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中文摘要：
以淘宝网为案例,通过构建理论模型及运用扎根理论的三步编码法,从新制度主义理论视角探讨了中国电子商务模式创新的合法化机制。研究发现,电子商务模式创新合法化压力主要源于商务模式与环境的不契合性;电子商务企业合法化的主要方式是通过弥补行业发展短板,以构建合法化标准;技术创新、制度创新与商务模式创新三者的协同是合法化机制的核心;微创新战略与生态圈整合创新战略是合法化的两大关键,从企业内外部共同推动了合法化进程。
英文摘要：
Taking Taobao.com as the case, this study analyzes the legitimacy mechanism of business model innovation from the view of new institutionalism theory, through constructing theory model and three steps coding method of grounded theory. The paper finds that, the legitimacy pressure of business model innovation mainly comes from the mismatching between business model and environment. And the main legitimacy way is constructing legi- timacy standard by completing the bottlenecks of industry developing. The paper also points out that the core of legitimacy mechanism is the coordination of technology innovation, institutional innovation and business model innovation. At last, this paper concludes that micro-innovation strategy and integration innovation of ecosystem strategy are the two main legitimacy strategies, which promote the legitimacy of business model
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