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Is Goffman’s the best framework for understanding pitches to industry analysts?

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How satisfactory is Goffman’s theory of impression management in understanding and explaining interactions in analyst pitches?

Is there a better theory than Goffman’s to understand analyst pitches?

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Is Goffman’s the best framework for understanding pitches to industry analysts?

  1. 1. Is Goffman’s the best framework for understanding pitches to industry analysts? Christian Hampel, Johannes Gutenberg University of Mainz Duncan Chapple, University of Edinburgh Business School
  2. 2. Why Goffman? Duncan Erving Christian • Graduate student in University of Edinburgh Entrepreneurship and Innovation group • Researching the influence, and influencing, of IT and telecoms industry analysts Work in progress Christian Hampel & Duncan Chapple • The 6th most cited author in the humanities and social sciences • “Presentation of Self in Everyday Life” 1959 • “Frame analysis” 1974 • “Forms of talk” 1981 • Graduate psychology student at Johannes Gutenberg University of Mainz • Thesis at the department of Business, Organisational and Industrial Psychology
  3. 3. Work in progress Christian Hampel & Duncan Chapple Research Process and what are analyst pitches? 01 Research question • How satisfactory is Goffman’s theory of impression management in understanding and explaining interactions in analyst pitches? • Definition: formal oral presentations, both online and offline, by vendors of ICT solutions to industry analysts • Is there a better theory than Goffman’s to understand analyst pitches? 02 Literature review Theories of impression management • Goffman‘s stage analogy • Later development • Karin Knorr Cetina, 2009 • Trevor Pinch, 2010 • Liam Bullingham & Ana Vasconcelos, 2013 03 Method • March: 12+ interviews with analysts • April: 12+ interviews with vendors • Quirkos: Qualitative analysis
  4. 4. Work in progress Christian Hampel & Duncan Chapple Research Process 04 Questionnaire Topics: • Status • Acceptance/ challenge of definitions • Biographies • Self-Promotion • Namedropping • Bragging • Compliments • The stage • Artifacts • Body language 05 Results 90 quotes fit Goffman’s framework 5 quotes extend Goffman’s framework 11 quotes do not fit Goffman’s framework 06 Discussion • Are there things we should change in our questionnaire when talking to industry analysts / AR professionals? • Are there theoretical frameworks that are more appropriate in understanding pitches?
  5. 5. 05 Results Some findings fit Goffman‘s framework, others do not Work progress Christian Hampel & Duncan Chapple
  6. 6. Distribution and examples of quotes by framework Goffman “Goffman plus” Not Goffman Compliments: Yes, they will do that quite likely. They will say we have read such and such that you wrote or we like this peace or thank you for doing that. Yes, maybe they would do that. Name-dropping: Well, it varies. In the worst case scenarios you have people who try to establish all of their credibility by namedropping. Favour-doing: the smart vendors figure out what the bonus plan is for the analysts at large analyst firms and they act accordingly. And so they know that if an analyst is compensated on the amount of research they produce well then they will help provide them with material that makes it very easy to produce the report. Intimidation: the threat of lawsuit is always out there , the threat of I’m going to get you fired, the threat of I’m going to call other vendors and tell them not to spend Any money with you guys you know that all happens. Sociology of expectation? …only staying on their single version of things that that becomes a weakness because ultimately the environment changes. If you’re not open to new ideas and new ways of Thinking that’s not going to serve you well” Coaching? …he literally blew up at the interviewer and walked out. You know when something like that happens... there’s a lot of people that get paid a lot to coach someone like that on what to say and what to do and when they blow up… that’s a sign right there, it told me this company is going to implode. That one single event told me. 90 Work in progress Christian Hampel & Duncan Chapple 5 11
  7. 7. Work in progress Christian Hampel & Duncan Chapple Research Process 04 Questionnaire Topics: • Status • Acceptance/ challenge of definitions • Biographies • Self-Promotion • Namedropping • Bragging • Compliments • The stage • Artifacts • Body language 05 Results 90 quotes fit Goffman’s framework 5 quotes extend Goffman’s framework 11 quotes do not fit Goffman’s framework 06 Discussion • Are there things we should change in our questionnaire when talking to industry analysts / AR professionals? • Are there theoretical frameworks that are more appropriate in understanding pitches?
  8. 8. Questions? Christian Hampel, Johannes Gutenberg University of Mainz Duncan Chapple, University of Edinburgh Business School

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