基于创业团队先前经验的新技术企业市场进入战略选择研究

基于社会认知和战略选择等理论知识,探讨创业团队先前经验构成特征与进入战略创新性的逻辑关系,并探索技术独享性和环境宽松性对团队决策的影响。基于随机抽样的问卷调研方法,利用150份新技术企业样本进行实证分析。研究结果表明,新技术企业初始战略来源于创业团队基于先前经验而达成的集体认知决策,技术导向型团队倾向于通过产品或服务的创新进入市场,而市场导向型的团队则会竭力从交易结构的创新入手,兼顾技术和市场导向的团队,虽然拥有多元化的认知模式,却没能迸发出应有的创造力。技术独享性在创业团队经验构成与进入战略创新性之间发挥正向调节作用,但没有改变团队成员固有认知模式;环境宽松性改变了创业团队在选择市场进入战略时的关注点,当环境较为宽松时,技术导向型和市场导向型的创业团队都呈现出对产品或服务创新的忽视,而加大了在交易结构上谋求创新的力度。

Market Entry Strategy Selection of New Technology Venture Based on Prior Experiences of Entrepreneurial Team

Based on social cognition theory and strategic choice theory,the study demonstrates the relationship between structure of prior experiences and innovation of entry strategy and explores the effect of technology appropriability and environment munificence on decision-making.150 copies of questionnaires were used for empirical examination.It finds that founding strategy originates from collective cognitive decision based on entrepreneurial teams′ prior experiences.Specifically,the technology-oriented teams tend to enter the market by innovative products or services,while the market-oriented teams prefer transaction structure innovation.The heterogeneous team with both technology and market orientation failed to innovate on entry strategy in spite of the multiple cognitive mode.Meanwhile,technology appropriability moderates the relationship between structure of prior experiences and innovation of entry strategy,but could not change entrepreneurial teams′ inherent cognitive model.Environment munificence changes entrepreneurial teams′ focus of market entry strategy selection.The study finds out that,under the munificent environment,both the technology and market oriented team neglects the innovation of products or services,but commits them to innovation on transaction structure.