Abstract：New firm’s business model is a product of unique cognitive activity by applying entrepreneurs’ prior scheme. Based on neo-institutional theory of organizational sociology, the study defines the entrepreneurs’ prior scheme. Then, the relationship of prior scheme and business model design result is deduced along with the analysis of the influencing mechanism of sensemaking on this relationship. Finally, the study put forward the research propositions and built up the theoretical model to reveal the cognitive mechanism of new firm’s business model design.
2016, Vol. 13 
