經營模式是一項常被人們廣泛討論的議題，人們運用它來說明商學上的事務。但是到目前為止，經營模式還沒有出現廣為一般所接受的定義，這使得人們在運用經營模式上產生困難，因此本研究希望以比較嚴謹的研究方法對經營模式做更深一層的研究。首先，本研究利用紮根理論發展經營模式概念內涵，並且找出元件間的影響關係，接著，根據元件間的影響關係產生經營模式的因果脈絡圖，最後，則對經營模式的因果脈絡圖進行階次和區塊分析。
在使用工具方面，本研究利用NVivo分析軟體來輔助紮根分析過程，並同時利用Pajek軟體來分析經營模式的網絡關係，希望藉由這些軟體的幫忙，可以將經營模式進一步地簡化，並發現其中的規律性。

Business model is a issue that people often talk about. People use it to discuss things in the business. But until now, no generally accepted definition of the term “business model” has emerged. Thus, this leads to people have a trouble in using business model. As a result, this research hopes to use a more strict way to find somethings in business model. At first, this research uses the ground theory to develop business model components and find relationships between the components. Second, according to the relationships between the components, we can make a causal map of business model. At last, we use rank and block model concepts to analyze the causal map of business model.
In the researchful tool, this research uses NVivo soft ware to assist the cycle of ground research. In addition, we also use Pajek soft ware to analyze the network map of business model. We hope that these soft wares will help us to simplify business model and find its regularity.

一、 中文文獻
1. 吳思華，2005，《異思奇想－超越極限的產業創新機制》，台北：國立政治大學創新與創造力研究中心。
2. 吳思華、溫肇東、楊舜惠，2006，「從策略理論看事業經營模式─事業經營模式的定義與內涵」，創新與創造力研討會。
3. 李定宇，2005，「突破式創新與經營模式互動關係之文獻研究—兼論商業智能之前導作用」，碩士論文，國立中央大學企業管理研究所。
4. 李美華、孔祥明、李明寰、林家娟、王婷玉、李承宇譯，2004，《社會科學研究方法》，台北：時英出版。
5. 張景翔，2005，「商業智能與經營模式設計之文獻研究-兼論與突破式創新演化之關係」，碩士論文，國立中央大學企業管理研究所。
6. 陳浩民，2005，「突破式創新與經營模式對創新導入之影響的文獻研究—兼論商業智能之前導作用」，碩士論文，國立中央大學企業管理研究所。
7. 陳銑鈞，2006，「經營模式元件及其間關係之紮根研究」，碩士論文，國立中央大學企業管理研究所。
8. 廖梅花譯，2001，《質性研究入門：紮根理論研究方法》，台北：濤石文化。
9. 劉乙興，2005，「突破式創新與經營模式對主宰設計之影響的文獻研究—兼論商業智能之前導作用」，碩士論文，國立中央大學企業管理研究所。
10. 劉雅妍，2005，「商業智能與經營模式設計之文獻研究--兼論與突破式創新進入策略之關係」，碩士論文，國立中央大學企業管理研究所。
11. 顏君安，2005，「經營模式、進入策略、主宰設計關係之文獻研究－兼論商業智能之前導作用」，碩士論文，國立中央大學企業管理研究所。
二、 英文文獻
1. Afuah, A., 2004, Business models: A strategic management approach, N.Y.: McGraw-Hill.
2. Ahmad, R. and N. A. Ali, 2003, ‘The use of cognitive mapping technique in management research: Theory and practice,’. Management Research News, 26(7): 1-16.
3. Amit, R. and C.Zott, 2001, ‘Value creation in e-business,’ Strategic Management Journal, 22(6/7): 493-520.
4. Axelrod, R., 1976, The Structure of Decision: Cognitive Maps of Political Elites, Princeton, NJ: Princeton University Press.
5. Barr, P. S., J. L Stimpert and A. S. Huff, 1992, ‘Cognitive change, strategic action, and organizational renewal,’ Strategic Management Journal, 13: 15-36.
6. Bonham, G. M., 1993, ‘Cognitive mapping as a technique to support international negotional negotiation,’ Theory, 34: 255-273.
7. Bougon, M., K. Wieck and D. Binkhorst, 1977, ‘Cognition in organizations: An analysis of Utrecht Jazz Orchestra,’ Administrative Science Quarterly, 22: 606-.639.
8. Bryson, J. M., F. Ackermann, C. Eden and C. B. Finn, 2004, Visible Thinking. England, UK: John Wiley and Sons Ltd.
9. Calori, R., G. Johnson and P. Sarnin, 1992, ‘French and british top managers'' understanding of the structure and the dynamics of their industries: A cognitive analysis and comparison,’ British Journal of Management, 3(2): 61-78.
10. Calori, R., G. Johnson and P. Sarnin, 1994, ‘CEOs'' Cognitive maps and the scope of the organization,’ Strategic Management Journal, 15(6): 437-457.
11. Carley, K. and M. Palmquist, 1992, ‘Extracting, representing and analyzing mental model,’ Social Forces, 70: 601-636.
12. Chatterjee, S., 2005, ‘Core Objective: Clarity in Design Strategy,’ Calfornia Mangerment Review, 47(2): 33-49.
13. Chesbrough, H. W and R. S. Rosenbloom, 2002, ‘The role of the business model in capturing value from innovation: Evidence from xerox corporation''s technology spin-off companies,’ Industrial and Corporate Change, 11(3): 529-555.
14. Chesbrough, H. W. ,2003, ‘The era of open innovation,’ MIT Sloan Management Review, 44(3): 35-41.
15. Chesbrough, H. W. and A. K. Crowther, 2006, ‘Beyond high tech: Early adopters of open innovation in other industries,’ R and D Management, 36(3): 229-236.
16. Chesbrough, H. W., 2003, ‘A better way to innovate,’ Harvard business review, 81(7): 12-13.
17. Chesbrough, H. W., 2004, ‘Managing open innovation,’ Research Technology Management, 47(1): 23-26.
18. Christensen, C. M. and J. L. Bower, 1996, ‘Customer power, strategic investment, and the failure of leading firms,’ Strategic Management Journal, 17(3): 197-218.
19. Christensen, C. M., C. S. Musso and S. D. Anthony, 2004, ‘Maximizing the returns from research,’ Research Technology Management, 47(4): 12-18.
20. Christensen, J. F., M. H. Olesen and J. S. Kjaer, 2005, ‘The industrial dynamics of open innovation - evidence from the transformation of consumer electronics,’ Research Policy, 34(10): 1533-1549.
21. Cossette, P. ,2002, ‘Analysing the thinking of F.W. Taylor using cognitive mapping,’ Management Decision, 40(1/2): 168-182.
22. Cossette, P. and M. Audet, 1992, ‘Mapping of an idiosyncratic schema,’ The Journal of Management Studies, 29(3): 325-347.
23. Daniels, K., L. de Chernatony and G. Johnson, 1995, ‘Validating a method for mapping managers'' mental models of competitive industry structures,’ Human Relations, 48(9): 975-991.
24. Dubosson-Torbay, M., A. Osterwalder and Y. Pigneur, 2002, ‘E-business model design, classification, and measurements,’ Thunderbird International Business Review, 44(1): 5-23.
25. Eden, C. and J. C. Spender, 1988, Managerial and Organizational Cognition: Theory, Methods and Research, London, UK: Sage Publications.
26. Eden, C., F. Ackermann and S. Cropper, 1992, ‘The analysis of cause maps,’ The Journal of Management Studies, 29(3): 309-324.
27. Eden, C., S. Jones, D. Sims and T. Smithin, 1981, ‘The intersubjectivity of issues and issues of intersubjectivity,’ The Journal of Management Studies, 18(1): 37-47.
28. Einhorn, H.J. and R.M. Hogarth, 1978, ‘Confidence in judgment: Persistence of the illusion of validity,’ Psychological Review, 85: 395-416.
29. Fahey, L. and V. K. Narayanan, 1989, ‘Linking changes in revealed causal maps and environmental change: An empirical study,’ The Journal of Management Studies, 26(4): 361-378.
30. Fetscherin, M. and G.. Knolmayer, 2004, ‘Business models for content delivery: An empirical analysis of the newspaper and magazine industry,’ The International Journal on Media Management, 6(1,2): 4-11.
31. Fiol, C. M. and A. S. Huff, 1992, ‘Maps for managers: Where are we? where do we go from here?,’ The Journal of Management Studies, 29(3): 267-285.
32. Haff, A. S. ,1990, Mapping Strategic Thought, Chichester, UK: Wiley.
33. Hamel, G. ,2001, Leading the Revolution, Boston, MA: Harvard Business School Press.
34. Hedman, J.and T. Kalling, 2003, ‘The business model concept: Theoretical underpinnings and empicical illustrations,’ European Journal of Information Systems, 12(1): 49-59.
35. Hodgkinson, G. P. and P. R. Sparrow, 2002, The Competent Organization: A Psychological Analysis of the Strategic Management Process, Buckingham, UK: Open University Press.
36. Hodgkinson, G. P., A. J. Maule and N. J. Bown, 2004, ‘Causal cognitive mapping in the organizational strategy field: A comparison of alternative elicitation procedures,’ Organizational Research Methods, 7(1): 3-26.
37. Huff, A. S. and K. E. Fletcher, 1990, Conclusion: Key Mapping Decisions, Chichester, UK: Wiley.
38. Huff, A.S. and M. Jenkins, 2002, Mapping Strategic Knowledge, CA: Sage Publications Ltd.
39. Jacques, E. and K. Carson, 1994, Human Capability, Falls Church, Victoria: Carson Hall and Co.
40. Kahneman, D.S. and A. Tversky, 1982, Judgment Under Uncertainty: Heuristics and Biases, Cambridge, UK: Cambridge University Press.
41. Langfield-Smith, K., 1992, ‘Exploring the Need for a Shared Cognitive Map,’ Journal of Management Studies, 29(3): 349-368.
42. Levi, A. and P.E. Tetlock, 1980, ‘A cognitive analysis of Japan’s 1941 decision for war,’ Journal of Conflict Resolution, 24: 195-211.
43. Linder, J. and S. Cantrell, 2000, ‘Changing Business Models,’ Surveying the Landscape, Accenture Institute for Strategic Change.
44. Mahadevan, B., 2000, ‘Business models for internet-based E-commerce: An anatomy,’ California management review, 42(4): 55-69.
45. Mitchell, D. and C. Coles, 2003, ‘The ultimate competitive advantage of continuing business model innovation,’ The Journal of business strategy, 24(5): 15-21.
46. Mohammed, S., R. Klimoski and J. Rentsch, 2000, ‘The measurement of team mental models: We have no shared schema,’ Organizational Research Method, 3: 123-165.
47. Morris, M., M. Schindehutte and J. Allen, 2005, ‘The entrepreneur''s business model: Toward a unified perspective,’ Journal of Business Research, 58(6): 726-735.
48. Nadkarni, S. and V. K. Narayanan, 2005, ‘Validity of the structural properties of text-based causal maps: An empirical assessment,’ Organizational Research Methods, 8(1): 9-40
49. Nooy W.D., A. Mrvar and V. Batagelj, 2005, Exploratory Social Network Analysis with Pajek, N.Y.: Cambridge University Press.
50. Osterwalder, A., Y. Pigneur and C. L. Tucci, 2005, ‘Clarifying business models: Origins, present, and future of the concept,’ Communications of the Association for Information Systems, 16: 1-25.
51. Pettigrew, A.M., 1973, The Politics of Organization Decision Making, London, UK: Tavistock.
52. Porter, M. E., 2001, ‘Strategy and the Internet,’ Harvard Business Review, 79(2): 63–78.
53. Rappa, M. A., 2004, ‘The utility business model and the future of computing services,’ IBM Systems Journal, 43(1): 32-42.
54. Rentsch, J.R., T.S. Heffner and L.T. Duffy, 1994, ‘What you know is what you get from experience: Team experience related to teamwork schemas,’ Group and Organization Management, 19: 450-474.
55. Sawhney, M., R. C. Wolcott and I. Arroniz, 2006, ‘The 12 different ways for companies to innovate,’ MIT Sloan Management Review, 47(3): 75-81.
56. Schweizer, L., 2005, ’Concept and evolution of business models,’ Journal of General Management. Henley-on-Thames, 31(2): 37-56.
57. Shafer, S. M., H. J. Smith and J. C. Linder, 2005, ‘The power of business models,’ Business horizons, 48(3): 199-207.
58. Spicer, D.P., 2000, ‘The Role of Mental Models in Individual and Organisational Learning, Including, Consideration of Cognitive Style,’ Unpunblished Ph.D. Thesis, University of Plymouth, United Kingdom.
59. Stubbart, C. I. and A. Ramaprasad, 1988, Probing Two Executives'' Schematic Knowledge of the U.S. Stell Industry Using Cognitive Map, Greenwich, CT: JAI.
60. Tikkanen, H., J. Lamberg, P. Parvinen and J. Kallunki, 2005, ‘Managerial cognition, action and the business model of the firm,’ Management Decision, 43(5/6): 789-809.
61. Weick, K.E., 1979, The Social Psychology of Organizing, Reading, MA: Addison Wesley.
三、 網路資料
1. BusinessWeek, 2006, ‘The Top 100 Most Innovative Companies Ranking,’ http://www.businessweek.com/magazine/content/06_17/b3981413.htm.
2. Stähler, P., 2002, ‘Business Models as an Unit of Analysis for Strategizing,’ Patrick.Staehler@alumni.unisg.ch.
3. 經濟部智慧財產局，2006，「2005年我國與美日歐專利申請暨核准概況分析」，http://www.tipo.gov.tw/dataserve/dataserve/public/2005年我國與美日歐專利申請暨核准概況分析.pdf