Construction and Feasibility Evaluation of Entrepreneurial Model Based on Morphological Matrix and AHP Method – A Case Study of Grilled Barrel Chicken Shops

• Main Authors: Huang, Ching-Fen, 黃靜芬
• Other Authors: Chen, Yu-Gang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/7zve6y

碩士 === 遠東科技大學 === 創新設計與創業管理研究所 === 104 === 　　Research on business model innovation has attracted more and more attention to academics and industry. However, most of the previous studies only focused on the conceptual or theoretical point of view, and lacked a systematic and theoretical approach. Therefore, in this study, a systematic method was proposed to implement the construction and feasibility evaluation of entrepreneurial model. First, Morphological Matrix was adopted to create and filter the business models formed by the combination of all the instances in every dimension. Subsequently, Analytic Hierarchy Process (AHP) method was used to evaluate the priority of the feasible business models. The entrepreneurial model of grilled barrel chicken shops was used as a practical approach case. In this case study, Morphological Matrix was used to create and filter entrepreneurial model proposals. Then, based on marketing, implementation and causal effect perspectives, several evaluation criteria were generated. Therefore, an AHP framework for selecting the best entrepreneurial model of grilled barrel chicken shops was constructed. Following by creating AHP questionnaire and inviting experts to do pairwise comparisons of the relative importance between evaluation criterion and entrepreneurial model alternatives, the priority and weight of the criteria and entrepreneurial model alternatives were determined. The analysis results showed that the top three evaluation criteria are: the development potential of the first, followed by quality control of raw materials, the market size for the third. Among three entrepreneurial model alternatives, model B (combination by suit meal, office workers, virtual channel and collecting premium points for discount) is the best entrepreneurial model that the experts regarded. The contribution of this study can be divided into two aspects. For academic aspect, this study proposes an innovative research method for creating and evaluating entrepreneurial models and it can provide a reference for business model innovation researches. For practical aspect, this study provides a concrete practical case study, which could also be a reference for people interested in implementation of entrepreneurial model.