基于经典扎根理论的企业虚拟经营动因研究  

A Research of Enterprises' Virtual Operation Motives Based on the Classical Grounded Theory

作　　者：贾旭东[1] 衡量[1] 

机构地区：[1]兰州大学管理学院,甘肃兰州730000

出　　处：《华东经济管理》2015年第5期118-126,共9页East China Economic Management

基　　金：国家自然科学基金项目(71072069)

摘　　要：在市场日益快速多变的背景下,作为一种新兴的经营模式,虚拟经营打破传统模式,以"借鸡下蛋"的思维为企业发展增添了新的活力。伴随着丰富的企业实践热潮,虚拟经营的原动力何在成为理论界热烈探讨的重要课题。文章运用经典扎根理论研究方法,以两家采取虚拟经营模式获得成功的典型企业为案例,试图完整揭示企业虚拟经营的动因。在研究中发现,有企业在创业期开始虚拟经营,也有企业在发展期开始虚拟经营,文章将其分别概括为创业期虚拟经营和发展期虚拟经营。通过运用经典扎根理论的编码技术,结合大量一手和二手数据,文章得到了企业不同成长阶段虚拟经营的动因模型。在整合两个阶段共同动因的基础上,发现企业虚拟经营的根本动因由成本、效率、核心竞争力三个维度构成,这些动因形成了推动企业深远发展的有机组合,呈现非核心向核心递进的关系,这一研究发现为更加深入地研究企业虚拟经营现象打下了坚实的实证基础。In the context of market changing fast,virtual operation （VO） is regarded as a new pattern which breaks the tra-ditional limit. VO advocates the idea of“borrowing chickens to lay eggs”and adds vibrancy to develop. As the boom of enter-prise’s practice appears, the reason why VO can offer the power to develop has became an important issue. The article, adopting two typical virtual enterprises as studying cases,employs the method of the classical grounded theory to completely explore the motives of virtual operation. The research indicates that some companies virtualize in entrepreneurship stage called virtualization in pioneering period and others virtualize in development stage called virtualization in developing period. Com-bining a number of first-hand and second-hand data we obtain the virtual operation motives model in different enterprise ’s de-velopment stages by applying coding technology of the classical grounded theory. Based on the integration of common virtual operation motives in two stages,we find that enterprises’fundamental motives of virtual operation are composed of three di-mensions：cost, efficiency, and core competence. These motives form the effective combination to promote enterprises’ long-term development,and present the progressive relationship from outside to core. To sum up,the results lay a solid em-pirical basis on further studying virtual operation.

关 键 词：扎根理论 创业期虚拟经营 发展期虚拟经营 虚拟经营动因 

分 类 号：F272[经济管理—企业管理]