创新价值链视角下中国互联网企业产品创新机制研究——基于腾讯1998-2016嵌套式多案例分析
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摘要
互联网行业已日益成为拉动全球经济发展的重要引擎,中国互联网企业的快速发展引起广泛关注,但对中国情境下互联网企业创新模式的研究仍较为匮乏。本文以创新价值链理论为分析框架,对腾讯1998-2016年间的产品创新事件进行嵌套式多案例分析,尝试探讨中国互联网企业的创新机制。研究发现:(1)在创意产生阶段,主要存在移植创意和衍生创意两种类型,这两种创意类型通过动态组合和梯度进阶的方式驱动创意集成的演化过程;(2)在创意转化阶段,组织层面的产品经理制和项目层面的小团队模式作为主要的开发模式通过赛马机制和微循环方式驱动敏捷开发;(3)在创意传播阶段,基于中国文化的需求挖掘锁定情感沟通元,并通过快速迭代、持续优化的方式驱动创意传播的进阶式演化过程。
The Internet industry has increasingly become an important engine for stimulating the development of the global economy. The rapid development of Chinese Internet companies has attracted widespread attention. Throughout the history of the development of Chinese Internet companies,almost every Internet company has a long-term follow-up development of the US " Silicon Valley Model". And almost all successful companies have found out in the process of growth that is completely different from the original survival and business model. Although the disputes of"plagiarism and innovation"faced by Chinese Internet companies in the product development process are still continuing,the Internet companies represented by Tencent,the research object of this paper,are growing into world-class enterprises. How to explain the above-mentioned " paradox" development of Chinese Internet companies? What is the product innovation mechanism of Chinese Internet companies? What are the development characteristics of China? These are the core issues guiding the development of Chinese Internet companies. However,to date,the theoretical and practical circles have not yet given a clear answer to these questions.This paper intends to use the " innovative value chain" as the theoretical basis to select one of China's fastest growing Internet integrated service providers-Tencent Holdings Co.,Ltd.( "Tencent"),which is headquartered in Shenzhen,as its research object. Since the diachronic development of product development,the company has selected the product innovation event with historical turning point as the analysis unit,and the three stages of the innovation value chain as the analysis framework.What are the core constructs of each stage analysis and different constructs? The key elements of"why"and "how"change the main line to develop cross-unit case analysis to reveal the internal mechanism of China's Internet enterprise innovation value chain.This paper takes the innovation value chain theory as the analysis framework,based on the analytical framework of"creative creation-creative transformation-creative communication"proposed by Hansen and Birkinshaw( 2007) and conducts nested multi-case analysis of Tencent's product innovation events from 1998 to 2016,and tries to explore the innovation mechanism of Chinese Internet companies. The research finds that: First,the creative production stage focuses on the analysis of creative architecture elements from a creative perspective. The static perspective analysis shows that the creative categories include both transplanted and derived creatives. Dynamic perspective analysis leads to creative reorganization through dynamic combination and gradient advanced approach. The evolution process is finally completed with breakthrough ideas. Secondly,the creative transformation stage focuses on analyzing the development model elements from an organizational perspective. The static perspective analysis leads to the organizational level of the product manager system and the project-level small team development model. The dynamic perspective analysis leads to the enterprise-level horse racing mechanism and project level. The micro-cycle model enables agile management to improve innovation performance. Thirdly,the creative communication stage focuses on analyzing the elements of the interaction mechanism from the perspective of users. The static perspective analysis leads to the emotional demand mining based on Chinese-style understanding to lock the emotional communication element. The dynamic perspective analysis leads to the advanced mode driven by user experience and continuous optimization. The evolution of services,with a platform-based product feedback system to quickly find new product development appeals.The theoretical contributions of this paper are as follows:( 1) By deconstructing the three-stage model of"innovative value chain",this paper extracts the key elements of the three-stage interdependence in the process of product innovation in Chinese Internet enterprises,and deeply analyzes the phased changes of each element,making The evolutionary characteristics of the innovation value chain are specifically revealed. It provides a preliminary integrated theoretical analysis framework for the dynamic research of innovative value chain theory.( 2) This paper argues that in the different stages of the development of Internet enterprises,the characteristics of the three stages of the innovation value chain and the impact on the innovation performance are different. Therefore,when observing the product innovation behavior of the enterprise through the perspective of the innovation value chain,it is necessary. A more comprehensive understanding of the stage of development and the characteristics of the previous innovation value chain will enable a more accurate understanding. This conclusion makes up for the existing research that overemphasizes the development of the three-stage equilibrium advantage of the innovation value chain.( 3) Some studies have pointed out that late-developing countries can catch up with and surpass technology through integrated innovation,and affirm that integrated innovation is an effective path for product innovation in late-developing countries,while few studies have developed innovative ideas for Chinese Internet enterprise products from the perspective of integrated innovation. The source is analyzed for this phenomenon.Looking at the development process of Chinese Internet companies from the perspective of dynamic development,there are also some characteristics of integrated innovation in the stage of creative generation: firstly,not simple imitation,but re-integration of transplant ideas; Secondly,in the process of creative integration Carry out secondary innovation and achieve breakthrough innovation. Due to the rapid development of the industry characteristics of the Internet industry,it is an inevitable choice to quickly transplant product innovations that have been tested by the market in the process of catching up with the development of the company,and it is also an inevitable choice for Ma Huateng's"disputed first"product innovation logic.
The Internet industry has increasingly become an important engine for stimulating the development of the global economy. The rapid development of Chinese Internet companies has attracted widespread attention. Throughout the history of the development of Chinese Internet companies,almost every Internet company has a long-term follow-up development of the US " Silicon Valley Model". And almost all successful companies have found out in the process of growth that is completely different from the original survival and business model. Although the disputes of"plagiarism and innovation"faced by Chinese Internet companies in the product development process are still continuing,the Internet companies represented by Tencent,the research object of this paper,are growing into world-class enterprises. How to explain the above-mentioned " paradox" development of Chinese Internet companies? What is the product innovation mechanism of Chinese Internet companies? What are the development characteristics of China? These are the core issues guiding the development of Chinese Internet companies. However,to date,the theoretical and practical circles have not yet given a clear answer to these questions.This paper intends to use the " innovative value chain" as the theoretical basis to select one of China's fastest growing Internet integrated service providers-Tencent Holdings Co.,Ltd.( "Tencent"),which is headquartered in Shenzhen,as its research object. Since the diachronic development of product development,the company has selected the product innovation event with historical turning point as the analysis unit,and the three stages of the innovation value chain as the analysis framework.What are the core constructs of each stage analysis and different constructs? The key elements of"why"and "how"change the main line to develop cross-unit case analysis to reveal the internal mechanism of China's Internet enterprise innovation value chain.This paper takes the innovation value chain theory as the analysis framework,based on the analytical framework of"creative creation-creative transformation-creative communication"proposed by Hansen and Birkinshaw( 2007) and conducts nested multi-case analysis of Tencent's product innovation events from 1998 to 2016,and tries to explore the innovation mechanism of Chinese Internet companies. The research finds that: First,the creative production stage focuses on the analysis of creative architecture elements from a creative perspective. The static perspective analysis shows that the creative categories include both transplanted and derived creatives. Dynamic perspective analysis leads to creative reorganization through dynamic combination and gradient advanced approach. The evolution process is finally completed with breakthrough ideas. Secondly,the creative transformation stage focuses on analyzing the development model elements from an organizational perspective. The static perspective analysis leads to the organizational level of the product manager system and the project-level small team development model. The dynamic perspective analysis leads to the enterprise-level horse racing mechanism and project level. The micro-cycle model enables agile management to improve innovation performance. Thirdly,the creative communication stage focuses on analyzing the elements of the interaction mechanism from the perspective of users. The static perspective analysis leads to the emotional demand mining based on Chinese-style understanding to lock the emotional communication element. The dynamic perspective analysis leads to the advanced mode driven by user experience and continuous optimization. The evolution of services,with a platform-based product feedback system to quickly find new product development appeals.The theoretical contributions of this paper are as follows:( 1) By deconstructing the three-stage model of"innovative value chain",this paper extracts the key elements of the three-stage interdependence in the process of product innovation in Chinese Internet enterprises,and deeply analyzes the phased changes of each element,making The evolutionary characteristics of the innovation value chain are specifically revealed. It provides a preliminary integrated theoretical analysis framework for the dynamic research of innovative value chain theory.( 2) This paper argues that in the different stages of the development of Internet enterprises,the characteristics of the three stages of the innovation value chain and the impact on the innovation performance are different. Therefore,when observing the product innovation behavior of the enterprise through the perspective of the innovation value chain,it is necessary. A more comprehensive understanding of the stage of development and the characteristics of the previous innovation value chain will enable a more accurate understanding. This conclusion makes up for the existing research that overemphasizes the development of the three-stage equilibrium advantage of the innovation value chain.( 3) Some studies have pointed out that late-developing countries can catch up with and surpass technology through integrated innovation,and affirm that integrated innovation is an effective path for product innovation in late-developing countries,while few studies have developed innovative ideas for Chinese Internet enterprise products from the perspective of integrated innovation. The source is analyzed for this phenomenon.Looking at the development process of Chinese Internet companies from the perspective of dynamic development,there are also some characteristics of integrated innovation in the stage of creative generation: firstly,not simple imitation,but re-integration of transplant ideas; Secondly,in the process of creative integration Carry out secondary innovation and achieve breakthrough innovation. Due to the rapid development of the industry characteristics of the Internet industry,it is an inevitable choice to quickly transplant product innovations that have been tested by the market in the process of catching up with the development of the company,and it is also an inevitable choice for Ma Huateng's"disputed first"product innovation logic.
引文
[1] 吴晓波.腾讯传1998-2016中国互联网公司进化论[M].浙江大学出版社,2017.Wu,X.Tencent biography 1998-2016 China internet corporation evolution theory[M].Zhejiang University Press,2017.
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[5] Jiménez-Jiménez,D.,Sanz-Valle,R..Innovation,organizational learning,and performance[J].Journal of Business Research,2011,64(4):408-417.
[6] Danneels E..The dynamics of product innovation and firm competences[j].Strategic Management,2002,23(12):1095-1121.
[7] Cleff,T.,Rennings,K..Determinants of environmental product and process innovation[J].Environmental Policy and Governance,1999,9(5):191-201.
[8] Freeman,C.,Clark,J.,Soete,L..Unemployment and technical innovation[M].Frances Pinter,London.1992.
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[11] Mowery,D.C.,Rosenberg,N..The influence of market demand upon innovation:A critical review of some recent empirical studies[J].Research Policy,1979,8(2):102-153.
[12] Rothwell,R.,Freeman,C.,Horsley,A.,Jervis,V.T.P.,Robertson,A.B.,Townsend,J..SAPPHO Updated:Project SAPPHO Phase II[J].Research Policy,1974,3(3):258-349.
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[14] Imai,K.,Nonaka,I.,Fakeuchi,H.Managing the new product development,in clark,k.and hayes,f.(eds),the uneasy alliance[M].Harvard Business School Press,Boston,MA,1985.
[15] Marcin,G..Changing role of BRIC countries in technologydriven international division of labor[J].Business & Economic Horizons,2010,2(2):89-97.
[16] Asheim,B.T.,Coenen,L..Knowledge bases and regional innovation systems:Comparing Nordic clusters[J].Research Policy,2005,34(8):1173-1190.
[17] Hansen,M.T.,Birkinshaw.J..The innovation value chain[M].Harvard Business Review,2007.
[18] Yin,R.K.Case study research:Design and methods(3nd ed.)[M].London:Sage Publications,Beverly Hills,CA.2002.
[19] Eisenhardt,K.M.,Graebner,M.E..Theory building from cases:opportunities and challenges[J].Academy of Management Journal,2007,50(1):25-32.
[20] Eisenhardt,K.M.Building theories from case study research[J].Academy of Management Review,1989,14(4):532-550.
[21] Hox,J.J.,Boeije,H.R..Data collection,primary vs.secondary[J].Encyclopedia of Social Measurement,2005(1):593-599.
[22] Ganotakis,P.,Love,J.W..The innovation value chain in new technology‐Based firms:Evidence from the UK[J].Journal of product innovation,2012,29(5):839-860.
[23] O’Quin,K.,Besenmer,S.P..Creative products,encyclopedia of creativity M.A.,Runco and S.R.Pritzker(eds.)[M].San Diego,CA:Academic Press,1999.
[24] Henderson,R.,Clark,K..Architecture innovation:The reconfiguration of existing product technologies and the failure of established firms[J].Administrative Science Quarterly,1990,35(1):9-30.
[25] Chesbrough,H.,Kusunoki,K..The modularity trap,in-notation,technology phases shifts and the resulting limits of virtual organization[M].Nonaka,I.;Teece,D(eds),Managing Industrial Knowledge,Sage Press,2001.
[26] 吴瑶,肖静华,谢康,廖雪华.从价值提供到价值共创的营销转型——企业与消费者协同演化视角的双案例研究[J].管理世界,2017(4):138-157.Wu Yao,Xiao Jinghua,Xie Kang,Liao Xuehua.From the value provision to the value creation of the marketing transformation - A case study of the collaborative evolution of business and consumer perspective[J].Management World,2017(4):138-157.
[27] Strauss,A.,Corbin,J.Basics of qualitative research:Grounded theory procedures and techniques[M].Newbury Park,CA:Sage Publications,1990.
[28] Holsti,O.R.Content analysis for the social sciences and humanities[M].MA:Addison-Wesley,1969.
[29] 张华胜,薛澜.技术创新管理新范式:集成创新[J].中国软科学,2002(12):06-22.Zhang Huasheng,Xue Lan.A new paradigm of technological innovation management:Integrated innovation[J].China Soft Science,2002(12):06-22.
[2] Mahadevan,B..Business models for internet-based e-commerce:An anatomy[J].California Management Review,2000,42(4):55-69.
[3] Batjargal,B..Internet entrepreneurship:Social capital,human capital,and performance of Internet ventures in China[J].Research Policy,2007,36(5):605-618.
[4] Clark,J.A Model of embodied technical change and employment,mimeo,science policy research unit[M].Sussex University,Falmer Press,Sussex.1979.
[5] Jiménez-Jiménez,D.,Sanz-Valle,R..Innovation,organizational learning,and performance[J].Journal of Business Research,2011,64(4):408-417.
[6] Danneels E..The dynamics of product innovation and firm competences[j].Strategic Management,2002,23(12):1095-1121.
[7] Cleff,T.,Rennings,K..Determinants of environmental product and process innovation[J].Environmental Policy and Governance,1999,9(5):191-201.
[8] Freeman,C.,Clark,J.,Soete,L..Unemployment and technical innovation[M].Frances Pinter,London.1992.
[9] Carter,C.,Williams,B..Industry and technical progress[M].Oxford University Press,London,1957.
[10] Roessner,D..The local government market as a stimulus to industrial innovation[J].Research Policy,1979,8(1):340-346.
[11] Mowery,D.C.,Rosenberg,N..The influence of market demand upon innovation:A critical review of some recent empirical studies[J].Research Policy,1979,8(2):102-153.
[12] Rothwell,R.,Freeman,C.,Horsley,A.,Jervis,V.T.P.,Robertson,A.B.,Townsend,J..SAPPHO Updated:Project SAPPHO Phase II[J].Research Policy,1974,3(3):258-349.
[13] Hagedoorn,J..Organizational needs of inter-firm cooperation and technology transfer[J].Technovation,1990,10(1):17-30.
[14] Imai,K.,Nonaka,I.,Fakeuchi,H.Managing the new product development,in clark,k.and hayes,f.(eds),the uneasy alliance[M].Harvard Business School Press,Boston,MA,1985.
[15] Marcin,G..Changing role of BRIC countries in technologydriven international division of labor[J].Business & Economic Horizons,2010,2(2):89-97.
[16] Asheim,B.T.,Coenen,L..Knowledge bases and regional innovation systems:Comparing Nordic clusters[J].Research Policy,2005,34(8):1173-1190.
[17] Hansen,M.T.,Birkinshaw.J..The innovation value chain[M].Harvard Business Review,2007.
[18] Yin,R.K.Case study research:Design and methods(3nd ed.)[M].London:Sage Publications,Beverly Hills,CA.2002.
[19] Eisenhardt,K.M.,Graebner,M.E..Theory building from cases:opportunities and challenges[J].Academy of Management Journal,2007,50(1):25-32.
[20] Eisenhardt,K.M.Building theories from case study research[J].Academy of Management Review,1989,14(4):532-550.
[21] Hox,J.J.,Boeije,H.R..Data collection,primary vs.secondary[J].Encyclopedia of Social Measurement,2005(1):593-599.
[22] Ganotakis,P.,Love,J.W..The innovation value chain in new technology‐Based firms:Evidence from the UK[J].Journal of product innovation,2012,29(5):839-860.
[23] O’Quin,K.,Besenmer,S.P..Creative products,encyclopedia of creativity M.A.,Runco and S.R.Pritzker(eds.)[M].San Diego,CA:Academic Press,1999.
[24] Henderson,R.,Clark,K..Architecture innovation:The reconfiguration of existing product technologies and the failure of established firms[J].Administrative Science Quarterly,1990,35(1):9-30.
[25] Chesbrough,H.,Kusunoki,K..The modularity trap,in-notation,technology phases shifts and the resulting limits of virtual organization[M].Nonaka,I.;Teece,D(eds),Managing Industrial Knowledge,Sage Press,2001.
[26] 吴瑶,肖静华,谢康,廖雪华.从价值提供到价值共创的营销转型——企业与消费者协同演化视角的双案例研究[J].管理世界,2017(4):138-157.Wu Yao,Xiao Jinghua,Xie Kang,Liao Xuehua.From the value provision to the value creation of the marketing transformation - A case study of the collaborative evolution of business and consumer perspective[J].Management World,2017(4):138-157.
[27] Strauss,A.,Corbin,J.Basics of qualitative research:Grounded theory procedures and techniques[M].Newbury Park,CA:Sage Publications,1990.
[28] Holsti,O.R.Content analysis for the social sciences and humanities[M].MA:Addison-Wesley,1969.
[29] 张华胜,薛澜.技术创新管理新范式:集成创新[J].中国软科学,2002(12):06-22.Zhang Huasheng,Xue Lan.A new paradigm of technological innovation management:Integrated innovation[J].China Soft Science,2002(12):06-22.