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w's hierarchy of needs theory (Rosa et al, 1996). It is in a form of hierarchy as well, but only comprises of three levels of individual needs identified as;

Existence, i.e. physiological and safety needs

Relatedness i.e. social and external esteem needs

Growth i.e. internal esteem and self actualization needs

Rosa et al (1996), commented that existence, which is the first level of needs, have the first priority over the rest two levels of needs. Put in the context of the multiple entrepreneurs, the order of the needs may not be exactly the same for all entrepreneurs, and could thus change depending on the individual. It is not always that the entrepreneurs are motivated to satisfy the lower level first, so as to proceed to the next, as in Maslow's case. A proper example in case would be to have an entrepreneur motivated to operate certain ventures because of his/her need for recognition, rather than for a safer working condition. The levels of needs here can apply simultaneously.

Since multiple entrepreneurs are at times frustrated in their efforts to operate multiple ventures, i.e. frustration regression process, they may look to satisfy the lower level that seems to be much easier to operate in order to motivate them. This will satisfy them for the moment, with the hope that they could satisfy the higher level in the future. In such situations, it becomes vital for the entrepreneur to identify this, and help them to satisfy the lower level of needs in order to motivate them (West head and Wright, 1996).

McClelland's 3 Needs Theory

According to Robson et al (1993), the theory is also referred to as the Acquired Theory, or the Learned Theory, developed by McClelland in 1961, which is based on needs of the individuals as well. The theory explains the fact that motivation of an individual primarily results from three dominant things namely;

The need for achievement

The need for power

The need for affiliation

In the multiple entrepreneurial contexts, Robson et al (1993) argues that the entrepreneurs' motivation is dominated by the three needs.

The need for achievement- this means the extent to which an entrepreneur wants to carry out multiple ventures that are difficult and challenging, whereby they endeavor to achieve goals that are challenging but realistic. Such multiple entrepreneurs really want to succeed and have positive feedback, avoiding the low-risk and high-risk situations, and preferring to work alone on multiple ventures. That way really tend to become motivated to perform the challenging tasks they set before themselves (Robson et al 1993).

The Need for Power- An entrepreneur with the need for power is motivated to lead the others in the markets. Such power may be personal power, or institutional power (Robson et al, 1993). Therefore, multiple entrepreneurs with the need for power will want to direct and influence their counter parts in the market, especially given the influencing power they gain from operating several vent本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。