Seminal Persuasion Work


Fredric Kropp seeks an updated view on what are the seminal articles on persuasion

My coauthors and I are looking at the tensions between venture capitalists and entrepreneurs and how it impacts venture survival. We are framing it in power (the VC’s and board) versus persuasion (the entrepreneurs). We presented the paper at a high level strategy conferece and the reviewers/audience suggested that we go to the marketing literature for theoretical support on persuasion. When I did my PhD in marketing, the Elaboration Likelihood Model was the gold standard. Also, Cialdini was cited extensively. I wonder if there are new seminal articles that might help us. We appreciate any suggestions. Please send to


Fredric Kropp
Chair, Fisher International MBA Program
Monterey Institute of International Studies

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