6: Branding: Hindering Heterarchy in a Startup Accelerator

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This chapter explores the practice of branding at a startup accelerator, connecting the concept to orders of worth in entrepreneurship. Drawing on the Communicative Theory of the Firm (CTF), it emphasizes the significance of the multiple and competing logics that underpin evaluations of value in the context of new firms’ emergence. The chapter examines practices of valorizing the technologically cool, mentorship, and funding in the accelerator’s efforts to launch startups. The accelerator’s branding practices influenced the startups’ authoritative texts and, in turn, their purposes and their wanting. The chapter underscores that such branding practices hinder the startups’ heterarchy: the accelerator’s branding practices narrowed the evaluative criteria to which the startups could appeal, limiting their potential for profitability.

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