Aesthetic appeal: How images inform emerging entrepreneurial themes

Entrepreneurship research has long privileged textual and linguistic approaches while overlooking the embodied, sensory, and symbolic aspects of entrepreneurial activity. Yet, entrepreneurs operate through aesthetic acts: they shape new organizational forms, influence new styles and tastes, and embody and extend novel techniques, and do so by holding onto ‘the image’ of an organization. In this editorial, we aim to curate articles published in JBVI to illustrate how aesthetics influences meaning-making, uncertainty navigation, and innovation in entrepreneurial practice and how, then, such an understanding of the phenomenon of entrepreneurship might also spur more aesthetically-charged forms of study. This editorial repositions aesthetics as central to entrepreneurship, highlighting its role in shaping the field's dynamic, multifaceted nature rather than treating it as a peripheral concern.