104 Language and legitimacy dynamics
a double-edged-sword eect. By accurately crafting their discourse and the
words used when pitching their ideas to a crowd, entrepreneurial ventures may
be able to send the right signals to potential investors and backers and thus avoid
the risk of failure and the negative consequences that this may entail (e.g. stig-
matisation of the entrepreneur, as in Singh et al., 2015).
This chapter shows that when entrepreneurial ventures choose to be green-
oriented, they need to be aware that such an orientation may interact with
other key characteristics of the venture and may trigger specific dynamics of
perception and credibility in the audience evaluating the venture and deciding
whether to invest in it. Stud