Paper Number

ICIS2025-2710

Paper Type

Short

Abstract

Understanding how entrepreneurs convert volatile attention around new technologies into durable performance is essential. We theorize hype-contingent resource orchestration: the stage-sensitive structuring, bundling, and leveraging of technical, financial, and narrative resources across the technology maturity curve. In a comparative multiple-case study of MarTech ventures positioned at different hype stages, we trace three process mechanisms that explain when entrepreneurs moderate claims, reallocate capabilities, and standardize partner routines. Preliminary evidence shows that bounding promises to verifiable artifacts and re-sequencing work in the trough, followed by interface standardization on the slope, improves reliability, accelerates learning from failure, and supports scaling. The study integrates hype dynamics with resource orchestration and offers actionable guidance for founders and policymakers seeking resilient, responsible innovation in attention-driven markets.

Comments

17-Innovation

Download

Share

COinS
 
Dec 14th, 12:00 AM

Hype-contingent Resource Orchestration: Lessons from MarTech Entrepreneurs

Understanding how entrepreneurs convert volatile attention around new technologies into durable performance is essential. We theorize hype-contingent resource orchestration: the stage-sensitive structuring, bundling, and leveraging of technical, financial, and narrative resources across the technology maturity curve. In a comparative multiple-case study of MarTech ventures positioned at different hype stages, we trace three process mechanisms that explain when entrepreneurs moderate claims, reallocate capabilities, and standardize partner routines. Preliminary evidence shows that bounding promises to verifiable artifacts and re-sequencing work in the trough, followed by interface standardization on the slope, improves reliability, accelerates learning from failure, and supports scaling. The study integrates hype dynamics with resource orchestration and offers actionable guidance for founders and policymakers seeking resilient, responsible innovation in attention-driven markets.

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.