近年來創業教育在國內外的高等教育中逐漸受到重視，我國教育部也於2010年起致力推動大學開設創新創業課程傳授創業知識。然而，實務上仍有許多創業者從未接受正規的創業教育依然進行了創業活動。這促使本研究對於創業者是否必須預先掌握商管知識，才能有效應對創業過程中的問題與挑戰抱有研究興趣。
本研究為質性研究，採用單一個案研究法，對不具商管背景與創業經驗的創業者Max的創業歷程進行深入探討。藉由深度訪談與關鍵事件法的運用，對Max創業歷程中遭遇的關鍵事件進行分析，藉此了解其在面對不同問題時所需要的知識及這些知識的獲取方式。
本研究發現，創業者在面對創業過程中的問題與挑戰時，無論是在決策或尋找解決方法的過程中都需要商管知識的支持。像是在過程中逐步認清自己所需要擔任的角色及責任、自己想要開展的事業究竟為何與管理事業的方法流程等知識內容。然而，這些知識並不是非得透過正規的教育取得。Max透過運用探索策略 (exploration) 與利用策略 (exploitation)，成功地解決創業以來面臨的大小挑戰，並且獲得專屬於他的創業知識。

Entrepreneurship education has gained increasing prominence in higher education globally, including in Taiwan, where the Ministry of Education has promoted entrepreneurship courses since 2010 to equip students with foundational business knowledge. However, many entrepreneurs begin their ventures without any formal training in business or management. This observation prompts a central question for this study: Is formal business knowledge a prerequisite for effectively navigating the challenges of entrepreneurship?
This research adopts a qualitative, single-case study approach to examine the entrepreneurial learning journey of Max, an entrepreneur with neither a business background nor prior entrepreneurial experience. Drawing on in-depth interviews and the Critical Incident Technique, the study explores how Max acquired essential knowledge throughout key turning points in his venture and how he addressed the challenges he encountered.
Findings reveal that entrepreneurs frequently require business-related knowledge when making decisions, identifying problems, and managing operations. This includes understanding their role in the venture, clarifying their business model, and developing management strategies. However, such knowledge can be acquired through experiential learning rather than formal education. Max’s experience illustrates how entrepreneurs can build practical knowledge through a combination of exploration and exploitation strategies, enabling them to overcome difficulties and adapt to evolving business demands.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 2
2. 文獻探討 4
2.1 創業者追求的是什麼？ 4
2.2 創業教育教什麼？ 5
2.3 創業學習 7
3. 研究方法 12
3.1 個案研究法 12
3.2 樣本的選擇 14
3.3 資料來源與蒐集 15
3.4 資料整理與分析 16
4. Max的創業故事 19
5. 研究發現 40
5.1 我是個什麼樣的創業者？ 40
5.2 我該如何在園藝產業中生存？ 46
5.3 我該如何進行生產流程的控管？ 62
5.4 創業者如何學習新知識？ 66
5.5 小結 69
6. 結論與討論 72
6.1 結論 72
6.2 研究限制 73
6.3 對有意創業者的建議 74
參考文獻 75
附錄 78

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