Organization Reputation And Enterprise Growth:The Mediating Role Of Innovation Legitimacy

With San Lu’s "melamine" event, An Ran’s "cheat" case, Toyota’s "back door" events occurring,the image position of relevant enterprises are seriously affected in the public mind, make the enterprise have to start reviewing the construction and maintenance of its reputation. Organizational reputation is a kind of sustainable competitive advantage and invisible assets, by building a good reputation can help enterprises to obtain resources to realize the innovation. Enterprises need to constantly update knowledge and accelerate the development of enterprise development in order to maintain competitive advantage.But enterprise innovation is influenced by social environment and institutional constraints. That is to say, Innovation legitimacy as "threshold" of innovative products into the market, corporate use of innovation resources for innovation must get government, relevant departments and the public legitimacy to achieve product revenue recognition for innovation and reach the company growth.This study shows that organizational reputation can promote enterprise innovation and enterprise growth but it must make innovations meet the requirements of the market and institutional constraints. The innovation of market-oriented institutional constraints problem gets great attention. However, this part does not get researchers’ attention in the domestic. By studying the organization’s reputation to improve enterprise innovation, we set organizational reputation as independent variables, legitimacy as intermediary variables, innovation enterprise growth as the dependent variable to make empirical study. Not only reveals the importance of organizational reputation to firm growth, but also enrich the theory of legitimacy of innovation research.Researches about organizational reputation、 legitimacy and enterprise growth from domestic and abroad give us some reference. we use the 191 valid questionnaires to make a empirical research through SPSS21.0.We get the following conclusions.(1)Brand image, social responsibility, innovation ability and the staff quality have a positive relationship between firm growth.(2)Brand image and the staff quality have a positive relationship between regulation legitimacy, normative legitimacy and cognitive legitimacy.(3)Social responsibility has a positive relationship between regulation legitimacy.(4)Innovation ability has a positive relationship between normative legitimacy and cognitive legitimacy.(5)Regulation legitimacy、normative legitimacy and cognitive legitimacy have a positive relationship between firm growth.(6)Regulation legitimacy plays an intermediary role between brand image, social responsibility and the staff quality, normative legitimacy plays an intermediary role between brand image, innovation ability and staff quality, cognitive legitimacy plays an intermediary role between brand image, innovation ability and staff quality.