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| Multiple Cases Study on Internet-Based New Venture’s Institutional Bricolage and Integration Strategy |
| SU Yufeng，ZHANG Yanping，ZHOU Xiang |
| Guangzhou University, Guangzhou, China |
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Abstract Based on the Institutional entrepreneurship and bricolage theory, this study built an analysis framework which includes both power and knowledge resources, so as to explain how internet new venture utilizes Institutional entrepreneurship strategies to build legitimacy. A multiple cases study was set up which focused on the “online car-hailing industry” and it was found that ① internet logic leads to new institutional entrepreneurship strategy, including internet-based rhetorical strategy, resource exchange and public service; ②knowledge and power resource affect strategic choice, when a firm masters more knowledge resource and few power resource, it will choose knowledge-based bricolage strategy; when mastering more power and few knowledge resource, it will select power-based bricolage strategy; when mastering both resources, it will carry out an integrated strategy. ③Within “Internet +” context, building cognitive and normative legitimacy first and then regulative legitimacy is an effective path for firms.
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Received: 22 May 2018
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