To bring something new into being, entrepreneurs often need to frame their ideas to generate collective promise and excitement about their endeavor even before they have delivered the venture’s offering for the first time. In other words, entrepreneurs need to generate hype around their new endeavor, and they use various entrepreneurial framing combinations to do so. To better understand this, we examine how the framing configurations used by the founders of the Premier Lacrosse League were associated with varying levels of collective promise and excitement among venture audiences, thereby uncovering how entrepreneurial framing configurations generate hype for a new venture.
