| Nowadays, corporate entrepreneurship plays an increasingly important role in promoting the sustainable development of the enterprise and obtaining the competitive advantage. However, with the upgrades and changes in the market context, corporate is facing the new challenging development difficulties, such as the industry homogeneity, fierce competition, the decline of the brand, the market shrinking, which makes it so hard to improve at its own industry. In order to get rid of homogeneity nightmare, more and more corporate seek new profit growth pattern, by using boundary spanning entrepreneurship to open up a new blue ocean. In practice, the boundary spanning wars among enterprises have been started. Consequently, there is an urgent need to provide guidance to a corporate boundary spanning entrepreneurship theory. However, the scholars has not been able to fully studied in the strategy of corporate boundary spanning entrepreneurship during the new period, the studies are still in the preliminary stage.Most scholars focus on a single perspective——institution or resource, analysis how the environment?resource influence the corporate boundary spanning strategy, but little was studied in the strategic pattern under the different contexts. In fact, a corporate boundary spanning entrepreneurial activities should be subjected not only to the impact of external institutional environment, but also to solving the problem of rational and effective allocation of internal resources, and both are indispensable and need to achieve effective balance. But based on the context, the corporate chooses the proper strategic pattern is the key to success.Therefore, this study selects 4 typical cases of boundary spanning enterprises, based on the legitimacy theory, resource-based theory, resource dependence theory and boundary spanning theory, and explores the strategic pattern of boundary spanning entrepreneurship, carries out the pattern under the legitimacy perspective, the resource allocation perspective. And base on those, integrate the two perspective, deeply studies in the strategy of the companies that enter the different types of industry, when they have the different degree of correlation,choose what kind of strategic pattern would obtain the better performance, carries out the strategic pattern under the integrate perspective, asserts the eight hypothesizes. Then, this study carries out field research in the national scope, gets 357 valid samples to test hypothesizes we proposed in the case study, eight of which are proved. The main conclusions are as follows:From the perspective of legitimacy: When boundary spanning corporate ventures into traditional industries, they are faced with the legitimacy of the higher threshold, therefore, they are more inclined to choose the compliance strategy; but when entering an emerging industry, they are faced with a low the legitimacy threshold. Then enterprises tend to choose the creating strategy. From the perspective of resource allocation: The higher correlation the new business with the original business of boundary spanning business, the less resource allocation obstacle it will face, the more enterprises tend to choose to use strategy; on the other hand, enterprises tend to choose the allocation of resources exploration strategy. From the dual perspective of legitimacy and resource allocation: When the corporate entered the traditional industry business to make boundary spanning business, higher performance can be obtained by adopting a combination security strategy; but when entering the emerging industry, higher performance can be obtained by choosing a combination of positive strategy. And when companies conduct in low related boundary spanning business, whether to enter the traditional industries or emerging industries, the mediating role of performance are not be supported by the choice of progressive or combined breakthrough strategy.This study focuses on frontier research in today's field of entrepreneurship —— strategic choice of boundary spanning business. Based on the shortage of theory of boundary spanning companies, this study, carried out the strategic pattern of corporate boundary spanning entrepreneurship under the dual perspective of legitimacy and resource allocation, which can be seen as having high value of innovation.(1) Based on the different situation of the industry system, the strategy of the corporate boundary spanning entrepreneurship was explored, and the corresponding measurement scale was developed.Carrying out boundary spanning entrepreneurship in this special entrepreneurial activity, the heterogeneity of the industry will bring companies huge legal challenges thus making them face the threshold of legitimacy. When companies entered a different type of industry to have boundary spanning entrepreneurship, they may face difference in system pressure, then appropriate legal strategy need to be chosen. But the former scholars' research, taking the vast majority of the industry factors as control variables, and can not completely reflect the impact of industry factors on companies' boundary spanning business strategy. Based on this, this study uses multiple case studies to explore the legal strategy of the companies that enter the different types of industry. When entering the traditional industry, companies should choose the legal compliance strategy, but when entering the new industry they should choose the creating strategy. On the basis of case study, measures of creating strategy and compliance strategy have been developed, which fill in the gaps due to lack of relevant measurement system to carry out empirical study, and also lay a solid foundation for the subsequent party legitimating strategy scholars in the field of corporate boundary spanning entrepreneurship research.(2) From the perspective of resource allocation, the strategy of the corporate boundary spanning entrepreneurship was explored, and the corresponding measurement scale was developed.Studies on the corporate boundary spanning entrepreneurial strategy mainly go from the point of perspective of resource based view and the internal capital market transaction theory, and scholars point out that the enterprises should, through internal resource sharing, use to conduct business activities as much as possible. However, in order to cope with the increasingly fierce competition in the market environment and the tremendous impact of technological change, companies have to choose the original business related to the lower level of boundary spanning entrepreneurial activities. At this point, it is difficult for enterprises to configure the resources needed within the organization according to the traditional theory, and it requires new exploration of new resources. From this view, we explore the resource allocation strategy of boundary spanning business by using multi-case studies, and in addition to the use of utilizing strategy enterprises can also choose the explore strategies to configure resources. More important is that we have developed the use of resource allocation strategy and explore the measure of the scale of the strategy, which is a key step for in-depth study of the corporate boundary spanning entrepreneurship resource allocation strategy.(3) Based on the dual perspective of legitimacy and resource allocation, the matching selection model of corporate cross border business strategy is constructed.Traditionally, research on corporate entrepreneurship focused more on the organization's internal resources based on market expansion activities. Organizations based on the internal association choose to carry out related or non related boundary spanning entrepreneurial activities. With the rapid development of technology, when carrying out boundary spanning business activities, traditional enterprises are more and more affected by the external market environment. Even in some cases, companies have to sacrifice internal benefits in order to meet the needs of the external environment. Therefore, in the analysis of companies' boundary spanning business activities, just standing in the legal or resource allocation of a single perspective has been unable to solve the problem of internal and external business activities. Therefore, the study asserts the strategic pattern of corporate boundary spanning entrepreneurship on the dual perspective of legitimacy and resource allocation. From the inside-out perspective, solves the internal problem of resource allocation, also from the outside-in perspective, takes into account the requirements of the institutional context, finally, achieves the effective balance between the in and out strategy, which is very good to make up for the previous research perspective of a single problem.In conclusion, this study, starting from the practice of a large number of enterprises, carries out boundary spanning business activities and analyzes the external legitimacy obstacles facing boundary spanning businesses and company internal resource allocation barriers, constructs the strategic pattern of the corporate boundary spanning entrepreneurship under the dual perspective of legitimacy and resource allocation. It can be said that this study opened a “window of opportunity” to carry out boundary spanning business activities in the contemporary new technology revolution under the impact of the enterprise, therefore the enterprise can use an open mind, out of their own industry, products, cross industry and product boundaries and can draw lessons from other industries and products resource integration thinking, technology, and business model and thus can seize the opportunity to market in an invincible position in the increasingly fierce “boundary spanning war” steadily. |
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