基于跨案例扎根分析的商业模式结构模型研究被引量：43

A Multiple Case Study Research on Building a Business Model Structure:A Grounded Theory Method

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摘要以75个实际企业商业模式成功案例为样本,应用扎根理论的Strauss三阶段编码方法进行跨案例分析,构建商业模式结构模型。以迭代式开放性编码对案例中描述商业模式的变量进行概念化和类属化,依据主轴编码的典范模式将各类属按性质分布于具有因果关系的6个层次,将每个层次的类属性质聚类为具有三级结构的商业模式构件,建立一个包含15个构件和6个层次的二维商业模式结构模型,并以实际企业案例详细说明模型的应用。研究结果表明,构建的模型有效改进了现有商业模式结构研究在构件细化、构件全面性和模型开放性等方面存在的不足,且为解释性模型和形式理论,使模型不仅可以跨情境地应用于商业模式描述、商业模式评估和商业模式创新策略归纳,也为研究更深层次商业模式问题奠定了良好的基础,并对企业创新和改进商业模式提供指导。 The purpose of this paper is to develop a business model structure through coding 75 business model innovating cases by grounded theory approach which proposed by Strauss. The process of conducing this work goes through three stages. On stage of open coding, an iterative procedure is used to name, conceptualize and catagorize the varibles that describe business models in cases in order to formulate those catorigies, properities and dimensions that are related to business models. On stage of axial coding, according to their properities, those catagories are distributed to six causal levels of paradigm model. On stage 3, the properties in each level are clustered into different components of business model. Eventually, a two-dimensional business model structure consisting of six levels and fifteen components has been established and its application has been illustrated through applying the structure to analyze the business model of a real company in detail. The results show that the business model structure not only improves the weakness of the existing model study on component detailing, construct comprehensiveness and model openness effectively, but also pertains to explanatory model and formal theory. Thus, the structure can be applied to business model description, assessment and the summarization of the model＇s innovation strategies across contexts. Specially, the structure can serve as a solid foundation to facilitate the probing of complicated issues relevant to business model, as well as a guideline for entrepreneur innovation and business model improvement.

作者郑称德许爱林赵佳英

机构地区南京大学商学院

出处《管理科学》 CSSCI 北大核心 2011年第4期1-13,共13页 Journal of Management Science

基金国家自然科学基金(70972040) 教育部人文社会科学规划基金(09YJA630062)~~

关键词商业模式商业模式结构模型扎根理论跨案例研究 business model business model structure grounded theory mulitple case study research

分类号 F270 [经济管理—企业管理]

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