名正则言顺?——“共享”之名下的共享单车商业模式与制度组凑案例探析

How does a Name Enable the Success of a Business Model?A Case Study of the Bike-Sharing Business Model and Institutional Bricolage

商业模式是时下人们理解企业创业、成长与持续发展的重要角度之一。创新性商业模式可以帮助企业快速成长,但是当其发展快过政策的有效监督时也会出现诸多问题,这反过来又限制了模式自身的成功推展。为解决创新性商业模式的发展悖论,本研究透过共享单车商业模式成功推展成为一个公众共同认可品类的过程,聚焦商业模式如何在实质上更在名义上组凑与自身成长有关的制度性元素来获取合法性地位,具体选取了该商业模式中的两个代表企业ofo小黄车和摩拜单车进行研究。研究发现,创新性的商业模式可以利用模式名称发挥制度组凑的作用,提升和调节合法性。本文构建了以制度组凑克服商业模式发展障碍的理论模型,揭示了"名"与"实"存在距离的商业模式提升合法性的可能性与路径,为共享经济下具有创新性商业模式的企业实践提供启示。

While much legitimacy research is based on the organizational or industry level,we know very little about legitimacy attainment on the business model level.The implementation of innovative business models brings a rapid improvement to enterprises.However,when regulation policies lag behind the development of innovative business models,it will limit the expansion of fast growing enterprises.Solving the paradox in the process of business model development is a very important but unrevealed research agenda.To solve this paradox,we focus on how business models utilize their essence even names to conduct institutional bricolage,and thus gather beneficial elements to attain legitimacy.Being one of the typical business models in the sharing economy,the bike-sharing business model successfully transforms into a publicly acceptable category in less than a year.For this reason,we conduct a case study into institutional bricolage of the ofo bicycle and the Mobike,who are the representative companies in the bike-sharing business model.The results show that the business model can use its name to play the role of institutional bricolage in increasing and moderating legitimacy.Specifically,institutional bricolage based on the name can associate the business model with beneficial elements deriving from its name,which extracts the legitimacy from institutional environment for the innovative business model.Besides that,it improves public recognition of the business model＇s social value.It also dissolves the disorder and chaos around the innovative business model through subordinating participants to the latent institutional arrangements beneath the business model＇s name.Thus,the legitimacy of the business model is moderated as a result of institutional bricolage.This article builds a theoretical frame depicting how to use institutional bricolage to overcome obstacles to the innovative business model＇s development.On the one hand,this theoretical frame reveals the possible path of increasing the legitimacy of the business model when the model is more in the name than the reality.On the other hand,it clarifies the mechanism for solving the dilemma in the innovative business model＇s development.Owing to this theoretical frame,the results promote the practice of enterprises with the innovative business model in the sharing economy as an inspiration.The limitation of this article is that the results based solely on the bike-sharing business model,which needs to be verified and improved by studying other types of the innovative business model in the future.Further research can examine the interrelationship between public support and business models composed of different degrees of commercial components and＂sharing＂components in the sharing economy.