Tag Archives: rhetoric

IC² staff teach course at Peking University

Greg Pogue and Bruce Kellison bring “Storyboarding Entrepreneurship” to an international student body.  More

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Introduction to Special Issue on the Rhetoric of Entrepreneurship

Introduction to a special issue of the Journal of Business and Technical Communication on the rhetoric of entrepreneurship. The author introduces basic definitions and concepts from the field of entrepreneurship, then identifies three issues linking rhetoric to entrepreneurship: rhetoric and …  More

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How Magnets Attract and Repel: Interessement in a Technology Commercialization Competition

K6015, a South Korean firm seeking to commercialize its magnet technology in the US market, entered a technology commercialization training program structured as a competition. Through this program, K6015 (and others in the program) used several genres to progressively interest …  More

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Understanding the Value Proposition as a Co-Created Claim

In this paper, the authors examine five cases of technology commercialization in terms of how entrepreneurs advance a specific kind of claim: the value proposition. The value proposition can describe the characteristics of the innovation itself (Goods-Dominant Logic) or propose …  More

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Remaking the Pitch: Reuse Strategies in Entrepreneurs' Pitch Decks

Examination of how Korean entrepreneurs in an entrepreneurship program revised their English-language slide decks for their competitive presentations (“pitches”) by reusing content from professional communication genres, including their own documents and feedback from potential stakeholders in their target markets. Research …  More

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Making the Pitch: Examining Dialogue and Revisions in Entrepreneurs’ Pitch Decks

Examination of how Korean entrepreneurs in an entrepreneurship program revised their slide decks for their presentations ("pitches") in response to professional communication genres representing feedback from potential stakeholders in their target markets. Research questions: As entrepreneurs learn to pitch ideas …  More

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