期刊
WRITTEN COMMUNICATION
卷 35, 期 4, 页码 379-410出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0741088318786235
关键词
entrepreneurship; value proposition; problematization; interessement
In this qualitative study, the authors apply Callon's sociology of translation to examine how new technology entrepreneurs enact material arguments that involve the first two moments of translationproblematization (defining a market problem) and interessement (defining a market and the firm's relationship to it)which in turn are represented in a claim, the value proposition. That emergent claim can then be represented and further changed during pitches. If accepted, it can then lead to the second two moments of translation: enrollment and mobilization. Drawing on written materials, observations, and interviews, we trace how these value propositions were iterated along three paths to better problematize and interesse, articulating a problem and market on which a business could plausibly be built. We conclude by discussing implications for understanding value propositions in entrepreneurship and, more broadly, using the sociology of translation to analyze emergent, material, consequential arguments.
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