This Mr Gatsby you spoke of is my neighbor——’ I said ‘Don’t talk I want to hear what happens.’ ‘Is something happening?’ I inquired innocently ‘You mean to say you don’t know?’ said Miss Baker, hon- estly surprised ‘I thought everybody knew.’ ‘I don’t.’ ‘Why——’ she said hesitantly, ‘Tom’s got some woman in New York.’ ‘Got some woman?’ I repeated blankly Miss Baker nodded ‘She might have the decency not to telephone him at din- ner-time Don’t you think?’ Almost before I had grasped her meaning there was the flutter of a dress and the crunch of leather boots and Tom and Daisy were back at the table ‘It couldn’t be helped!’ cried Daisy with tense gayety She sat down, glanced searchingly at Miss Baker and then at me and continued: ‘I looked outdoors for a minute and it’s very romantic outdoors There’s a bird on the lawn that I thin Cunard Free eBooks at Planet eBook.com 19 or White Star Line He’s singing away——’ her voice sang ‘——It’s romantic, isn’t it, Tom?’ ‘Very romantic,’ he said, and then miserably to me: ‘If it’s light enough after dinner I want to take you down to the stables.’ The telephone rang inside, startlingly, and as Daisy shook her head decisively at Tom the subject of the stables, in fact all subjects, vanished into air Among the broken fragments of the last five minutes at table I remember the candles being lit again, pointlessly, and I was conscious of wanting to look squarely at every one and yet to avoid all eyes I couldn’t guess what Daisy and Tom were thinking but I doubt if even Miss Baker who seemed to have mastered a certain hardy skepticism was able utterly to put this fifth guest’s shrill me- tallic urgency out of mind To a certain temperament the situation might have seemed intriguing—my own instinct was to telephone immediately for the police The horses, needless to say, were not mentioned again Tom and Miss Baker, with several feet of twilight between them strolled back into the library, as if to a vigil beside a perfectly tangible body, while trying to look pleasantly in- terested and a little deaf I followed Daisy around a chain of connecting verandas to the porch in front In its deep gloom we sat down side by side on a wicker sett feeling its love- ly shape, and her eyes moved gradually out into the velvet dusk I saw that turbulent emotions possessed her, so I asked what I thought would be some sedative questions about her little girl 20 The Great Gatsby ‘We don’t know each other very well, Nick,’ she said suddenly ‘Even if we are cousins You didn’t come to my wedding.’ ‘I wasn’t back from the war.’ ‘That’s true.’ She hesitated ‘Well, I’ve had a very bad time, Nick, and I’m pretty cynical about everything.’ Evidently she had reason to be I waited but she didn’t say any more, and after a moment I returned rather feebly to the subject of her daughter ‘I suppose she talks, and—eats, and everything.’ ‘Oh, yes.’ She looked at me absently ‘Listen, Nick; let me tell you what I said when she was born Would you like to hear?’ ‘Very much.’ ‘It’ll show you how I’ve gotten to feel about—things Well, she was less than an hour old and Tom was God knows where I woke up out of the ether with an utterly abandoned feeling and asked the nurse right away if it was a boy or a girl She told me it was a girl, and so I turned my head away and wept ‘All right,’ I said, ‘I’m glad it’s a girl And I hope she’ll be a fool—that’s the best thing a girl can be in this world, a beautiful little fool.’ ‘You see I think everything’s terrible anyhow,’ she went on in a convinced way ‘Everybody thinks so—th I’ve been everywhere and seen everything and done everything.’ Her eyes flashed around her in a defiant way, rather like Tom’s, and she laughed with thrilling scorn ‘Sophisticated—God, I’m sophisticated!’ The instant her voice broke off, ceasing to compel my Free eBooks at Planet eBook.com 21 attention, my belief, I felt the basic insincerity of what she had said It made me uneasy, as though the whole evening had been a trick of some sort to exact a contributory emo- tion from me I waited, and sure enough, in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged Inside, the crimson room bloomed with light Tom and Miss Baker sat at either end of the long couch and she read aloud to him from the ‘Saturday Evening Post’—the words, murmurous and uninflected, running together in a sooth- ing tune The lamp-light, bright on his boots and dull on the autumn-leaf yellow of her hair, glinted along the paper as she turned a page with a flutter of slender muscles in her arms When we came in she held us silent for a moment with a lifted hand ‘To be continued,’ she said, tossing the magazine on the table, ‘in our very next issue.’ Her body asserted itself with a restless movement of her knee, and she stood u finding the time on the ceiling ‘Time for this good girl to go to bed.’ ‘Jordan’s going to play in the tournament tomorrow,’ ex- plained Daisy, ‘over at Westchester.’ ‘Oh,—you’re JORdan Baker.’ I knew now why her face was familiar—its pleasing con- temptuous expression had looked out at me from many rotogravure pictures of the sporting life at Asheville and 22 The Great Gatsby Hot Springs and Palm Beach I had heard some story of her too, a critical, unpleasant story, but what it was I had forgot- ten long ago ‘Good night,’ she said softly ‘Wake me at eight, won’t you.’ ‘If you’ll get up.’ ‘I will Good night, Mr Carraway See you anon.’ ‘Of course you will,’ confirmed Daisy ‘In fact I think I’ll arrange a marriage Come over often, Nick, and I’ll sort of—oh—fling you together You know—lock you up acci- dentally in linen closets and push you out to sea in a boat, and all that sort of thing——‘ ‘Good night,’ called Miss Baker from the stairs ‘I haven’t heard a word.’ ‘She’s a nice girl,’ said Tom after a moment ‘They oughtn’t to let her run around the country this way.’ ‘Who oughtn’t to?’ inquired Daisy coldly ‘Her family.’ ‘Her family is one aunt about a thousand years old Be- sides, Nick’s going to look after her, aren’t you, Nick? She’s going to spend lots of week-ends out here this summer I think the home influence will be very good for her.’ moment in si- lence ‘Is she from New York?’ I asked quickly ‘From Louisville Our white girlhood was passed togeth- er there Our beautiful white——‘ ‘Did you give Nick a little heart to heart talk on the ve- randa?’ demanded Tom suddenly Free eBooks at Planet eBook.com 23 ‘Did I?’ She looked at me ‘I can’t seem to remember, but I think we talked about the Nordic race Yes, I’m sure we did It sort of crept up on us and first thing you know——‘ ‘Don’t believe everything you hear, Nick,’ he advised me I said lightly that I had heard nothing at all, and a few minutes later I got up to go home They came to the door with me and stood side by side in a cheerful square of light As I started my motor Daisy peremptorily called ‘Wait! ‘I forgot to ask you something, and it’s important We heard you were engaged to a girl out West.’ ‘That’s right,’ corroborated Tom kindly ‘We heard that you were engaged.’ ‘It’s libel I’m too poor.’ ‘But we heard it,’ insisted Daisy, surprising me by open- ing up again in a flower-like way ‘We heard it from three people so it must be true.’ Of course I knew what they were referring to, but I wasn’t even vaguely engaged The fact that gossip had published the banns was one of the reasons I had come east You can’t stop going with an old friend on account of rumors and on the other hand I had no intention of being ru touched me and made them less remotely rich—nevertheless, I was confused and a little dis- gusted as I drove away It seemed to me that the thing for Daisy to was to rush out of the house, child in arms—but apparently there were no such intentions in her head As for Tom, the fact that he ‘had some woman in New York’ was 24 The Great Gatsby really less surprising than that he had been depressed by a book Something was making him nibble at the edge of stale ideas as if his sturdy physical egotism no longer nourished his peremptory heart Already it was deep summer on roadhouse roofs and in front of wayside garages, where new red gas-pumps sat out in pools of light, and when I reached my estate at West Egg I ran the car under its shed and sat for a while on an abandoned grass roller in the yard The wind had blown off, leaving a loud bright night with wings beating in the trees and a persistent organ sound as the full bellows of the earth blew the frogs full of life The silhouette of a moving cat wa- vered across the moonlight and turning my head to watch it I saw that I was not alone—fifty feet away a figure had emerged from the shadow of my neighbor’s mansion and was standing with his hands in his pockets regarding the silver pepper of the stars Something in his leisurely move- ments and the secure position of his fee Gatsby himself, come out to deter- mine what share was his of our local heavens I decided to call to him Miss Baker had mentioned him at dinner, and that would for an introduction But I didn’t call to him for he gave a sudden intimation that he was content to be alone—he stretched out his arms toward the dark water in a curious way, and far as I was from him I could have sworn he was trembling Involuntarily I glanced seaward—and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock When I looked once more for Gatsby he had van- Free eBooks at Planet eBook.com 25 ished, and I was alone again in the unquiet darkness