山不轉路轉：創業家心智模式改變與企業的轉折歷程

A Dynamic Perspective on Entrepreneurs' Mental Changing Process during Entrepreneurial Transitional Stage

鄔榮霖(Rong-Lin Wu) ； 王思峰(Sy-Feng Wang) ； 徐達光(Ta-Kuang Hsu)

《創業管理研究》 4卷1期 (2009/03) Pp. 1-32

https://doi.org/10.30132/JER.200903.0001

摘要

本研究採認知觀點的角度，解讀在經歷新事業失敗時，創業者內在心智模式的調整歷程與行動反思歷程，以及由內在歷程出發而啟動之組織發展及策略轉折。在研究方法部分，以一個典型的台灣中小家族企業服飾代工製造廠為對象，透過敘說分析法（narrative analysis），分析此個案的貫時歷程，包含：在台灣累積代理品牌與零售通路的經驗、前往大陸創立品牌的挫折經驗、以及其後在個體心智模式與組織經營模式一同交織調整與變化的系列歷程。本研究結果在理論上可擴充創業認知與台商的研究範疇，在實務上則對台商前往中國大陸發展自有品牌具有啟發性。

關鍵字

創業家 ； 心智模式 ； 敘說的分析 ； 品牌 ； 企業轉折

並列摘要

The narrative research focused on how the Taiwanese small enterprise tried to build brands in mainland China. The OEM Company of textile industry in Taiwan had brand building and retailing experience, however the application of these strategies for developing private brands in mainland China market worked without results. In cognition-based perspective, this research tried to interpret how the mental modification process and coping strategies by entrepreneur after facing the failure. The results showed not only the entrepreneur's reflection and deliberation could cause organizational development and strategies divert, but also these could effected several important changes such as cognitive adaptation and organizational performance. Finally, results indicated how the Taiwanese entrepreneurs develop strategies of private brand building in mainland China.

並列關鍵字

Entrepreneur ； Mental Model ； Analysis of Narrative ； Brand ； Enterprise Transition