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Reference

Garud, R., Phillips, N., Snihur, Y., Thomas, L. D. W., & Zietsma, C. (2026). Hype in entrepreneurial settings. Journal of Business Venturing, 41(2), 106559. https://doi.org/10.1016/j.jbusvent.2025.106559

Part of special issue

Hype and Entrepreneurship: Expectations, Exaggerations and Misrepresentations https://www.sciencedirect.com/special-issue/10S6P8J6MLK

Guest Editors: Raghu Garud, Nelson Phillips, Yuliya Snihur, Llewellyn D.W. Thomas, Charlene Zietsma

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Welcome back to Revise and Resubmit 🎙️—the podcast where academic articles don’t just get read, they get gently, lovingly… questioned, prodded, and sent back into the world with a virtual “revise and resubmit.”

Today, we’re walking into the noisy midway of entrepreneurship—the land of bold promises, beautiful decks, and futures drawn in hockey-stick curves 📈.

Our feature:
✨ “Hype in entrepreneurial settings”
🧠 Authors: Raghu Garud, Nelson Phillips, Yuliya Snihur, Llewellyn D.W. Thomas, Charlene Zietsma
📚 Journal: Journal of Business Venturing—a prestigious FT50 journal
🏢 Publisher: Elsevier
🗓️ Online: 18 November 2025, forthcoming in Volume 41, Issue 2 (March 2026)

This article introduces a hype cycle for entrepreneurial settings with four stages: hyping, upswing, downswing, and revival.

First, hyping 🚀: entrepreneurs use language to frame ideas, products, and ventures in ways that spark exciting future expectations—often before technical validation or economic feasibility are in place.

Then, the upswing 🎢: a rapidly intensifying collective vision of the future takes hold. Audiences, investors, and media buy into the dream. Expectations soar, sometimes to unrealistic levels.

Next, the downswing 💥: when those expectations aren’t met, momentum reverses. Disillusionment sets in. The once-celebrated assets can become stigmatized.

Finally, revival 🔁: what was hyped and then tainted can gain a second life. Ideas and technologies are repurposed, reframed, and reinserted into new entrepreneurial efforts. Not every phenomenon completes the cycle, but the pattern helps us see how hype moves within and across fields.

In this special issue introduction, the authors probe:

• What triggers shifts between these stages? ⚡

• When does hype help entrepreneurs mobilize resources, and when does it become a trap?

• How do phenomena like entrepreneurial “swagger” or the rise and fall of the “girlboss” reflect this cycle of celebration, collapse, and comeback?

All of this appears in the Journal of Business Venturing, one of the top, FT50-listed journals—so we’re talking about theory with serious rigor behind the buzz.

🎧 Before we dive deeper:

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Huge thanks 🙏 to the authors—