- Varas, G.; Sabaj, O.; Spinuzzi, C. et al. (2023). Value creation in start-up discourse: linking pitch and venture through logics of justification. International Journal of Business Communication.
Value creation in start-up discourse: linking pitch and venture through logics of justification
How do start-ups create value through the language of their business pitches? In this article, we investigate that question by identifying the logics of justification they use, traditionally conceptualized as orders of worth. In this study of short written pitches in a 6-month Chilean accelerator program, we describe how we detected logics of justification through pitch language, and we identify (a) co-occurrence patterns among logics of justification, (b) associations between logics of justification and industry sectors, and (c) associations between logics and a firm’s customer segment (B2B, B2C). This study provides unique insights into how start-ups sometimes justify innovations by using specific patterns of language depending on a venture’s features.
Note: We have visually represented our main results through the "Start-Up Valuation Wheel".
Some previous research
- ABC Vienna 2020, Vienna University of Economics and Business, Vienna, Austria, 26-28 August, 2021
- Varas, G. & Sabaj, O. (2020). Fuzzy quantifications in the annual account of a Technology Transfer Office: rhetoric or style? Boletín de Filología, 55(1), 379-403.