From Pitching to Briefing: Extending entrepreneurial storytelling to new audiences
From Pitching to Briefing: Extending entrepreneurial storytelling to new audiences
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DOI：
10.1177/01708406211024564
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发表时间：
2021-06-23
影响因子：
5.4
通讯作者：
D'Adderio, Luciana
中科院分区：
文献类型：
--
作者：
Chapple, Duncan;Pollock, Neil;D'Adderio, Luciana
以往的研究强调讲故事是企业家获得利益相关者支持的手段。如果新企业要生存和发展，它们需要一系列利益相关者的支持。然而，对投资者等早期群体有吸引力的讲故事的过程，可能无法吸引后期的观众。这可能对生存和发展造成障碍。然而，目前尚不清楚企业家如何了解并获得未来群体的关注。为了调查这一重要现象，我们对企业家如何将讲故事的过程扩展到行业分析师（数字企业的关键利益相关者群体）进行了定性研究。我们开发了一个模型，将行业分析师对企业家提出的讲故事过程进行调查和质疑的方式概念化，从而鼓励对其进行修订。我们的主要发现是，企业家很难超越最初的投资者推介，理解行业分析师简报的期望。不过，他们可以通过修改故事来修复与观众的联系。我们在文化创业研究的框架、观众期望和故事重新策划方面做出了贡献。
Previous research emphasises storytelling as the means by which entrepreneurs gain stakeholder support. If new ventures are to survive and grow, they require the backing of a range of stakeholders. Yet the processes of storytelling that appealed to early-stage groups like investors may not attract later-stage audiences. This can pose obstacles to survivability and development. However, it is unclear how entrepreneurs learn about and garner the attention of future groups. To investigate this important phenomenon, we conduct a qualitative study of how entrepreneurs extend processes of storytelling to industry analysts, a key stakeholder group for digital ventures. We develop a model that conceptualises the way industry analysts probe and problematise the storytelling processes entrepreneurs put forward - which encourages their revision. Our key finding is that entrepreneurs struggle to move beyond the initial investor pitch and understand the expectations of industry analyst briefings. Still, they can repair connections with this audience through revising stories. We advance contributions to cultural entrepreneurship research on framing, audience expectations and story replotting.