危机相生：“促进-防御”手段导向一致性对新创企业创业绩效的影响研究
汪涛1,2，杨杰1
（1.北京理工大学 管理与经济学院，北京100081；
2.北京理工大学长三角研究院（嘉兴），浙江 嘉兴314001)
摘要：手段导向为不确定情境下的创业决策研究提供新视角，近年来引起学界的高度重视。本文基于手段导向理论和调节焦点理论，探讨促进型与防御型手段导向一致性对新创企业创业绩效的作用机制，并分析创业机会识别与开发的中介作用。通过对176名创业者进行问卷调查，揭开“促进-防御”手段导向一致性与新创企业创业绩效之间关系的“黑箱”。研究表明：（1）“促进-防御”手段导向一致性程度越高，新创企业的创业绩效越高。（2）相较于“低促进-低防御”手段导向一致，在“高促进-高防御”手段导向一致的情况下，创业绩效更高。（3）相较于“低促进-高防御”手段导向不一致，在“高促进-低防御”手段导向不一致情况下，创业绩效更高。（4）创业机会识别与开发在“促进-防御”手段导向一致性与创业绩效间发挥中介作用。研究结论有助于推动手段导向理论的发展，并可以为创业者提高创业决策质量实现创业成功提供理论指导。
关键词：手段导向；创业机会识别与开发；创业绩效；调节焦点理论
主要研究结论：虽然早有研究表明，手段导向对创业绩效具有积极影响，但仅探讨了手段导向各维度对创业绩效的净效应，本文则探索了促进与防御型手段导向的不同组合构型作用于新创企业创业绩效的机制，主要得出如下结论：第一，证明了相较于“低促进-低防御”，新创企业创业绩效在“高促进-高防御”手段导向一致性下更高，为已有研究提出的“手段导向越高，企业的绩效就越高”观点提供了扎实的论据；发现相较于“低促进-高防御”，新创企业创业绩效在“高促进-低防御”手段导向不一致下更高，支持了以往研究关于手段导向各维度与企业绩效之间的影响不尽相同、“手段导向的实验和柔性维度对企业绩效的正向影响高于先前承诺和可承受损失”等结论。第二，指出创业绩效并非取决于手段导向的某一个维度，还取决于整体的一致性水平，促进与防御两种手段导向一致性越高，新创企业创业绩效越高；不一致的手段导向，即“高促进-低防御”和“低促进-高防御”两种手段导向组合，对创业绩效也具有差异化的影响。该结论拓展了已有研究。此外，本文提出并验证了创业机会识别与开发在“促进-防御”手段导向一致性与创业绩效之间起中介作用，弥补机会识别以及机会开发单边视角下相关研究的不足。
Crisis and opportunity interact and impact with each other: Research on the influence of "promotion-defense" effectuation consistency on the entrepreneurial performance of new ventures
Wang Tao1,2, Yang Jie1
(1. School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China;
2. Yangtze Delta Region Academy (Jiaxing) of Beijing Institute of Technology, Jiaxing 314001, Zhejiang, China)
Abstract:With the continuous upgrading of China′s "mass innovation and entrepreneurship" strategy, the entrepreneurial enthusiasm of the whole society continues to rise, and the number of new enterprises is increasing with each passing day. Since it is difficult for entrepreneurs to make effective entrepreneurial decisions in a highly uncertain entrepreneurial environment, the high entrepreneurial enthusiasm is in sharp contrast to the generally low survival rate of new ventures. Scientific and rational entrepreneurial decision is the key to the success of the entrepreneur in the uncertain situation. Therefore, improving the quality of entrepreneurial decision-making to improve the success rate of entrepreneurship has become an important issue in theory and practice. Then, under the uncertain situation, how can entrepreneurs make effective entrepreneurial decision logic to break through the resource and opportunity constraints faced by the new venture, so as to realize the survival and growth of the new venture? This is a critical issue for startup entrepreneurs to address.
Based on the effectuation theory and the moderating focus theory, this study explored the mechanism of the consistency of "promotion-defense" effectuation on entrepreneurial performance of new ventures, and analyzed the mediating effect of entrepreneurial opportunity identification and development. Based on data collected from a multi-source questionnaire survey of 176 entrepreneurs, the paper revealed the "black box" of the relationship between the effectuation consistency of "promotion-defense" and the entrepreneurial performance of new ventures.
The results show that: (1) The higher the consistency of promotion and defensive effectuation, the higher the entrepreneurial performance of new ventures. (2) Compared with the "low promotion-low defense" effectuation, the entrepreneurial performance is higher when the "high promotion-high defense" effectuation is consistent. (3) Compared with the inconsistent of "low promotion-high defense" effectuation, the entrepreneurial performance is higher when the effectuation of "high promotion-low defense" is consistent. (4) Entrepreneurial opportunity identification and development play a mediating role between the consistency of promotion-defense effectuation and the entrepreneurial performance. This research will help to promote the development of effectuation theory, and provide theoretical guidance for entrepreneurs to improve the quality of entrepreneurial decision-making to achieve entrepreneurial success.
The conclusion of this study may have some practical significance for the practice of entrepreneurship. Firstly, in an uncertain environment, entrepreneurs should make entrepreneurial decisions "with colored glasses" due to differences in self-regulation focus. Entrepreneurs who implement facilitative effectuation are more positive and optimistic about the institutional environment, unexpected events and opportunity assessment, but may ignore potential risks. Entrepreneurs who implement defensive effectuation will actively avoid risk, but may reject exploratory innovation behavior and risky decision-making. In a highly uncertain business environment, therefore, entrepreneurs should objectively understand their own cognitive tendency, and through widely collect information and resources, such as the dialectical thinking, to the situation, to accurately assess risks and opportunities, which can effectively promote and defense timely transformation between the two kinds of effectuation to guide and piece together, and then improve the success rate of entrepreneurship. Secondly, entrepreneurs should allocate their limited resources in two types of effectuations: promotion and defense, and achieve the consistency of effectuation through the balanced allocation of resources. Finally, there are a large number of entrepreneurial opportunities in the uncertain environment. Entrepreneurs should make full use of effectuation to obtain more resources, so as to quickly identify and develop entrepreneurial opportunities. Therefore, entrepreneurs should allocate resources in a balanced way and actively develop opportunities while avoiding risks, so as to effectively grasp the window of opportunity for entrepreneurship and promote the sustainable survival and development of new ventures.
引用本文：汪涛,杨杰.危机相生：“促进-防御”手段导向一致性对新创企业创业绩效的影响研究[J].科研管理,2023,44(08):69-77.
转自：“科研管理”微信公众号
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