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Abstract It is deduced that a start-up firm is embedded in its stakeholders network based on Schema Theory. The results are as follows. A start-up firm and its stakeholders will interact in relationship starting, cultivating and integrating according to their initial schemas, and update their original schemas and build new schemas based on available information. Furthermore, those new schemas drive them to make necessary adjustments to get embedded in stakeholders network. At the beginning, they make responsive behavior according to those self-positioning formed by their self-schemas. Meanwhile, new self-schemas are also formulated as a result from the interaction. Furthermore, a self-adjustment mechanism is implemented initiatively, and then promotes to achieve the cognitive embeddedness in stakeholders network. In the cultivating stage, they form their dyad psychological orientation based on their person-schemas. Their person-schemas are updated after their interaction, and then drive them to implement the dyad adjustment mechanisms, which can promote the relational embeddedness in stakeholders network. In the integrating stage, they shape their psychological contextual positioning according to their context schema resulted from the cultivating stage. The context schemes are updated after their interaction, and then actuate the adjustment mechanism of strategic alliance, which promotes the structural embeddedness in stakeholders network.
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Received: 30 June 2015
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2016, Vol. 13 
