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首页> 外文期刊>Professional Communication, IEEE Transactions on >Making the Pitch: Examining Dialogue and Revisions in Entrepreneurs' Pitch Decks
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Making the Pitch: Examining Dialogue and Revisions in Entrepreneurs' Pitch Decks

机译：宣传：审查企业家宣传资料中的对话和修订

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摘要

Research problem: The question: 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 is examined. Research questions: As entrepreneurs learn to pitch ideas to unfamiliar markets, how do they revise their slide decks for their pitches when interacting with other professional communication genres that represent the concerns of market stakeholders? Specifically, what changes do entrepreneurs make to the claims, evidence, and complexity of arguments in their pitches? Literature review: The professional communication literature demonstrates that the revision process tends to take place in documentation cycles where documents are set in interaction with each other. Yet such revision processes are not studied in detail in existing studies of entrepreneurial pitches in marketing and technology commercialization. Methodology: In this exploratory qualitative study, researchers textually analyzed 14 sets of five related document genres in the archives of an entrepreneurship program. These genres represented a full cycle of activity: application to the program, initial pitches, initial feedback from program personnel, detailed feedback from representative stakeholders in the target market, and revised pitches. Interviews and surveys of program personnel further contextualize the data. Results and conclusions: Entrepreneurs revised their claims and evidence based on their dialogue with their target market. Some of the entrepreneurs altered their slides to make more complex arguments rebutting stakeholders' concerns. These findings suggest that entrepreneurs engage in dialogue with their target markets, but their engagement tends to be guided by tacit, situated experience rather than through an explicit, systematized approach.
机译：研究问题：问题：研究企业家计划中的韩国企业家如何根据代表目标市场潜在利益相关者反馈的专业交流体裁来修改演示文稿（“音高”）的幻灯片。研究问题：随着企业家学会向陌生的市场推销想法，当与代表市场利益相关者关注的其他专业交流类型互动时，他们如何针对推销推销滑板？具体来说，企业家对自己主张的论据，证据和论点的复杂性做了哪些改变？文献复习：专业的交流文献表明，修订过程倾向于在文档周期中进行，在文档周期中，文档是相互交互设置的。然而，在市场营销和技术商业化的现有企业宣传研究中，并未对此类修订过程进行详细研究。方法：在这项探索性定性研究中，研究人员从文本上分析了企业家计划的档案中的14套五种相关文档类型。这些类型代表整个活动周期：应用程序，初始音高，程序人员的初始反馈，目标市场中有代表性的利益相关者的详细反馈以及修订后的音高。对计划人员的访谈和调查进一步将数据关联起来。结果与结论：企业家根据与目标市场的对话，修改了他们的主张和证据。一些企业家改变了幻灯片，以提出更复杂的论点，以驳回利益相关者的担忧。这些发现表明，企业家与目标市场进行对话，但他们的参与往往是基于默契的，有经验的经验指导，而不是通过明确的系统化方法进行。

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