创业故事的三成分模型:探索文化创业的微观结构

The Three Component Model of Entrepreneurial Story: The Exploration of Micro Structure of Cultural Entrepreneurship

文化创业理论的提出是创业研究在近期的一次重要突破。该理论认为初创阶段的创业绩效在很大程度上依赖于创业讲故事,因为后者就是组织获得合法性最重要的机制。然而,有关创业故事构成的理论研究尚处于探索阶段。在回顾近15年的相关文献的基础上,首次提出创业故事的三成分模型(创业身份阐释、合法化身份的意图和修辞运用)。主要观点包括:(1)创业故事围绕创业身份的阐释而展开;(2)故事中的创业身份构建同时基于事实和非事实信息;(3)创业故事中包含两种合法化创业身份的表达意图,分别是表达身份的遵从性和表达身份的区分性;(4)在创业故事中,针对两种表达意图存在各自对应的修辞策略。上述研究成果推动了文化创业理论的纵深化发展,拓展了人们对创业故事构成的认识,并为未来更加精确的实证研究奠定了基础。借助创业故事三成分模型及相关知识,创业教育实践者将更加有效地指导准创业者们提高创业沟通能力和创业成功率。

The proposal of cultural entrepreneurship theory is an important breakthrough lately in entrepreneurship research. The theory holds that the entrepreneurial performance in the start-up stage largely depends on the entrepreneurial story which is the most important mechanism to obtain organizational legitimacy. However, the theoretical research of the structure of entrepreneurial story is still in the early exploratory stage. Based on the literature review of the past 15 years, it puts forward a three component entrepreneurial story model （entrepreneurial identity explanation, legitimating identity intention and rhetoric application）. It arrives at the main viewpoints as follows： firstly, the entrepreneurial story focuses on the explanation of entrepreneurial identity;secondly, the construction of the entrepreneurial identity in the story is based on both factual and non factual information;thirdly, the entrepreneurial story contains two kinds of expression intentions on entrepreneurial identity, namely the compliance of its identity and the distinctiveness of its identity;fourthly, in the entrepreneurial story, there are corresponding rhetorical strategies for these two kinds of expression intentions. The research results abovementioned promote the deeper and wider development of cultural entrepreneurship theory, extend our understanding of entrepreneurial storytelling, and build a solid foundation for more precise empirical research in the future. With the help of the three component model and related knowledge, entrepreneurship education practitioners will be more effective in guiding the prospective entrepreneurs to improve the entrepreneurial communication ability and entrepreneurial success rates.