“互联网+”背景下的制度压力与企业创业战略选择——基于滴滴出行平台的案例研究

Institutional Pressure and Entrepreneurial Strategic Selections of Firms Facing Internet Plus——A Case Study Based on Didi Chuxing Platform

"互联网+"背景下的企业创业大量发生在政策管制强的传统行业,企业需要依靠自身的战略行动突破已有制度的约束。制度压力下的企业创业存在"嵌入"与"能动"两种不同的战略选择,已有研究对其内在的选择机理尚缺乏深入剖析。本文以"滴滴出行"在城市交通行业的创业为例,在区分企业层(业务选择)和业务层(业务发展)面对的不同制度压力的基础上,围绕"企业做什么和如何做"两个具体问题,开展典型个案分析。研究表明:(1)制度压力下的企业创业与传统创业不同,单一效率机制无法解释这一过程中的战略选择逻辑,需引入合法性视角,整合合法性和效率两种机制开展分析。(2)企业层的业务选择上(做什么),当企业创业面对的制度压力较强时,往往遵循合法性机制,为获取合法性,进入业务制度压力较弱的业务;当创业合法性得以提升后,企业面对制度压力减弱,将基于效率机制以挖掘和构建制度环境中隐含的创业机会为导向,选择进入业务制度压力较强的业务。(3)业务层的发展战略上(如何做),"嵌入"与"能动"的选择不仅受到具体业务制度压力的影响,还受业务节点上企业家制度能力和场域位置中心性两个情境因素的调节,其水平越高企业越倾向采取"能动"战略。(4)制度压力下企业创业战略"嵌入"与"能动"的二元选择呈现出时间维度上间断平衡和空间维度上结构分离的特征。

A large number of internet entrepreneurial actions occur in the traditional industries under the strong control of policies. In these industries, enterprises need to break the existing institutional constraints and build new institutional frameworks by themselves. Existing study shows that enterprises have two strategic selections including embeddedness and agency, but it is lack of the analysis of mechanism. This paper takes Didi Chuxing as an example, distinguishing the different institutional pressure between enterprise and business units, focusing on two questions about ＂what the companies should do＂ and ＂how to do it＂. The study shows that： ①The strategic logic of entrepreneurial enterprises under institutional pressure is different from traditional enterprises. It is necessary to encompass the logic of efficiency with the logic of legitimacy to analyze the logic of strategic decision. ②As to the question of business choice （what to do）, we find that facing strong institutional pressure, to gain legitimacy, enterprises prefer to use legitimacy strategy like choosing business field with weak institutional pressure. When legitimacy has been promoted, enterprises under weak institutional pressure are more likely to find and construct entrepreneurial opportunities in institutional environment and adopt efficiency strategy like stepping into business field with strong institutional pressure. ③In business development （how to do）, the decision of embeddedness strategy and agency strategy is not only influenced by the institutional pressure, but also the degree of entrepreneurial institutional competencies and field centrality. Agency strategy is preferred with greater entrepreneurial institutional competencies and field centrality. ④The characteristic of binary choices of embeddedness and agency of entrepreneurial strategy under institutional pressure is punctuated equilibrium in the temporal dimension and structured separation in the spatial dimension.