Self-Motivation of Entrepreneur Lu Chengdui

It was September 2009 when 21-year-old entrepreneur Lu Chengdui first considered entering the partnership that led to his becoming the chairman and general manager of Wenzhou Cijueshi Science and Technology Co. Ltd. (Cijueshi) in Zhejiang Province, China. Lu started his entrepreneurial efforts when he was in college; he became a serial entrepreneur and achieved great performance. His story drew the attention of both the media and the public. Lu was known for his perseverance and his courage in overcoming difficulties and pursuing his dreams for success. He was a role model for college students who wanted to be entrepreneurs. As he considered a possible involvement in Cijueshi, a company that specialized in developing, selling, and repairing pottery and porcelain, Lu wondered about entering a business in a field where he had no practical experience. What had made him so confident in his previous entrepreneurial success? How had he motivated himself to realize his entrepreneurial targets? He looked back at his entrepreneurial experiences to date to find answers to these questions and motivation for this new endeavour.

This case may be used in undergraduate and MBA level courses on organizational behaviour or entrepreneurial management. It can be used for demonstrating the target-setting motivation and self-efficacy motivation aspects of motivation theory. After working through this case and assignment questions, students will be able to do the following:<ul><li>Explain the function of target setting and self-efficacy in motivation.</li><li>Analyze an entrepreneur’s self-motivation at several stages in a career.</li><ul>

• Entrepreneurship
• China
• Self-Efficacy