Browsing by Subject "pitching"
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Item A Good Idea is Not Enough: Understanding the Challenges of Entrepreneurship Communication(International Conference on Competitive Manufacturing, 2016-01) Spinuzzi, Clay; Jakobs, Eva-Maria; Pogue, Gregory P.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 iterated through dialogue with potential stakeholders. We explore this issue by examining communication-related challenges, abilities and barriers from the perspectives of innovators trying to enter an unfamiliar, foreign market. Specifically, we summarize results of a set of studies conducted in the Gyeonggi Innovation Program (GIP), an entrepreneurship program formed by a partnership between the University of Texas at Austin and Gyeonggi-Do Province in South Korea. Through the GIP, Korean entrepreneurs attempt to expand domestically successful product ideas to the American market. The study results demonstrate that these innovators must deal with a broad range of challenges, particularly (1) developing deeper understanding of market needs, values, and cultural expectations, and (2) producing pitches with the structure, claims and evidence, and engagement strategies expected by American stakeholders. These studies confirm that a deeper understanding of successful new product development (NPD) projects requires not only a culturally authentic NPD process model, but also communication-oriented research. The GIP approach offers insights into good programmatic concept and effective methods for training engineers to become entrepreneurs. Yet we also identify potential improvements for such programs. Finally, we draw implications for studying entrepreneurship communication.Item A good idea is not enough: Understanding the challenges of entrepreneurship communication(2016) Spinuzzi, Clay; Jakobs, Eva-Maria; Pogue, Gregory; Spinuzzi, ClayThis 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 iterated through dialogue with potential stakeholders. We explore this issue by examining communication-related challenges, abilities and barriers from the perspectives of innovators trying to enter an unfamiliar, foreign market. Specifically, we summarize results of a set of studies conducted in the Gyeonggi Innovation Program (GIP), an entrepreneurship program formed by a partnership between the University of Texas at Austin and Gyeonggi-Do Province in South Korea. Through the GIP, Korean entrepreneurs attempt to expand domestically successful product ideas to the American market. The study results demonstrate that these innovators must deal with a broad range of challenges, particularly (1) developing deeper understanding of market needs, values, and cultural expectations, and (2) producing pitches with the structure, claims and evidence, and engagement strategies expected by American stakeholders. These studies confirm that a deeper understanding of successful new product development (NPD) projects requires not only a culturally authentic NPD process model, but also communication-oriented research. The GIP approach offers insights into good programmatic concept and effective methods for training engineers to become entrepreneurs. Yet we also identify potential improvements for such programs. Finally, we draw implications for studying entrepreneurship communication.Item Linked but desynched: An OODA analysis of associated entrepreneurship accelerator programs(Journal of Business and Technical Communication, 2022) Spinuzzi, Clay; Cochran, Robert; Pogue, Gregory P.Accelerators support fledgling ventures with a set curriculum, moving them through a cycle of venture development, culminating in a Demo Day pitch in which the ventures argue for their viability. Yet firms are often involved in multiple programs with conflicting objectives and cycles. No research has addressed such conflicts. In this article, we examine an accelerator program partially linked to others to share resources. Drawing on the OODA framework, we identify disjunctures among cycles, anchoring this analysis at the final pitch. Working back from this Decide point, we examine interference among the associated programs.Item Linked but Desynched: An OODA Analysis of Associated Entrepreneurship Accelerator Programs(Sage, 2023) Spinuzzi, Clay; Cochran, Robert; Pogue, Gregory P.Accelerators are programs that support fledgling ventures with a set curric- ulum, moving them through a cycle of venture development that culmi- nates in a Demo Day pitch in which the ventures argue for their viability. Yet firms are often involved in multiple programs with conflicting objectives and cycles. No research has addressed such conflicts. This article examines an accelerator program that is partially linked to others in order to share resources. Drawing on the OODA (observe, orient, decide, act) framework, the authors identify disjunctures between cycles, anchoring this analysis at the final pitch. Working back from this deciding point, they examine interference between the associated programs.