Everyday ventures are important engines of economic and social development around the world. These types of ventures tend to be resource constrained, focused on regional service areas, and rely almost exclusively on replicative approaches to business. Despite their prevalence, these types of ventures receive far less attention in the literature than their innovative, growth-focused counterparts. Thus, there is still much we do not know about how the entrepreneurs behind these types of ventures approach strategy and measure their success. In this qualitative study, we utilize self-determination theory to interpret interview data and illustrate how venture launch and strategic choice allow everyday entrepreneurs to self-fulfill their psychological needs through their business. Doing so, our research answers questions related to: 1) everyday venture launch; 2) the strategies everyday entrepreneurs pursue to position their venture in the market; and, 3) the metrics by which everyday entrepreneurs measure the success of their venture. We find that everyday entrepreneurs self-fulfill their needs for autonomy, relatedness, and competence by launching their ventures and making specific strategic choices regarding competition. More specifically, we find that everyday entrepreneurs primarily rely on differentiation strategies focused on high-quality offerings coupled with a premium customer service experience, while measuring success using an approach similar to the balanced scorecard. We conclude with a discussion of the implications for theory and practice.

中文翻译：

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日常创业中的竞争战略：自决理论视角

日常企业是全球经济和社会发展的重要引擎。这些类型的企业往往资源有限，专注于区域服务领域，并且几乎完全依赖于业务的复制方法。尽管它们很普遍，但这些类型的企业在文献中受到的关注远低于其创新的、以增长为重点的同行。因此，我们仍然不知道这些类型的企业背后的企业家如何处理战略并衡量他们的成功。在这项定性研究中，我们利用自我决定理论来解释访谈数据，并说明风险启动和战略选择如何让日常企业家通过他们的业务自我满足他们的心理需求。这样做，我们的研究回答了与以下相关的问题：1) 日常创业启动；2) 日常企业家为在市场上定位他们的企业所采取的策略；以及，3) 日常企业家衡量其企业成功与否的指标。我们发现，日常企业家通过启动他们的企业并针对竞争做出具体的战略选择来自我满足他们对自主性、关联性和能力的需求。更具体地说，我们发现日常企业家主要依赖于专注于高质量产品和优质客户服务体验的差异化战略，同时使用类似于平衡计分卡的方法来衡量成功。最后，我们讨论了对理论和实践的影响。3) 日常企业家衡量其创业成功的指标。我们发现，日常企业家通过启动他们的企业并针对竞争做出具体的战略选择来自我满足他们对自主性、关联性和能力的需求。更具体地说，我们发现日常企业家主要依赖于专注于高质量产品和优质客户服务体验的差异化战略，同时使用类似于平衡计分卡的方法来衡量成功。最后，我们讨论了对理论和实践的影响。3) 日常企业家衡量其创业成功的指标。我们发现，日常企业家通过启动他们的企业并针对竞争做出具体的战略选择来自我满足他们对自主性、关联性和能力的需求。更具体地说，我们发现日常企业家主要依赖于专注于高质量产品和优质客户服务体验的差异化战略，同时使用类似于平衡计分卡的方法来衡量成功。最后，我们讨论了对理论和实践的影响。通过启动他们的企业并就竞争做出具体的战略选择来提高竞争力。更具体地说，我们发现日常企业家主要依赖于专注于高质量产品和优质客户服务体验的差异化战略，同时使用类似于平衡计分卡的方法来衡量成功。最后，我们讨论了对理论和实践的影响。通过启动他们的企业并就竞争做出具体的战略选择来提高竞争力。更具体地说，我们发现日常企业家主要依赖于专注于高质量产品和优质客户服务体验的差异化战略，同时使用类似于平衡计分卡的方法来衡量成功。最后，我们讨论了对理论和实践的影响。