The Exploration of the Entrepreneurship of Entrepreneurs with the Mental Model

• Main Authors: Yu-Chi Lu, 呂玉琪
• Other Authors: Jen-Chia Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/574k3f

博士 === 國立臺北科技大學 === 技術及職業教育研究所 === 100 === Entrepreneurship is a behavior pursuing opportunities in the new market or existed market as if an entrepreneur presenting the new entry by opening a new company, new investing or internal corporate venturing. The thought before the behavior of entrepreneurship is an internal recognition process affecting the behavior of entrepreneur. This study aims to understand and construct the essence of Taiwan entrepreneurial thinking. Through the integration of entrepreneurship in management and mental model in psychology, the recognition process behind the behavior is investigated to construct the entrepreneurs‘ mental model in entrepreneurship and interpret the essence of entrepreneurial thinking in presenting entrepreneurship. A qualitative research method of the grounded theory is applied in the study to conform with focal animal sampling and snowball sampling. The in-deep interview with 14 entrepreneurs, who has started an enterprise for at least 3.5 years, describes the essence of entrepreneurial thinking in entrepreneurship from four prespectives, which are the entrepreneurship before starting the entreprise, entrepreneur produce-based entrepreneurship, entrepreneur process-based entrepreneurship and entrepreneurbehavior-based entrepreneurship. The entrepreneurs‘ mental model in entrepreneurship is therefore constructed as following: 1. The entrepreneurs'' mental model before starting the entreprise is composed by working attraction, working value, enviornmental elements and self performance evaluation. 2. The Entrepreneurs′ mental model in produce-based entrepreneurship includes four parts. (1) The mental model of technology innovation is composed of core technology innovation, operating method and creating new value. (2) The mental model of product innovation is composed of product innovation, operating method and creating new value. (3) The mental model of service innovation is composed of service innovation and creating new value. (4) The mental model of customer orientation is by realizing and satisfing customers'' needs. 3. The Entrepreneurs′ mental model in process-based entrepreneurship comprises of mangement strategies, organization reengineering, cross organization communication, new value creating. Customer orientation and company competiveness. 4. The Entrepreneurs′ mental model in behavior-based entrepreneurship comprises of the recognition of market opportunities and risk-taking’s strategic. Finally, practical and educational suggestions for start-up and recommendation for future research are proposed in the study according to the study result.