The pitfall in pitching or the ambivalent performance of a spectacular speech

Le piège du pitch ou l’ambivalente performance d’un discours spectaculaire

Laëtitia Gabay-Mariani, Romain Buquet and Sylvain Bureau
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Laëtitia Gabay-Mariani: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Romain Buquet: ISAE-SUPAERO - Institut Supérieur de l'Aéronautique et de l'Espace
Sylvain Bureau: ESCP Europe - Ecole Supérieure de Commerce de Paris

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Abstract: This contribution proposes a reflection on the ambivalent effects of the pitch, a tool that is now a must in entrepreneurship training. It is based on an exercise of deconstruction of this spectacular form of entrepreneurial discourse, by questioning its symbolic power. The cross-analysis of interviews, observations and experiences between three entrepreneurship researchers shows that the pitch is a performed, normative and standardised narrative, conveying a model of the entrepreneur as he or she should be ("fictitious entrepreneur"), and thereby favouring a certain type of project. While underlining the interests of the practice of pitching, it highlights certain problematic effects, such as the homogenization of the discourse, and beyond that, the standardization of entrepreneurial support practices resulting from it.

Keywords: Start-up (search for similar items in EconPapers)
Date: 2021
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Published in De Boeck Supérieur, 2021, n° 51 (4), pp.43-56. ⟨10.3917/entin.051.0043⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05076411

DOI: 10.3917/entin.051.0043

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