数字时代下创业企业与用户如何开发机会实现价值共创？

摘要/Abstract

摘要： 数字时代的到来正在改变创业行为和结果，但此背景下创业企业与用户互动以实现价值创造的机制还处于理论探索阶段。基于此，本文从创业机会开发视角出发，以尚品宅配和小米为案例研究对象，构建“价值主张—互动—创业机会开发—价值实现”研究框架。研究发现：机会开发由创业企业与用户共同完成，用户被纳入价值主张、创造环节，并共享价值创造成果；创业企业与用户形成两条价值共创路径，即创业企业与用户发现和创造创业机会实现价值共创；在机会开发过程中，数字化情境为两者互动形成创业机会提供基础桥梁。本文引入“创业机会”这个重要概念解释价值共创机制，尝试打开数字时代下创业企业和用户互动形成价值创造的理论黑箱，为创业企业有效协调与用户之间的关系提供启示。

关键词: 创业机会, 价值共创, 互动, 数字时代

Abstract: The advent of the digital age has changed entrepreneurial behavior and results, but the value creation mechanism between startups and users is still in theoretical exploration stage. So, from the perspective of entrepreneurial opportunity development, we construct a research framework of “value proposition—interaction—entrepreneurial opportunity development—value realization”. We find that: the opportunity development is jointly completed by startups and users, and users are included in the value proposition and creation link, and share the value creation results; two value co-creation paths are formed between them, namely, through the entrepreneurial discovery and opportunity creation to realize the value co-creation; in the process of opportunity development, the digital context provides a foundation bridge for the formation of entrepreneurship through the interaction of the two opportunities. This paper introduces the important concept of entrepreneurial theory: entrepreneurial opportunity explains the value co-creation mechanism, and tries to open the theoretical black box of value creation formed by the interaction between users and start-ups in the digital era, and provides enlightenment for the start-up enterprises to effectively coordinate the relationship with users.

Key words: entrepreneurial opportunity, value co-creation, interaction, digital age

项国鹏, 高挺, 万时宜. 数字时代下创业企业与用户如何开发机会实现价值共创？[J]. 管理评论, 2022, 34(2): 89-101,141.

Xiang Guopeng, Gao Ting, Wan Shiyi. How do Start-ups and Users Develop Opportunities to Achieve Value Creation in the Digital Age?[J]. Management Review, 2022, 34(2): 89-101,141.

参考文献

[1] 蔡莉,杨亚倩,卢珊,等. 数字技术对创业活动影响研究回顾与展望[J]. 科学学研究, 2019,37(10):1816-1824
[2] 孔海东,张培,刘兵. 商业模式创新与价值共创:一个整合分析框架[J]. 管理现代化, 2019,39(2):26-29
[3] 朱秀梅,林晓玥,王天东. 数字创业生态系统动态演进机理——基于杭州云栖小镇的案例研究[J]. 管理学报, 2020,17(4):487-497
[4] Shane S., Venkataraman S. The Promise of Entrepreneurship as a Field of Research[J]. Academy of Management Review, 2000,25(1):217-226
[5] 斯晓夫,王颂,傅颖. 创业机会从何而来:发现,构建还是发现+构建?——创业机会的理论前沿研究[J]. 管理世界, 2016,(3):115-127
[6] Nambisan S. Digital Entrepreneurship:Toward a Digital Technology Perspective of Entrepreneurship[J]. Entrepreneurship Theory and Practice, 2017,41(6):1029-1055
[7] Nambisan S., Siegel D., Kenney M. On Open Innovation, Platforms, and Entrepreneurship[J]. Strategic Entrepreneurship Journal, 2018,12(3):354-368
[8] 张斌,陈详详,陶向明,等. 创业机会共创研究探析[J]. 外国经济与管理, 2018,40(2):18-34
[9] Wood M. S., Mckinley W. The Production of Entrepreneurial Opportunity:A Constructivist Perspective[J]. Strategic Entrepreneurship Journal, 2010,4(1):66-84
[10] Sunny L. S., Junyon I. Cutting Microfinance Interest Rates:An Opportunity Co-Creation Perspective[J]. Entrepreneurship Theory and Practice, 2015,39(1):101-128
[11] 刘志阳,李斌,庄欣荷. 初创企业创业机会迭代机制研究[J]. 科学学研究, 2019,37(3):500-516
[12] Kohlbacher F., Herstatt C., Levsen N. Golden Opportunities for Silver Innovation:How Demographic Changes Give Rise to Entrepreneurial Opportunities to Meet the Needs of Older People[J]. Technovation, 2015,39-40:73-82
[13] Prahalad C. K., Ramaswamy V. Co-creation Experiences:The Next Practice in Value Creation[J]. Journal of Interactive Marketing, 2004,3(1):5-14
[14] Vargo S. L., Lusch R. F. Evolving to a New Dominant Logic for Marketing[J]. Journal of Marketing, 2004,68(1):1-17
[15] 武文珍,陈启杰. 价值共创理论形成路径探析与未来研究展望[J]. 外国经济与管理, 2012,34(6):66-73
[16] 李震. 谁创造了体验——体验创造的三种模式及其运行机制研究[J]. 南开管理评论, 2019,22(5):178-191
[17] Casadesus M. R., Zhu F. Business Model Innovation and Competitive Imitation:The Case of Sponsor-based Business Models[J]. Strategic Management Journal, 2013,34(4):464-482
[18] Ramaswamy V., Gouillart F. Building the Co-Creative Enterprise[J]. Harvard Business Review, 2010,88(10):100-150
[19] 周文辉,周依芳,任胜钢. 互联网环境下的创业决策、价值共创与创业绩效[J]. 管理学报, 2017,14(8):1105-1113
[20] Vega V. M., Maria A. R. C., Francisco J. C. S. The Value Co-creation Process as a Determinant of Customer Satisfaction[J]. Management Decision, 2013,51(10):1945-1953
[21] 孙璐,李力,陶福平. 信息交互能力、价值共创与竞争优势——小米公司案例研究[J]. 研究与发展管理, 2016,28(6):101-113
[22] 曾江洪,林苇荞,黄向荣. 众筹中价值共创行为的演化博弈分析——以科技类项目为例[J]. 工业技术经济, 2019,38(5):19-28
[23] Zhang T. C., Jahromi M. F., Kizildag M. Value Co-creation in a Sharing Economy:The End of Price Wars?[J]. International Journal of Hospitality Management, 2018,71:51-58
[24] Eckhardt J. T., Shane S. A. Opportunities and Entrepreneurship[J]. Journal of Management, 2003, 29(3):333-349
[25] Mitchell R. K., Busenitz L., Lant T., et al. Toward a Theory of Entrepreneurial Cognition:Rethinking the People Side of Entrepreneurship Research[J]. Entrepreneurship:Theory and Practice, 2002,27(2):93-104
[26] Mitchell R. K., Busenitz L. W., Bird B., et al. The Central Question in Entrepreneurial Cognition Research 2007[J]. Entrepreneurship:Theory and Practice, 2007,31(1):1042-2587
[27] Shane S. Reflections on the 2010 AMR Decade Award:Delivering on the Promise of Entrepreneurship As a Field of Research[J]. Academy of Management Review, 2012,37(1):10-20
[28] Autio E., Nambisan S., Thomas L. D. W., et al. Digital Affordances, Spatial Affordances, and the Genesis of Entrepreneurial Ecosystems[J]. Strategic Entrepreneurship Journal, 2018,12(1):72-95
[29] 蔡莉,鲁喜凤,单标安,等. 发现型机会和创造型机会能够相互转化吗?——基于多主体视角的研究[J]. 管理世界, 2018,34(12):81-94
[30] 孙永波,丁沂昕,王勇. 价值共创互动行为对品牌权益的作用研究[J]. 外国经济与管理, 2018,40(4):125-139
[31] Srivastava R. K. The Resource-based View and Marketing:The Role of Market-based Assets in Gaining Competitive Advantage[J]. Journal of Management, 2001,27(6):777-802
[32] Yli R. H., Autio E., Sapienza H. J. Social Capital, Knowledge Acquisition, and Knowledge Exploitation in Young Technology-based Firms[J]. Strategic Management Journal, 2001,22(6-7):587-613
[33] Pena A. I. P., Jamilena D. M. F., Molina M. A. R. Value Co-creation via Information and Communications Technology[J]. Service Industries Journal, 2014,34(13):1043-1059
[34] Nambisan S., Baron R. A. Virtual Customer Environments:Testing a Model of Voluntary Participation in Value Co-creation Activities[J]. Journal of Product Innovation Management, 2009,26(4):388-406
[35] 严建援,乔艳芬,秦凡. 产品创新社区不同级别顾客的价值共创行为研究——以MIUI社区为例[J]. 管理评论, 2019,31(2):58-70
[36] 毛基业,李高勇. 案例研究的"术"与"道"的反思——中国企业管理案例与质性研究论坛(2013)综述[J]. 管理世界, 2014,(2):111-117
[37] Yin R. K. Case Study Research:Design and Methods[M]. 5th ed. Thousand Oaks, CA:Sage, 2014
[38] 万时宜. 数字时代下创业企业与用户价值共创机制——创业机会开发视角下的双案例研究[D]. 浙江工商大学硕士学位论文, 2021
[39] Zahra S. A. A Conceptual Model of Entrepreneurship as Firm Behavior:A Critique and Extension[J]. Entrepreneurship Theory and Practice, 1993,17(4):5-21
[40] Vargo S. L., Lusch R. F. Evolving to a New Dominant Logic for Marketing[J]. Journal of Marketing, 2004,68(1):1-17
[41] Ross J. W., Sebastian W., Beath M., et al. How to Develop a Great Digital Strategy[J]. MIT Sloan Management Review, 2017,58(2):6-9
[42] 肖静华,胡杨颂,吴瑶. 成长品:数据驱动的企业与用户互动创新案例研究[J]. 管理世界, 2020,36(3):183-205