网络及不确定环境下创业者的行为认知与决策机制研究

The frontline of entrepreneurship research is transiting from unlocking the entrepreneurial process to exploring the cognitive and decision-making mechanism. However, the challenges of the latter research come from these two arguments. The first one is that entrepreneur is the organization creator….. The second is that the uncertainty inherent in entrepreneurial process would infer the unique cognitive and decision-making process. These make the current literature unable to explain the entrepreneurial behavior in nature. Integrating the interdisciplinary knowledge from strategic theory, organizational behavior, entrepreneurial theory, cognitive science, psychology and learning theory, the project attempts to explore the cognitive and decision-making mechanism under the Internet and uncertainty environment, and to recognize the emergence of entrepreneurial mindset through learning activities. Specifically, the project explores the research question as following: (1) How do entrepreneurs create the value proposition of new venture under uncertainty environment? (2) How do entrepreneurs develop the strategies to cope with the challenge of the (potential) resource loss or failure? (3) Why and how do the expert entrepreneurs develop the unique cognitive and decision-making mode? (4) How do entrepreneurs develop the entrepreneurial mindset through effective learning activities during entrepreneurial process? To address these research questions, the project firstly defines the entrepreneurial context through the degree of uncertainty, and then follows by the experiment study and the combination of quasi-experiment design and survey method through the comparison between experienced entrepreneur and novice entrepreneur, and the entrepreneurs in Internet sector and those in high-tech sector. The purpose of the project is to develop and test the theoretical model about how entrepreneurs cope with uncertainties. Our project contributes to advance the frontline research of entrepreneurship, to enrich the managerial research in general, and to develop the entrepreneurial policy and best practices.

基于创业研究从关注创业过程深化为研究创业者认知和决策的理论背景，本课题立足于创业者是组织设计者、创业情境诱发独特认知和决策过程导致难以用常规理论解释创业行为的基本判断，以基于不确定性的创业情境分类为切入点，结合专家型创业者与普通创业者、互联网创业与技术创业等的比较，采取实验研究为主并将准实验调查和问卷调查相结合寻求相互验证的研究设计，融合战略与组织行为理论、创业理论、认知科学、心理学、行为科学等相关学科知识，研究网络及不确定性环境下创业者的行为认知过程和决策逻辑以及基于创业实践的创业思维提升路径。重点研究“创业者如何在不确定性环境下设计价值内容”、“创业者如何有效组织创业活动并应对资源损失挑战”、“专家型创业者为何会产生独特的认知和决策机制”、“创业者在实践中如何借助学习形成创业思维”等基础问题。旨在提炼创业者利用和应对不确定性的思维过程模型，丰富一般管理理论，提出针对创业者的政策建议。

基于创业研究从关注创业过程深化为研究创业者认知和决策的理论背景，课题从不确定性的创业情境切入，以创业情境—认知/思维—创业行为为主要研究框架，以互联网、高科技、制造业领域的新创业企业和有失败经历的创业者为主要研究对象，采取跟踪研究、实验和准实验调查、问卷调查相结合的研究设计，针对商业模式设计、机会识别、失败学习、创新创造、资源保护与整合等关键创业活动和行为展开研究，同时也选择注册速度、结构相似性认知等能够反映创业本质和网络时代特征的问题点开展研究，研究工作在宏观环境影响微观创业行为、以商业模式为核心的价值设计、创业过程中价值创造的认知机制、创业失败情境下的“认知—学习”机制、奏效逻辑的认知、资源决策与创新创业行为、创业领导行为等方面取得了丰富的成果，积累了动态跟踪、失败学习、创业者特质等方面的调查数据和一些案例、实验资料。.课题研究创业者和创业行为如何体验和应对不确定性，比如何管理和分散转移风险更有价值。创业者在与环境的互动中、在创业情境中受愿景和使命驱动，利用手头资源，遵循组合创新，低成本试验，上行反思学习，快速行动，这些不仅能解决创业问题，也能广泛应用于企业经营管理实践。另一方面，从情境、从情境-创业者互适/共演而非只从创业者的角度研究创业，回到创业者的思维认知等心理因素但不是特质，有助于更加理性地理解创业。研究为“创业者为什么能超越普通人的行为？”“如何强化创业精神？”提供了思路和证据。促进了国内创业研究和教育工作对创业思维的重视，创业思维训练几乎成了高校讲授创业基础课程时的必讲内容，进而使得创业基础教育更加基础，也更加有利于促进创业教育与专业教育的融合，更好地服务双创战略。.课题在科学研究、人才培养、学术交流、学科建设方面实现了预期的目标。