%0 Journal Article
%T Articulating Problems and Markets: A Translation Analysis of Entrepreneurs¡¯ Emergent Value Propositions
%A Clay Spinuzzi
%A David Altounian
%A Gregory Pogue
%A Lily Zhu
%A Robert Cochran
%J Written Communication
%@ 1552-8472
%D 2018
%R 10.1177/0741088318786235
%X 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¡ªproblematization (defining a market problem) and interessement (defining a market and the firm¡¯s relationship to it)¡ªwhich 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
%K entrepreneurship
%K value proposition
%K problematization
%K interessement
%U https://journals.sagepub.com/doi/full/10.1177/0741088318786235