How can a Start-up Revive from Its Failures?——A Multi-case Study of Agricultural Entrepreneurship from the Perspective of Observation Learning

Abstract

Abstract:

Agricultural entrepreneurship is a new driving force for rural poverty alleviation and rural revitalization in China. However, agricultural entrepreneurs are faced with high failure rate. How can they rise from the ashes? In this study, 12 cases of agricultural entrepreneurship in the column “Zhi Fu Jing” of CCTV are selected as samples. Based on observation learning theory, the study discusses the internal mechanism of agricultural entrepreneurs from failure to recovery by the grounded theory research method. The research finds that: (1) Observation learning mainly acts on the initial business model design through observational learning, response facilitation and arousal effect; (2) Agricultural entrepreneurs identify entrepreneurial opportunities through the organic combination of observation learning which plays four roles, disinhibition, observational learning, environmental enhancement and response facilitation, and enactive learning which plays three roles, information transmission, reaction and motivation, in failure, forms a more sophisticated business model and achieves a comeback; (3) Internal attributions and external attributions of entrepreneurial failure are extracted through grounded theory. Different from general entrepreneurship, natural environment change is one of the important factors that lead to the failure of agricultural entrepreneurship.

Key words: agricultural entrepreneurship, entrepreneurial failures, observation learning, Zhi Fu Jing

Chen Hansong, Jia Junyun, Wang Chengcheng, Zhu Xiaohong. How can a Start-up Revive from Its Failures?——A Multi-case Study of Agricultural Entrepreneurship from the Perspective of Observation Learning[J]. , 2020, 32(5): 305-320.

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