Abstract: Technology-driven startups on digital platforms face the dual dilemma of high homogeneity competition and high platform dependency. Achieving value innovation in this context is a critical issue. This paper selects Anker, a startup based on the Amazon platform, for an in-depth single-case study to explore the process and mechanism by which it resolves innovation dilemmas and achieves value innovation. The study finds that: during the entry phase, technology-driven startups confront the dilemma of high homogeneity competition. By engaging in "exploitative experiential learning—bricolage resource construction—exploratory product learning—creative resource utilization" with stakeholders through the digital platform, these startups can break through the high homogeneity competition dilemma, achieving product value innovation; during the growth phase, technology-driven startups face the dilemma of high platform dependency. Through entrepreneurial accumulation and "exploitative knowledge learning—accumulative resource construction—exploratory brand learning—integrative resource leveraging" with stakeholders, these startups can overcome the high platform dependency dilemma, achieving brand value innovation. The paper distills a process mechanism model of "innovation dilemma—ambidextrous learning and resource orchestration—innovation outcome," which offers important insights for entrepreneurship based on digital platforms.

摘要： 基于数字平台的科创企业面临高同质竞争与高平台依赖的双重困境，如何实现价值创新成为重要议题。本文选择基于亚马逊平台创业的安克创新进行纵向单案例研究，探索如何化解创新困境实现价值创新的过程机理。研究发现：在进入期，科创企业面临高同质竞争困境，通过数字平台与利益相关者之间开展“利用式经验学习—拼凑式资源建构—探索式产品学习—创造式资源利用”的独特式创新行动，突破了高同质竞争困境，实现了产品价值创新；在成长期，科创企业面临高平台依赖困境，通过创业积累与利益相关者开展“利用式知识学习—积累式资源建构—探索式品牌学习—整合式资源撬动”的多栖式创新行动，突破了高平台依赖困境，实现了品牌价值创新。本文提炼的“创新困境—双元学习与资源编排—创新结果”过程机理模型，对基于数字平台的创业有重要的意义。