创业者能力和机会对产品差异化优势的影响  

Influence of Entrepreneur's Abilities and Opportunity on Product Differentiation Advantage

作　　者：朱沛[1] 

机构地区：[1]温州大学城市学院,浙江温州325035

出　　处：《管理案例研究与评论》2010年第2期113-126,共14页Journal of Management Case Studies

摘　　要：本研究针对相关产业成长期创业的差异化阶段进行探索性研究。研究问题:哪些知识和机会概念的构成因素产生产品属性与竞争优势?经过对方太公司案例的探索,得出以下结论:低相关产业成长期创业的产业特殊知识门槛低,创业团队的学习创新能力强,创业决策时存在创业机会,才能使产品差异化成功。创业机会是一个潜藏着利润的特殊产业结构,本研究命名为创业机会结构,它由以下项目构成:(1)下游存在市场需求并成长;(2)忽视产品问题的竞争者数量多;(3)创业者有异质理念知识。差异化成功将产生上市新产品的三个产品竞争属性,即产品需求强度、产品有价值的差异程度、产品稀少性。这三个产品竞争属性正向影响产品竞争优势程度,进一步影响后续的利润。The research explores the product differentiation stage of related industry growth stage entrepreneurship.Research question：which factors of knowledge and opportunity produce product attributes and competitive advantages？ The Fotile company case shows that,if the threshold of industry-specific knowledge is low,and learning and innovating abilities of entrepreneurship team is strong,and there is an entrepreneurial opportunity,then the product differentiation can be successful.Entrepreneurship opportunity is a special industry structure,it is named as entrepreneurial opportunity structure.It is constructed by these items：（1）Downstream markets exist demand;（2）The number of competitors ignoring product defects is large;（3）Entrepreneurs have heterogeneous ideas.After the differentiation process,the product has three competitive attributes,i.e.demand intensity of the product,valuable differentiation extent of the product,rareness of the product.The three competitive attributes influence product competitive advantages and profits.

关 键 词：创业 机会 差异化 案例研究 

分 类 号：C934[经济管理—管理学]