创业者认知动态演化如何推动商业模式创新?——基于印记理论的单案例研究

How Does Entrepreneurial Cognitive Dynamic Evolution Drive Business Model Innovation?A Single Case Study Based on Imprinting Theory

创业企业的“新进入劣势”要求其进行商业模式创新以实现持续生存与发展,然而创业企业自身成长与外部环境的不确定性和动态性为商业模式创新提出巨大挑战。创业者作为创业企业的管理者和决策者,能够在商业模式创新的过程中充分发挥认知层面的主观能动性来应对这一挑战。以创业企业为研究对象,探索了创业情境动态演化下创业者认知推动商业模式创新的作用机制:创业者认知会基于创业情境的变化产生适应性变革,呈现出“经验/机会—需求/市场—知识/技术”的演化路径;创业者认知基于认知印记过程和结构印记过程塑造了企业一致性的集体理解和组织行为;商业模式创新是创业者根据环境反馈改变自身认知过程的结果,呈现出“内容—结构—治理”的创新层次转变。解析了创业情境动态演化下创业者认知推动商业模式创新的微观机制,可为动态情境下创业企业通过商业模式创新实现企业成长提供实践启示。

The new entrant disadvantage of entrepreneurial firms requires them to innovate their business models to achieve sustainable survival and development.However,the uncertainty and dynamics of these firms'own growths and the external environments pose great challenges to business model innovation.This study believes that entrepreneurs,as managers and decision makers of entrepreneurial enterprises,can give full play to the subjective initiative at the cognitive level in the process of business model innovation to deal with this challenge.Therefore,this paper explores the mechanism of entrepreneurial cognition to promote business model innovation under the dynamic change of entrepreneurial situations and finds that:(1)entrepreneurs'cognition will produce adaptive changes based on changes in the entrepreneurial situation,showing an evolutionary path of experience/opportunity—demand/market—knowledge/technology.(2)entrepreneurs'cognition shapes the collective understanding and organizational behavior of enterprise consistency based on the process of cognitive and structural imprinting.(3)business model innovation is the result of entrepreneurs changing their own cognitive processes according to environmental feedback,showing a change in the innovation level of content-structure-governance.This research analyzes the micro-mechanism of an entrepreneur's cognition to promote business model innovation in the dynamic change of entrepreneurial situations,and provides practical enlightenment for entrepreneurial firms to realize their growth through business model innovation in dynamic situations.