Page 101 - 34-3

NTU Management Review
Vol. 34 No. 3 Dec. 2024, 91-130
https://doi.org/10.6226/NTUMR.202412_34(3).0003

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

高等教育的人文創新經營模式：以 Coursera 為例

Ming Hui Chiu, CTBC Venture Capital Co., LTD.; D.B.A. Program, Graduate Institute of Technology,
Innovation and Intellectual Property Management, National Chengchi University
邱明慧 / 中國信託創業投資股份有限公司∕國立政治大學科技管理及智慧財產研究所產業博士學
位學程
Se Hwa Wu, Graduate Institute of Technology, Innovation and Intellectual Property
Management, National Chengchi University
吳思華 / 國立政治大學科技管理及智慧財產研究所
Hao Jun Chuang, Cymdesign Creative Inc.
莊皓鈞 / 信美創研股份有限公司
Received 2022/11, Final revision received 2024/9
Abstract
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.

【Keywords】humanistic innovation business model, ecosystem generation, the dual-
flywheel ecosystem effect, framing, humanistic innovation ecosystem

專題主編：朱彩馨教授、郭佳瑋教授、魏志平教授、羅明琇教授（以上依姓氏筆畫排序）

91