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系統識別號 U0002-1112201814120500
中文論文名稱 修辭策略和合法性:以修辭者傑夫貝佐斯爲例
英文論文名稱 Rhetorical Strategy and Legitimacy: The Rhetor of Jeff Bezos
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 107
學期 1
出版年 108
研究生中文姓名 吳雅妮
研究生英文姓名 Jessica Silviana Goenawan
學號 605585321
學位類別 碩士
語文別 英文
口試日期 2018-12-05
論文頁數 69頁
口試委員 指導教授-涂敏芬
委員-許書瑋
委員-吳佳虹
中文關鍵字 修辭  合法性  創業  過程  亞馬遜(Amazon) 
英文關鍵字 rhetoric  legitimacy  entrepreneurial  process  Amazon 
學科別分類
中文摘要 本論文探索創業家如何透過植基於創業過程的修辭策略,塑造組織的合法性。本研究結合Aristotle提出的三種修辭策略,包括:邏輯、情感、信譽,以及Suchman提出的三種合法性:組織實用、道德、認知的合法性,針對一個探索性個案:亞馬遜公司,以及該公司的創辦人Jeff Bezos做為修辭者,進行研究分析。本論文透過内容分析,採用嚴謹、多步驟的研究流程,分析亞馬遜公司自1997至2016年的致股東通知信函。研究結果顯示:亞馬遜發展的20年間,創業家通過三種組合的修辭策略獲得組織實用的合法性:情感-價值策略,邏輯-證據策略以及情感-必须策略。
英文摘要 This paper extends the role of rhetor’s in shaping company legitimacy through rhetorical strategy based on the entrepreneurial process. This study elaborates with Aristotle’s three types of rhetorical strategies – logos, pathos, ethos, and combines with Suchman’s three types of legitimacy – pragmatic, moral and cognitive legitimacy for analyzing the data. This research is based on a single and exploratory case study of Amazon company and Jeff Bezos as the rhetor. This study adopts content analysis of Amazon’s letter to shareholders from 1997 to 2016 and used for the primary data in the analysis and follows several steps in order to appeal more accurate result. This article then resulting that during 20 years of Amazon development, rhetor wants to achieve pragmatic legitimacy from the audiences with three combinations of rhetorical strategies: pathos-value, pathos-need and logos-evidence strategy.
論文目次 TABLE OF CONTENTS
Abstract I
Table of Contents III
List of Tables IV
List of Figures IV
1. INTRODUCTION 1
2. LITERATURE REVIEW 4
2.1 Rhetorical strategies in organization 4
2.2 Legitimacy in organization 7
2.3 Rhetoric and legitimacy relationship 12
2.4 Entrepreneurial process in organization 13
3. METHODS 16
3.1 Research Setting 16
3.2 Data Sources 23
3.3 Data Analysis 24
4. ANALYSIS 29
4.1 Rhetorical strategies analysis 29
4.1.1 Initiation and Development period of Amazon (1995 – 1999) 31
4.1.2 Breakthrough and Growth period of Amazon (2000 – 2010) 34
4.1.3 Expansion and Establishment period of Amazon (2011 – 2016) 38
4.2 Legitimation strategies analysis 43
4.3 Discussion 47
5. CONCLUSION 52
5.1 Conclusion 52
5.2 Research implication and limitations 53
References 56
Appendix I. Amazon’s Invention and Innovations products and services 60
Appendix II. Amazon’s timeline and major events 62
Appendix III. Summary of Amazon’s Letter to Shareholders (1997 – 2016) 64


LIST OF TABLES
Table 1 Rhetorical strategies in organizational 6
Table 2. Percentage of rhetorical strategies in Amazon’s letter to shareholders 30
Table 3. Rhetorical and legitimacy strategies in Amazon 44


LIST OF FIGURES
Figure 1. Amazon innovations in products and services 17
Figure 2. Amazon’s Annual Revenue and Net Income from 1997 to 2016 18
Figure 3. Amazon Net Income from 1997 to 2016 (in million) 18
Figure 4. Amazon stock price (USD per share) 19
Figure 5. Amazon employees’ development (in thousand) 20
Figure 6. Data structures 27
Figure 7. Theoretical framework 28
Figure 8. Ethos, pathos and logos distribution in Amazon’s letter to shareholders 29
Figure 9. The classification period of Amazon’s entrepreneurial process 31

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