机会评估中的创意识别:新颖、有用及其权衡

机会是创业的起点，创业机会的选择决定了未来的路径方向。机会评估和创意识别在本质上是互通的，创业者也希望识别出具有创新性的机会，因此评估创意的两个维度新颖性和有用性也能成为机会评估的标准。然而由于新颖性和有用性之间存在对立统一关系，创业者需要权衡考量这两个维度。参考双元理论，构建指标衡量新颖性和有用性之间的交互关系和平衡状态，通过224份创业者问卷数据发现：在机会评估过程中，机会的新颖性和有用性的作用存在替代效应；同时二者的平衡状态对评估结果有U型作用；创业者的认知关注点越偏向全局，U型关系越强。研究结果对于理解机会评估过程提供了新的视角，桥接了机会识别和创意研究领域，对创业者决策过程也有一定的启示作用。

Creativity Recognition in Entrepreneurial Opportunity Assessment: Novelty,Usefulness, and Trade-off of the Two

Opportunity, the starting point of entrepreneurship，directly influence the future development of the new business. Opportunity assessment and idea recognition are intrinsically interconnected as entrepreneurs also long for creative ideas; therefore, two dimensions of creativity, usefulness and novelty, could use to evaluate entrepreneurial ideas. However, due to the paradox relationship between these two dimensions, entrepreneurs need to make a trade-off during opportunity assessment. In this paper, we constructed indicators to measure the interaction and balance between novelty and usefulness referring to the bipartite literature. After analyzing data from 224 entrepreneurs, several points were found: in the process of opportunity assessment, there is a substitution effect between novelty and usefulness. At the same time, the equilibrium state of the two has a U-shaped effect on the opportunity evaluation. The more holistic the entrepreneur is, the stronger the U-shaped relationship. The results of this study provide a new perspective for understanding the opportunity assessment process, bridge the field of opportunity identification and idea recognition, in turn, have some implications for entrepreneurs’ decision-making.