The right touch of pitch assertiveness: Examining entrepreneurs' gender and project category fit in crowdfunding |
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| Institution: | 1. Department of Management and Entrepreneurship, Sawyer Business School, Suffolk University, 73 Tremont Street, Boston, MA 02108, United States;2. Said Business School, University of Oxford, Park End Street, Oxford OX1 1HP, United Kingdom;3. Department of Management, Belk College of Business, University of North Carolina at Charlotte, Charlotte, NC 28223, United States;4. Management Department, Mays Business School, Texas A&M University, College Station, TX 77843, United States;1. University of Toronto, Canada;2. University of Pennsylvania, United States of America;1. Martin J. Whitman School of Business, Syracuse University, United States of America;2. Joseph M. Katz Graduate School of Business, University of Pittsburgh, United States of America;1. University of Cologne, Endowed Chair for Interdisciplinary Management Science, Albertus-Magnus-Platz, Cologne D-50923, Germany;2. University of Wuppertal, Jackstädt Center of Entrepreneurship and Innovation Research, Germany;1. Area of Management, Jerry S. Rawls College of Business, Texas Tech University, Lubbock, TX 79609, United States of America;2. Department of Management and Entrepreneurship, Kelley School of Business, Indiana University, Bloomington, IN 47405, United States of America;3. Sam M. Walton College of Business, University of Arkansas, Fayetteville, AR 72701, United States of America;4. Department of Management, Wilbur O. and Ann Powers College of Business, Clemson University, Clemson, SC 29643, United States of America;5. Department of Management, Robbins School of Business, University of Richmond, Richmond, VA 23173, United States of America;1. Central South University, No.932 South Lushan Road, Changsha, Hunan, 410083, China;2. University of St.Gallen, 111 Amoy Street, 069931, Singapore;3. Emlyon Business School, 23 avenue Guy de Collongue, CS 40203, 69134 Ecully Cedex, France;1. National Yunlin University of Science and Technology, 123 University Road, Section 3, Douliou, Yunlin 64002, Taiwan;2. University of New Hampshire, 105 Main St, Durham, NH 03824, United States of America |
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| Abstract: | Scholars have devoted significant attention to the role of entrepreneurs' communication, and gender in crowdfunding. Yet, how female and male entrepreneurs can effectively configure their assertive communication style and the role gender norms within project categories play in shaping crowdfunders' evaluations of entrepreneurs' communication style remains unanswered. To address this, we conduct an exploratory qualitative comparative case analysis (QCA) of 1600 entrepreneurs who pitched their ventures on Kickstarter. From prior research, we identified four distinct kinds of assertive language (certain, power, social, tentative) and explore how female and male entrepreneurs' configurations of assertive language relate to crowdfunding success and failure in male-dominated and female-dominated contexts. We found six pitch assertiveness themes, two associated with success, two associated with failure, and two where success versus failure depends on nuanced considerations of the entrepreneur's gender and the gendering of the context. Our study extends our understanding of communication and gender in crowdfunding. |
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