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The IC² Institute is an interdisciplinary research unit of The University of Texas at Austin which works to advance the theory and practice of entrepreneurial wealth creation.
Tag Archives: value proposition
A Good Idea is Not Enough: Understanding the Challenges of Entrepreneurship Communication
This paper addresses a less-investigated issue of innovations: entrepreneurship communication. Business and marketing studies demonstrate that new product development processes do not succeed on good technical invention alone. To succeed, the invention must be appropriately communicated to a market and … More
Tagged entrepreneurship communication, market needs, pitching, value proposition
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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
Tagged entrepreneurship, rhetoric, technology commercialization, value proposition
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