新商业模式的二元性:合法性与异质性

商业模式的成型和成功,依赖于商业模式的二元性,即合法性与异质性。基于3721网络实名商业模式的案例分析发现,商业模式内外部合法性是商业模式现实成型的基础,而商业模式在竞争中取胜则需要焦点企业创建和维持商业模式的异质性。新商业模式功能的实现需要大量利益相关者共同努力,而在此过程中,作为一个新知识体系的商业模式,存在被竞争对手学习、模仿的可能,这必将削弱新商业模式的异质性。但是,基于商业模式的活动元理论,活动元的设计与配置是新商业模式二元性的决定因素。

Ambidexterity of New Business Model:Legitimacy and Heterogeneity

The shaping and success of business model rely on the ambidexterity of business model,that is,legitimacy and heterogeneity.Based on case analysis of business model about 3721 real-name network,found that internal and external legitimacy of business model is the basis of business model shaping,while win in competition for business model needs key enterprises to create and maintain its heterogeneity.Function realization of new business model requires joint efforts of lots of stakeholders.For business model as a new knowledge system,there is the possibility of learning and imitating by its rivals,which will weaken the heterogeneity of new business models.But based on activity unit theory of business model,the ambidexterity of new business models depend on the design and configuration of activity units.