Articulating Problems and Markets: A Translation Analysis of Entrepreneurs’ Emergent Value Propositions

Written Communication Oct 2018 Open Access

Articulating Problems and Markets: A Translation Analysis of Entrepreneurs’ Emergent Value Propositions

Clay Spinuzzi The University of Texas at Austin ; David Altounian The University of Texas at Austin ; Gregory Pogue ; Robert Cochran ; Lily Zhu The University of Texas at Austin

Abstract

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 relationship to it)—which in turn are represented in a claim, the value proposition. That emergent claim can then be represented and further changed during pitches. If accepted, it can then lead to the second two moments of translation: enrollment and mobilization. Drawing on written materials, observations, and interviews, we trace how these value propositions were iterated along three paths to better problematize and interesse, articulating a problem and market on which a business could plausibly be built. We conclude by discussing implications for understanding value propositions in entrepreneurship and, more broadly, using the sociology of translation to analyze emergent, material, consequential arguments.

Journal: Written Communication
Published: 2018-10-01
DOI: 10.1177/0741088318786235
Open Access: OA PDF Green
Topics: qualitative research artificial intelligence race and writing

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