Research On The Impact Of Entrepreneurial Cognition On The Sustainable Competitive Advantage Of SMEs

As the main body of the market economy,small and medium-sized enterprises are facing an external environment of rapid technological iteration,intensified market competition and changing customer demand.And it is significantly more difficult to obtain sustainable competitive advantages for them.This study explores the acquisition of sustainable competitive advantages for SMEs from the perspective of entrepreneurs' cognition,and clarifies the context of theoretical development by combing the literature on topics such as entrepreneurs' cognition,sustainable competitive advantages and dynamic capabilities.This thesis divides entrepreneurial cognition into two dimensions and studies the impact of cognitive flexibility and cognitive complexity on the sustainable competitive advantage of SMEs.Selecting dynamic capability as the mediating variable,this thesis constructs a theoretical framework of “entrepreneurial cognitive–dynamic capability–sustainable competitive advantages of SMEs”.Before quantitative research,this thesis selects Zhengzhou Daxin Company for an exploratory case analysis: it divides Daxin's development process into three stages,analyzes the impact of entrepreneurial cognition on the acquisition of the company's sustainable competitive advantage at each stage to validate the theoretical model from the corporate practice level.This thesis collects data through questionnaires.The questionnaires are mainly distributed to small and medium-sized enterprises,and 422 valid questionnaires are collected.SPSS and AMOS data analysis software are used for exploratory factor analysis,confirmatory factor analysis,hierarchical regression analysis,structural equation hypothesis testing and intermediation test.This study found that entrepreneurial cognitive flexibility has a significant impact on the sustainable competitive advantages and dynamic capabilities of SMEs;entrepreneurial cognitive complexity has a significant impact on the sustainable competitive advantages and dynamic capabilities of SMEs;the dynamic capabilities of SMEs play an intermediary role in the entrepreneurial cognitive and the sustainable competitive advantages of SMEs.Based on the research results,this thesis provides theoretical references and suggestions for the acquisition of sustainable competitive advantages for SMEs.In the transitional China,the environment faced by SMEs is extremely complicated.Entrepreneurs of SMEs should raise their cognition level and improve their ability to construct the internal and external environments of enterprises.A high level of entrepreneurial cognition can give more strategic meaning to environmental information,improve the matching degree between corporate decisions and the environment,improve the adaptability of SMEs to the environment,continue the competitive advantage of SMEs,and promote the continuous growth of SMEs.