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

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

Ming Hui Chiu, CTBC Venture Capital Co., LTD./ D.B.A. Program, Graduate Institute of Technology,
Innovation and Intellectual Property Management, National Chengchi University
Se Hwa Wu, Graduate Institute of Technology, Innovation and Intellectual Property
Management, National Chengchi University
Hao Jun Chuang, Cymdesign Creative Inc.

1. Purpose/Objective

Drawing on ecosystem and institutional theories, this study explores the use

of business model innovation to create an ecosystem with humanistic care as value
proposition. Specifically, this study investigates how Coursera utilizes humanistic framing
strategies and resource extension capabilities to co-evolve with ecosystem partners,
before proposing a dynamic process model for the evolution of a humanistic innovation

ecosystem.

2. Design/Methodology

This study adopts a longitudinal qualitative methodology, which integrates grounded
theorizing with modern historical approaches and is useful for generating innovative
conceptual frameworks for complex social systems with non-linear causation. By
employing this approach, we delve into the nature of humanistic innovation processes
through the analysis of a particular case study that serves as an illustration of the

phenomenon of interest. This approach contributes to the progression and refinement of
theories by offering comprehensive scrutiny of an in-depth case study alongside multiple
levels of analysis, encompassing activities at the firm level and reactions at the ecosystem

level, thereby enriching cross-level theorizing.

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