Navarro, F. D. (2015). Business plan: A preliminary approach to an unknown genre. Ibérica 30: 129-154.

Navarro, F. D. (2015). Business plan: A preliminary approach to an unknown genre. Ibérica 30: 129-154. 

In this, Navarro studies the genre of the business plan from the point of view of English for specific purposes, in the tradition of Swales and Hyland. In that way, it's nice to think about the genre of the BP as an occluded genre (Swales). 

Navarro approaches the genre of the BP ethnographically, which in this context basically means that he supplements his limited corpus with interviews. 

Looks like he got 38 interviews and 8 interviews. He interviewed both professors and business people. "I interviewed business, economy and engineering professors in public and private university degrees (A, B, c); graduate students (d, E); coordinators, professors and entrepreneurs in business incubators (F, G); and a professor and dean of a private Economy Faculty (H)." So mostly academics it looks like. 

These were the kinds of texts he got: "There are three text groups: public syllabi and writing guides associated with universities and training centres (9), including two Argentine published textbooks (Miguez, 2007; Adamovsky, 2009); available BP models or fictional examples (4); and actual samples (25). These texts are also distinguished according to their setting and scope: undergraduate university training (16); entrepreneurial training (6); expert entrepreneurial (11), many of which have obtained financial support or started actual business; and expert corporate (5) " This is interesting because this mimics what we're doing in the diachronic paper--putting fictional stuff next to real stuff. 

Four settings. "The following four settings are organized in a continuum, ranging from professional performance to academic   training: corporations, entrepreneurship, small business incubators, and business university degrees."

One thing I didn't think about was I guess the rhetorical situation of the BP. Not relevant for very long. Very few readers. Highly private. 

Then there was the genre chain and genre family thing. For the former, I think it was (1) elevator pitch (2) executive summary (3) pitch deck and (4) BP. I'm not sure about the genre family thing. Interesting that Navarro refers to a pitch deck as a PowerPoint presentation. 

Oh. He talks about the difference explicitly. "A genre family is different from a genre chain. The latter refers to a sequence of genres that need to occur so as to reach a common goal whereas the former refers to slightly different genres for slightly different goals." Then he goes on to talk about family in terms of system. He uses the Martin & Rose 2008 for the system cite, rather than say Bazerman. 

Two different kinds of families. "Within this family, there are two general types of BPs: the entrepreneurial BP, which aims at starting up new companies, and the corporate BP, which aims at managing existing companies." He relates the two families to the four settings, and each setting has its own exigence. See fig 1.

Maybe linking exigence to the setting is a bad idea, since each family might have its own exigence. For example, the corporate BP doesn't have to set up a new company whereas the entrepreneurial BP does.  

Actually it looks like I was reading fig 1 wrong. The types are at the bottom. But now there are three types? 

I don't need to understand the typology of the business plan that much right this second, but it's nice to know that Navarro does it. He also typologizes the internal rhetorical structure of the BP too. See fig 3. 

The important thing to know is, he looks at BOTH the genre system of the BP AND its internal structure, which seems different. It's like he looks at the genre from a macro and micro point of view in one and the same article. 

https://utexas.box.com/s/472qk55qwq9r6ofs1453x841le9qa5to