学术视界｜主导逻辑对商业模式创新的作用机理：基于动态资源管理视角

长青，郭松明等数字经济与商业模式 2023-03-28

主导逻辑对商业模式创新的作用机理：
基于动态资源管理视角

长青¹，郭松明¹，马萍²，张璐¹，

姜宇婷¹，刘运韬³

（1.内蒙古工业大学经济管理学院，

内蒙古呼和浩特010051；

2.天津送变电工程有限公司,天津300000；

3.对外经济贸易大学国际经济贸易学院，

北京100029）

摘要：在激烈的市场竞争下，企业如何快速协调机会情境与战略执行之间的关系从而突破商业模式既定框架以抢占市场先机成为实践界和学术界重点关注的问题。本文选取“蒙草生态”进行探索性单案例研究，基于动态资源管理视角探究机会窗口驱动下主导逻辑指导商业模式创新的演进路径。研究发现：（1）主导逻辑作为管理者感知外部情境的认知桥梁，因其呈现较强能动性使得组织可以快速捕捉外部机会情境信息进行内部战略响应与更新，是组织将信息内化的重要媒介；（2）动态资源管理具体表现为主导逻辑指导下资源能力与资源行动交互产生瞬时行动驱动差异性战略结果生成的过程，其作为沟通管理者认知与商业模式创新的核心组件，推动了管理层认知向组织战略执行层行为的跨越；（3）管理者与外界机会情境互动产生的主导逻辑指导企业改变资源能力与资源行动的协奏模式促使企业在创业过程中依次形成“市场适应型-技术引领型-共享开放型”的商业模式创新类型。

关键词：机会窗口；主导逻辑；动态资源管理；商业模式创新

主要研究结论：本研究通过对蒙草生态商业模式创新过程的探索性单案例研究，深入剖析了创业企业在面对外部优势情境时通过管理层与组织层协作把握机会实现企业快速成长的内生机制，并构建了相应的整合性理论框架，主要研究结论如下：

（1）管理者对机会的解读是不同企业面对相似情景选择构建差异化主导逻辑的认知根源，也是企业能够快速整合自身异质性资源塑造核心竞争力从而成功实现商业模式创新的优势所在。机会窗口触发于组织外部弥散的大量信息，管理者筛选机会信息构建不同阶段的主导逻辑促使企业改变资源能力与资源行动的协奏模式来把握外部持续更新的机会情境，并通过两者动态交互所产生的一系列企业适应性行为重塑以价值主张为指导的商业模式，最终实现商业模式与高层管理者主导逻辑的高度吻合。如蒙草生态在被动适应时期，受资源、能力等因素限制管理者感知外界需求窗口，形成“市场拓展”主导逻辑指导企业通过模仿学习被动适应绿化行业拓展需求，构建了市场适应型商业模式。随着企业战略执行层面的完善，企业短期内快速积聚经济利益，但由于核心竞争力缺失企业面临发展瓶颈，管理者感知技术窗口形成“创新驱动”主导逻辑指导企业形成技术引领型商业模式主动颠覆市场。企业依托核心技术实现网络地位的高度跃迁，在位企业高层管理者感知制度需求立足行业繁荣与社会发展最终形成“价值共享”主导逻辑，将社会责任融入商业模式创新实现企业可持续发展。

（2）基于能力视角，商业模式创新进程中资源能力不断由低向高跃迁并呈现“资源构建-资源延伸-资源重构”的演化路径，同时影响企业资源行动依“资源拼凑-资源编排-资源协奏”不断演变。基于行为视角，管理者在感知情境信息的基础上构建适配机会窗口的主导逻辑指导企业进行资源配置以帮助企业快速解析能力提升路径进而把握机会实现资源积累与能力提升。由此，能力与资源行动有机协奏可以相互提升并产生适配组织战略的瞬时行动以驱动企业提升商业模式创新推进的整体效能。

（3）商业模式演化依托于管理者认知与外界机会情境的随时互动。价值主张作为商业模式的核心要素其重心依主导逻辑指导在能力和资源行动作用下不断调整，经历了由“市场＋服务”向“产品+技术”到“产业＋社会责任”的演变过程。从最初的“提供优质服务适应市场”，到“构建核心技术颠覆市场”，再到最终的“创造性地将社会责任融入商业模式创新构建良好的政企关系实现企业可持续发展”，价值主张指导企业采取相应行动完成价值创造、传递和获取，故而推动商业模式实现“市场适应型商业模式-技术引领型商业模式-共享开放型商业模式”的创新演进过程。

The mechanism of action of dominant logic on business model innovation: A perspective based on dynamic resource management

Chang Qing¹, Guo Songming¹, Ma Ping², Zhang Lu¹, Jiang Yuting¹, Liu Yuntao³

(1. School of Economics and Management, Inner Mongolia University of Technology, Hohhot 010051, Inner Mongolia, China;

2. Electric Power Transmission & Transformation Engineering Corporation, Tianjin 300000, China;

3. School of International Trade and Economics, University of International Business and Economics, Beijing 100029, China）

Abstract:Along with the digital transformation and upgrading of local industries, the concept of business model innovation brings new development opportunities to the market. However, in the fierce market competition, how enterprises can quickly coordinate the relationship between opportunity situation and strategy execution so as to break through the established framework of business model to seize market opportunities through innovation has become a key concern in the practice and academic circle. This paper selects the enterprise of "M-Grass Ecology Corporation" as an exploratory single case study sample and explores the evolution path of business model innovation guided by the dominant logic driven by the window of opportunity from the perspective of dynamic resource management.

The results show that: (1) The changing window of opportunity in the external situation and the internal growth needs of enterprises influence the type of dominant logic constantly changing. Window of opportunity to trigger the external diffusion of large amounts of information, managers screen opportunity information construct various stages of the dominant logic to promote enterprise change resource capability and resources action pattern to grasp the external opportunity to continuously updated situation, and through the dynamic interaction of a series of enterprise adaptive behavior to reshape guided by the value proposition of the business model, the business model is highly consistent with the top-level management-led logic; (2) Dynamic resource management is a process in which the interaction between resource capabilities and resource actions under the guidance of dominant logic produces instantaneous actions that drive the generation of differentiated strategic results. As a core component of communication between managers′ cognition and business model innovation, dynamic resource management realizes the behavioral leap from management cognition to organizational strategy execution. Based on the perspective of capability, in the process of innovation, resource capabilities realize a transition from low to high, presenting an evolutionary path of "resource construction - resource extension - resource reconstruction", while affecting the continuous evolution of enterprise resource actions according to the pattern of "resource patchwork - resource arrangement - resource coordination". Based on the perspective of behavior, the manager′s adaptation window of opportunity forms a dominant logic to guide enterprises in resource allocation and help enterprises to quickly improve their analytical ability and then grasp the opportunity to achieve resource accumulation and ability improvement. Therefore, the organic coordination between capacity and resource actions can promote each other and produce different instantaneous actions to drive enterprises to produce different strategic results and enhance the efficiency of business model innovation promotion; (3) The dominant logic generated by the interaction between the manager and the external opportunities guides enterprises to change the cooperative mode of resource capacity and resource action, and promotes enterprises to form the business model innovation of "market-oriented -- technology-led -- shared and open" successively in the entrepreneurial process. The evolution of enterprises business model on managers to interact with external opportunity situation at any time, value propositions as the core elements of business model, its center of gravity in accordance with the guidance of dominant logic operations in ability and resources under the action of continuous adjustment, has experienced the "market + service" to the "product + technology" to "industrial and social responsibility" the evolution of the process. From the original more quickly adapt to the market by the high quality service, to build the core technology to subvert the market, eventually creatively integrate social responsibility into business model innovation to build a good relationship between government and enterprises to realize the sustainable development, the value proposition to guide enterprises to take corresponding action to complete the value creation and transmission and value, so business model to realize "the adaptive business model - market technology leading business model - sharing open business model" in the evolution process of innovation.

This study emphasizes the importance of executives′ dynamic perception of external situations and construction of flexible dominant logic to guide internal decision-making for enterprises to achieve success in business model innovation. Through the theoretical framework of building leading logic to guide the evolution and upgrading of business model, it clearly explains the guidance of enterprise strategic behavior by managers selecting opportunity information and the realization path of business model innovation based on dynamic resource management. It opens the "black box" of successful path of business model innovation from the source of organizational strategic thinking.It has a theoretical contribution to the internal mechanism of enterprises internalizing opportunity information and using managers′ cognition to reshape business models in turbulent situations, and also has a practical inspiration to Chinese enterprises on how to realize business model innovation and successfully complete market reversal.

Key words:opportunity window; dominant logic; dynamic resource management; business model innovation

引用本文：长青,郭松明,马萍,张璐,姜宇婷,刘运韬.主导逻辑对商业模式创新的作用机理：基于动态资源管理视角[J].科研管理,2021,v.42;No.314(12):45-55.

。END。