Understanding corporate culture and business performance from a Confucian perspective
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 19 August 2021
Issue publication date: 18 March 2022
Abstract
Purpose
This paper aims to develop a culturally sensitive model based on the Chinese Confucian philosophy and normative ethics, which emphasizes the wholehearted social responsibility of a Junzi (a noble man). Analogous to the popular marketing concept and strategic marketing orientation concepts, the authors define the Junzi concept as a business philosophy and Junzi orientation as the implementation of this philosophy. It proposes a Junzi orientation has a positive influence on companies' performances.
Design/methodology/approach
An 18-item scale comprising five dimensions: (1) Ren – benevolence, humaneness; (2) Yi – appropriateness, righteousness; (3) Li – propriety, harmonious differentiation; (4) Zhi – wisdom, knowledge management; and (5) Xin – integrity, trustworthiness, was developed to measure Junzi orientation. A total of 423 questionnaires were collected from different industries in Hong Kong, and confirmatory factor analyses were conducted.
Findings
The multidimensional behavioral construct of Junzi orientation scale was reliable and valid. The data supported that Junzi orientation has a positive influence on companies' performances.
Practical implications
The paper suggests that Junzi orientation could enhance a firm's competitive advantage.
Originality/value
This paper develops a culturally sensitive business orientation scale based on Chinese Confucianism and normative ethics.
Keywords
Citation
Tian, V.-I., Tang, F. and Tse, A.C.B. (2022), "Understanding corporate culture and business performance from a Confucian perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 4, pp. 759-777. https://doi.org/10.1108/APJML-08-2020-0555
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited