Rhetoric meets entrepreneurship - the target group-oriented startup pitch and the future of pitching

A persuasive startup pitch is a key factor for the economic success of startups and, therefore, a particularly relevant subject for rhetorical research. This dissertation systematically integrates the extensive insights into persuasive factors of startup pitches from entrepreneurship literature into a framework based on rhetorical theory. Building on this foundation, the study investigates the specific persuasive factors of audience-targeted startup pitches in Germany. Through the analysis of 31 German pitch competitions and 56 interviews with relevant stakeholders, a holistic model was developed, enabling, for the first time, a comprehensive examination of the persuasive factors in startup pitches. Additionally, the study provides new insights into underrepresented research areas (e.g. one addressee operating with multiple decision-making logics or audience-specific differences in stakeholder persuasion). A further focal point of the dissertation explores the impact of the commercialization of artificial intelligence (AI) on startup pitches. From the interviews, 27 potential consequences were identified, affecting means of persuasion, presenters, audiences, and the pitch setting. The findings highlight that future persuasion success will heavily depend on founders' ability to leverage emerging technological opportunities. This dissertation makes a significant contribution to the research on startup pitches, linking theoretical foundations with practical implications. It also opens up avenues for further studies on stakeholder persuasion and the future of pitching.