从“无名小卒”到“崭露头角”:数字化背景下生态参与者的制度拼凑策略与合法性获取研究

From“Nobody”to“a Rising Star”:A Study on Institutional Bricolage Strategy and Legitimacy Access for Ecological Participants in the Context of Digitalization

数字技术为生态参与者突破被动地位、实现身份跨越提供了可能性。对参与者而言,其身份跨越不仅仅要应对资源约束,更要应对企业身份变化之后的制度压力。本研究尝试从制度拼凑策略出发,以西湖茶业领域的生态参与者竺顶茶业为案例研究对象,剖析生态参与者如何通过探索型和利用型制度拼凑策略成长为生态主,并获取合法性的具体过程。研究发现:(1)生态参与者在搭建数字平台和构建生态系统两阶段分别采用探索型和利用型制度拼凑策略。(2)探索型制度拼凑通过“聚合制度元素”“重构制度资源”“跨生态即兴创造”帮助企业获得企业层面合法性。利用型制度拼凑通过“聚焦制度体系”“重组制度元素”“本生态即兴发挥”帮助企业获得生态系统层面合法性。(3)企业要根据情境选取两种制度拼凑策略,探索型制度拼凑更适合于企业受到资源约束强、能力较弱的情境,利用型制度拼凑更适合于企业有一定的资源基础、能力的情境。(4)市场响应机制和平台治理机制是触发企业选取制度拼凑策略的两种主要机制。本研究贡献于生态参与者、制度理论和制度拼凑领域的研究,为中小企业如何参与产业数字化变革实现弯道超车提供实践参考。

Digital technology provides the possibility for ecological participants to break through their passive position and achieve identity crossing.When crossing identity,participants have to not only deal with resource constraints,but also address the post-crossing institutional pressures.Starting from the institutional bricolage strategy and taking ZhuDing Tea as a case,which is an ecological player in the field of West Lake Tea,this study attempts to analyze the specific process of how ecological participants grow into eco-masters and obtain legitimacy through exploratory institutional bricolage strategy and exploitative institutional bricolage strategy.The study finds that:(1)ecological participants adopt exploratory institutional bricolage and exploitative institutional bricolage strategies in the two stages of building digital platforms and building ecosystems;(2)the exploratory institutional bricolage helps enterprises obtain enterprise-level legitimacy by“aggregating institutional elements”,“reconstructing institutional resources”,and“cross-ecological improvisation”.The exploitative institutional bricolage helps enterprises gain ecosystem-level legitimacy by“focusing on institutional systems”,“reorganizing institutional elements”,and“improvising with the ecology”;(3)an enterprise should choose one of the two institutional bricolage strategies according to the actual situation,with exploratory institutional bricolage more suitable for the situation where the enterprise is constrained by resources and the ability is weak,and the use-based system patchwork more suitable for the situation where the enterprise has a certain resource base and ability;(4)market response mechanism and platform governance mechanism are the two main mechanisms that trigger enterprises to choose institutional bricolage strategies.This study makes a theoretical contribution to the research on ecological participants,institutional theory and institutional bricolage,and provides a reference for SMEs to participate in industrial digital transformation to achieve corner overtaking.