Stiffness of economic theory, when it assumes economic agents' rationality and objective information, has obstructed to fit entrepreneurs in its models. This thesis extends the study of entrepreneurial learning as a way to solve the indicated problems. It describes three case studies built on gathered information from direct observation, deep-interviews and documents examination. They allow us to analyze how entrepreneurs give meaning to their actions and how they use narratives and rhetoric. Results show different typologies of entrepreneurs, vocational and opportunists in the stage prior to the creation of the company and adventurers and creators in the subsequent one. Vocational entrepreneurs understand the creation of a company as a vital project. Opportunists try to take profit of what they believe is a good idea. The adventurers emphasize the idea of the company as a source of experiences and challenges, while creators conceive it as a personal creation. Referring to narratives, in all the observed cases, respondents expounded an epic narrative of their process, where they overcome challenges. They use two kinds of micro-narratives: motivational narratives, where they highlight values let them give sense to their actions and achievement narratives, where they emphasize values that consider essential for the proper performance of their company. We also observe that entrepreneurs use rhetoric to convince others and persuade themselves. They do not take rational decisions, but starting form a heuristic intuition, they build with arguments a plausible idea - usually in a narrative way - that leads them to take reasonable decisions. Ethos and arguments by examples usually convince them to act in a certain way, while they generally use logos arguments to refuse some action. Results allow us to highlight the persuasive role of entrepreneurs, both in their daily activity and in their social and economic function. The idea of a persuasive entrepreneur brings us a better understanding of their behavior, offers us tools to improve their performance, enhances the idea of language and arguments as economic value creators and facilitates to fit entrepreneurs in the economic theory.

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Barrull Melcior, Xavier

L'emprenedor persuasiu: Ret˛rica i narratives en l'entrepreneurship

05/2010
Stiffness of economic theory, when it assumes economic agents' rationality and objective information, has obstructed to fit entrepreneurs in its models. This thesis extends the study of entrepreneurial learning as a way to solve the indicated problems. It describes three case studies built on gathered information from direct observation, deep-interviews and documents examination. They allow us to analyze how entrepreneurs give meaning to their actions and how they use narratives and rhetoric. Results show different typologies of entrepreneurs, vocational and opportunists in the stage prior to the creation of the company and adventurers and creators in the subsequent one. Vocational entrepreneurs understand the creation of a company as a vital project. Opportunists try to take profit of what they believe is a good idea. The adventurers emphasize the idea of the company as a source of experiences and challenges, while creators conceive it as a personal creation. Referring to narratives, in all the observed cases, respondents expounded an epic narrative of their process, where they overcome challenges. They use two kinds of micro-narratives: motivational narratives, where they highlight values let them give sense to their actions and achievement narratives, where they emphasize values that consider essential for the proper performance of their company. We also observe that entrepreneurs use rhetoric to convince others and persuade themselves. They do not take rational decisions, but starting form a heuristic intuition, they build with arguments a plausible idea - usually in a narrative way - that leads them to take reasonable decisions. Ethos and arguments by examples usually convince them to act in a certain way, while they generally use logos arguments to refuse some action. Results allow us to highlight the persuasive role of entrepreneurs, both in their daily activity and in their social and economic function. The idea of a persuasive entrepreneur brings us a better understanding of their behavior, offers us tools to improve their performance, enhances the idea of language and arguments as economic value creators and facilitates to fit entrepreneurs in the economic theory.
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L'emprenedor persuasiu: Ret˛rica i narratives en l'entrepreneurship
Barrull Melcior, Xavier
Universitat Ramon Llull (URL). ESADE

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