In this qualitative study, the authors apply Callon’s sociology of translation to examine how new technology entrepreneurs enact material arguments that involve the first two moments of translation—problematization (defining a market problem) and interessement (defining a market and the firm’s relationship to it)—which in turn are represented in a claim, the value proposition. That emergent claim can then be represented and further changed during pitches. If accepted, it can then lead to the second two moments of translation: enrollment and mobilization. Drawing on written materials, observations, and interviews, we trace how these value propositions were iterated along three paths to better problematize and interesse, articulating a problem and market on which a business could plausibly be built. We conclude by discussing implications for understanding value propositions in entrepreneurship and, more broadly, using the sociology of translation to analyze emergent, material, consequential arguments.

中文翻译：

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阐明问题和市场：企业家的新兴价值主张的翻译分析

在这项定性研究中，作者运用卡伦的翻译社会学来研究新技术企业家如何制定涉及翻译前两个时刻的重要论点，即问题化（定义市场问题）和市场干预（定义市场及其与公司的关系）。 -依次在索赔中表示价值主张。然后可以表示该紧急要求，并在推销期间进一步更改。如果被接受，它将导致翻译的后两个时刻：注册和动员。利用书面材料，观察结果和访谈，我们跟踪如何通过三种途径来迭代这些价值主张，以更好地进行问题处理和相互交流，阐明可以在其上建立业务的问题和市场。