高等教育的人文創新經營模式：以Coursera為例

A Humanistic Innovation Business Model for Higher Education: The Case Study of Coursera

本研究採生態系及制度理論觀點，探討樞紐廠商如何促使一個新生態系浮現。透過縱貫質性研究法對社會企業Coursera 2012-2022年發展歷程進行分析，研究發現Coursera作為樞紐擔任生態建構師與理念倡議者，以人文關懷的「教育平權」作為生態系價值主張，藉此取得菁英大學認同與正當性，不但克服新創組織的劣勢，也發現平民高教的新藍海市場。樞紐公司藉由人文賦名和科技賦能，連結編排生態系成員，設計活動內容、結構與治理模式，打造生態雙飛輪之人文創新經營模式，促使新生態生成。最後，本研究提出歷程模型，說明樞紐廠商如何透過賦名策略及經營模式創新，發揮資源延展力創造共享價值，形成生態雙飛輪正向循環，加速人文創新生態系蓬勃發展。本個案是生態系研究中一個不同於技術創新生態系的重要案例。

This study examines how a hub firm fosters the emergence of a new ecosystem through the perspectives of ecosystem and institutional theory. Using a longitudinal theorizing method, this study analyzes Coursera’s development from 2012 to 2022. The findings reveal that Coursera, as a hub firm, functions as an ecosystem architect and advocates for“educational equity,”gaining legitimacy and support from elite universities. This strategy overcomes the“liability of newness,”enabling the discovery of a new blue ocean market in affordable, accessible higher education.
Specifically, through the strategies of humanistic framing and technological empowerment, Coursera connects and orchestrates ecosystem members; designs the content, structure and governance models of new activities; and fosters a dual-flywheel ecosystem business model centered on humanistic innovation, which promotes the generating of a new ecosystem.
Finally, this study proposes a process model illustrates how a hub firm uses framing strategies and business model innovation to stretch resources and create shared value, forming a positive dual-flywheel ecosystem effect that accelerates the development of a humanistic innovation ecosystem. This case provides a notable example which is distinct from traditional technology innovation ecosystems.