VUCA环境下创业企业如何设计商业模式——基于意义建构视角的案例研究

摘要/Abstract

摘要： VUCA环境带来的更大不确定性,深刻影响着创业企业的商业模式设计。本研究基于意义建构理论,采用探索性案例研究方法,构建了“环境—意义建构—商业模式设计”理论模型,揭示了创业企业从动荡的环境中提取有效信息设计商业模式的过程机制。研究发现,环境变化为创业企业商业模式设计的意义建构提供了重要“原料”;商业模式设计的意义建构路径包括行为驱动式、问题驱动式、需求者驱动式和信念驱动式;而影响路径选择的关键因素主要有三个,即环境变化、企业发展阶段和创业者注意力配置。

关键词: VUCA环境, 创业企业, 商业模式设计, 意义建构, 路径选择

Abstract: The extra uncertainty brought by the VUCA era has a profound impact on the business model design of start-ups. Based on the perspective of sensemaking theory, this paper uses exploratory case study to build a theoretic model of “environment - sensemaking - business model design”, and reveals the process mechanism of how start-ups extract effective information from the changing environment to design and establish their business model. It is found that the change of environment provides important “raw materials” for the sensemaking of the business model design of start-ups. Business models are designed through four types of sensemaking paths, namely, actiondriven, issue-driven, demander-driven and belief-driven. The key factors which influences path choice are environmental change, stage of enterprise development and attention allocation of entrepreneurs.

Key words: VUCA, start-ups, business model design, sensemaking, path choice

贾竣云, 陈寒松. VUCA环境下创业企业如何设计商业模式——基于意义建构视角的案例研究[J]. 管理评论, 2022, 34(10): 328-340.

Jia Junyun, Chen Hansong. How should a Start-up Design Its Business Model under the VUCA World: Based on the Perspective of Sensemaking[J]. Management Review, 2022, 34(10): 328-340.

参考文献

[1] Bennett N., Lemoine J. What VUCA Really Means for You[J]. Harvard Business Review, 2014,92(1/2):27;
[2] Casadesus-Masanell R., Ricart J. E. How to Design a Winning Business Model[J]. Harvard Business Review, 2011,89(1):3-9;
[3] 佚名. 2008-2016最佳模式今何在?——"21世纪中国最佳商业模式奖"历年得主现状一览[J]. 21世纪商业评论, 2018, 15(1):40-41;
[4] Bhide A. The Origin and Evolution of New Businesses[M]. New York:Oxford University Press, 2000;
[5] 吴东,杨洋,朱培忠. 互补资产专用性、关系治理与商业模式设计[J]. 科研管理, 2019,40(3):104-113;
[6] Amit R., Zott C. Crafting Business Architecture:The Antecedents of Business Model Design[J]. Strategic Entrepreneurship Journal, 2015,9(4):331-350;
[7] 杨俊,张玉利,韩炜,等. 高管团队能通过商业模式创新塑造新企业竞争优势吗?——基于CPSED Ⅱ数据库的实证研究[J]. 管理世界, 2020,36(7):55-77;
[8] 纪雪洪,张思敏,赵红. 创业企业商业模式调整机制研究:直接动因、调整过程与主要模式[J]. 南开管理评论, 2019,22(5):49-63;
[9] 王烽权,江积海,王若瑾. 人工智能如何重构商业模式匹配性?——新电商拼多多案例研究[J]. 外国经济与管理, 2020, 42(7):48-63;
[10] 王炳成,闫晓飞,张士强,等. 商业模式创新过程构建与机理:基于扎根理论的研究[J]. 管理评论, 2020,32(6):127-137;
[11] 宋立丰,宋远方,冯绍雯. 平台-社群商业模式构建及其动态演变路径——基于海尔、小米和猪八戒网平台组织的案例研究[J]. 经济管理, 2020,42(3):117-132;
[12] 杨俊,迟考勋,薛鸿博,等. 先前图式、意义建构与商业模式设计[J]. 管理学报, 2016,13(8):1199-1207;
[13] Sosna M., Rosa N. T., Velamuri S. R. Business Model Innovation through Trial-and-Error Learning:The Naturhouse Case[J]. Long Range Planning, 2010,43(2-3):383-407;
[14] Snihur Y., Zott C. The Genesis and Metamorphosis of Novelty Imprints:How Business Model Innovation Emerges in Young Ventures[J]. Academy of Management Journal, 2020,63(2):554-583;
[15] Mcdonald R. M., Eisenhardt K. M. Parallel Play:Startups, Nascent Markets, and Effective Business-model Design[J]. Administrative Science Quarterly, 2019,65(2):483-523;
[16] 迟考勋,薛鸿博,杨俊,等. 商业模式研究中的认知视角述评与研究框架构建[J]. 外国经济与管理, 2016,38(5):3-17;
[17] Weick K. E. Enacted Sensemaking in Crisis Situations[J]. Journal of Management Studies, 1988,25(4):305-317;
[18] Chesbrough H., Rosenbloom R. S. The Role of the Business Model in Capturing Value from Innovation:Evidence from Xerox Corporation's Technology Spin-off Companies[J]. Industrial and Corporate Change, 2002,11(3):529-555;
[19] Weick K. E. The Social Psychology of Organizing (2nd ed.)[M]. New York:McGraw-Hill, Inc, 1979;
[20] Rindova V. P., Kotha S. Continuous "Morphing":Competing through Dynamic Capabilities, Form, and Function[J]. Academy of Management Journal, 2001,44(6):1263-1280;
[21] 夏清华,娄汇阳. 商业模式刚性:组成结构及其演化机制[J]. 中国工业经济, 2014,(8):148-160;
[22] 李志刚,许晨鹤,刘振. 商业模式传承型裂变创业内在机理研究[J]. 南开管理评论, 2017,20(5):69-80;
[23] Frankenberger K., Sauer R. Cognitive Antecedents of Business Models:Exploring the Link between Attention and Business Model Design over Time[J]. Long Range Planning, 2019,52(3):283-304;
[24] 张敬伟,王迎军. 新企业商业模式构建过程解析——基于多案例深度访谈的探索性研究[J]. 管理评论, 2014,26(7):92-103;
[25] Osiyevskyy O., Dewald J. Explorative versus Exploitative Business Model Change:The Cognitive Antecedents of Firm-Level Responses to Disruptive Innovation[J]. Strategic Entrepreneurship Journal, 2015,9(1):58-78;
[26] 张玉利,谢巍. 改革开放、创业与企业家精神[J]. 南开管理评论, 2018,21(5):4-9;
[27] Martins L. L., Rindova V. P., Greenbaum B. E. Unlocking the Hidden Value of Concepts:A Cognitive Approach to Business Model Innovation[J]. Strategic Entrepreneurship Journal, 2015,9(1):99-117;
[28] Johnson D., Bock A. J. Coping with Uncertainty:Entrepreneurial Sensemaking in Regenerative Medicine Venturing[J]. The Journal of Technology Transfer, 2017,42(1):33-58;
[29] Cardon M. S., Stevens C. E., Potter D. R. Misfortunes or Mistakes? Cultural Sensemaking of Entrepreneurial Failure[J]. Journal of Business Venturing, 2011,26(1):79-92;
[30] Thomas J. B., Clark S. M., Gioia D. A. Strategic Sensemaking and Organizational Performance:Linkages Among Scanning, Interpretation, Action, and Outcomes[J]. Academy of Management Journal, 1993,36(2):239-270;
[31] Weick K. E., Sutcliffe K. M., Obstfeld D. Organizing and the Process of Sensemaking[J]. Organization Science, 2005,16(4):409-421;
[32] Jennings P. D., Greenwood R. Constructing the Iron Cage:Institutional Theory and Enactment[A]. Westwood R., Clegg S. (Eds). Debating Organization:Point-Counterpoint in Organization Studies[C]. Malden, MA:Blackwell, 2003;
[33] Wagner III J. A., Gooding R. Z. Equivocal Information and Attribution:An Investigation of Patterns of Managerial Sensemaking[J]. Strategic Management Journal, 1997,18(4):275-286;
[34] Pryor C., Webb J. W., Ireland R. D., et al. Toward an Integration of the Behavioral and Cognitive Influences on the Entrepreneurship Process[J]. Strategic Entrepreneurship Journal, 2016,10(1):21-42;
[35] Cornelissen J. P., Clarke J. S. Imagining and Rationalizing Opportunities:Inductive Reasoning, and the Creation and Justification of New Ventures[J]. Academy of Management Review, 2010,35(4):539-557;
[36] 陈寒松,贾竣云,王成铖,等. 创业失败何以东山再起?——观察学习视角的农业创业多案例研究[J]. 管理评论, 2020, 32(5):305-320;
[37] 林家五,黄国隆,郑伯壎. 从认同到开创:创业家的动态释意历程[J]. 中山管理评论, 2004,12(2):337-397;
[38] Battistella C., Biotto G., De Toni A. F. From Design Driven Innovation to Meaning Strategy[J]. Management Decision, 2012,50(4):718-743;
[39] Ganzin M., Islam G., Suddaby R. Spirituality and Entrepreneurship:The Role of Magical Thinking in Future-Oriented Sensemaking[J]. Organization Studies, 2020,41(1):77-102;
[40] Graebner E., Melissa E. G. Theory Building from Cases:Opportunities and Challenges[J]. Academy of Management Journal, 2007,50(1):25-32;
[41] Yin R. K. Case Study Research:Design and Methods[M]. London, UK:Sage, 2013;
[42] Eisenhardt K. M. Building Theories from Case Study Research[J]. Academy of Management Review, 1989,14(4):532-550;
[43] 陈逢文,付龙望,张露,等. 创业者个体学习、组织学习如何交互影响企业创新行为?——基于整合视角的纵向单案例研究[J]. 管理世界, 2020,36(3):142-164;
[44] Patton M. Q. How to Use Qualitative Methods in Evaluation[M]. Newbury Park, CA:Sage Publications, 1987;
[45] 毛基业. 运用结构化的数据分析方法做严谨的质性研究——中国企业管理案例与质性研究论坛(2019)综述[J]. 管理世界, 2020,36(3):221-227;
[46] 许晖,张海军,冯永春. 传承还是重塑? 本土老字号品牌活化模式与机制研究——基于品牌真实性与价值迁移视角[J]. 管理世界, 2018,34(4):146-161;
[47] Eisenhardt K. M. Theory Building from Cases:Opportunities and Challenges[J]. Academy of Management Journal, 2007,50(1):25-32;
[48] 肖静华,吴瑶,刘意,等. 消费者数据化参与的研发创新——企业与消费者协同演化视角的双案例研究[J]. 管理世界, 2018,34(8):154-173;
[49] 朱晓红,陈寒松,张腾. 知识经济背景下平台型企业构建过程中的迭代创新模式——基于动态能力视角的双案例研究[J]. 管理世界, 2019,35(3):148-162;
[50] 郭会斌. 温和改善的实现:从资源警觉到资源环境建构——基于四家"中华老字号"的经验研究[J]. 管理世界, 2016,32(6):133-147;
[51] Miles J. A., 徐世勇等译. 管理与组织研究[M]. 北京:北京大学出版社, 2017;
[52] Weick K. E. Sensemaking in Organizations[M]. Thousand Oaks, CA:Sage, 1995;
[53] 张腾,张玉利,田莉. 经典环境模型及其演化分析[J]. 管理学报, 2015,12(8):1210-1206;
[54] Samdanis M., Lee S. H. Uncertainty, Strategic Sensemaking and Organisational Failure in the Art Market:What Went Wrong with LVMH's Investment in Phillips Auctioneers?[J]. Journal of Business Research, 2019,98(5):475-488;
[55] Ashill N. J., Jobber D. Measuring State, Effect, and Response Uncertainty:Theoretical Construct Development and Empirical Validation[J]. Journal of Management, 2010,36(5):1278-1308;
[56] Smith W. K., Tushman M. L. Managing Strategic Contradictions:A Top Management Model for Managing Innovation Streams[J]. Organization Science, 2005,16(5):522-536;
[57] 张璐,梁丽娜,苏敬勤,等. 破茧成蝶:创业企业如何突破能力的刚性束缚实现进阶?[J]. 管理世界, 2020,36(6):189-201;
[58] 臧志,沈超红. 管理研究者和实践者共同语言的构建[J]. 管理学报, 2011,8(6):820-822;
[59] Maitlis S., Christianson M. Sensemaking in Organizations:Taking Stock and Moving Forward[J]. Academy of Management Annals, 2014,8(1):57-125;
[60] 吕鸿江,程明,周应堂,等. 商业模式设计的适应性进化机理研究[J]. 中国软科学, 2016,31(2):126-144;
[61] 魏泽龙,王舒阳,宋茜,等. 战略认知、外部环境对商业模式新颖性的影响研究[J]. 科学学与科学技术管理, 2017,38(12):109-123;
[62] Tikkanen H., Lamberg J. A., Parvinen P., et al. Managerial Cognition, Action and the Business Model of the Firm[J]. Management Decision, 2005,43(6):789-809