商业模式构建视角下新企业成长过程研究
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摘要
新企业失败率偏高、成长率偏低的现实状况引发了国内外创业、组织、战略与创新等诸多学科学者们对于新企业成长问题普遍而持续的关注。特别是党的十七大报告倡导“建设创新型国家”以来，国内涌现的创业热潮令新企业成长问题更加备受瞩目，例如，始于2007年的国家自然科学基金两项重点课题及后续的相关课题极大地推动了新企业成长问题研究的进展，本文的研究正是在其中一项课题的支持下完成的。
系统的文献梳理可知，主流新企业成长研究将研究焦点放在发现和实证影响新企业业绩差异的决定因素，对于新企业如何实现成长，即新企业成长过程问题却缺乏探究；少量的新企业成长过程文献以生命周期理论或阶段模型为基本模式，提出不同的成长阶段划分，为描述和解析新企业成长过程提供了理论工具，但却存在着缺乏理论基础和实证支持、未明确界定新企业概念以及未能充分考虑新企业的独特性等诸多不足。
现有理论研究与经验观察均揭示，新企业的一个显著特征在于它具有“新进入缺陷”，来源于组织内外部的不确定性进一步放大了新企业面临的成长挑战。这些挑战既是大量新企业失败或成长质量低下的根源，也使新企业成长呈现出不断调整、在调整中实现成长的基本特征。因此，如何回应现有研究的主要不足，在充分考虑新企业独特性的基础上，利用新颖而科学的理论视角对新企业成长过程加以纵向探究，是本文寻求理论创新的一个重要的出发点。
基于新企业成长与商业模式构建是一个共生演化过程的认识，本文将新企业定义为“已经注册成立但商业模式尚未确立的企业”，并认为商业模式是企业将内外部不确定性加以权变利用，并最终转化为确定性收益的工具。商业模式的确立对于新企业而言意义重大：它意味着新企业失败的概率显著降低，成长的可能性大大提高。因此，研究新企业商业模式构建直至确立的过程，无论对于理论发展还是实践指导，均具有十分重要的价值。
在前人研究的基础上，本文首先从新企业创立时的初始条件出发，构建了一个“初始条件——商业模式构建活动——成长”的理论框架；接下来，主要运用多案例研究方法，对河北省N市6家新企业进行了深入的纵向案例研究，具体而言，本文以初始理论框架为基线模型，在多案例研究的复制逻辑以及持续的分析式归纳的过程中，最终构建了一个描述和解析新企业成长过程的综合模型，并得出如下主要观点和创新：
第一，从商业模式角度提出了新企业界定以及新企业商业模式的确立标准，不仅为区分新企业与其他类型的企业提供了理论依据，而且也有助于准确而完整地理解新企业成长的内涵。
第二，基于商业模式构建的视角提出一个新企业成长过程的综合模型，突破了以往阶段模型或生命周期理论片面关注组织与管理问题的窠臼，将新企业探索经营方向、克服“新进入缺陷”、应对不确定性的行动与策略纳入研究视野，为研究新企业成长指引了一个新方向。
第三，识别了对新企业成长具有重要影响的初始条件，并对这些初始条件对商业模式构建活动的影响进行了分析，区分了直接影响和间接影响，进而对“组织烙印”理论进行了印证和深化。
第四，以资源积累与协调机制构建作为衡量新企业成长表现的代理变量，提炼出新企业在不同成长阶段的资源积累和协调机制构建方面的状态和特征，这在新企业成长过程研究中是一次新的尝试。
以质化研究方法纵向探究新企业成长过程，既是挖掘新企业成长规律或模式的理论需要，也是深入理解复杂多样的新企业成长现象的一个重要的方法论。从现有文献来看，虽然以商业模式构建为理论视角探究新企业成长过程的研究还非常少见，但已经引起了部分国内外学者的注意。本文作为在此方向上的一次重要的尝试，希望能够引起国内外学术同行的共鸣和进一步研究，进而增进我们对于高度复杂的新企业成长现象的理解，并为创业者的企业成长实践提供有益的启发。
The high mortality and the low growth rate of new ventures in practice haveattracted many researchers' attention from various disciplines, such asentrepreneurship, organization, strategy and innovation, to focus on the topic of newventure growth (NVG, hereafter), particularly when the Party began to propel theconcept of Constructing an Innovative Nation several years ago. It has become apromising and prosperous research domain since two important research projectswere granted by the Natural Science Foundation of China in2007and a lot ofrelevant projects were supported ever since, and this dissertation is the outcome ofone of such research projects.
Literature review shows that the main stream of NVG research is to examineand validate factors that determinate the variance of growth performance, and that itpays insufficient attention to the growth process. Some of the growth processresearches apply the paradigm of Life Cycle Theory or Stage Model to identify andcharacterize new venture growth process but still have such limitations as lackingtheoretical or conceptional foundation, not clearly defining and not considering theunique nature of new ventures, etc.
Both extant literature and empirical observation show that new ventures have aprominent character of liability of newness, and uncertainties arising inside andoutside of the organization will magnify challenges that they confront. Suchchallenges not only make the growth of new ventures a continuous adapting process,but also result in high mortality rate and low growth quality in their growth. So, howto overcome those research limitations and how to adopt a new and scientifictheoretical prospective to examine the new venture growth process constitute thestarting point of this research.
By adopting a viewpoint that new venture growth and the business modelformation is the same process, the research defines the new venture as a firm thathas been registered but has not yet established its business model. And it believes that business model is the instrument that interacts with those uncertaintiesoriginating inside and outside of the venture and transforms those uncertainties intodefinite gains. The significance of business model establishment of ventures is great,for it means that the mortality rate becomes small and the probability of growth getshigh. So, studies on business model construction process of new ventures is valuableboth in theory and practice.
On the basis of extant literature, the research first constructs a preset theoreticalmodel of initial conditions—the business model formation activities—growth, thenselects6cases from city A in Hebei province by theoretical sampling, and afterwardsapplies the multi-case study method to inquire into the new venture growth processby replication logic and analytical induction method. The research finally gets thefollowing results:
First, the research makes a definition of new ventures by adopting a businessmodel perspective and sets a standard for business model establishment. In this wayit forms a theoretical ground that helps to differentiate other firms from new venturesand to promote our understanding of NVG.
Second, a growth process model is constructed which lays more emphasis onselecting the course of the venture, taking into consideration the liability of newnessand the uncertainties that originate from inside and outside of the venture. In this, thestudy points out a new way of studying the new venture growth process.
Third, key initial conditions are identified and their impact on the activities ofbusiness model formation process is analyzed. The research distinguishes the directand the indirect impacts and provides support for the organizational imprintingliterature.
Finally, it adopts the resource accumulation and the coordination mechanismbuilding as agents to character NVG and depicts statuses in the growth process,which is a first try in new venture growth process studies.
Inquiring into the growth process of new ventures by using qualitative methodsis not only necessary to learn the pattern or law underlining in the phenomenon ofNVG, but also is useful to enhance our understanding of the growth phenomenon.Although the study of new venture growth process by using a business model perspective is still rare, several researchers home and abroad have noticed it. As afirst and important try, this research aims to invite colleagues to resonate and tomake further studies in order to promote the understanding of NVG for theoreticalresearch and entrepreneurial practice.
系统的文献梳理可知，主流新企业成长研究将研究焦点放在发现和实证影响新企业业绩差异的决定因素，对于新企业如何实现成长，即新企业成长过程问题却缺乏探究；少量的新企业成长过程文献以生命周期理论或阶段模型为基本模式，提出不同的成长阶段划分，为描述和解析新企业成长过程提供了理论工具，但却存在着缺乏理论基础和实证支持、未明确界定新企业概念以及未能充分考虑新企业的独特性等诸多不足。
现有理论研究与经验观察均揭示，新企业的一个显著特征在于它具有“新进入缺陷”，来源于组织内外部的不确定性进一步放大了新企业面临的成长挑战。这些挑战既是大量新企业失败或成长质量低下的根源，也使新企业成长呈现出不断调整、在调整中实现成长的基本特征。因此，如何回应现有研究的主要不足，在充分考虑新企业独特性的基础上，利用新颖而科学的理论视角对新企业成长过程加以纵向探究，是本文寻求理论创新的一个重要的出发点。
基于新企业成长与商业模式构建是一个共生演化过程的认识，本文将新企业定义为“已经注册成立但商业模式尚未确立的企业”，并认为商业模式是企业将内外部不确定性加以权变利用，并最终转化为确定性收益的工具。商业模式的确立对于新企业而言意义重大：它意味着新企业失败的概率显著降低，成长的可能性大大提高。因此，研究新企业商业模式构建直至确立的过程，无论对于理论发展还是实践指导，均具有十分重要的价值。
在前人研究的基础上，本文首先从新企业创立时的初始条件出发，构建了一个“初始条件——商业模式构建活动——成长”的理论框架；接下来，主要运用多案例研究方法，对河北省N市6家新企业进行了深入的纵向案例研究，具体而言，本文以初始理论框架为基线模型，在多案例研究的复制逻辑以及持续的分析式归纳的过程中，最终构建了一个描述和解析新企业成长过程的综合模型，并得出如下主要观点和创新：
第一，从商业模式角度提出了新企业界定以及新企业商业模式的确立标准，不仅为区分新企业与其他类型的企业提供了理论依据，而且也有助于准确而完整地理解新企业成长的内涵。
第二，基于商业模式构建的视角提出一个新企业成长过程的综合模型，突破了以往阶段模型或生命周期理论片面关注组织与管理问题的窠臼，将新企业探索经营方向、克服“新进入缺陷”、应对不确定性的行动与策略纳入研究视野，为研究新企业成长指引了一个新方向。
第三，识别了对新企业成长具有重要影响的初始条件，并对这些初始条件对商业模式构建活动的影响进行了分析，区分了直接影响和间接影响，进而对“组织烙印”理论进行了印证和深化。
第四，以资源积累与协调机制构建作为衡量新企业成长表现的代理变量，提炼出新企业在不同成长阶段的资源积累和协调机制构建方面的状态和特征，这在新企业成长过程研究中是一次新的尝试。
以质化研究方法纵向探究新企业成长过程，既是挖掘新企业成长规律或模式的理论需要，也是深入理解复杂多样的新企业成长现象的一个重要的方法论。从现有文献来看，虽然以商业模式构建为理论视角探究新企业成长过程的研究还非常少见，但已经引起了部分国内外学者的注意。本文作为在此方向上的一次重要的尝试，希望能够引起国内外学术同行的共鸣和进一步研究，进而增进我们对于高度复杂的新企业成长现象的理解，并为创业者的企业成长实践提供有益的启发。
The high mortality and the low growth rate of new ventures in practice haveattracted many researchers' attention from various disciplines, such asentrepreneurship, organization, strategy and innovation, to focus on the topic of newventure growth (NVG, hereafter), particularly when the Party began to propel theconcept of Constructing an Innovative Nation several years ago. It has become apromising and prosperous research domain since two important research projectswere granted by the Natural Science Foundation of China in2007and a lot ofrelevant projects were supported ever since, and this dissertation is the outcome ofone of such research projects.
Literature review shows that the main stream of NVG research is to examineand validate factors that determinate the variance of growth performance, and that itpays insufficient attention to the growth process. Some of the growth processresearches apply the paradigm of Life Cycle Theory or Stage Model to identify andcharacterize new venture growth process but still have such limitations as lackingtheoretical or conceptional foundation, not clearly defining and not considering theunique nature of new ventures, etc.
Both extant literature and empirical observation show that new ventures have aprominent character of liability of newness, and uncertainties arising inside andoutside of the organization will magnify challenges that they confront. Suchchallenges not only make the growth of new ventures a continuous adapting process,but also result in high mortality rate and low growth quality in their growth. So, howto overcome those research limitations and how to adopt a new and scientifictheoretical prospective to examine the new venture growth process constitute thestarting point of this research.
By adopting a viewpoint that new venture growth and the business modelformation is the same process, the research defines the new venture as a firm thathas been registered but has not yet established its business model. And it believes that business model is the instrument that interacts with those uncertaintiesoriginating inside and outside of the venture and transforms those uncertainties intodefinite gains. The significance of business model establishment of ventures is great,for it means that the mortality rate becomes small and the probability of growth getshigh. So, studies on business model construction process of new ventures is valuableboth in theory and practice.
On the basis of extant literature, the research first constructs a preset theoreticalmodel of initial conditions—the business model formation activities—growth, thenselects6cases from city A in Hebei province by theoretical sampling, and afterwardsapplies the multi-case study method to inquire into the new venture growth processby replication logic and analytical induction method. The research finally gets thefollowing results:
First, the research makes a definition of new ventures by adopting a businessmodel perspective and sets a standard for business model establishment. In this wayit forms a theoretical ground that helps to differentiate other firms from new venturesand to promote our understanding of NVG.
Second, a growth process model is constructed which lays more emphasis onselecting the course of the venture, taking into consideration the liability of newnessand the uncertainties that originate from inside and outside of the venture. In this, thestudy points out a new way of studying the new venture growth process.
Third, key initial conditions are identified and their impact on the activities ofbusiness model formation process is analyzed. The research distinguishes the directand the indirect impacts and provides support for the organizational imprintingliterature.
Finally, it adopts the resource accumulation and the coordination mechanismbuilding as agents to character NVG and depicts statuses in the growth process,which is a first try in new venture growth process studies.
Inquiring into the growth process of new ventures by using qualitative methodsis not only necessary to learn the pattern or law underlining in the phenomenon ofNVG, but also is useful to enhance our understanding of the growth phenomenon.Although the study of new venture growth process by using a business model perspective is still rare, several researchers home and abroad have noticed it. As afirst and important try, this research aims to invite colleagues to resonate and tomake further studies in order to promote the understanding of NVG for theoreticalresearch and entrepreneurial practice.
引文
[1]彼得·德鲁克著，蔡文燕译，创新与企业家精神，机械工业出版社，2007年。
[2]转引自张玉利教授为其团队所译教材撰写的序言部分，参见巴隆和谢恩所著《创业管理：基于过程的观点》，张玉利等翻译，机械工业出版社，2005年。
[3]高建，中国的创业活动更趋活跃——来自2006全球创业观察（GEM）中国报告的分析，中国科技投资，2007（9）：66-67。
[1]Bartelsman, E., Scarpetta, S. and Schivardi, F., Comparative Analysis of Firm Demographics and Survival:
[E2]vidence from Micro-level Sources in OECD Countries, Industrial and Corporate Change,2005,14,365-91.Audretsch, D.B., Santarelli, E. and Vivarelli, M., Start Up Size and Industrial Dynamics: Some Evidence fromItalian Manufacturing, International Journal of Industrial Organization,1999,17,965-83.
[3]企业家是指具有“事业心”（enterprise，参见Penrose，1959）的创业者，因此，仅仅是为生存而被迫创业的新企业，或是追求某种生活方式型（life-style）的新企业被本研究排除在外。
[4]Global Entrepreneurship Monitor Canadian National Report2003.
[1]Acs, Z.J., and Armington, C. Entrepreneurship, geography and American economic growth. New York:Cambridge University Press,2006.
[2]南开大学创业研究中心2011年8月23日公布的CPSED第二轮调查结果。其中，N=601。
[3]Stinchcombe（1965）强调，采取新组织形式的新企业面临的这些问题更加严峻。
[4]Hannan, M. Rethinking age dependence in organizational mortality: Logical formalizations, American Journalof Sociology,1998,104(1):126-164.
[5]Singh, J, et al. Organizational legitimacy and the liability of newness, Administrative Science Quarterly,1986,31(2):171-193.
[6]Aldrich, H., Pfeffer, J. Environments of organizations. Annual Review of Sociology,1976,2:79-105.
[1]Pelz, D. C. and Andrews, F. M.1966. Scientists in organizations. New York, NY: John Wiley&Sons.
[1]McKelvie, Haynie, Gustavsson, Unpacking the uncertainty construct: Implications for entrepreneurial action,Journal of Business Venturing,2011,26:273-292.
[2]例如，Long Range Planning于2010年组织了一期商业模式专题，邀请了战略、创新、创业领域的众多知名学者就商业模式问题发表真知灼见；哈佛商学院出版社在2010年将以往在商业模式创新方面最具影响力的HBR文章集结成书，参见Harvard Business Review on Business Model Innovation (2010)。
[3]Vohora, Wright, Lockett, Critical junctures in the development of university high-tech spinout companies,Research Policy,2004,33:147-175.
[1]邬爱其、贾生华，企业成长机制理论研究综述，科研管理，2007（3）：53-58。
[2]邬爱其、贾生华，企业成长机制理论研究综述，科研管理，2007（3）：53-58。
[1]根据现有研究，利润模式是商业模式的一个主要维度（Johnson等，2008；Osterwalder等，2005；张敬伟和王迎军，2010；王迎军和韩炜，2009，2011）。
[1]韩炜、薛红志，基于新进入缺陷的新企业成长研究前沿探析，外国经济与管理，2008（5）：14-21。
[1]Eisenhardt, K.M., Schoonhoven, C.B. Organizational growth: linking founding team, strategy, environment,and growth among U.S. semiconductor ventures,1978-1988. Administrative Science Quarterly,1990,35:504-529.
[1]Aldrich, H., Pfeffer, J. Environments of organizations. Annual Review of Sociology,1976,2:79－105.
[1]Zahra, S.A. Sapienza, Davidsson, Entrepreneurship and dynamic capabilities: a review, model and researchagenda. Journal of Management studies,2006,43:9l7-955; Newbert, S.L. New firm formation: a dynamiccapability perspective. Journal of small business management,2005,43(1):55-77.
[2]Granovetter, M., Economic action and social structure: the problem of embedness, American Journal ofSocilogy,1985,91(3):481-510.
[1]Hansen, E.L., Structure and process in entrepreneurial networks as partial determinants of initial new venturegrowth, Frontiers of Entrepreneurship Research,1991:437-456, Babson College, Wellesley, MA.
[2]单标安、蔡莉和王倩，基于扎根理论的创业网络研究多视角分析与整合框架构建，外国经济与管理，2011，33（2）：1-9。
[1]Gifford, S. Risk and uncertainty. In Acs, Z.J and Audretsch, D.B.(eds.), Handbook of EntrepreneurshipResearch. An Interdisciplinary Survey and Introduction. Boston, Dordrecht, London: Kluwer Academic Publishers.2003.
[2]张玉利和杨俊，试论创业研究的学术贡献及其应用，外国经济与管理，2009（1）：16-23.
[1]McKelvie, Haynie, Gustavsson, Unpacking the uncertainty construct: Implications for entrepreneurial action,Journal of Business Venturing,2011,(26):273–292.
[1]张玉利、杨俊和任兵，社会资本、先前经验与创业机会：一个交互效应模型及其启示，管理世界，2008（7）：91-102。
[1]有学者指出商业模式尚处于范式前阶段，其“大伞概念”的特征使得这一概念的统一尚有很长的路要走（龚丽敏、江诗松和魏江，2011），但很多学者仍然就商业模式的基本要素构成达成某种共识（参见张敬伟和王迎军，2010，2011；Johnson等，2008；Zott等，2011）。
[2]张敬伟，王迎军，基于价值三角形逻辑的商业模式概念模型研究，外国经济与管理，2010（6）：1-9。
[1]指出商业模式的核心要素是有意义的。参见Demil和Lecocq（2010：231）。
[1]王迎军，韩炜，新企业成长过程中商业模式的构建研究，科学学与科学技术管理，2011（9）：51-58。
[2]本文不对资源与能力做出特别的区分，泛指企业用以进行价值创造的有形资产、无形资产以及组织流程。参见Bingham C.B. and Eisenhardt K.M. Position, Leverage and Opportunity a Typology of Strategic LogicsLinking Resources with Competitive Advantage. Managerial and Decision Economics,2008,29(1):241-256.
[1]张建民和何宾，案例研究概推性的理论逻辑与评价体系——基于公共管理案例研究样本论文的实证分析，公共管理学报，2011（2）：1-20。
[1]参见田莉和张玉利，市场进入战略创新性与新技术企业初期绩效———对成长性绩效与规模绩效影响差异性的分析，科学学与科学技术管理，2011（5）：123。进入战略通常包括产品市场选择、进入时机以
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[2]转引自张玉利教授为其团队所译教材撰写的序言部分，参见巴隆和谢恩所著《创业管理：基于过程的观点》，张玉利等翻译，机械工业出版社，2005年。
[3]高建，中国的创业活动更趋活跃——来自2006全球创业观察（GEM）中国报告的分析，中国科技投资，2007（9）：66-67。
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[3]企业家是指具有“事业心”（enterprise，参见Penrose，1959）的创业者，因此，仅仅是为生存而被迫创业的新企业，或是追求某种生活方式型（life-style）的新企业被本研究排除在外。
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[3]Stinchcombe（1965）强调，采取新组织形式的新企业面临的这些问题更加严峻。
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[1]McKelvie, Haynie, Gustavsson, Unpacking the uncertainty construct: Implications for entrepreneurial action,Journal of Business Venturing,2011,26:273-292.
[2]例如，Long Range Planning于2010年组织了一期商业模式专题，邀请了战略、创新、创业领域的众多知名学者就商业模式问题发表真知灼见；哈佛商学院出版社在2010年将以往在商业模式创新方面最具影响力的HBR文章集结成书，参见Harvard Business Review on Business Model Innovation (2010)。
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[1]根据现有研究，利润模式是商业模式的一个主要维度（Johnson等，2008；Osterwalder等，2005；张敬伟和王迎军，2010；王迎军和韩炜，2009，2011）。
[1]韩炜、薛红志，基于新进入缺陷的新企业成长研究前沿探析，外国经济与管理，2008（5）：14-21。
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[1]McKelvie, Haynie, Gustavsson, Unpacking the uncertainty construct: Implications for entrepreneurial action,Journal of Business Venturing,2011,(26):273–292.
[1]张玉利、杨俊和任兵，社会资本、先前经验与创业机会：一个交互效应模型及其启示，管理世界，2008（7）：91-102。
[1]有学者指出商业模式尚处于范式前阶段，其“大伞概念”的特征使得这一概念的统一尚有很长的路要走（龚丽敏、江诗松和魏江，2011），但很多学者仍然就商业模式的基本要素构成达成某种共识（参见张敬伟和王迎军，2010，2011；Johnson等，2008；Zott等，2011）。
[2]张敬伟，王迎军，基于价值三角形逻辑的商业模式概念模型研究，外国经济与管理，2010（6）：1-9。
[1]指出商业模式的核心要素是有意义的。参见Demil和Lecocq（2010：231）。
[1]王迎军，韩炜，新企业成长过程中商业模式的构建研究，科学学与科学技术管理，2011（9）：51-58。
[2]本文不对资源与能力做出特别的区分，泛指企业用以进行价值创造的有形资产、无形资产以及组织流程。参见Bingham C.B. and Eisenhardt K.M. Position, Leverage and Opportunity a Typology of Strategic LogicsLinking Resources with Competitive Advantage. Managerial and Decision Economics,2008,29(1):241-256.
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[1]参见田莉和张玉利，市场进入战略创新性与新技术企业初期绩效———对成长性绩效与规模绩效影响差异性的分析，科学学与科学技术管理，2011（5）：123。进入战略通常包括产品市场选择、进入时机以
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[1]本文与张玉利和田新（2010）不同的是，后者的“试点”仅仅包括产品试点，而本文也包括了顾客试点。
[1]所谓顾客价值是指顾客在获得并使用某种产品或服务这一过程中所感受到的利益减去所感受到的成本之差。参见《动态竞争战略》第四十页。该书由戴伊、雷布斯坦因和岗特编著，孟立慧等译，上海交通大学出版社，2003。
[1]参见朱武祥、魏炜，如何设计一个赚钱的企业？创富志，2010（8）；或参见张敬伟，商业模式的五种创新，企业管理，2010（3）。独特的支付方式有可能带来商业模式创新，实现企业的快速成长，例如施乐案例（Chesbrough，2003）或Netflix案例（Teece，2010）。在本文中，Shine在调整阶段也在支付问题方面做了很多设计，这些设计也是其成功不可或缺的因素之一。
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