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/> Concentrating on different elements at different stages of business growth, numerous researches have been conducted to explore the field of entrepreneurship from various perspectives. Davidsson & Wiklund (2001) made a survey of the publications on three major ETP, JBV and ERD in ten years, from1988 to 1998, in attempt to discover the features of the analytic levels: individual level took up 59.4% in1988 and 77.7% in 1998; industry level occupied 21.9% in 1988 and 11.1% in1998; while cross-level 12.5% in1988 and 11.1% in 1998, showing no increase in this aspect. The study of the interaction between individual and organizations has indicated a relatively increase, ranging from 1.6% of all to 11.1% in the ten years.
By the standard of key words, Ireland et al. (2005) searched out all the related literature and classified them into seven realms: business institutional entrepreneurship, international entrepreneurship, corporate entrepreneurship, initial public offerings, individuals or entrepreneurs, and new ventures, among which individuals and corporate entrepreneurship used to be the favorite topics before 2000, while international entrepreneurship and new ventures have attracted more attention in recent years.
Comparing to the previous study, study crossing different analytical level inside and outside a business is necessary and helpful, which is also illustrated in the researches recently done. This reminds later researchers of what should they do in their own study. This study is trying to do a crossing level study to illustrate the interaction between different levels: individual, society, community and organization. And in the basic theories applied to explain entrepreneurial activity, different theory chooses different level.
2.3.2 Basic Theories of Entrepreneurial Activity
Focusing on different levels of enterprise elements and topics, researchers try various perspectives to understand and explain complicated entrepreneurial activities. To sum up, there are mainly four basic theories and perspectives in entrepreneurship: cognitive theory, resource-based theory, institutional theory and social network theory. These four perspectives originate from different scientific domains with different hypotheses and concepts, offering contradictory and complementary ideas to one another. According to the level of theory (Davidsson & Wiklund, 2001), cognitive theory emphasizes individual, resource-based theory stresses organization, institutional theory focuses on the overall influence and social network theory tries to relate individual to the whole.
Now let us get familiar with the main ideas and thoughts of the four basic theories one by one.
Firstly, cognitive theory. Entrepreneurship is a series of acts of setting up a business, gathering financial resources, innovating and creating wealth (Stearns & Hill, 1996). Cunningham and Lischeron (1991) regarded an entrepreneur as the person who creates, manages, and takes the risk of a new venture. The central role of an entrepreneur, according to Kirzner (1979), is to identify the hidden opportunities in the marketplace. These opportunities are neglected by others, while found out by an entrepreneur. An entrepreneur has knowledge, skills, and abilities to the environment to make entrepreneurial success. He or she has the ability to utilize these abilities to exploit wealth-creating opportunities and resources (Timmons, 1989).
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