创业企业商业模式的多层次结构创新——基于战略创业的欧宝聚合物案例分析

Innovations on Business Model Multi-Layer Structures for Start-ups——Case Study of Opta Polymer from a Strategic Entrepreneurship Perspective

现有文献主要从战略视角、认知视角解析了创业企业商业模式结构创新,对商业模式结构跨层次创新的研究较少,也忽视了不同创业情境的作用,因而在阐释商业模式结构多样化创新行为和结果方面显得力不从心。本文将创业警觉和战略创业结合起来,采用扎根理论的研究方法,对欧宝聚合物公司开展了探索性的案例分析。研究发现:(1)商业模式多层次结构创新是创业机会搜寻、战略优势搜寻的结合,可以是以顶层组件关系的环境适应性调整为先导、"自上而下"的外部驱动式创新,也可以是以底层活动组合的稳健性设计为主导、"自下而上"的内部自发式创新。(2)特定的创业经验和创业情境的互动使创业者产生了独特的警觉图式和警觉过程,并对两条创新路径的选择发挥了至关重要的作用。(3)具有高的丰富性和关联性图式、开展大范围扫描和主动搜索的创业者会倾向于开展"自上而下"的创新,而具有低的启动性图式、强的联想和联接及评价和判断的创业者,会更多地开展"自下而上"的创新。多层次结构创新机制的构建为商业模式结构多样化创新行为和结果提供了新的解释,也为商业模式结构创新实践带来了新的启示。

Current literatures analyzed innovations on business model structures of entrepreneurial firms from a strategic or cognitive perspective.However,the researches on cross-layer innovations of business model structures are few,and the roles of various entrepreneurial contexts are ignored as well.This causes the difficulties in explaining diversified behaviors and outcomes of business model structural innovations.The paper conducts exploratory case researches applying entrepreneurial alertness,strategic entrepreneurship theories and grounded theories and approaches,and using a typical case:Opta Polymer Company.The foundings are shown that:①Business model multil-layer structural innovations are the combination of entrepreneurship opportunity-seeking and strategic advantage-seeking,and may be top-down and externally driving innovations with the adjustments of top component relationships for environmental adaptabilities,and may also be bottom-up and internally spontaneous innovations with the combinations of bottom activities for robust designs.②The interactions between special entrepreneur’s experiences and entrepreneurial contexts produce unique alertness schema and alertness processes,and play the crucial roles in the choices of the two innovative paths.③The higher schematic richness and association a entrepreneur has,the more likely he is to select the top-down innovations using a big scope scanning and active search,but the lower schematic priming,the stronger association and connect,and evaluation and judgement a entrepreneur has,the more likely he is to select the bottom-up innovations.The establishment of the innovative mechanisms for business model multi-layer structures provides new insights for various behaviors and outcomes of business model stuructural innovations,and also provides new enlightenments for the practices of business model structural innovations.