Abstract
Enterprise anthropology is a new discipline that applies cultural anthropological theories and methodologies into business studies. It has established an improved theoretical system in China. This paper explains and analyzes the core-competitiveness of the time-honored brand enterprises by the theoretical system of enterprise anthropology. Based on the questionnaire of investigation and quantitative analysis, this paper argues that craftsmanspirit1 is exactly where the core-competitiveness and value advantage lie, which includes the shop rules, ancestry doctrines and the exceptional enterprise cultures formed since its creation and playing significant social functions within the inheritance and transformation processes of enterprises.
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