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Pitching a business idea to investors: How new venture founders use micro-level rhetoric to achieve narrative plausibility and resonance

van Werven, R. ORCID: 0000-0002-9336-0069, Bouwmeester, O. and Cornelissen, J. P. (2019). Pitching a business idea to investors: How new venture founders use micro-level rhetoric to achieve narrative plausibility and resonance. International Small Business Journal, 37(3), pp. 193-214. doi: 10.1177/0266242618818249

Abstract

For entrepreneurial narratives to be effective, they need to be judged as plausible and have to resonate with an audience. Prior research has, however, not examined or explained how entrepreneurs try to meet these criteria. In this paper, we addressed this question by analysing the micro-level arguments underpinning the pitch narratives of entrepreneurs who joined a business incubator. We discerned four previously unidentified rhetorical strategies that these entrepreneurs used to achieve narrative plausibility and resonance. Our findings further suggest that temporality and product development status may shape how entrepreneurs use these strategies. By outlining these aspects of entrepreneurial rhetoric, we contribute to opening up the black box of narrative resonance and plausibility and advance work on the role of rhetoric in entrepreneurship.

Publication Type: Article
Additional Information: © 2018, the authors.
Publisher Keywords: Entrepreneurial narratives, New venture, Plausibility, Resonance, Argumentation, Rhetoric, Investment opportunity, Resource acquisition, Pitch
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/21181
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