The Influence Of Entrepreneurs' Psychological Capital To Change The Strategy Research

The changing market environment and the pressure of stakeholder have challenged the operation and development of the enterprise. The meteor phenomenon and the thriving and decline alternation of enterprise imply us that a company should conduct strategic change timely to keep competitive advantages. On the other hand, as the decision-maker and strategy-maker, entrepreneurs play a very important role in coping with the changing of environment. Also, we find that whether and what strategic change should be conducted or not are concerned with entrepreneurs’ psychological traits. However, there are few researches on entrepreneur psychological capital and strategic change.For this reason, this article uses the case study method which is suitable for exploratory research. And in the environment of anti-smoking campaign, we select4food and beverage companies as’the object of study for multiple case comparative studies. Specifically, we make use of grounded theory methods which including open coding, axial decoding and selective decoding to analyze the concepts and categories, and amassed the core areas and story framework.At last, we came up with the mechanism about entrepreneur psychological capital and strategic change. Our research indicates that strategic change is the result of entrepreneur psychological capital, entrepreneur cognitive and organizational environment. Also, we find that there are two balanced relationship. In the end, a theoretical model of this paper is built.