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Journal of technology management & innovation

versión On-line ISSN 0718-2724


SABAJ, Omar et al. Empirical Literature on the Business Pitch: Classes, Critiques and Future Trends. Journal of Technology Management & Innovation [online]. 2020, vol.15, n.1, pp.55-63. ISSN 0718-2724.

The growing importance of entrepreneurship and innovation for economic growth has propitiated a discursive genre that nowadays is almost omnipresent, i.e., the pitch. As with other emerging genres used in professional settings (e.g., selling presentations, business plans, etc.), several instructional discourses regarding the pitch have come out in the form of manuals and courses offering training on “how to make a pitch more powerful”. Empirical research, however, is less common. The aim of this paper is to qualitatively review and sort out the existing empirical research on the pitch. For this, three classifying categories are proposed according to its reception (mainly by investors), the focus on discursive features, and its evolution. Finally, some critiques to the empirical research on the pitch and a description of some future trends on the field are provided. This work may be useful for professionals interested in innovation and entrepreneurship, areas in which this emerging discourse broadly circulates.

Palabras clave : business pitch; innovation discourse; innovation genres.

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