Research On The Relationship Between Entrepreneurial Orientation,Ethical Orientation And Corporate Performance:The Mediating Effect Of Organizational Legitimacy

An effective strategic theory and behavior must reflect its significance to the economic performance of the enterprise.The profound changes in the internal and external environment have led to changes in the decision-making and business practices of enterprises.Supply chains,customers,governments,and other stakeholders have increasingly influenced the economic performance of enterprises.These changes require companies to practice entrepreneurial orientation strategies,innovate products and services,and optimize management.At the same time,it should meet ethical requirements in dealing with stakeholders,engaging in various business activities and undertaking corresponding social responsibilities.The line of theoretical development indicates that on the one hand,existing theories can not provide sufficient theoretical basis and action guidelines for the integration of entrepreneurial orientation and ethical orientation which are two potential conflicting forces.In previous studies,entrepreneurial orientation and ethical orientation were discussed as independent variables to discuss the impact on corporate economic performance,separately.The discussion of their common influence on corporate economic performance is limited to the field of entrepreneurial ethics.It is particularly necessary to study the interactive effects of entrepreneurial orientation and ethical orientation on corporate economic performance in a broader context,and the theoretical basis of the interaction between the two also needs to be further broadened.On the other hand,gaining legitimacy can enable companies to gain the recognition of stakeholders and provide more possibilities for companies to maintain their competitive advantages and improve their economic performance.In current research,scholars more often use legitimacy as an environmental variable to influence corporate performance,emphasize the moderate role of legitimacy,and neglect the legality of resource attributes.Therefore,based on the theory of strategic orientation,this paper analyzes how entrepreneurial orientation,ethical orientation,and their interactions affect organizational economic performance through organizational legitimacy.Therefore,the hypotheses of relationship among entrepreneurial orientation,ethical orientation,their interactions and organizational economic performance are proposed.We empirically examined the above conceptual framework by regressive analytical technique.The regression model was analyzed using the Process program based on Spss23.0.The results show that entrepreneurial orientation and ethical orientation are two conflicting forces that have opposite effects on corporate economic performance.Entrepreneurial orientation can have a significant positive impact on corporate economic performance.Ethical orientation can have a significant negative effect on corporate economic performance,and organizational legitimacy mediates the relationship.Although the interaction between entrepreneurial orientation and ethical orientation will have a negative impact on the economic performance of the company,such negative effects can be effectively prevented by the organizational legitimacy.