Tap chi Kinh tg - Ky thuat
8|J
Y DINH THAY DOI MO HINH KINH DOANH CUA DOANH NGHIEP NHO: Tl£P CAN liT QUAN DIEM MO HINH BA CHIEU KICH
Ha Kien Tan, To Phir&c Ha"
TOM T A T
Khi dua ra cac quydt dinh chiin lucre quan trong. cdc nhd qudn ly doanh nghiep nhd thu&ng dua vdo true giac vd cdm tinh. Vi vdy, nghien cuu nay xem xet Men lucmg tren theo md hinh kinh doanh 3 chiiu kich kit hap vai mat sd ly thuyet khdc nhu: ly thuyit khai thdc ca hoi kinh doanh, ly thuyet khd ndng phuc hdi nhan thirc, ly thuyet triin vong, ly thuyit hanh vi vdo chung trong mot khung ly thuyet nhdm gidi thich y dinh chuyin ddi md hinh kinh doanh dua tren nhan thiic ve ca hdi kinh doanh tuang tdc vdi moi truang ben ngodi, hieu sudt hien tai vd kinh nghiem trudc dd cita cdc nhd qudn ly.
Tir khoa: Md hinh kinh doanh. sut gidm hieu sudt hogt dong, nhdn thirc ca hdi, kinh nghiem ve rui ro, nhdn thirc su khdn cap, su ndng ddng thich nghl vdi moi tru&ng
INTENTION TO CHANGE THE BUSINESS MODEL: APPROACHING FROM THE THREE-DIMENSIONAL VIEW OF A BUSINESS MODEL ABSTRACT
When making critical strategic decisions, small business managers focus on intuition and heuristics. We explore this phenomenon and strateg}' to clarify the cognitive determinants of strategic decisions that lead to changes in small business models. We integrate existing theories (three-dimensional view (business model), entrepreneurial opportunity exploitation, cognitive resilience, prospect theoiy. behavioral theory of the firm) into a framework that explains strategic intentions based on the perception of business opportunities by managers that interact with external environmental assessments, current performance and prior experience .
Keywords: Business model. Performance shortfall, Perceived opportunity. Risk Experience, Urgenev, Environmental dynamism
' TS. Gidng vien Tnrong DH Thity Loi. Email: hakientan(dthi.edu.vn
" ThS. BS CKU. Gidng vien Khoa Qudn tri. Tru&ng Dai hoc Kinh ti TPHCM
V' dinh thay dot md hinh...
1. GlOfI THIEU
Sau thdi gian ddu bi "sdc" bdi dich COVID-19, den nay cac doanh nghiep budc phai tim ra phuang thirc tdi uu dl duy tri boat ddng neu khong mudn chim sau vao khiing hoang hay pha san. Dich COVID-19 nhu mgt "lilu thudc thu" dl biit dugc sire khde ciia cdng ddng doanh nghiep Viet Nam dang thi nao? Mirc dp phan ling nhanh ciia hg ra sao vdi khung hoang, tir dd cung thay rd diem manh, diem ylu, thach thiic va ca CO hdi phia trudc. Nhilu doanh nghiep da phai hanh ddng vi sy sdng cdn ciia minh thdng qua viec chuyen ddi md hinh kinh doanh. Trong bdi canh nay, cd nhieu doanh nghiep chuyin hda cac nguy ca thanh co hdi (vi du doanh nghiep san xuat dung cu thiet bj y tl, khdu trang,...), tuy nhien cac doanh nghiep khac lai ddi mat vdi nguy CO pha san (vi cac doanh nghiep nganh du lich, nha hang, khach san...) neu khdng the thay ddi md hinh kinh doanh (mpt dang quyet dinh mang tinh chien luge). Vi vay, biet dugc each cac doanh nghiep dua ra quyet dinh chien luge va hieu nhirng yeu td anh hudng den quyet dinh nay la dieu rat quan trgng ddi vdi ca nha nghien ciiu va ngudi nha quan ly. Cho den nay, cac hpc gia da danh miic dp quan tam chua can xiing, chu yeu cac nghien ciiu tap trung den qua trinh ra quyet dinh chien luge ciia cac tap doan Idn (Gibcus va cdng su 2008), ma bd qua cac cac doanh nghiep nhd. Trong nhiing nam gan day rat nhieu loi keu gpi tir cac hgc gia lien quan den qua trinh ra quyet dinh chien luge (vi du thay ddi md hinh kinh doanh) cua cac nha quan ly doanh nghiep nhd (Gibcus va cdng sy, 2008) sau thdi ky khung hoang (vi dy nhu dich Covid-19) nham lap ddy khoang trdng nay.
Cac hgc gia thudng ddng y rang quy trinh ra quyet dinh chien luge cua cac doanh nghiep nhd khac vdi quy trinh ciia doanh nghiep Idn (Busenitz va Barney, 1997). Cac doanh nghiep nhd khdng cd ciing Iiic thdi gian. nhan Iyc hoac dii lieu de dua ra quyet dinh chien luge. Ngoai ra, hp cdn phai ddi mat vdi sy phiic tap va bien
ddng Idn hon khi phan img trudc nhiing thay ddi ciia mdi trudng ben ngoai vdi cac tac ddng phi tuyet so vdi cac nha quan ly trong cac tap doan Idn (Tan, 2001). Do dd, phuong phap ra quylt dinh chien luge d cac doanh nghiep nhd it hgp ly hon so vdi cac doanh nghiep Idn (Levander va Raccuia, 2001), phu thudc rat nhieu vao cam tinh va ban nang (Busenitz va Barney, 1997).
Do dd, khi nghien cim viec ra quyet dinh chien luge CLia cac doanh nghiep nhd, can chu y nhieu den each cac nha quan ly nhan thiic cac tac ddng ciia yeu td mdi trudng, xir ly dQ lieu den viec quyet djnh chien luge (trong nghien cu'u nay la y djnh chuyen ddi md hinh kinh doanh).
Trong nghien ciiu nay, bang each kham pha vai trd cua cac tac nhan kich thich tir mdi trudng nhu mgt dgng luc cho viec ra quyet djnh chien luge cua cac nha quan ly doanh nghiep nhd, nhdm tac gia xay dung md hinh nhan biet va khai thac cac co hdi (Baron, 2004) tac dgng den y dinh thay ddi md hinh kinh doanh. Dya tren cac khai niem hien cd tir cac ITnh vyc lien quan den triet ly td chirc va hoach dinh chien luge, nhdm tac gia phat trien mgt khung ly thuyet ket hgp cac yeu td nhan thiic quan trgng thiic day qua trinh ra quyet dinh chien luge cua cac nha quan ly doanh nghiep nhd lien quan den y djnh chuyen ddi md hinh kinh doanh. Cach tiep can nay phii hgp vdi md hinh kinh doanh theo quan diem 3 chieu kich (three-dimensional view of a business model, George va Bock, 2011), bao gdm cac cau tnic tai nguyen (resource structure), thilt kl boat ddng (transactive design) va cau tnic gia tri (value structures).
Nghien cuu nay cd hai ddng gdp. Mpt la, thdng qua viec phat trien va de xuat mpt khung ly thuyit anh hudng den y dinh chuyen ddi md hinh kinh doanh ciia nha quan ly tir viec nhan thiic CO hdi ciia cac doanh nghiep nhd. Hai la, bang each su dung md hinh kinh doanh 3 chieu kich (George va Bock, 2011), nhdm tac gia dap ling keu ggi ciia cac nghien cim trudc day ve
"viec kit ndi cac co hdi kinh doanh vdi phat trien
Tap chi Kinh te - Ky thuat
md hinh kinh doanh - a concepmal model that connects opportunities landscape evaluation to business model development" (tr. 106). Vi vay, muc tieu ciia nghien ciiu nay la xay dung md hinh ly thuyet nham giai thich y dinh chuyen ddi md hinh kinh doanh dya tren nhan thiic ve CO hdi kinh doanh tuong tac vdi mdi trudng ben ngoai, hieu suat hien tai va kinh nghiem trudc dd ciia cac nha quan ly doanh nghiep nhd.
2. CO S6 LY THUYET VA MO HINH NGHIEN ClTU
2.1. Mo hinh kinh doanh theo quan di^m 3 chieu kich
Morris va cgng sy (2005) dinh nghia thay ddi md bmh kinh doanh la sy md ta cho viec doanh nghiep theo dudi muc tieu nang cao hieu qua va lgi the canh tranh de cho phep doanh nghiep khai thac cac co hdi. Amit va Zott (2012) dinh nghTa thay ddi md hinh kinh doanh la tim kiem each thiic tao ra gia tri cho cac ben lien quan ciia doanh nghiep, tao ra lgi nhuan va xac dinh gia tri cung cap cho khach hang, ddi tac va nha cung cap. Md hinh 3 chieu kich ciia Gibcus va cdng sy (2008) cho rang thay ddi md hinh kinh doanh la viec thay ddi cau true tai nguyen, thiet ke hoat ddng va cau tnic gia tri de tao ra gia tri mdi cho khach hang khi cd sy tac dpng ciia cac yeu td nhu: syt giam hieu suat hoat ddng, nhan thiic ca hdi, kinh nghiem ve rui ro, nhan thirc su khan cap, sy nang dgng thich nghi vdi mdi trudng (trong trudng hgp la dich covid-19), Vi vay, nghien ciiu nay se tiep can theo hudng md hinh 3 chieu kich nham tim hieu cac yeu td tac ddng den nhan thirc thay ddi md hinh kinh doanh cua cac nha doanh nghiep nhd,
Theo md hinh nay, chieu kich thudc dau tien. cau triic tai nguyen, md ta tai san hiiu hinh va tai san vd hinh cua cdng ty cung nhu cau hinh quy trinh tao dieu kien cho viec sir dung cac ngudn luc cd gia tri dc hd trg cac boat ddng kinh doanh va tao ra gia In. Ket qua la. nhiing thay ddi du dinh trong cau true tai nguyen xudt phat tir cac qu\ci dinh chien luge de cd dugc tai
nguyen mdi (vi du nhu mua thiet bi, phat tnen phan mem, thue nhan vien), phat trien cac kha nang hien cd (vi dy nhu dao tao nhan vien) hoac cat giam cac tai nguyen va nang luc khdng can thilt Chilu kich thudc thir hai, thiet ke hoat ddng, chi dinh dac dilm ky thuat va tinh nang ciia cac giao djch ndi bg va td chiic. Chieu kich cudi ciing, cau tnic gia trj ciia md hinh kinh doanh xac dinh cac ngudn tao gia tri cung nhu qua trinh chia se gia trj dugc tao ra tir cac ben lien quan. Nhan manh tam quan trpng ciia khia canh nay, Becerra (2009) cho rdng cdt loi trong quan ly chien luge la tao ra gia tri. He thdng gia tri md ta each thiic co hdi kinh doanh dugc thyc hien thdng qua viec sii dung tai san de trien cac boat ddng kinh doanh. Thay ddi du dinh trong cau tnic gia tri thudng dugc dua ra trong cac quyet dinh cau hinh lai co che chia se gia tri giira cac ben lien quan hoac nam bat gia tri bd sung bang each tao ra cac co hdi mdi trudng mdi. Viec chuyen ddi md hinh kinh doanh la viec thay ddi mpt trong ba chieu kich va chiing cd the tuong tac lan nhau. Mgt sy thay ddi trong cau triic gia tri cd the dan den thay ddi cau triic tai nguyen va thiet ket boat ddng tir dd chien luge kinh doanh cung thay ddi. Mat khac, de dap ling vdi cac dieu kien mdi trudng mdi, mgt sd nha quan ly doanh nghiep nhd co the thay ddi md hinh kinh doanh mpt phan hoac thay ddi md toan bg hinh kinh doanh bien cd.
2.2. Mo hinh de xuat nghien ciru Mdi quan he giiia nhan thiic ca hdi va y djnh chuyin ddi md hinh kinh doanh
Co hdi dugc xac dinh la mgt trong yeu td tiem nang cho viec ra quylt dinh chiln luge cua td chiic va la yeu td quylt dinh quan trgng ddi vdi hanh vi kinh doanh (Drucker, 1985).
Vi vay, nhan thirc cac co hgi da trd thanh mot trong nhiing chu de chinh trong khdi nghi?p (Hansen va cgng sy 2011) va dugc coi la ddng CO chinh ciia tinh than khdi nghiep (Shane va Venkataraman, 2000).
Ydinh thay doi mo hinh...
Theo Christensen va Raynor (2003);
Markides (2006) cho r i n g cd mdi lien he tich cue giiia nhan thiic co hdi vdi y dinh ap dung md hinh kinh doanh mdi. Dewald va Bowen's (2010) thi cho rang nhan thirc c a hpi rdt cd y nghTa va quan trpng ddi vdi cac doanh nghiep nhd. Lucas va cdng su (2008) cho thdy rdng viec nhin thiic cac ca hdi tilm nang la mot ly do cho viec ra quylt dinh chiln luge. Lang va cdng sy (1997) da tim thdy mot mdi tuong quan tich eye giiia nhan thiic co hpi va tim kilm thdng tin chuyen ddi md hinh kinh doanh ciia cac cdng ty nhd. Do dd, trong trudng hgp cac quylt dinh chien luge dugc dua ra d l phan iing vdi sy ddi mdi dot pha cua thi trudng dan den thay ddi md hinh kinh doanh, vi vay gia thuyit HI dugc dat ra nhu sau:
HI: Nhdn thiec ca hdi cd tdc dgng tich cue den y dinh thay ddi ddi mdi kinh doanh cua cdc doanh nghiep nhd.
Mdi quan he giiia sut giam hieu suat hoat dgng va y dinh thay ddi md hinh kinh doanh
Herbert Simon (1959) da chi ra rang do su sut giam hieu suat, hoac tinh trang hieu suat cua td chiic khdng dat dugc myc tieu mong dgi thi hanh vi tim kiem md hinh kinh doanh mdi dugc kich boat (p. 263). Cyert va March (1963) da chiing minh rdng sut giam hieu suat se kich hoat cac nha quan ly khdi ddng tim kiem cac giai phap giai quyet van d l nay thdng qua viec thay ddi chiln luge kinh doanh. Mat khac, viec dap ling va vugt qua mirc hieu suat trong qua khii, khiln cac nha quan ly trd nen sg rui ro va qua bJ tin vao kha nang cua hp; thay vi tim kiem nhiing cai tiln ban niia, hp lai tilp tuc duy tri md hinh kinh doanh cu. Xu hudng chdng lai sy cai thien hanh vi khi dat hieu suat cao trong qua khii gpi la hien tugng "hdi chimg meo beo - fat cat syndrome" (Hedberg va cdng sy, 1976).
Cac nghien ciru thyc nghiem cOng da chiing minh "hdi chiing meo beo" thudng xay ra d td chirc Idn (Mullins, 1996; Amason va Mooney, 2008). Nhiing kit luan tuong br dugc nit ra tir
ly thuyet trien vgng (Kahneman va Tversky, 1979), Fiegenbaum, Hart va Schendel (1996) cho rang nha quan ly rat cham thay ddi md hinh kinh doanh mgt khi mpt cdng ty da dat dugc cac miic nhu ky vgng trong qua khii va chi khi cd sy sut giam hieu suat nghiem trpng trong bdi canh khung hoang hp mdi can nhac thay ddi md hinh kinh doanh (vi du nhu dich Covid-19). Tuy nhien ddi vdi cac doanh nghiep nhd thi chua dugc kiem dinh moi quan he nay thdng qua hien tugng "hdi chiing meo beo". Do dd, gia thuyet H2 dugc dat ra nhu sau:
H2: Sir gidm sut hieu sudt hogt dgng cd tdc ddng tich cue din y dinh thay ddi md hinh kinh doanh cua cdc doanh nghiep nhd.
Mdi quan he giira nhan thiic su khan cap va y dinh thay ddi md hinh kinh doanh
Nghien ciru dinh tinh ciia Lucas va cdng sy (2008) cho thay rang can phai hanh dgng hoac thay ddi chien luge ciia cac doanh nghiep khi cd nhung trudng hgp khan cap xay ra (vi du la dich Covid-19) va nd nhu mgt ddng lye de doanh nghiep quyet dinh thay ddi md hinh kinh doanh. Ly thuyet ddng lye tam thdi cua (Steel va Konig, 2006) giai thich cho rang tinh huu dung du dinh ciia mpt hanh ddng cd Hen quan nghich dao den sy cham tre nhan thiic, va chi khi cd tinh trang khan cap xay ra thi mdi kich boat td chiic thay ddi chien luge kinh doanh (Kotter va Cohen, 2002). Do dd, gia thuyit H3 dugc dat ra nhu sau:
H3: Nhdn thicc su khdn cap cd tdc ddng tich cue din y dinh thay ddi mo hinh kinh doanh cita doanh nghiep nho.
Mdi quan he giira su nang ddng thich nghi mdi trudng va y djnh thay ddi md hinh kinh doanh
Sy nang ddng thich nghi mdi trudng hoac tdc dp nhan thiic cita sy thay ddi mdi trudng ben ngoai tac ddng den viec ra quyet dinh chiln luge. Tucmg tu nhan thirc sy cap bach, sy nang ddng thich nghi mdi trudng tac ddng din nhimg ngudi ra quyet djnh mang tinh
Tap chf K i n h t^ - Ky t h u a t
chien luge. Mdi trudng kinh doanh hdn loan (vi du dich Covid-19) khien cac doanh nghiep nhd thudng nang dgng thich nghi vdi sy bien dpng cua mdi trudng ban so vdi cac doanh nghiep Idn va hg de dang dua ra quyet dinh nhanh chdng thdng qua viec sir dung phuang phap phdng doan va cam tinh (Dewald va Bowen, 2010). Vi the, gia thuyet H4 dugc dat ra nhu sau:
114 • Su ndng ddng thich nghi mdi trudng CO lien quan tich cue vdiy dinh thay ddi md hinh kinh doanh cua doanh nghiep nhd.
Mdi quan he giua kinh nghiem xir ly nil ro va y dinh thay ddi md hinh kinh doanh
Cac doanh nghiep nhd rat da dang, mgt trong nhu-ng khac biet dang ke giiia cac doanh nghiep nay la kinh nghiem lam viec trudc day trong mdi trudng riii ro cao. Kinh nghiem xu ly riii ro tich eye cd the thiic day niem tin ciia mgt ngudi vao kha nang va phan doan ciia chinh hg, do dd lam tang sy ty tin ddi vdi nhan thiic thay ddi md hinh kinh doanh (Curseu va Louwers, 2008), Pablo (1997), Sauner-Leroy (2004) va Dewald va Bowen (2010) cho rang nen tang ciia yeu td kinh nghiem xir ly nii ro trudc lam tang tdc do ra cac quyet djnh trong nrcmg lai. Do dd, gia thuyet H5 dugc dat ra nhu sau:
BS: Kinh nghiem xic ly rid ro cd tdc dgng tich cue vdi y dinh thay ddi md hinh kinh doanh cita doanh nghiep nhd vd vira.
Tren co sd cac gia thuyet neu tren, md hinh nghien ciru de xuat nhu hinh 1 ben dudi
3 . KET LUAN
Trong nghien ciiu nay, nhdm tac gia xay dyng md hinh ly thuyit kilm tra tac ddng ciia nhan thirc ciia cac nha quan ly doanh nghiep nhd ve: sut giam hieu sudt boat ddng, nhan thiic co hgi, kinh nghiem ve rui ro, nhan thirc su khan cap, sy nang ddng thich nghi vdi mdi trudng (vi du nhu dich covid-19) din y dinh thay ddi md hinh kinh doanh va la co sd de ra cac quyet djnh chien luge. Dac biet nhdm tac gia dap ung Idi keu ggi cua George va Bock (2011) trong viec ap dyng quan diem md hinh kinh doanh ba chieu kich phii hgp vdi cac doanh nghiep nhd. Tuy nhien, nghien ciiu nay ciing cd mpt sd ban che nhu sau:
Mgt la, nghien ciru nay chi dimg d md hinh ly thuyet ma chua tien hanh kiem dinh cac gia thuyet trong md hinh. Vi vay, trong tuong lai can cd cac nghien ciiu thuc nghiem de kiem dinh md hinh nay.
Thii hai, nghien ciiu nay chi tap trung vao mgt sd yeu td tam ly, kinh nghiem ciia doanh nhan anh hudng den y dinh thay ddi mo hinh kinh doanh. Nhieu nghien ciiu da de xuat rang cd nhieu yeu td cung anh hudng den y dinh nay, chang han nhu vong ddi cua nganh (Sabatier va cpng sy, 2012), nhan khau hgc (Baden-Fuller va Haefliger, 2013), sy canh tranh trong nganh (Johnson va cdng sy, 2008). Do do, cdn cd nhimg nghien ciiu trong tuong lai de md hinh toan dien hon.
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TAI LIEU THAM KHAO
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Tap chi Kinli te - Ky thuat
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