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Published in: Journal of International Entrepreneurship 4/2020

21-07-2020

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

Author: Ana Maria Ducasse

Published in: Journal of International Entrepreneurship | Issue 4/2020

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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.
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Footnotes
1
Brown and Ducasse (2019) discuss RST analysts and the analysis process in terms of working in teams and practice to improve skills. The author acquired RST skills with another co-researcher (Dr Annie Brown), and together they analysed two other English-transcribed spoken corpora comprising 30 local and 30 international students assessed oral presentations and TOEFL iBT speaking tests. They worked on coding RST and calculated an EDU split agreement of 92.3% for TOEFL speaking and a coding of relations at 84% on the same TOEFL data set.
 
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Metadata
Title
Evidence-based persuasion: A cross-cultural analysis of entrepreneurial pitch in English and Spanish
Author
Ana Maria Ducasse
Publication date
21-07-2020
Publisher
Springer US
Published in
Journal of International Entrepreneurship / Issue 4/2020
Print ISSN: 1570-7385
Electronic ISSN: 1573-7349
DOI
https://doi.org/10.1007/s10843-020-00278-0

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