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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
Articulating Problems and Markets: A Translation Analysis of Entrepreneurs’ Emergent Value Propositions
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 translation—problematization (defining a market problem) and interessement (defining a market and the firm’s … More
Tagged Austin Technology Incubator, entrepreneurship, interessement, problematization, value proposition
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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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