创业机会识别过程:机会原型与结构匹配的作用

The Process of Entrepreneurial Opportunities Identification: the Role of Opportunity Prototypes and Structure Alignment

机会识别是企业家精神的核心思想之一,创业者往往因其经验劣势,难以发现和认知尚未被发掘的机会。现有研究对创业者如何利用机会原型,匹配技术和市场结构关系进而识别创业机会的内在机理仍缺乏深入考察。基于此,采用口语报告法,分析创业者机会原型和结构匹配在创业机会识别过程中的作用,揭示机会原型如何促进结构匹配的推理水平提升。结果表明:创业者更多地利用结构关系匹配识别机会,较少利用表面特征匹配;具有较高水平机会原型的创业者在机会识别过程中更多地利用结构关系匹配,表面特征匹配利用较少。研究结果丰富了创业机会识别认知理论,为解释为什么有些人能够识别别人看不到的机会的前置因素提供了基础。

Opportunity identification is one of the central ideas of entrepreneurship,it is hard to discovery and recognize opportunities that have not been used because of their less experiences for entrepreneurs.The existing research lacks an in-depth study of how the entrepreneurs use the opportunity prototype,and align the structural relation of technology and market to identify entrepreneurial opportunity.Adopting the protocol report analysis,the paper analyzes the role of opportunity prototype and structural alignment in the process of opportunity identification,and reveals how opportunity prototypes promote the reasoning of structural alignment.The results show that,entrepreneurs use more structural alignment to identify opportunities,and use less superficial features alignment;entrepreneurs who have a higher level of opportunity prototype use more structural alignment and less superficial feature alignment to identify opportunities.The findings enrich the cognitive theory of entrepreneurial opportunity identification and provide a basis for explaining the preconditions that some individuals can identify opportunities that others fail to see.