意义建构视角下绿色商业模式设计的形成机制——基于蒙草生态的探索性案例研究

The Formation Mechanism of green Business Model Design from the Perspective of Sense-making:An Exploratory Case Study Based on Mongolian Grass Ecological Environment Group

伴随着全球绿色经济浪潮的兴起,绿色商业模式设计成为企业构建可持续发展优势的关键路径。本文选取了极具“绿色生态”属性的企业——蒙草生态作为案例研究对象,通过对企业绿色商业模式设计过程的分析,基于意义建构视角探寻绿色商业模式设计的形成机制。研究发现,绿色商业模式设计是对绿色价值的发现和锁定过程,绿色商业模式图式是绿色商业模式设计的逻辑起点,外部情境和行业经验的组合提供了构建绿色商业模式图式的驱动力量,其匹配差异造就了多样化的绿色商业模式图式。进一步地,绿色商业模式图式的构建与激活促成了绿色商业模式设计的实现,其中,通过意义建构的扫描和解释构建绿色商业模式图式,通过意义建构的响应激活绿色商业模式图式;突破认知依赖形成了差异化的战略认知是绿色商业模式设计动态迭代的关键诱因。据此,本文提炼了绿色商业模式设计形成机制的理论模型,探寻了以绿色商业模式图式为理性认知基础进行绿色商业模式设计的一般规律,丰富了意义建构理论对绿色商业模式设计形成机制的解释力,有助于理解和深化绿色商业模式设计的内在规律,并为绿色商业模式设计的认知过程研究提供补充。

With the acceleration of the global green economy wave,the“greening”of business models has gradually become a realistic demand in the actual development of enterprises,and the design of green business models has become a key path for enterprises to build sustainable development advantages.The green business model has the core characteristics of highlighting environmental benefits and sustainable themes,service orientation and innovation.It requires enterprises to incorporate economic value,environmental value and social value into the consideration of green business model design,in order to seek the sustainable development of enterprises.Therefore,in a highly competitive environment full of opportunities and risks,how to effectively combine the current situation of enterprises with new green opportunities,so as to realize the design of green business models,is an important challenge for enterprises.This paper selects an enterprise of the Inner Mongolia Mongolian Grass Ecological Environment(Group)Co.,Ltd.as the case study object.By analyzing the design process of the enterprise's green business model,the paper explores the formation mechanism of green business model design based on the perspective of sense-making.This study has found that green business model design is the process of discovering and locking in green value,and green business model schema is the logical starting point for green business model design.The combination of external context and industry experience provides the driving force for building green business model schemas,and their matching differences create diverse green business model schemas.Further,the construction and activation of the green business model schema has contributed to the realization of the green business model design,in which the green business model schema is constructed through the scanning and interpretation link of sense-making,and the green business model schema is activated through the response link of sense-making.The key inducement of dynamic iteration of green business model design is the formation of differentiated strategic cognition through breaking cognitive dependence.The theoretical contributions of this paper are as follows.First,this paper identifies the green business model schema as the logical starting point for green business model design,explores the general rules of green business model design based on the green business model schema as a rational cognition basis,and enriches the explanatory power of sense-making theory on the formation mechanism of green business model design.Second,this paper incorporates both individual and environmental characteristics into the analysis framework.By extracting the driving role of the combination of external context and industry experience on the construction of green business model schemas,it responds to the existing research on“build theoretical connections between business models and individual characteristics such as decision-makers'experience,knowledge,and reasoning logic to explore the thinking mechanism of decision-makers in designing business models”.Third,it reveals the internal incentives of the dynamic iteration of green business model design under the breakthrough of cognitive path dependence,deepens and supplements the research on the internal mechanism of green business model design evolution.In addition,the practical implications of this paper are as follows.First,enterprise decision-makers should identify the value elements related to green business models in the context and conduct green value exploration,so as to discover and lock green values,and guide enterprises to develop green business model design with the ultimate goal of maximizing value.Second,the operation of an enterprise's green business model requires not only the guidance of the enterprise's strategy,but also the support of the government.On the basis of understanding the essential characteristics and structure of green business models,the government should promote enterprises to carry out green business model design.Third,the realization of the value of the green business model is an important support for the premise that the green business model is“economically feasible”.Enterprises should establish a reasonable green value distribution mechanism according to the relationship between the value features of the green business model.