Hype in entrepreneurial settings

Although hype is widely discussed in the popular discourse around entrepreneurship, it has received limited attention in the entrepreneurship literature. In this introduction to the special issue on hype and entrepreneurship, we propose that hype in entrepreneurial settings can be usefully explored by considering the stages of the hype cycle that can unfold in these settings. The first stage is hyping, where entrepreneurs frame ideas, products, business models, and ventures using language designed to set exciting future expectations despite (and even because of) the absence of technical validation or evidence of the economic feasibility of the venture. These efforts can trigger a state of hype, which refers to a rapidly intensifying collective vision of the future across audiences leading to an upswing. During the upswing, unrealistic expectations emerge, which, if left unmet, can lead to a downswing when there is a reversal of momentum and even the stigmatization of the hyped assets. Yet, there is always the possibility of a revival of entrepreneurial efforts around what had been hyped but became stigmatized. Noting that not all entrepreneurial phenomena necessarily traverse all stages of the cycle, we discuss some of the triggers and contingencies that can lead to shifts across the different stages of the hype cycle. We also discuss the challenges and opportunities that these stages offer entrepreneurs to the extent they unfold within and across fields. We then introduce the papers that comprise the special issue and conclude with suggestions for future research.