TITLE:
Research on Integrity Evaluation System of Food Brand Enterprises Based on the Creeds of Business Governance*
AUTHORS:
Xie Fan, Meng Yong
KEYWORDS:
Food Brand; Brand Integrity; Creeds of Business Governance; Integrity Evaluation System
JOURNAL NAME:
Open Journal of Business and Management,
Vol.2 No.1,
January
16,
2014
ABSTRACT: Under today’s market environment, the brand is an important intangible asset to enterprises. If the brandiscertain to win in the market, the first condition is to establish a good image of integrity and makesit firmly rooted in the minds of consumers. In recent years, a spate of food brands lacking of integrity events shocked the nation and the world which make people’s health, and economic development under serious threat. How to evaluate the integrity of the food brands, find out the reason for lacking of integrity and provide a reference to the integrity system construction of food brand enterprises are the main content of this paper. This paper is based on the Creeds of Business Governance in Oriental Management theory and builds integrity indicator system according to the four ethics—honesty, trustworthiness, justice and benevolence. AHP is utilized to calculate the index weight to make the integrity evaluation system with scientific and operability.