| Agriculture is one of essential human activities, the value of history, culture and society are all originated from it. As a result of Green Revolution, the abuses of pesticides and chemical fertilizers on a globe scale did help to considerably increase crop yields, but more importantly, it has been corroding our ecosystem in every possible way.. Ina great material wealth of modern society, increasingly scholars and entrepreneurs realize the accelerating conflicts between the demands of pursuing higher life quality and the deterioration of ecological environment. As far as I may suggest, developing organic agriculture is one of the most effective ways to tackle with this problem. Since the1970’s, organic agriculture has attracted growing attention thus got the opportunity to develop. But the intrinsic properties of organic agricultural e.g. high inputs, slow rewards, strict standards, etc. block the door on a great many of companies. Fortunately, there are also some entrepreneurs full of social responsibility around us. They devoted themselves to organic agricultural despite its difficulties and obstacles. A Yunnan local company, named Moral Goods is one of the typical representatives of them. Now this company is passing over to the second generation of the managementIn my survey, both interviewing and field research methods are employed to collect information. Author got a comprehensive understanding of the operation of enterprise and the situation of internal communication not only Data collection are mainly done by observing the daily operation, production and delivery process of this corporation, and also interviewing with the management and workers. These materials are synthesized together to conduct a comprehensive understanding of the operation and internal communication in this specific company. Furthermore, document analysis method is used in this paper in order to learn more about organic agriculture and family business by integrating related journal articles from WanFang database, China HowNet and other academic database. Most research theories used and the orientation of this research are built by in-depth literature study. Case study of Moral Goods provides a detailed typical analysis in terms of the state of operation, challenging problems and developing strategies in organic agriculture. SWOT analysis is also employed in strategy research paper to set up some rules to follow. Comparison between two generations of the family who rules Moral Goods in different stage not only tells us the unique characterize of this company, but also provoke the thought on solutions towards conflicts and problems, as well as integration of resources.The purpose of this research is for the benefits of organic agriculture. More specifically, through the above mentioned research methods, it suggests in which way an organic company could find its own position in this emerging industry and how to accomplish their corporate mission. Moral Goods, which detailed analysis are conducted concerning its developing problems, is chosen as a typical case. This research could help this company identify their own problems thus achieving a healthier and more rapid growth. In a larger scale, this is also to provide an excellent example, and to generate some ideas or discover some methods for other Yunnan local small and micro enterprises in organic farming industry. |
