Abstract
The purpose of this paper is reconsidering for cultural perspective in entrepreneurship research. This paper reviews preceded research from cultural perspective, taking notice of two viewpoints, culture as a source of motivation and culture as legitimacy for resource mobilization. Culture understands as source of motivation and viewed informal system of entrepreneurial organization or region, in psychological study as MaClleland（1961）, corporate entrepreneurship research as Pinchot（1986）, and studies of Collaboration with industries and universities as Gupta（2002）. In the other side, studies of culture as legitimacy for resource mobilization, Culture is viewed as tool for entrepreneurs. For instance, in ethnic entrepreneurship research, ethnic entrepreneurs embedded in ethnic culture can mobilize resources from ethnic market through ethnic network. In addition, institutional entrepreneurship research insistence on changing of culture as institutional strategy. Entrepreneur can mobilize resources to acquire legitimacy, but they can legitimate themselves for constructing new culture. However, Institutional Entrepreneurship research didn’t pay attention to “Why are people motivated changing culture?” To solves motivation for changing culture, our studies proposes emerging entrepreneurship of embedded entrepreneur（Guard e al. 2007）. In recent study, Embedded entrepreneurs can emerge entrepreneurship through internal conversation against discontinuities（Much, 2007）, like as obstruction of labor market. Accordingly, they are motivated to reconstruct their identity and change culture. In this paper, we analyze Chinese entrepreneurs in Kobe-Motomachi, to understand emerging entrepreneurship of embedded entrepreneur. To understand emerging entrepreneurship of embedded entrepreneur is an important research agenda in entrepreneurship research and practices.
