On a deeper level, “ Wisdom” also reflects the operational policy and philosophy of a corporation which focus on consumer needs and satisfying those needs with benevolence and love. first, conducting marketing research, then the management of marketing information system for study, and at last the analysis of major trends of the market. In daily corporate operation, “Wisdom” includes the management of corporate knowledge, which is illustrated in a sequential activity, i.e.
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In face of problems, they are free from indecisiveness. Chapter 28 of Book XIV “Xian Wen” in Confucian Analects describes Junzi as “wise, he is free from perplexities”, which means that wise people are able to deeply understand issues and the connection between issues. “ Wisdom” is the capacity to be wise and insightful, to acquire knowledge, analyze, judge, create and think.
In addition, consumers of Fair Trade Coffee have a sense of satisfaction when they contribute to the social charity. The farmers’ neighbourhoods can receive additional funding to improve their medical facilities, among other social amenities. Under the Fair Trade Coffee programme, not only can the income of the farmers be increased, but they can also learn and adopt more environmentally friendly and sustainable farming techniques.
A good example of achieving an all-win situation with propriety is Fair Trade Coffee. In Chapter 12 of Book I “Xue Er” in Confucian Analects, the philosopher You said, “In practicing the rules of propriety, a natural ease is to be prized”. In the book “Of Honor and Disgrace” in Xunzi, “Propriety” is “the way to make the whole populace live together in harmony and unity”. The “ Propriety” in Junzi corporations refers to corporations being devoted to attaining the individual goals of each stakeholder with the achievement of an all-win situation and mutual benefit and assistance as the guiding principle. Therefore, a rightness-oriented corporation operates in accord with reasonable business practices. Anything that is appropriate and what is good for the public is righteousness”. At the Book of “San Zi JIng” (The Three Character Classic), it depicts the meaning of “ Righteousness” as “what people should do is righteousness. In the perspective of business management, a corporation who shows caring to its customers and stakeholders with a benevolent heart can be regarded as a benevolence-oriented Junzi Corporation.Īccording to “the Doctrine of the Mean” of Zhongyong, Chapter 20 (ii), “ Righteousness” means “setting things appropriate, or fit”. In Chapter 22 of Book XI “Yan Yuan” of the Analects of Confucius, when Fan Chi, who was one of the disciples of Confucius, asked about benevolence, the Master replied that “It is to love all men.” Thus, loving everyone equals “Benevolence”. Liang Shuming regarded “Benevolence” the most important concept in the teachings of Confucius. “ Benevolence”, in a business context, implies a loving heart and kindness in operations. In Chinese tradition, the “Five Virtues” refer to “Benevolence, Rightness, Propriety, Wisdom and Trustworthiness”, which are the core values of Confucianism, and in a business context, the principles for Junzi Corporations to adhere to.
Junzi, which denotes an ideal of human excellence in Confucianism, is also the epithet given to a person who observes the highest standard of Confucian ethics likewise, the name “Junzi Corporation” is assigned to a business corporation which conduct operations in accordance with the Confucian ethics.
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