基于经典扎根理论的虚拟创业决策模型研究

A Research on the Virtualized Entrepreneurship Decision-making Model Based on the Classical Grounded Theory

在日益复杂动荡的经济环境中,创业活动已成为当今社会生活普遍存在的经营现象,引发了学术界对该现象的热烈讨论。虚拟经营的优势已在业界和学术界得到普遍认可,许多创业成功的企业都采用了这种经营模式。那么,创业者为何采取虚拟经营模式进行创业?以虚拟经营模式创业的动因和影响因素有哪些?其决策过程是怎样的?这些问题迫切需要得到理论阐释。本文运用经典扎根理论研究方法,以三家典型企业为案例进行了质性研究,提出了"虚拟创业"的概念,归纳出企业虚拟创业的内部动因来自"创业者有强烈的创业动机"、"创业期企业资源能力有限"、"传统经营模式无法快速响应市场需求"和"创业者拥有强烈的品牌意识"四个方面,同时发现虚拟创业也与外部环境的支持和压力有关,进而得到虚拟创业决策的关键影响因素为盟主企业虚拟创业的意愿、能力和外部产业环境支持度。在此基础上,构建了企业虚拟创业的一般决策模型,完整描述了企业虚拟创业的内外部动因、影响因素及其相互作用,为进行更加深入的研究打下了理论基础。

In the increasingly complex and variable environment,entrepreneurial activity has become a common business phenomenon and brought hot discussion in the academic circles.The advantages of virtualized operation have been acknowledged by business circles and academic circles,and have led many enterprises to success.Therefore,such questions are obliged to be answered as why an entrepreneur adopts the virtualized operation model to begin the business,what factors and motives can be used to explain this operation model,and what the decision-making process is like.This paper uses the classical grounded theory to research into three typical corporations,based on which it puts forward the concept of ＂virtualized entrepreneurship＂.It draws the conclusion that the internal motives include entrepreneurs＇ motivation,limited resources and ability at the initial stage,traditional business model＇s inability to rapidly respond to market demand,and sharp brand consciousness of entrepreneurs.It is also found that virtualized entrepreneurship is connected with external environment which may be supportive or oppressive,the key factors in the decision-making of virtualized entrepreneurship including the aspirations for and ability of the virtualized entrepreneurship,and support from the external industrial environment.Based on those studies,this paper constructs the general decision-making model of virtualized entrepreneurship,which integrally describes the internal and external motives,influencing factors and their interactions,laying the theoretical foundation to further research.