农业创业情境下商业模式设计的影响机制研究——基于模糊集定性比较分析

农业创业者如何通过整合与管理资源与能力,设计新颖型商业模式创造更多价值,是实现乡村振兴战略的关键措施。文章基于资源编排、商业模式理论,以央视《致富经》栏目40个案例为样本,运用模糊集定性比较分析（fsQCA）方法,剖析资源编排、机会能力、创业学习所构成的前因变量组态对农业创业活动中商业模式设计的影响机制。研究发现,资源编排在农业创业活动中发挥不可或缺的关键作用;相较于资源结构化和资源捆绑,资源利用在新颖型商业模式设计中的作用更为突出;机会能力须与资源编排共同作用,方可实现新颖型商业模式设计;在资源编排作用缺乏时,创业学习的发挥有助于新颖型商业模式设计的形成。研究成果诠释了农业创业情境下资源编排、机会能力与创业学习对商业模式设计的影响机制,为开展农业创业活动提供指导。

The Resource Orchestration on Business Model Design: A Fuzzy-set Qualitative Comparative Analysis of Agricultural Entrepreneurship

It's the key measure to achieve the rural revitalization strategy by designing a novelty-centered business model which could create more value by managing and integrating resources and capabilities. Based on resource orchestration theory and business model theory, taking 40 cases of CCTV's "Zhi Fu Jing" as the sample, using fuzzy-set Qualitative Comparative Analysis (fsQCA) method, this paper explores the influence mechanism of the antecedent configuration formed by resource orchestration consisting of resource structuring, resource bundling, resource leveraging, opportunity ability, entrepreneurial learning on business model design in agricultural entrepreneurial activities. We find that in the agricultural entrepreneurial activities, the resource orchestration plays a vital role in the novelty-centered business model design. Compared with resource structuring and resource bundling, resource leveraging plays a more prominent role in novelty-centered business model. Opportunity must work together with resource orchestration to choose novelty-centered business model design. When lacking of resource orchestration, entrepreneurial learning can contribute to the formation of novelty-centered business model design. The research explains the influencing mechanism of resource orchestration and business model design, and it offers enlightenment for agricultural entrepreneurs.