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Evidence-based persuasion: A cross-cultural analysis of entrepreneurial pitch in English and Spanish

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  • Ana Maria Ducasse

    (RMIT University, Melbourne)

Abstract

Since the definition of elevator pitch, e.g. Pagliarini (2001), researchers have debated the ‘right’ way to pitch an idea. Entrepreneurial pitch is widely taught in business communication, and although most research is based on the content, e.g. Pollack, Rutherford and Nagy (2017), the rhetorical and linguistic characteristics are less researched in English, e.g. Daly and Davy (2016a, b), or indeed other languages. This paper, reports on the rhetorical relations found within obligatory and optional stages in pitch discourse from a previously analysed data set comprising two different corpora: ten English and ten Spanish sets of entrepreneurial pitch. The conclusion suggests a tendency to use five rhetorical relations: result, elaboration, preparation, background and purpose emerging within the obligatory stages in all 20 pitches. In addition, an evaluation relation is present in the pitches that are funded and thus are successful. The intercultural analysis of the two spoken corpora suggest that obligatory stages in Pitch may affect the Rhetorical Structure Theory relations used to convey speakers’ intentions in British English and Peninsular Spanish.

Suggested Citation

  • Ana Maria Ducasse, 2020. "Evidence-based persuasion: A cross-cultural analysis of entrepreneurial pitch in English and Spanish," Journal of International Entrepreneurship, Springer, vol. 18(4), pages 492-510, December.
    • Handle: RePEc:kap:jinten:v:18:y:2020:i:4:d:10.1007_s10843-020-00278-0
    DOI: 10.1007/s10843-020-00278-0
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    1. Baron, Robert A. & Markman, Gideon D., 2003. "Beyond social capital: the role of entrepreneurs' social competence in their financial success," Journal of Business Venturing, Elsevier, vol. 18(1), pages 41-60, January.
    2. Barbara Bird & Leon Schjoedt, 2009. "Entrepreneurial Behavior: Its Nature, Scope, Recent Research, and Agenda for Future Research," International Studies in Entrepreneurship, in: Alan L. Carsrud & Malin Brännback (ed.), Understanding the Entrepreneurial Mind, chapter 0, pages 327-358, Springer.
    3. Maxwell, Andrew L. & Jeffrey, Scott A. & Lévesque, Moren, 2011. "Business angel early stage decision making," Journal of Business Venturing, Elsevier, vol. 26(2), pages 212-225, March.
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    1. Patricia Akemi Sakaguti Motoki & Silveli Cristo-Andrade & Fabio Yoshio Suguri Motoki & Emerson Wagner Mainardes, 2022. "The Influence of Culture on Entrepreneurship: Differences Between the Perceptions of Portuguese and Spanish Cultures," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3002-3028, December.

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