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ures concurrently. These entrepreneurs tend to feel de-motivated when they are unable to lead others, and sometimes organize the efforts of others for the success of their ventures (Robson et al, 1993).

The Need for Affiliation-According to Robson et al (1993), multiple entrepreneurs with the need for affiliation basically look for good, friendly inter-personal relationships with others. Such entrepreneurs feel motivated when they are accepted and liked by others, and thus endeavor to maintain a good rapport with the people through trust creation, understanding and capitalizing more on cooperation than competition

2.3. Process Theories of Motivation

According to Robson et al (1993), these theories are goal setting theory of motivation, reinforcement theory of motivation, and finally the expectancy theory of motivation.

Goal-Setting Theory of Motivation

This theory applies in the multiple entrepreneurs' context in the sense that goals or intentions motivate entrepreneurs to meet higher performance levels, where they are more likely to target attainable goals, as well as allowing themselves to set goals that can increase their commitment to goals that are more difficult to attain Robson et al (1993). Current researchers stress that setting goals is not the only source of motivation, and that goal setting programs such as Management by Objectives (MBO), fails because organizations fail to consider the need for rein forcers. Multiple entrepreneurs therefore need to reinforce progress toward the goal, maintain the multiple ventures' performance at or above the goal, as well as strive to achieve the levels of performance that are above the goal (Robson et al 1993).

Reinforcement Theory of Motivation

Robson et al (1993), argues that reinforcement theory is a behaviorist application on the basis that entrepreneurs are not driven by motivation, but their environment. The rein forcers, or positive outcomes, are what makes an entrepreneur's behavior more likely to become a habit (of operating many ventures concurrently) than exception. They work best when they are immediate, sincere and specific to a venture, where the desired outcomes can be realized through organizational behavior modification, as well as a realistic approach to change the entrepreneurial behavior based on the market research.

Expectancy Theory

The theory attempts to explain behavior in terms of an individual's goals and choices and the expectation of achieving the objectives (Robson et al 1993). In the context of multiple entrepreneurships, the probability of an entrepreneur acting in a specific manner will increase when the entrepreneur links it strongly with a given, attractive result (Robson et al, 1993). This theory states that motivation depends on the following three variables, namely;

Attractiveness, i.e. the entrepreneur perceives the outcomes as desirable

Performance-Reward linkage, i.e. the entrepreneur perceives a desired outcome will result from a certain degree of performance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。