創業機會創造之探討：以設計思考之觀點

Exploring insights into entrepreneurial opportunity creation: A design thinking perspective

蔡宗霖(Chung-Lin Tsai)

設計思考 ； 創業機會創造 ； 創業管理 ； 個案研究 ； Design Thinking ； Entrepreneurial Opportunity creation ； Entrepreneurship ； Case Study

科技管理學刊

27卷2期（2022 / 09 / 01）

119 - 138

繁體中文

創業者如何在複雜的產業環境中創造創業機會，是創業管理領域著重探討的議題。創業機會創造因涵括探索新市場需求，而此探索過程會衍生不確定性，故要如何提升創業機會創造之合適性與正確性，對創業者來說是一個充滿挑戰的任務。近年來，設計思考受到學術界與產業界的重視，此概念著重以使用者為核心的分析模式來協助定義問題，並採用原型開發、測試與修正的方式來發展問題解決方案，考量設計思考提供跳脫框架的思考模式，故本研究著重於運用設計思考的架構來剖析創業機會創造的程序，並透過個案研究法深入探討兩位創業者的創業機會創造過程，進而瞭解設計思考在此過程中所扮演的角色。本研究之研究發現提出設計思考的概念可協助創業者提升創業機會創造的正確性與有效性，此係因設計思考包含兩個主要部分：以使用者為核心來發掘新市場需求，以及運用原型製作與測試的方式來發展適當的產品、服務與商業模式，因而將設計思考融入創業機會創造的程序，可引導創業者透過觀察與同理心來發現創業機會，而後進一步轉化成解決方案。本研究的主要發現可對於創業管理與設計思考兩個領域提出理論上之貢獻，也可為創業者提供實務上的建議。

Much research on entrepreneurship has been done on exploring how entrepreneurs create entrepreneurial opportunities. Entrepreneurial opportunity creation relates to the exploitation of new markets and usually involves high uncertainty. Therefore, increasing efficiency in entrepreneurial opportunity creation is challenging for entrepreneurs. Since the concept of design thinking provides researchers with an approach to define and solve problems, this study makes use of this concept as an analytical lens to investigate entrepreneurial opportunity creation. The outcome of this research suggests that design thinking can facilitate the process of entrepreneurial opportunity creation and have made theoretical contributions to knowledge of entrepreneurship and design thinking. The research findings have also provided entrepreneurs with practical implications.

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